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CPA Marketing: Actionable and Effective Marketing for Accountants

CPA Marketing: Actionable and Effective Marketing for Accountants

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Are you struggling to get more clients for your accounting business?

You’re not alone.

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A study by Hinge Marketing found accounting and financial service firms were the slowest-growing of all professions studied.

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While the tech sector grows at a 15 percent median rate, the accounting business slogs behind with a growth rate of 11 percent. Hinge Marketing’s survey also discovered that accounting and financial services firms generate the least amount of leads from digital sources—an important factor in business growth and success.

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However, it doesn’t have to be that way.

Hinge also found the difference between high-growth and medium-growth accounting firm businesses comes down to one thing: marketing. High-growth accountants invest more time and money in their marketing efforts.

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Marketing for accountants is what develops the all-important know, like, and trust factor. Clients can find you through social media or blog posts, learn more about you, and decide you’re the best accountant for the job.

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In short, the better you get at your accounting firm marketing, the more you can squash industry-standard growth rates and boost your profitability.

Ready to hear about some marketing strategies for accounting firms? Then let’s get going.

Key Takeaways: Marketing for Accountants

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The difference between high-growth and medium-growth accounting firm businesses comes down to one thing: marketing.
Marketing for accountants is what develops the all-important know, like, and trust factor. It fuels growth, and helps them stand out from the competition.
Effective marketing for accountants has benefits like instilling trust, building brand awareness, making better first impressions, growth, and helping accountants stand out from competitors.

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CPA marketing is unique. Marketing efforts highlight CPAs’ ethical standards and integrity, and CPAs must stay up-to-date with changing accounting standards, tax regulations, and industry-specific compliance requirements.
Local SEO should be an integral part of your online marketing as a CPA.Why Do CPAs Need Marketing?
Shopping online isn’t only for e-commerce businesses.

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Fifty-five percent of consumers conduct online research before making a purchasing decision. If you don’t have a digital presence, you’re leaving money on the table and creating a barrier between you and your potential clients.

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With 2.14 billion digital buyers, there’s a massive pool of people you could tap into by introducing CPA marketing.

Besides the earning potential, effective marketing for accountants has other benefits like:

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Instilling trust: You establish yourself as an authority and expert by having a professional website with sales pages and blog posts. Almost 92 percent of people use Google to answer their most pressing questions.
Brand awareness: By investing in CPA marketing and getting your CPA business on the first page of search results, you can grow your brand awareness without a huge paid ad budget.

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Making better first impressions: In the digital age, your website is your first impression to potential clients. If it’s slow, outdated, or uninspiring, your site visitors will leave, and you’ll lose the sale.

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Growth: No one goes into business just to stand still. CPA marketing is imperative for click-throughs to your website, eyeballs on your page, and conversions.

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Standing out from competitors: Why should leads use your accountancy services above others? Marketing for accountants is your opportunity to explain your unique selling proposition.What Makes CPA Marketing Unique?

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Of course, establishing trust and credibility should be the focal point of any business, but as a CPA accountant, there’s a stronger emphasis on this.

Other factors make marketing for accountants unique:

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Emphasis on Ethics and Integrity: Marketing efforts highlight CPAs’ ethical standards and integrity. Messaging around ethical conduct and a commitment to maintaining the highest standards helps build confidence.

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Compliance and Regulation Awareness: CPAs must stay up-to-date with changing accounting standards, tax regulations, and industry-specific compliance requirements. Marketing efforts may focus on how CPAs can help businesses navigate complex regulatory landscapes and ensure compliance with the latest financial reporting standards.

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Niche Focus: CPA marketing often targets specific niches or industries. CPAs may specialize in tax planning, forensic accounting, auditing, or financial consulting, as a small sampling. As a CPA accountant, you can tailor your marketing efforts to highlight expertise in a particular niche to attract clients with specific needs.

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Educational Content: Given the complexity of accounting and financial matters, CPA marketing often involves educational content. This can include blog posts, webinars, or whitepapers that explain accounting principles, tax changes, and financial planning strategies—providing valuable information that positions the CPA as an expert in their field.

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Networking and Referral Marketing: Building a solid professional network is crucial in CPA marketing. Word-of-mouth referrals and networking within business and professional communities can be significant sources of clients. Establishing a positive reputation and maintaining relationships with other professionals can lead to more referral business.

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10 Marketing Tips for CPAs
Ready to take your CPA marketing to the next level? Here are some of the best marketing for accountants strategies to grow your brand awareness, attract the right customers, and scale your business.

1. Create an SEO-Friendly Website With a Strong CTA
Because so many buyers go online to conduct online research before purchasing, a website is no longer a “nice to have.”

It’s a must.

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An SEO-optimized website does three things:

Helps Search Engines to Send Organic Traffic
Sick of cold emailing tactics or leads without intent on opting in for your services?

By going all-in on SEO and targeting keywords your potential clients are using, you can attract the right customers (who are ready to sign a contract) straight to your website.

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Not sure what SEO is or how to do keyword research? Check out my ultimate SEO guide, which takes you through absolutely everything you need to know for effective CPA marketing and (hopefully) gets you to the front page of Google.

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Turns Visitors Into Leads
When someone is knee-deep in research mode, a professional-looking website goes a long way in the decision-making process.

With a strong call-to-action (CTA) on your homepage, you can stop people from leaving your site without scheduling a call or filling out a form to find out more.

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