Common Marketing Challenges for Accountants
Many accountants didn’t enter the profession to become marketers, which is why marketing often feels overwhelming. According to Jenna, the main pain points are:
- Lack of Time and Resources – Accountants juggle multiple roles, leaving limited time for marketing efforts.
- Unfamiliarity with Marketing Tools – Writing campaigns, creating landing pages, and managing social media can feel foreign to accountants.
These challenges make it essential to have a streamlined, structured marketing approach that’s easy to implement and sustain.
The 4-2-1-1 Annual Marketing Plan
To simplify marketing, Jenna introduces the 4-2-1-1 formula, a structured approach that balances education and relationship-building throughout the year. Here’s how it works:
- 4 Webinars – Host quarterly webinars on topics relevant to clients. Record and reuse them in marketing materials, and don’t worry about audience size; start small and build over time.
- 2 In-Person Events – If possible, host two events each year to connect face-to-face with clients. This builds local presence and fosters deeper client relationships.
- 1 Client Appreciation Event – Show gratitude to existing clients without trying to sell. This can enhance client loyalty and generate positive word-of-mouth.
- 1 Online Challenge – Run a short, focused challenge, such as a 14-day tax savings or college planning guide. This helps attract and engage clients with a specific interest in a structured, time-limited format.
The Power of Consistency and Relevance
Paul emphasizes that having a structured, consistent marketing plan is key to making it manageable. Firms should tie all activities back to their unique value proposition and align each marketing effort with what clients value most. This approach ensures that your messaging remains cohesive and focused on what makes your firm distinct.
ROAR: A Marketing Mindset
Jenna suggests adopting the ROAR mindset to enhance your marketing approach:
- Relevant – Ensure content is timely and valuable to clients.
- Opportunity – Leverage partnerships with local experts or virtual family offices to expand your reach.
- Aligned – Keep all activities consistent with your firm’s values and branding.
- Ridiculous – Don’t be afraid to stand out with creative, attention-grabbing ideas.
Simplifying Marketing for Accounting Firms
By following the 4-2-1-1 formula and adopting the ROAR mindset, accounting firms can create an effective, manageable marketing plan. This approach allows accountants to focus on building relationships, positioning themselves as trusted advisors, and highlighting their unique value.
