The Different Hats CPA Firm Marketers are Wearing in 2022

CPA Firm Marketer Using Laptop|CPA Marketer Using Laptop

As marketing professionals, we’re no strangers to needing to be adaptable with both our roles and skillsets. Whether it’s writing for your firm’s blog, coordinating an event, or managing social media accounts—in today’s business landscape, CPA firm marketers are often required to serve as a jack of all trades.  

Here, we’ll cover just some of the many different hats marketing professionals wear today within CPA firms. 

Building and a Trusted Brand in the Market 

No matter the service your CPA firm offers, whether it’s accounting, tax, audit—or a combination of the three—the bottom line is that these are all very intimate subjects for business owners. If they’re electing to contract a third party to look through their books and finances, they’ll want to work with someone trusted in the industry. Therefore, for any professional service, establishing a credible brand is both a key marketing function and critical to business success. 

Whether it’s conducting research to fill a niche in the market, establishing (and reinforcing) your brand guidelines, or simply monitoring social media responses, marketing teams leverage their brand to convey messages and invoke feelings to clients based on what they’re looking for in a CPA partner. 

In fact, brand management is such a cardinal part of one’s marketing strategy, many of the other roles marketers hold also roll up into it.

Managing PR and Communications 

A key role CPA firm marketers own when it comes to building and supporting brands is communications and public/media relations. Whether you’re engaging with the local news channels or activating a national campaign, a well-structured and cohesive PR strategy is a great way to establish your firm as a leader in the industry. 

Proactively pitching stories presents opportunities for marketers to earn valuable coverage for their firm and its services. Additionally, it associates your brand with a trusted publication, such as an accounting blog or local news station, creating credibility that cannot be bought.

On the reactive side, many marketers will need to act as the press contact for their firm, taking point on any incoming requests from media and working directly with experts and leadership to both train and aid with communicating their message. 

Another key business function included in this role is the coordination and planning for crisis management and response. By partnering with the legal or risk teams, if disaster strikes, marketing professionals will be involved from a communication and press relations standpoint.  

Driving Thought Leadership 

CPA firms, like many in the professional services industry, offer their value through the people who provide their services. Because of this, CPA firm marketers need to find new ways to build up the firm’s experts as thought leaders within their industries.

Whether it’s through writing authored blogs, offering viewpoints to industry publications, speaking at events or webinars, or participating in social media conversations—establishing your firm’s experts as thought leaders is a great way to build credibility for their services. 

Enabling Your Sales Team to Succeed 

In any successful organization, it’s paramount to have a close relationship between both your marketing and sales teams. Business Development and Sales employees work directly with clients and can best speak to their pain points and needs, to which in turn, marketing can strategically develop content, collateral, and other items to support their efforts. 

When you create tools and content with the goal of helping your sales and business development teams do their best work, you’re not only ensuring your marketing messages will go further, but you’re creating a valuable partnership to hit company goals. 

Consider holding routine standup calls with anyone selling services with clients to ensure your sell sheets, emails, or presentations hit on the same messages across the board.

Generating New Business Leads 

A fundamental role of any CPA firm’s marketing plan is originating a steady funnel of new business. Lead generation takes many forms with varying effectiveness, depending on your message, audience, and goals. Some of these methods include, but are not limited to; direct mail, email, targeted advertising, social media, referral marketing, events, and content production. 

Another important part of a CPA firm marketer’s role as a lead generator is list building and management. Not all messages or calls to action will resonate the same way with every member of your marketable universe. It’s important for marketers to serve as the final point person when segmenting different types of outreach. The last thing you want is new potential business lead unsubscribing from your list because they’re receiving irrelevant communications.

As the entire public accounting industry continues to evolve with new services, industry offerings, and technology, so do the roles of its marketers. Whether it’s building your firm’s brand or generating new business leads, marketing will never be a one-size-fits-all practice. This allows us to do what we do best, and drive innovation by serving as creative problem-solvers for our practices. 

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About Charlie Beeler

Charlie Beeler is a Marketing Manager at EisnerAmper LLP, where he focuses on product and content marketing, primarily for the firm’s manufacturing and distribution practice. Charlie has spent over five years as a marketer in the financial services industry with experience in Public Relations, Content Development, Internal Communications, and Product Marketing.

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