Accounting firms have a unique advantage in expanding into financial advisory services. You already have a trusted client base and a deep understanding of financial matters. So why not leverage these strengths to introduce or grow a financial advisory arm? With a strategic financial advisory marketing approach, you can seamlessly build and promote your advisory services to current clients and new audiences alike. Here’s a six-step guide to help you market your advisory services effectively and set your firm up for long-term growth.

Step 1: Building Trust and Collaboration Between Financial Advisors and Accountants

To foster stronger relationships and trust between financial advisors and accountants within an accounting firm, advisors should take proactive steps to educate accountants about their services and expertise. Regularly scheduled informational sessions or casual “lunch-and-learn” gatherings can help accountants gain a deeper understanding of the advisory services offered, including how these can complement their own work with clients. Additionally, advisors can focus on building personal rapport by networking with accountants during firm events or through informal one-on-one conversations. By being transparent about their goals and actively seeking opportunities to collaborate on client projects, advisors can create a solid foundation of trust, showing accountants how working together enhances client value and strengthens the firm as a whole. 

Step 2: Build on Existing Client Relationships: Cross-Promotion Strategies

One of your firm’s most significant advantages is its established client relationships. People already trust you with their financial details and value your work. Here’s how to turn those existing relationships into growth opportunities: 

  • Cross-Promote Services with Intent: During your usual conversations, simply mention that your firm now offers a range of financial planning options. You can also drop a line in an email update, giving clients an easy way to learn more. Plant the ideas – chances are, they’re already interested in the kinds of advice you’re ready to provide! 
  • Bundle Offerings for Added Value: Many clients appreciate the simplicity of bundled services. Offer package deals that combine tax preparation with financial planning, retirement strategy, or investment consultations. For clients, this streamlined approach means fewer providers to juggle and a more seamless financial plan. And for you, bundled services can boost loyalty and client longevity.  

Step 3: Educate with Content Marketing

Your clients turn to you for expertise, so why not become their go-to source for financial insights beyond accounting? Creating content that addresses common financial questions establishes your firm’s authority in tax and advisory matters. 

  • Educational Events and Content Creation: Host webinars or in-person seminars on topics that matter to clients, like retirement planning, tax-efficient investing, or budgeting strategies. You can invite existing clients and open the event to the public to attract new leads. Don’t overlook the power of regular blog posts or articles on your website; short, digestible pieces on financial topics help ensure clients stay connected and view you as a go-to financial resource. 
  • Establishing Authority: Consistent Content Creation signals reliability. When clients see your firm regularly sharing relevant, reliable advice, they’ll trust you for more than just tax time. Over time, this positions you as their go-to advisor for accounting and comprehensive financial planning. 

Step 4: Leverage Client Testimonials and Success Stories

Nothing builds trust like real-life success stories from satisfied clients. Sharing testimonials and case studies showcases your expertise and illustrates the benefits of your combined accounting and financial advisory services. 

  • Showcase Results with Case Studies and Testimonials: Case studies and testimonials let you “show, not tell.” Pick a few key stories illustrating how your services made a difference, like a client who reached retirement goals thanks to strategic tax planning and investment advice. Simple, powerful, and relatable, these success stories help potential clients see the real benefits in action. 
  • Feature Clients in Spotlights: Consider featuring “Client Spotlights” in your blog or newsletter. By regularly sharing the journeys of clients who benefited from your dual services, you can reinforce the impact of your offerings while building a sense of community. 

Step 5: Conduct Integrated Accounting Firm Marketing Campaigns

Consistency is vital in advisory firm branding, especially if you’re managing multiple service lines under one firm. Integrated marketing campaigns help you keep things cohesive, making it easier for clients to understand and trust your accounting and advisory services. 

  • Targeted Email and Website Integration: Use targeted email campaigns to strategically highlight the benefits of your advisory services, particularly how they complement tax planning. Craft emails demonstrating the holistic support clients can expect by using both services, positioning your firm as a comprehensive financial partner. On your website, ensure easy navigation to advisory services, with clear CTAs guiding clients to learn more or schedule a consultation. 
  • Co-Branded Marketing Materials: Design brochures, social media templates, and email newsletters that reflect both the accounting and financial advisory marketing sides of your business. A unified look and feel across marketing materials creates a seamless experience, helping clients view you as a single, trusted financial partner.  

Step 6: Personalize the Client Journey

Expanding your services requires a personalized client journey. Creating a positive, individualized experience for each client can strengthen their loyalty and set the foundation for long-term growth. 

  • Smooth Onboarding Process: First impressions matter! Create an onboarding experience that feels both warm and professional. Start by introducing clients to their advisory team, focusing on how your combined services will simplify their financial lives. A quick walkthrough of how you’ll work together makes the transition smooth and helps clients see the value immediately. 
  • Ongoing Communication and Touchpoints: Stay in touch! Regular updates—like tax tips, investment summaries, or financial health check-ins—keep clients connected and aware of their progress. Regular communication reassures clients that you’re keeping a close eye on their financial well-being, reinforcing the value of your services. 

Step 7: Offer Referral Incentives and Free Consultations

Sometimes, the best way to grow is through word-of-mouth. Why not let your satisfied clients help spread the word? 

  • Referral Program: Incentivize your current accounting clients to refer friends, family, or colleagues to your financial advisory services. Offer a reward or discount to both the referring and new clients. It’s a simple way to reward loyalty and build your client base, creating a win-win for everyone involved!  
  • Free Consultations: Many clients are interested in financial planning but hesitant to commit to something new. Promote free initial consultations to make the transition easier for them. A no-cost consultation lets clients see firsthand how your advisory services could benefit them, often converting hesitant clients into loyal ones. 

Conclusion: Sustainable Growth through Strategic Integration 

Expanding your financial advisory services doesn’t have to be complex. By following these six steps, your firm can make a meaningful impact on clients’ financial lives while growing your business sustainably.  

Looking for more ways to market your services? Reach out to Align Marketing Group. We’re here to help you make every step count!