Marketing best practices to drive growth for accounting firms in 2025
By Kristy Gusick, Align Marketing Group
March 13, 2025
Marketing in the accounting industry is evolving rapidly. As competition increases and client acquisition costs rise, firms must adopt new strategies to sustain growth. Recent research highlights the trends and best practices that separate high-growth firms from the rest. By leveraging digital marketing, refining brand positioning and implementing data-driven strategies, accounting firms can better attract and retain clients in an increasingly crowded marketplace.
Why marketing matters more than ever for accounting firms
The days of relying solely on referrals and word of mouth to generate business are over. While client referrals remain an essential part of growth, they are not a scalable long-term strategy on their own. The latest research shows that high-growth accounting firms are investing in marketing at much higher rates than their peers, often allocating over 12% of revenue to marketing efforts.
Despite increased marketing spending across the industry, many firms struggle with efficiency. Client acquisition costs (CAC) have risen significantly and marketing efficiency has declined, meaning firms must spend more to generate fewer new clients. If we are to remain competitive, accounting firms must adopt strategies that maximize return on investment and improve marketing effectiveness.
Which marketing strategies work best for accounting firms?
Analyzing the marketing strategies of successful accounting firms reveals several tactics that consistently deliver strong results:
- SEO and content marketing: High-growth firms invest in SEO-driven blog content, thought leadership articles and industry-specific resources to attract organic traffic and establish credibility.
- Email marketing and lead nurturing: Personalized email sequences keep prospects engaged, nurture client relationships and help firms stay top of mind.
- Webinars and educational events: Virtual and in-person events help firms showcase their expertise while generating high-quality leads.
- Google ads and LinkedIn advertising: Digital advertising expands reach beyond referrals, driving new client acquisition more predictably.
- AI and automation: High-growth firms are using AI-driven marketing automation tools to enhance lead nurturing and optimize marketing campaigns.
Some traditional marketing tactics, such as cold calling and direct mail, are becoming less effective, offering lower engagement and poor ROI. Additionally, social media marketing requires a well-planned content strategy to be truly impactful. Firms that use social media without a broader strategy often struggle to see measurable results.
Differentiating your accounting firm through thought leadership
With an increasing number of accounting firms competing for the same client base, brand differentiation is critical. One of the most effective ways to stand out is by positioning your firm as a thought leader. This requires more than just a website or LinkedIn presence — it involves creating valuable, industry-specific content that educates and engages potential clients.
High-growth firms leverage blog content, video marketing and podcasting to showcase expertise in specialized accounting services such as tax planning, business advisory or outsourced CFO services. Accounting firms that create educational content tailored to specific industries (e.g., healthcare, real estate, professional services) often attract higher-value clients who are looking for specialized expertise.
Additionally, a strong online presence, complete with a modern, mobile-friendly website, client testimonials and case studies, can significantly enhance credibility and improve conversion rates.
Marketing measurement: Tracking what matters
One of the biggest shifts in marketing strategy is the move away from vanity metrics such as social media likes and website visits toward revenue-focused marketing measurements. Instead of just tracking clicks or impressions, accounting firms should focus on:
- Client acquisition cost (CAC): How much does it cost to acquire a new client?
- Lifetime value (LTV): What is the long-term value of each client relationship?
- Marketing-attributed revenue: How much revenue is generated directly from marketing efforts?
- Lead conversion rates: How well does your website, email campaigns or paid advertising convert prospects into clients?
High-growth firms implement customer relationship management (CRM) integrated tracking systems to measure these key performance indicators (KPIs) accurately. They also adopt multi-touch attribution models to better understand how different marketing channels contribute to new business growth.
AI and automation: The future of accounting firm marketing
Artificial intelligence is changing the marketing landscape, offering accounting firms new ways to personalize client interactions, streamline content creation and improve efficiency. Some of the most effective AI-driven marketing applications for accounting firms include:
- Chatbots and AI assistants: Enhance client engagement and automate responses to frequently asked questions.
- Automated email sequences: Nurture leads and existing clients with personalized, timely email content.
- Predictive analytics: Identify high-value leads and determine which marketing efforts are most effective.
- AI-generated content: Create data-driven blog posts, video scripts, and social media updates with AI tools.
While AI and automation offer significant advantages, they should be implemented strategically to enhance, rather than replace, human connections in the client relationship-building process.
Top takeaways for accounting firms
- Marketing spend is increasing across the industry, but efficiency is declining — so firms need a smarter approach.
- SEO, content marketing and digital advertising are driving the best results for high-growth firms.
- Referral-based growth is still important but not scalable; firms need a mix of inbound and outbound marketing strategies.
- Brand differentiation through thought leadership (e.g., blogs, webinars, case studies) is a key success factor.
- AI and automation are reshaping marketing efficiency, helping firms personalize outreach and optimize campaigns.
- Marketing measurement should focus on revenue impact, not just website traffic or social media engagement.
Building a scalable, high-ROI marketing strategy
The accounting industry is becoming more competitive, and firms that want to thrive must embrace modern marketing strategies. Simply relying on referrals or using outdated tactics is no longer enough.
By investing in digital marketing, leveraging thought leadership and using data-driven insights to refine their approach, accounting firms can attract and retain high-value clients more effectively.
High-growth firms are leading the way by focusing on scalable marketing approaches, measuring success through revenue-based metrics, and integrating AI-driven tools for efficiency. By following these best practices, accounting firms can not only navigate the evolving marketing landscape but also position themselves well for sustainable, long-term growth.
Kristy Gusick is the founder of Align Marketing Group, where she and her team specialize in helping accounting and financial advisory firms with their marketing and business development efforts. You may reach her at kristy@alignmarketinggroup.com or at 651-592-4662.
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