Marketing advice accountants can count on

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By Janet Berry-Johnson | writer

When it comes to marketing, accountants and bookkeepers don't always feel at home. Enter Brea Woodson, owner of GRT Marketing, educator and self-described research nerd with a masters degree in marketing research from Southern Illinois University Edwardsville. Woodson specializes in teaching small business owners how to take charge of their marketing, and she knows exactly where accounting pros go wrong (hint: it starts with being too broad).

The Net Gains sat down with Woodson to get her practical, data-backed advice on finding ideal clients, choosing the right tactics and measuring what matters. –Janet Berry-Johnson

What is a typical mistake accountants and bookkeepers make in their marketing efforts?

Accountants and bookkeepers tend to make their messaging too generic or broad. Because it’s a competitive industry, standing out can be challenging. The key is to speak directly to your clients' pain points, values and the unique solutions you provide. When your messaging resonates with them on a deeper level, they feel understood—and that makes your marketing much more impactful.

Traditionally, accountants relied on word-of-mouth and referrals to get new clients. Is this not enough anymore?

It depends on your churn rate and goals. If you have strong client retention, loyal advocates and are satisfied with your client load, word-of-mouth may be enough! But if you're not seeing the number of new clients you need despite a great client experience program, referrals alone may not cut it. The good news? There are plenty of effective (and organic) ways to attract clients, like strategic networking and solid email marketing.

How can accountants identify their ideal clients, and why is this important?

This step is crucial. It’s not enough to ask ChatGPT what people’s accounting and bookkeeping pain points are because that’s what everyone’s doing! Instead, think about five clients you’ve genuinely enjoyed working with—the ones you’d love to fill your entire book of business with. Reach out to them, have real conversations and look for common themes in their needs, challenges and goals.

Accountants like data. How can they measure the effectiveness of their marketing efforts?

I get it; I like data, too! So I focus on data-driven decisions. How you measure marketing effectiveness depends on your tactics, but two key indicators rarely change: revenue and leads. Is your marketing bringing in consistent leads? Is your revenue steady or growing? If the answer is yes to both, your lead generation strategies work, your offer is solid and your messaging resonates.

This interview has been edited for brevity and clarity.

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