How To Create a Marketing Plan for Your Accounting or Bookkeeping Firm

marketing plan for accounting firm

Bummer fact: accounting businesses grow with the speed of a turtle when compared to the technology industry.

Lucky counter fact: the turtle has the tactics that win the race. They combine in a collection called a marketing plan for an accounting firm.

Since you’re not a professional marketer, of course, it might seem scary to construct a whole marketing plan for your business from scratch.

But how evil would we be to leave you high and dry and not help you with the most fundamental element of marketing for accountants or bookkeepers?

Read on and take notes because with this article you’re going to learn how to create your marketing strategy from scratch.

And because everyone gives you steps, will give you a whole stairway (for Zeppelin’s stairway please visit YouTube).

Let’s do this!

Stair 1: Decide what your main goal is

You do know where you’re going with this, right? Before taking any further steps, be clear about what you want to achieve – why you are creating this plan in the first place.

Be as specific as you can. Don’t say “I want to make more money” or “I want to run a successful business” – it’s too generic and you’ll get stuck.

Instead, use the SMART concept. Your goal has to be: Specific, Measurable, Attainable, Realistic, Time-based.

The more specific you are about your main goal, the easier it will be to start sketching that marketing plan for the accounting firm.

Stair 2: Do a SWOT analysis before the marketing plan for an accounting firm

This is the phase where you want to be honest with yourself: where your business is now. SWOT stands for Strengths, Weaknesses, Opportunities, and Threats.

When you make a summary of all of them, you’ll get a clearer picture of which direction should your marketing strategy go.

You can even analyze external factors, such as the social and the economical climate where your business and your clients operate. The more research you do, the better the material for your marketing.

Stair 3: Identify your target clients

Please, PLEASE don’t sell to everybody. Unless your business is telemarketing (and it’s not), using the classical sales models for your accounting business will leave you stuck. Alone. In a dark forest. With an angry mob.

To save time from unqualified prospects, why not build a buyer persona instead?

A buyer persona is this cool tool that helps you identify your ideal customer. It’s like a client’s avatar – only shorter in length and not necessarily blue.

Basically, it answers questions like Who am I selling to? How can I use my marketing strategy to reach them the right way?

The gurus at Hubspot say that businesses with clearly defined buyer personas make websites 2-5 times more effective, improve email click-through rates by 14%, and conversion rates by 10%.

They gotta be doing something right.

Remember, if you’re not specific about who your ideal customers are, your plan will fall flat right down on its marketing face.

Stair 4: Dive into content marketing

Content marketing is the engine that runs your whole stairway up to closing the deal – without it, you have no strategy.

This means you familiarize yourself with all types of content marketing and then start creating some.

The best part is that it’s super cost-effective – most of the things you can do on your own. For the more sophisticated parts and stepping up your game, jump on our imaginary board and let us do the heavy lifting.

Here’s the Holy Trinity of types of content related to any business anywhere:

·       Website content (including a business blog)

·       Social media

·       Email newsletters

These are the basic channels you should be using for content distribution. Of course, there are always more ways to reach clients, content-related or not, but these three are the fastest, cheapest, and most effective ones for a marketing plan for an accounting firm.

Pro Tip: Do some research on what solutions users are searching for in search engines and create your content around that.

Stair 5: Try paid advertising

If you do have the budget, however, a little investment can only improve your marketing journey – like, for 65%.

Hold the cringe, we’re not talking about you buying a billboard and sticking your face and phone number on it (although, if you can afford it – go for it).

But if your budget looks more like a tip jar, then you might consider little less painful tactics such as:

Facebook ads

Or is it Meta ads now? Anyway, the great thing about these ads is that you choose the amount of money you want to spend a day and still get views. Moreover, you get to choose who sees your ad – qualified leads, remember?

And wouldn’t you want to get results fast and for your specific needs?

Click here to learn more about the pricing.

Website pop-ups

Alright, alright, we know they are annoying. They also have a huge bouncing rate, and in some cases might cause lead loss.


They also convert like crazy, the ROI potential is enormous, and – for all our sake – they are much less intrusive nowadays. If you use them the right way, that is.

Here are a few tips on how to make pop-ups worth your while:

·       Give them context

·       Make the headline clear

·       Don’t make them appear right away

·       Include something of value in them

·       Match the CTA with the offer

Stair 6: Do relevant, regular analysis

You built your marketing plan for the accounting firm, now you may sit back and relax.

As if.

The marketing for accountants doesn’t stop there. You can’t seriously expect to hit the right note on the first try – it takes several trials and errors before you find the right formula for your goal.

And you do that by testing and reviewing. You test, and then you test some more, and then you adjust, and you optimize.

For example, try out different approaches to your content. Experiment with your brand voice. Do some A/B testing with your existing audience and see which variant of your homepage they like more.

Read every comment they leave you, track which type of content gets the most shares, or how long they stay on your site.

See what’s working and what’s not – then do more of the former and reshape the latter.

At the End of the Stairway

If you follow the guidelines that we’ve given you in this article to the point, you’ll end up running a decent business.

If you add discipline and patience to them, you’ll elevate that to a jaw-dropping success story that runs on sustainability.

This marketing plan for an accounting firm is everything you need to achieve more serious heights with your business – that’s why we called it a stairway anyway.

But if at any time you feel this is too much work or you don’t have the time to focus on your marketing, we at Accounting Presence will do it for you.

And we’ll add a bit of something extra for an extra magic touch – it’s just an e-mail address away!

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