Standing out in the sea of accounting firms isn’t easy. Your prospects have more choices than ever, especially given that location has become less of a factor in recent years (thank you, COVID-19 pandemic). Having a professional marketing strategy—one that aligns with your firm’s culture and goals—is critical to expanding your client base.

There are certain tactics that every CPA firm should consider when developing a marketing strategy.

Here are seven that could help you attract new clients to your accounting firm:

  1. Make a good first impression with your Website.

    • Your website may be the first impression that you make on a prospective client. If your website isn’t up to snuff, those prospective clients may quickly move on to a different firm’s site – one that feels more polished or professional. You only have one chance to make a first impression, so ensure your website speaks to your prospective clients in a way that truly represents your business.
  2. Engage your audience with social media.

    • Your target audience is on social media. Is your accounting firm? Researching your target audience and focusing on the social platforms where that audience is most active, consider sharing engaging content to connect with prospects.
  3. Foster trust with positive client reviews.

    • When prospects see positive feedback about your firm, it helps to build credibility and trust even before your first interaction. To increase your firm’s positive-review count, consider asking satisfied clients to leave reviews on your website or review platforms.
  4. Showcase your firm’s expertise with content marketing.

    • One way to attract potential clients is to produce valuable content. This means publishing helpful blog posts, e-books, webinars, and more on your firm’s website, industry publications, and other online forums and blog platforms (e.g., LinkedIn). In addition to sharing your content on social media, using relevant SEO keywords can help to get your firm’s content in front of your audience.
  5. Reach prospects with targeted advertising.

    • Your prospects are likely turning to search engines to find a solution to their challenges. Make it easy for them to find you! Consider using online advertising to reach potential clients who are actively searching for accounting services. One way to do this is to run a pay-per-click (PPC) campaign with keywords related to accounting and tax services.
  6. Forge connections with email marketing

    • Delivering valuable content and meaningful messages to prospects’ (and clients’) inboxes can be a powerful way to nurture leads and maintain communication. These could include industry insights, tax law updates, and news about relevant issues.
  7. Build relationships through networking and referrals.

    • There’s only so much relationship-building that can be done online. Attending in-person events, such as networking sessions, conferences, and industry gatherings, allows you to truly get to know prospects and potential referral sources. Of course, networking can feel uncomfortable if you’re not accustomed to it. If you or your staff feel overwhelmed by the idea, consider refining and practicing your elevator speech together. Business development coaching can help, too!

Take the first step – and then take the next steps one at a time.

How do you eat an elephant? One bite at a time. The same goes for implementing marketing tactics. Focusing on all seven at once can be too much — and can undermine your efforts. Strategically employing these tactics can not only allow you to better gauge the results of each but also can give you the best chance for success.

If you’d like to explore how these and other marketing tactics could help your CPA firm attract new clients, increase visibility, and achieve substantial growth, contact the Align team today.