Accounting Leads: Best Lead Generation Strategies for 2022

Accountants Lead Generation

How accounting leads can grow your accounting firm

Are you an accountant, CPA or tax planning expert looking to win more clients in your accounting firm?

If so, you need an effective lead generation strategy.

But the problem is…

There are so many different lead generation strategies these days!

Some are gimmicks and quickly die out, and others are simply not relevant to accountants and tax planning experts.

So the BIG question is…

What is the best lead generation strategy specifically for your accounting firm?

After helping hundreds of accounting firms successfully generate leads, appointments and clients over the years, here are the 6 best lead generation strategies for accounting firms – rated and reviewed!

Executive Summary

In short, the best lead generation strategy for accounting firms involves getting:

  • Exclusive accounting leads (not low-quality shared leads)
  • Your own leads at cost (instead of buying expensive leads from others)
  • Leads chasing to work with you (rather than you chasing them)
  • High-quality leads (rather than a high quantity of leads who never convert)
  • Predictable appointments with your ideal clients each month
  • Leads with people actively searching for your services in real-time

So, how do you do all this and more?

All you need to do is CLICK HERE to watch a free Masterclass training I’ve recorded.

This free training will go through the five steps to getting predictable high-quality appointments each month with your ideal clients…

… Without relying on networking events, referrals, word of mouth, cold calling or anything else like that!

This is the same strategy that has worked for many of our accounting clients and lots of other business owners in financial services.

Once again, click here to watch the free training video for accounting firms.

Lead generation for accountants: The new vs old way

Business networking

The problem many accountants face is that the traditional lead generation strategies for accounting firms are getting worse each year.

Here is a list of traditional lead generation channels accountants are using:

  • Networking events
  • Cold calling
  • Speaking at seminars
  • Attending seminars
  • BNI
  • Referrals
  • Word of mouth
  • Cold calling
  • Cold emailing

It’s not that these channels don’t work at all. They can work. The problem is that the results you get are minimal for the time, money and effort you put in.

Input vs output for accounting lead generation

With your marketing, you need to find the lead generation strategies that will give you the greatest output (new profitable clients) for the smallest input (time and money).

So, what are the NEW (and much better) ways to get accounting leads?

Best lead generation strategies for accounting firms

Best accounting lead generation strategies

Here are the top 6 lead generation strategies for accounting firms and tax planning experts:

1. LinkedIn Outreach

Free linkedin leads

LinkedIn is a great way for accountants to generate leads because you can pinpoint exactly the type of business owner you want to target. For example, you can target people on LinkedIn by:

  • Job title
  • Industry
  • Company size
  • Keywords
  • Seniority level
  • Years of experience
  • And more!

And best of all, LinkedIn lead generation can be completely automated using LinkedIn automation tools.

What I like & dislike about LinkedIn leads

LinkedIn Pros

  • Generates a lot of leads fast
  • Low cost (from only $15/month)
  • Most of it can be automated
  • A better alternative to cold emailing, cold calling and networking

LinkedIn Cons

  • Leads can take longer to convert compared to other channels such as Google or YouTube SEO (because they may not be actively searching for a solution right now)

The right vs wrong way of using LinkedIn

Man on laptop

The right way to use LinkedIn: Ask business owners if they want to watch a short educational video first, and then if they like what they hear in the video, they can schedule a call to learn more.

The wrong way to use LinkedIn: Pitch your services or try to jump straight to an appointment with a lead without building up any trust first.

Watch this video to learn more about the right way to use LinkedIn to grow your accounting firm.

Summary

Rating:

Overall, LinkedIn is a great lead generation channel for accountants when used correctly. And because LinkedIn lead generation doesn’t take much time, you can leave it on in the background while you focus on other marketing channels (see more below).

You can learn how to do this in ‘Step 2’ of my Free Masterclass training on The 5 Steps to Predictable Appointments Each Month.

2. Google SEO

How to save money on taxes

Google SEO (search engine optimization) is one of the best ways to get FREE accounting leads in your accounting firm each month on autopilot.

Why is Google SEO important for accountants?

Every day thousands of people are searching Google for help with accounting and tax-related services.

The question you need to ask is…

Are they finding YOU or your competitors?

If they’re finding you, you’ll be able to get high-intent leads with people who are actively searching for your services right NOW.

How can accounting firms use Google SEO for lead generation?

You can rank higher on Google for free by answering questions that your potential clients are searching for. The more questions you answer on your website, the more keywords you can rank for on Google.

What I like & dislike about SEO leads

SEO Pros

  • Leads convert quicker because they are actively searching for a solution
  • You don’t need to pay for ads to get leads!
  • Once you rank first on Google, you can get leads for many months and years into the future

SEO Cons

  • Requires work in the beginning to create content
  • Can take time to get results depending on how often you create content

Summary

Rating:

Chances are you’re reading this article right now because of a Google search you made related to lead generation for accountants.

This is proof in itself that this strategy works.

All you need to do is create articles on your accounting firm’s website that answers questions your potential clients are searching for.

But…

How do you know the BEST questions to answer on your website? And how do you know what questions are most likely going to convert into clients?

You can learn how to do this in ‘Step 4’ of my Free Masterclass training on The 5 Steps to Predictable Appointments Each Month.

3. YouTube SEO

Free YouTube leads

YouTube is a rare gem for accountants looking for a highly effective lead generation marketing channel.

Why is YouTube a rare gem for accounting firms?

Because most accountants are still NOT using YouTube!

This means that competition on YouTube is very low for accounting and tax-related content.

How do accountants generate leads on YouTube?

Accountant screen recording

Generating accounting leads on YouTube works similarly to lead generation with Google SEO.

All you need to do is answer questions your potential clients are searching for.

The only difference is that instead of answering these questions in written content for your website, you would answer the questions in a video format and upload it to YouTube.

What I like & dislike about YouTube leads

YouTube Pros

  • It’s quicker to rank on YouTube search compared to Google search
  • YouTube videos can rank both on Google and YouTube search engines
  • Video allows you to build trust with leads a lot quicker than written content
  • Less competition because not a lot of accountants are recording videos

YouTube Cons

  • Some accountants might not feel comfortable being on camera
  • Some accountants find recording videos more challenging compared to creating articles
  • Difficult to outsource in the future because you need to record the videos

Summary

Rating:

YouTube is a potential goldmine for accountants that are up for the challenge! Yes, it requires some work in the beginning to create videos, but the results in the long term will be well worth it.

If you’re looking for inspiration, check out “Karlton Dennis” on YouTube:

YouTube inspiration for accountants

He has over 300,000 subscribers and records videos on ‘how to save money on taxes’.

Some of his videos have millions of views!

To learn more about how to use YouTube to generate leads, check out ‘Step 4’ of my free Masterclass training by clicking here.

4. Paid Advertising (e.g. Facebook Ads)

Fb Lead Ads 2

Paid advertising (such as Facebook, Google or even TikTok ads) is another great way for accountants to get more leads, appointments and clients each month.

In this section, I’ll be talking about Facebook ads, but the principles can also work for any other paid advertising channel.

How can accounting firms get leads on Facebook Ads?

You need to start by having a lead generation funnel to convert strangers into appointments and clients.

Next, you need to choose the type of people you want to target.

For example, on Facebook you can target people who are interested in accounting or tax-related services, as seen here:

Facebook ads

You can also exclude people who work in accounting (so other accounting firms don’t see your ads).

After spending around $1,000 to $3,000 on Facebook Ads, Facebook will tell you your cost per lead and cost per appointment.

Once you know your cost per lead & cost per appointment, you can decide how many leads you want to buy each month from Facebook.

For example, if your cost per appointment on Facebook Ads is $200, if you want 10 leads, you would pay Facebook $2,000 ($200 per appointment x 10 appointments = $2,000).

In other words, you can get as many leads and appointments as you like on-demand!

How much do accounting Facebook ad leads cost?

Example accounting Facebook Ads

Here are some Facebook ad stats & KPIs from our accounting clients that can give you a rough idea of what to expect when running paid ads:

  • The Facebook ads cost per lead for accounting firms can vary from $5 to $50. The average is about $10-$20.
  • The Facebook ads cost per appointment for accounting firms can vary from $50 to $500. The average is about $200-$300.
  • The cost for accounting firms to acquire a new client on Facebook ads can vary from $500 to $5,000 (the average is about $2,000 to $3,000).

The most important metric for accountants is the cost to acquire a new client.

If, for example, the cost to acquire a new accounting client on Facebook ads is $3,000 and a new client earns $5K a year then you should be profitable!

Of course, every accounting firm works differently, so you’ll need to do the math for you to see what’s the maximum you can pay (or would like to pay) to acquire a new client.

Tip: Facebook ads for accountants work best if your average lifetime customer value is over $5K. Typically, this means you’ll need to do more than just “filing taxes”. Offering consulting and tax planning services are a great way to boost your customer lifetime value.

We’ve found that the cost of Facebook ads can vary for accountants depending on:

  • Your target audience demographics. If you target business owners on Facebook with higher revenue, it will cost more.
  • Your target location. The wider the location you target, the less your cost per lead typically is (because Facebook is more likely to find people who convert).
  • Your messaging. The better your message resonates with your audience, the lower your cost per lead will be.

The hardest part about running Facebook ads for accountants is knowing what to say in the ads, sales funnel and follow-up emails to get the most conversions.

Fortunately, because we’ve run ads for accountants so many times, we already know what works and what doesn’t.

Today, each time we launch a new done-for-you Facebook ads campaign for accountants, 90% of the time, we get it converting the FIRST time without needing to do additional split testing (saving our clients thousands of dollars and several months of trial and error).

What I like & dislike about Facebook ads

Facebook ad pros

  • Get leads and appointments on-demand
  • Fully automated
  • Fast results
  • Highly scalable

Facebook ad cons

  • Can be expensive compared to other lead gen channels
  • Sometimes Facebook can ban or restrict your ad account for no obvious reason

Summary

Rating:

Paid advertising channels such as Facebook ads are a great way to get accounting leads fast!

However, for best results (and maximum profit!), I recommend using Facebook ads for short-term results and at the same time work on marketing channels that get more profitable long-term results (such as Google SEO, YouTube SEO or both).

To learn how to create high-converting Facebook Ads, see ‘Step 4’ of my free Masterclass training on the ‘5 Steps to Predictable Appointments Each Month

5. Buy accounting leads online

Buy leads

A popular lead generation strategy for accountants is to buy accounting leads online from another marketing or lead generation company.

Does buying accounting leads really work?

The success of buying leads from another lead generation or marketing company depends on the:

  • Types of leads you’re buying
  • The quality of the leads
  • The strategy you’re using when buying leads

Buying accounting leads can work in some cases, but it’s very hard to find high-quality leads these days. There are also some important pros and cons you need to be aware of before buying leads from a lead-gen company.

What I like & dislike about buying leads

Pros of buying leads

  • You don’t have to do any work to generate leads

Cons of buying leads

  • Sometimes the quality of the leads is low
  • You’re chasing leads to work with you (instead of them chasing you)
  • Leads are more expensive vs getting them yourself
  • You’re not in full control of your own marketing

Types of leads

Types of accounting leads to buy

Here are the different types of leads accountants can buy:

Shared leads: These are leads that are generated online from a lead gen or marketing company and then sold to various accountants. Shared leads are cheap, but at the same time, they are very difficult to convert into clients. If you buy shared leads, you’ll be competing with a lot of other accounting firms.

Buying leads lists: If you buy an accounting leads list (such as a database of new business owners in your area) it will require a lot of work before any of these leads convert into clients. There are other more efficient ways to target people in these databases automatically, without needing to buy any lead lists.

Exclusive leads: These are typically leads who fill in an online form because they are looking to work with an accounting firm. These leads are not shared with anyone else and are exclusive to you. Exclusive leads are much better quality than shared leads. As a result, expect to pay more for these types of leads.

There are also many types of leads you can buy for all kinds of accounting services, including:

  • Leads looking for an accounting firm
  • Bookkeeping leads
  • Tax compliance leads
  • Tax planning leads
  • Tax consulting leads
  • CPA leads
  • IRS tax debt leads
  • And more!

Summary

Rating:

Overall, buying leads can work IF you can find a lead generation company that sells high-quality exclusive accounting leads. However, in the long term, buying leads will never be as profitable as getting your own exclusive leads at cost.

To learn how to get your own exclusive leads each month without needing to chase leads to work with you, watch my free Masterclass training.

6. Get MORE leads from existing marketing channels

Convert more leads

Did you know there’s ONE simple change you can make to ANY of your existing marketing strategies that can easily DOUBLE or even TRIPLE the number of appointments and clients you get from it?

It might sound crazy, but it’s true!

We use this strategy with all our accounting clients to help them get quick wins from their existing marketing strategies.

So, the BIG question is…

What is this one simple change?

Double your leads with ONE simple change

Instead of sending prospects to a contact page on your website (which most people never fill out), send potential clients to watch a free educational video first.

Why?

Over 90% of people who visit your website or find you from any other kind of marketing strategy (webinars, seminars, networking, cold emailing, etc) are not ready to work with you because they don’t know, like or trust you yet.

So…

If you send them to watch a free educational video that explains:

  • How you can help them solve a problem they have
  • Why working with you is better than other alternative solutions

They will be much more likely to WANT to work with you.

The right and wrong way to do this

Accountant video sales letter presentation

When it comes to creating this educational video, there is a right way and a wrong way to do it.

Most accountants just embed a short explainer video on their accounting website and hope that will convince people to schedule a call (the wrong way).

The right way involves a bit more than just having a video on your website on its own.

To learn how to do this the right way, check out ‘Steps 2 & 3’ in my free Masterclass training.

Summary

Rating:

Using your existing marketing strategies to get more results is a great way to get quick wins in your accountancy firm!

We’ve had many accounting clients who have won new clients just by emailing their existing leads their new educational video sales letter.

Next steps?

Analytics of different website traffic sources

After helping hundreds of accounting firms launch successful lead generation sales funnels, here’s what I’d recommend next:

Instead of wasting thousands of dollars and months or even years trying to figure this all out yourself through trial and error… Why not just learn from someone who has already done it and start seeing results straight away?

That’s exactly what I help my clients do.

If you’d like to learn more about working with me, check out ‘Step 5’ of my free Masterclass training.

If you like what you hear in the video, you’ll then have the option to schedule a call if you want me to help you implement everything.

FAQs