Marketing For Accountants: Top Marketing Strategies [2024]
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Marketing For Accountants

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Top 15 Marketing Strategies

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1 . Know your client and their needs

Is marketing for accountants what you are looking forward to discovering? In this article, we discuss marketing challenges for accountants. The answer begins with understanding the needs and challenges faced by your current and potential clients. It is not possible to positively market your accounting services to clients whose needs cannot be understood and solved. It is not a prerequisite to comprehensively know and understand how logistics companies work as an example.

Knowing the industry's basic information will work in your favor and will go a long way to retain clients in each respective industry you choose to serve. What makes your accounting service to be unique? Why should potential clients choose your accounting firm and not your competitor? These are the questions to ask when identifying the value proposition for the accounting services you offer.

Nowadays, using the internet to search for businesses or services is the most popular method. You must therefore make it simple for potential customers to find you. One of the greatest methods to make sure people can discover you is by responding to the questions they are most likely to ask, given the majority of searches involve inquiries. Which tax deductions must I make for my business? can be a potential client's tax-related search query. Your chances of ranking highly on the search results page of Google and of generating new leads both increase if you provide an answer to that inquiry on your website. The appeal of content marketing is that it makes it easier to engage with the audience you want by giving them useful information.

2. Factors That Affect Marketing for Accountants:

Through market research , accountants can find out which type of clients will use accounting and company secretarial service. Planning is at the heart of any successful marketing activity. Knowing your targeted audience, their pain points and aligning your value proposition goes a long way towards winning new business. Marketing planning requires that the accounting firm management should first discuss each new opportunity, the size of the opportunity and whether the firm supports such opportunities. Read more on the best digital marketing strategies and discover how they can assist in your marketing planning process. Marketing for accountants should include the following factors:

    • Marketing Tactics
    • SWOT Analysis i.e. Strengths, Weaknesses, Opportunities, Threats
    • Unique Selling Point
    • Your Accounting Services
    • Business Targets
    • Goals and Time Frames

    3. Niche Marketing

    Marketing your accounting services in a niche market can work well in your favour than being a generalist. As an example, working with restaurants will expand your knowledge in inventory procurement, how the GAAP system (Point of Sale) works, waste management, menu design, events, collaboration and working with beverage brands to name a few things. As an accountant working in a restaurant environment, you will further be exposed to working restaurant vendors and teams working in different departments whom each have valuable about the restaurant.

    4. Social Media Marketing for Accountants

    Knowing where your targeted clients congregate is the first step towards formulating the appropriate marketing communication. Channels like LinkedIn, Webinars, and networking events are highly likely to connect you with decision makers. In our opinion, you will get less to zero organic reach when using Facebook and Instagram when marketing your accounting services to new clients.

    If your page has 10k followers, this means whenever you post on Facebook only 5 - 10% of your audience will be able to see your post in the first 45 minutes. If your content does not generate high engagement during the first 45 minutes, Facebook will consider your content not relevant to your audience and will therefore not show it to the rest of your followers.

    The same principle is applicable to Instagram, especially as the latter entity is owned by Facebook. Is Instagram suitable as a marketing for accountants? The jury is out on that valid question. Instagram is more suitable for businesses like restaurants, car brands, fashion and any other visually demanding content-driven businesses. There is a suitable solution for overcoming this challenge should you opt for Facebook/Instagram as your main communication channels. Marketing for accountants is possible when the following marketing tools are used to overcome marketing challenges for accounting firms:

    • Website
    • Social Media (Facebook, LinkedIn, Twitter)
    • Local Radio Stations
    • Local Newspapers
    • Business Events

    5. Search Engine Optimization

    Your website is your main tool for promotion, therefore you want to continue to maintain it at the forefront of search engine results in a crowded market. Search engine optimization, or SEO, is a terrific technique to make sure that your website appears when people are seeking by making sure it contains the keywords that people are searching for. Try different searches to discover how your company compares against the competition. Try searching for your business or the services you provide using search engines like Google, Yahoo, and Bing to see what results you get.

    6. Create short form content for social media

    A Digital Marketing Company like ourselves can create short form content for Instagram, Facebook and YouTube Story. Short form content is the new way of attracting and retaining followers. Social media platforms rewards accounts/pages that retain users longer through the use of short form content that is entertaining, educational and adds value to users. How does short form content apply to marketing for accountants? By answering and addressing challenges faced by your potential clients using infographics, blog posts, vlogs and participating in public forums that are geared for small business owners.

    For example, not all small business owners know how to correctly add VAT into their pricing. Some are not VAT registered and yet they charging 15% VAT into their pricing. The latter is against South African Revenue Services (SARS) policy on VAT administration. Other small business owners do know when to submit their VAT Returns to the South African Revenue Services. Therefore, by creating valuable content which addresses the matters mentioned, your accounting firm will reap the rewards by having a solid rapport.

    7. Participate in Podcasts

    Accountants may exhibit their knowledge and attract new clients by participating in podcasts. Accountants may position themselves as leaders of thought in their respective industries and exhibit their expertise by taking part in podcasts. Here are some pointers for accountants who want to use podcasts to attract new clients:

    • Pick the appropriate podcast: Find podcasts that appeal to your intended listening audience. For instance, if your area of expertise is preparing taxes for small companies, look for podcasts featuring entrepreneurs or small business owners.
    • Be well-prepared: Before participating in a podcast, ensure that you've got a solid grasp of the subject and have some talking points ready. You'll sound more informed and assured throughout the interview if you do this.
    • Be engaging: people who listen to podcasts want to be amused and kept interested, so strive to give your interview some personality. Share any relevant information and stories.
    • Once the podcast has been released upload it on your website. This will enable you to reach a larger audience and show prospective customers your level of experience.

    8. Start Blogging

    Not all your potential clients are on social media. If they are on social media, not all of them use LinkedIn as part of their business tool for communication. By writing a blog, you are reaching out to business owners who are actively looking for solutions on Google. We recommend that you write at least 3 blogs per month. The blogs should cover topics that both unique to a particular problem. On the blogs, comprehensively demonstrate your knowledge, skills and experience in solving particular challenges.

    9. Build Business Alliances

    Working closely with business lenders, law firms and advisory centers is a great way to gain referral clients for your accounting firm. When the mentioned institutions have a client that needs an accountant, you're highly likely to be referred as a service provider. Likewise, when you have a client that needs a law firm you will be in a position to refer them to your circle of alliance partners. Marketing for accountants is a two-way street and a long-term game plan.

    10. Lead Magnets

    By offering benefit to prospective customers as a reward for their contact information, lead magnets can be a useful tool for accountants to attract new clients and grow their business. The following steps will help you make and utilize lead magnets successfully: Decide on the kind of client you'd like to entice before selecting your ideal client. By doing this, you can better adapt the lead magnet you provide to their business needs. Provide useful resources: Create a resource for your intended audience that offers useful information or addresses a challenge. This might be a webinar, whitepaper, booklet, checklist, or other material that highlights your subject matter knowledge.

    11. Volunteer in Community Projects

    Volunteering in local projects is a great idea to know about what is happening in your community. Though it is not a marketing strategy or tactic, volunteering will enable you as an accountant to connect on a personal level with local business owners and local municipality officials. Unlike formal networking events where you carry yourself in a different manner, local volunteering is the quickest way to establish trustworthiness, familiarity with community structures and at the end it does indirectly serve as its purpose towards marketing for accountants.

    12. Conclusion

    As your business grows, never neglect your marketing in favour of pursuing profit. Rather use the golden opportunity to maximize your marketing efforts in getting your business known in most business circles. Use the business growth opportunity to build rapport with potential clients who will soon need your recommended accounting services.

    Marketing is often confused with sales and business development. Sales is the process of understanding a specific prospect’s needs, offering a specific set of services to address them and convincing the prospect to purchase the services.

    Marketing, on the other hand, is the process of understanding a market’s needs, tailoring your offerings to those needs, generating awareness for a firm’s services and encouraging qualified prospects to reach out and request more information. Or more simply, marketing for accountants is about generating qualified opportunities. Sales is about turning those opportunities into clients. Hire the best Digital Marketing Company like ourselves to solve your marketing challenges.


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