Looking to expand your accounting client base?
In today’s digital age, reaching potential clients requires more than just word-of-mouth referrals (although they are still valuable!).
With the right digital marketing strategies, you can showcase your expertise and attract those coveted accounting clients.
In this article, using my 15+ years of experience in helping clients from all industries (including many accountants!) get clients of their own using digital marketing, I will cover the most effective lead-generation strategies accounting firms can use to start attracting their ideal clients.
Ready to get started? Let’s dive in and explore how digital marketing can help you grow your business.
Just in case you are in a rush, here is an overview of how to get your dream accounting clients using digital marketing:
- Use a video sales letter (VSL)
- Identify your target audience
- Have a professional website
- Search Engine Optimization (SEO)
- Use content marketing to generate leads
- Social media marketing
- Email marketing
- Ask for referrals
- LinkedIn Advanced Search
- Have a video sales letter (VSL)
I know that on paper digital marketing can seem confusing, or convoluted. The truth is at its essence it isn’t and there is a way you can take the ‘busy work’ out of lead generation.
Watch my free masterclass to learn how to create a digital marketing strategy designed to get high-quality appointments with your ideal clients predictably each month.
Why do accountants need digital marketing?
As an accountant, you may wonder why digital marketing is important for your business.
Well, let’s break it down.
In today’s world, people rely heavily on the internet to find products and services, including accounting services. By using digital marketing strategies, you can make sure that your accounting business is visible to potential clients who are actively searching for what you offer.
Digital marketing allows you to showcase your expertise, highlight the services you provide, and establish credibility online. It helps you reach a wider audience and stand out from your direct competitors.
However, we understand that as an accountant, your primary focus is on accounting itself, not on marketing strategies.
That’s completely understandable!
If you find digital marketing overwhelming or time-consuming, it might be worth considering outsourcing this task to those who specialize in it.
This way, you can focus on what you do best – providing exceptional accounting services – while experts handle your digital marketing efforts.
How can I use digital marketing to get accounting clients?
1. Use a video sales letter (VSL)
The most effective way to generate qualified accounting leads is by using a video sales letter (VSL) to generate leads.
A VSL works great for accountants because of the following reasons:
- You educate clients about the value you provide
- You get better quality appointments
- You avoid speaking with leads that are not a good fit
- You can use it to automate your digital marketing
For example, one of our accounting clients who used a video sales letter was able to generate high-quality sales appointments and clients each month on autopilot.
All the accounting client needed to do was show up to appointments with leads that had scheduled a call in his calendar.
So, what do you actually say in a VSL to get conversions?
In your VSL aim to include the following:
- Big problems of your potential client (pain points)
- A solution(s) to such pain points
- What your solution is and how you’re different/better than other solutions
- How they can schedule a call with you to learn more about your solution
With a VSL, your accounting leads can qualify themselves and determine whether or not your business will be a good fit for them.
This means you only speak to leads who want to work with you and who are the right fit for your accounting firm.
Watch my free masterclass training for an example of what a VSL looks like and how you can use it to get more accounting clients.
2. Identify your target audience
As an accounting professional, you understand that efficiency matters.
When it comes to digital marketing, efficiency also matters. And the first step to creating a highly efficient digital marketing strategy is identifying your target audience as precisely as possible.
Start by analyzing your ideal clients— are they small businesses, startups, freelancers, or individuals seeking accounting services?
Consider their needs, pain points, and ideal outcome. Tailor your digital marketing efforts to address these specific details. This way, you will speak directly to them.
This is key when it comes to winning over new clients. They need to feel understood.
What is more, when you know as much about your target clients as possible, you take the guesswork out of your strategy. This will give you confidence when crafting the right content to market, and choosing what marketing channels to push that content on.
This targeted approach will increase your chances of reaching the right people. And reaching the right people means they are more likely to convert leads into clients.
3. Have a professional website
Your professional website is a critical vessel for attracting accounting clients through digital marketing, and it can be a make-or-break point when it comes to converting leads into clients.
You don’t need to have anything super fancy, but you do need to have a place where people can learn more about you and your services.
This builds up trust with your potential accounting clients which increases the chances your leads convert when you speak to them.
It’s vital that your website reflects your brand, stays up-to-date, and leaves a lasting impression on your audience.
By optimizing your website, you can gather essential user behavior data that enables continuous improvement and optimization. A well-crafted website not only establishes credibility but also provides a seamless user experience, increasing the likelihood of attracting accounting clients and growing your business.
Need help creating an accounting website? We help our clients create an accounting website (for free) as a part of our done-for-you lead generation services. We also cover how to do this in our lead generation online course.
4. Search Engine Optimization (SEO)
You already have clients looking for your services, and SEO allows you to be discovered by them.
But how do I do this?
To attract prospective clients through SEO as an accounting firm, optimize your website and content for relevant keywords such as “accounting services,” “tax preparation,” or “financial consulting.”
Whatever your niche is, Google needs to know it.
Conduct thorough keyword research to find high-volume, low-competition keywords specific to your niche. To learn the best keywords to target, be sure to watch ‘Step 4’ of my free Masterclass training.
Then with a business blog, create valuable content around accounting topics to boost search engine rankings. Topics that your dream clients will be searching for.
You can target local SEO by including location-specific keywords to attract clients in your area. Implementing effective SEO strategies will help your accounting business rank higher in search results and attract targeted clients.
5. Use content marketing to generate leads
After you build a good content strategy that speaks to your target audience, you can begin to use this content to start generating leads.
Create valuable blog posts, videos, or guides that provide insights and solutions to your target audience’s accounting problems. Then, use this to drive traffic to dedicated landing pages through paid ads, including calls-to-action that entice visitors to provide their contact information in exchange for access to exclusive content.
Then aim to nurture these leads through email and social media campaigns using personalized follow-ups and messaging.
Remember, most people nowadays need time to get to know your brand before investing in it. Through good content marketing that truly provides value to your audience, you can build relationships with prospective clients.
For more on how you can use paid ads to generate leads, watch my free masterclass where I cover this in greater detail!
6. Social media marketing
As an accounting firm, accounting or bookkeeping firm, or any business for that matter, social media provides you with a powerful opportunity to find, engage, and build rapport with new and existing clients.
Share valuable content, industry insights, and tips to establish credibility.
Aim to engage with your audience by responding to comments, messages, and inquiries.
When it comes to getting new accounting clients, social media can be a highly powerful tool. If you want to learn more about how you can make your social media sites work for you, you can watch my free masterclass here.
7. Ask for referrals
When it comes to attracting new clients, referral marketing can be a game-changer.
Simply put, it involves asking your satisfied clients to recommend your services to others in their network, which they should happily do.
Referrals hold significant weight as they come from a trusted source, building confidence in potential clients.
To tap into this powerful strategy, start by encouraging your existing clients to refer your accounting firm within their network. Consider offering incentives or rewards for successful referrals to motivate your clients further.
By leveraging referral marketing, you can unlock a valuable network of potential new clients who are more likely to engage with your services.
8. LinkedIn Advanced Search
Harness the power of LinkedIn Advanced Search to your advantage. With this, you can narrow down your search to find potential clients who are actively seeking accounting services.
With filters like industry, location, and job titles to target your ideal audience.
You can connect with decision-makers directly, engage in conversations, and showcase your expertise.
Having the right LinkedIn outreach strategy is key here as many people can end up wasting their valuable time here. You can watch my free masterclass here where you can learn more about how you can use LinkedIn to your advantage.
8. Use AdRoll to target leads that have visited your website
Using AdRoll, you can specifically reach out to those who have shown interest in your valuable accounting content. You can even target individuals who frequently engage with your content but haven’t subscribed yet.
We live in an age of distraction. Using AdRoll you can target leads that have been distracted away from your website.
When curating your ads for retargeting, make sure to include fresh content that your audience has not seen yet. Remind your potential accounting clients that you’re still here, ready to assist.
But, how do I keep tabs on my drop-off rates?
By implementing these often-overlooked tips, you can expand your client base and take your accounting business to new heights.
Digital marketing allows you to reach potential clients who are actively searching for accounting services. Through targeted advertising, compelling content, social media engagement, and effective referral strategies, you can showcase your expertise, build credibility, and stand out from the competition.
However, I understand that as an accountant, your primary focus is on accounting itself, not on marketing strategies. If you find digital marketing overwhelming or time-consuming, outsourcing your lead generation efforts may be worth the investment.
Here at Skyline Social, we offer specialized lead generation services to help you streamline your client acquisition process, allowing you to focus on what you do best – providing exceptional accounting services.
So, whether you choose to implement these strategies on your own or choose to outsource, you should aim to harness the power of digital marketing to attract your dream accounting clients.
Remember, your success lies in reaching the right audience and nurturing valuable relationships with them.
FAQs related to getting accounting clients
Ashley Davis (or ‘Ash’ for short) is the CEO & Founder of Skyline Social. For over 15 years, he has been helping business owners with lead generation. Ash specializes in helping businesses get high-quality leads, appointments and clients each month in an automated, scalable and profitable way. You can watch his free Masterclass training to learn more.