Amplify! | How Small Firms Can Build Value

For small accounting firms, proving value isn’t just about the services you provide — it’s about how you position yourself, build relationships and showcase your expertise. In an AAMplify! podcast season dedicated to proving your worth, I spoke with Kelly Schuknecht, Chief Elevation Officer at Two Mile High Marketing, about Finding Value Through Niching. She shared powerful insights on how smaller firms can demonstrate their worth, even with limited resources.

Schuknecht successfully led content marketing efforts that elevated Summit Virtual CFO’s brand, helping them grow from a $5 million firm to $12 million before merging with Anders. Through our discussion, she outlined key strategies that any firm can use to stand out in a competitive market.

1. Building Relationships is the Foundation of Growth

At Summit Virtual CFO, long-term relationship-building has been instrumental in their success. Schuknecht shared how attending industry events and networking within their niche has allowed them to develop deep connections, sometimes years before prospects officially become clients.

“We started going to events, networking and developing personal relationships,” she said. “Some clients took five years before they were ready to sign on, but because they knew and trusted us, they came back when the time was right.”

Firms often expect immediate ROI from networking, but patience and consistency in relationship-building create a sustainable pipeline of future clients. By being present and engaged within your industry, you establish credibility and trust that pays dividends over time.

2. Specializing in a Niche Creates Instant Authority

Summit Virtual CFO has honed its focus on digital agencies, allowing them to deeply understand the industry’s challenges, KPIs and financial milestones.

“Because we focus on agencies, we can walk into a room and answer their specific questions. We’re not just another accounting firm—we’re the go-to experts in this space,” Schuknecht explained.

This targeted approach makes marketing and client acquisition more effective. Rather than trying to serve everyone, firms that position themselves as industry specialists can develop tailored solutions, create highly relevant content and stand out as thought leaders.

3. Flexibility is Key to Providing Value

Smaller firms may not have the resources of larger competitors, but they have one major advantage — agility. Schuknecht emphasized how Summit Virtual CFO has adapted to client needs, especially during industry shifts like COVID-19 and the rise of AI-driven changes in marketing agencies.

“During COVID, we quickly pivoted to providing free webinars, resources on PPP loans and additional client support,” she said. “Now, as agencies struggle with AI disruption, we’re adjusting how we guide them.”

Firms that stay on top of industry changes and proactively help clients navigate challenges prove their value beyond compliance work.

4. Content Marketing is a Powerful Trust-Building Tool

One of Summit Virtual CFO’s most effective strategies has been leveraging content marketing to amplify their niche expertise. Their approach follows a structured “content windmill” that maximizes the reach of every piece of content.

“Every webinar, podcast or interview we do gets repurposed into multiple forms — LinkedIn snippets, blog articles, social media posts and video clips,” said Schuknecht. “The goal is to meet people where they consume content.”

For firms looking to establish authority, content marketing is about strategically repurposing valuable insights to reach audiences across different platforms.

5. Client Trust and Loyalty are Built Through Ongoing Engagement

Beyond initial client acquisition, maintaining trust requires consistent, high-touch engagement. Unlike traditional accounting models that focus on annual tax preparation, Summit Virtual CFO meets with clients weekly, ensuring they become an integral part of the business.

“We don’t just send reports. We talk to our clients, ask about their families, their challenges and their wins. We build relationships that make us a trusted advisor, not just a service provider,” she said.

This approach fosters long-term loyalty and strengthens retention, proving that personalized service is just as important as technical expertise.

Proving Your Firm’s Worth is a Long-Term Play

Schuknecht’s insights underscore that small firms don’t need massive budgets to prove their value. Instead, they need to focus on relationships, specialization, adaptability, strategic marketing and ongoing engagement. By leaning into these strategies, firms can establish authority, build lasting client trust and create sustainable growth.