Amplify! | How Accounting Firm Marketers Are Making an Impact

Marketing within an accounting firm has never been easy. Unlike consumer-driven industries, where brand awareness and direct sales drive the bottom line, accounting firm marketers must constantly navigate complex internal dynamics, justify their impact and align their efforts with firm-wide growth objectives.

For this episode of the Amplify! podcast series on proving your worth, I had the privilege of speaking with several marketing leaders live at the 2024 AAM Summit who were tackling this challenge head-on. Through their insights, a clear picture emerged of what it takes to prove the value of marketing in an accounting firm. From building data-driven strategies to refining brand positioning and leveraging new media, these professionals are shaping the future of accounting firm marketing in powerful ways.

1. Metrics Matter But Strategy is Key

It’s no surprise that firm leaders want to see hard numbers. Whether it’s website traffic, lead conversions, or engagement rates, performance metrics are crucial. However, as Alaina Kearney of Barsz Gowie Amon Fultz noted, “The meat of it is in the strategy behind how you get to those KPIs.” It’s not enough to present data; marketers must show how those numbers align with firm-wide goals and demonstrate the strategic thinking that drives results.

Nancy McFerrin of Smith + Howard emphasized this as well, highlighting the importance of focusing on the right data. “We have all this data, and we can tell stories on all of it, but where should we be focusing?” For her team, that meant honing in on conversion rates and click-through rates to ensure that their marketing efforts were driving meaningful engagement.

2. Speak the Language of Firm Leadership

One of the most common challenges marketers face is misalignment between their work and leadership expectations. Katie Tolin, a consultant with CPA Growth Guides and a former in-house marketer, shared how she tackled this issue: “I sat down with every partner and asked, ‘What does marketing do well?’” By having honest, and sometimes difficult, conversations, she was able to bridge the communication gap and ensure that marketing’s contributions were recognized.

This echoes what Brandon Ferris of Winding River Consulting has observed across the industry. “At the end of the day, are you driving growth for your firm? If you’re not, you might really need to reassess what you’re doing.” For marketers to prove their worth, they must frame their work in terms that resonate with firm leadership, whether that’s revenue generation, client retention or market expansion.

3. Digital Transformation is No Longer Optional

Several marketers shared success stories about overhauling their firms’ digital presence. Amy Delaney of Kernutt Stokes led a full website revamp with a user-first approach. The result? A significant increase in conversions; more visitors reaching out via contact forms, emails and calls. “We’re getting in front of the right people,” she explained, demonstrating how digital transformation can directly impact firm growth.

Similarly, Margo Andersen of Larsen & Company turned a website redesign into a brand alignment exercise. By refining their messaging and visual identity, she was able to not only improve the website’s usability but also attract new clients who resonated with the firm’s streamlined, professional look.

4. Content Marketing and Brand Storytelling are Driving Engagement

As firms look for ways to stand out, content marketing is becoming a crucial tool. Leah Tekac of HD Growth Partners is focusing on video and short-form content, aiming to make accounting more engaging and educational. Meanwhile, Ericka Blair of Your Part-Time Controller shared the success of a social media campaign celebrating their firm’s 30th anniversary, using client testimonials and branded hashtags to boost engagement.

Tori McLaughlin of Venturity Financial Partners is taking a different approach by diving into public relations. With leadership transitions creating new opportunities, her firm is leveraging PR to build its brand presence and establish credibility in the Dallas business community.

5. Internal Marketing is as Important as External Marketing

Proving marketing’s worth isn’t just about external results. It’s also about strengthening firm culture. Megan Jones of HD Growth Partners is focused on employee engagement and retention, helping the firm grow from 70 to 250+ employees. “How do you expand and maintain culture across different locations?” she asked. By ensuring that internal branding and communication efforts are just as strong as external campaigns, firms can create a cohesive and attractive workplace.

The Future of Marketing in Accounting is About Growth

Regardless of their specific tactics, every marketer I spoke with was focused on one central goal: growth. Whether it’s expanding into new markets, attracting high-value clients or retaining top talent, marketing is playing a pivotal role in driving firm success.

As marketers, we know that our work has value. But proving it requires more than just numbers. It demands strategic alignment, clear communication and a willingness to adapt. The leaders I spoke with are not just proving their worth; they are shaping the future of accounting firm marketing. And that is something worth celebrating.

This blog post was written based on content from the latest season of Amplify, the podcast of AAM – dedicated to firm growth. This article is based on Season 6, Episode 7, featuring lightening interviews conducted by Mike Jones at the 2024 AAM Summit. Learn more about the podcast and listen first-hand at https://accountingmarketing.org/category/amplify/.