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Accounting firms have traditionally grown their client base from word of mouth and referrals, however in 2025 that will only get you so far.
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Revamping your marketing plan for 2025
30 December 2024
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7 minute read
We cannot continue to do things the way they have always been done. I would challenge any accounting firm that wants to do anything the way it has always been done without an actual reason why.
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The game has changed. Gen Y and Z are growing their firms faster than ever before and they are doing it from the comfort of their own homes. That is the power of marketing your firm online and connecting with an audience in a way you could only do before through face-to-face events.
Imagine if you could reach even 50 or 100 people online and compare that with how many events you would have to attend to meet that many people. Then think about how many of them would be your “ideal client”. That seems like time-consuming, hard work to me.
When I became a partner in my previous firm in 2012, I would spend at least 1 day per week out of the office doing coffee meetings and going to networking events. It was exhausting, especially for an introverted accountant like myself who would much rather sit behind a computer and punch numbers into spreadsheets all day.
I think I am more of an extroverted introvert, which means I enjoy socialising and being around others but it is very draining to me and need alone time to recharge.
If you can relate to this, I would definitely recommend ditching your old marketing strategy of “we don’t need a marketing strategy we grow from referrals” and looking to implement a new one.
If you are thinking it sounds all too hard, here are some quick wins to help you with your marketing plan in 2025:
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Do some work on who your ideal client is first so that you can ensure your marketing speaks to them (ChatGPT and Google can help with this).
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Start writing down the questions that clients ask you each day and highlighting the ones you enjoy helping them to answer. If you have a team, get them involved with a live document you can all contribute to.
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Pick one social media platform and go all in. There is no need to try and post on all platforms to start.
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Engage an external social media manager to help you get started.
In summary, your marketing plan in 2025 should include (at a bare minimum):
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Social media
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Building relationships, educating and showing behind the scenes.
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Blog posts
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Aimed at education for clients (use to send when you get a regular client question so you don’t have to type it up each time).
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Aimed at education for leads.
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Great for SEO (search engine optimisation).
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Email list marketing
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Regularly emailing your clients/mailing list relevant/useful information.
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Smaller-type emails instead of newsletters that are too long and boring (we are all busy with short attention spans).
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Website optimisation
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Is there a clear CTA (call to action) for ideal clients to take the next step to work with you? I suggest a link to fill in a form to “apply” to be your client.
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Ensuring keywords for SEO (for when your ideal client is searching on Google).
I will leave you with this: the average person in today’s fast-paced world is not only a more savvy and educated purchaser but they are also sceptical as there are so many scammers online these days. On average, someone needs to see and hear from you at least seven times before they will take the next step to become a paying client.
Will you spend time doing this in person for each and every new client or will you start making content that can be consumed by more than one person at a time?
Natalie Lennon, founder and director, Two Sides
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