Accountancy marketing is crucial for Certified Public Accountant firms, and we outline how women owned CPA accountant firms can increase their presence as their numbers rise in the industry.
According to AICPA’s 2019 CPA Firm Gender Survey, women represent just 23% of partners in CPA firms. However, the percentage is higher in smaller CPA firms. Smaller CPA firms also generally have a higher percentage of women on their teams compared to men. This is one indicator that many women CPAs are striking out on their own or becoming stakeholders in smaller firms.
In smaller firms, partners wear a lot of hats. They have to deal with everything from client interactions to ensuring the firm orders enough pens. They also need to directly address marketing and marketing strategies.
7 Accountancy marketing tactics for woman owned CPA firms
As a woman in a traditionally male-dominated field, women-owned CPA firms are in a unique position to adjust their messaging accordingly. Below are just a few accountancy marketing tactics that are specifically targeted to women-owned CPA firms.
1. Tell Your Story.
You are one of the best parts of your firm. When you publicize your firm, make it personal. While you certainly can put your smiling face on every advertisement, telling your story is more than just constantly touting that your business is women-owned. Instead, you should use avenues like your CPA website, social media, blogging, or newsletters to give a meaningful background about you.
Tell potential clients how you got to where you are. Explain why you started the firm or who you want to help. Showcase why your unique perspective on tax, accounting, or financial planning will help someone else. Be authentic, and people will appreciate the glimpse into your life.
2. Take Advantage of Women-Focused Events, Collaborations, and Outings.
Be proud of being a women-owned business. Use your accountancy marketing methods in strategic ways to inform clients that you are a women-owned firm. International Women’s Day, for example, is a great way to showcase your firm, whether it is with a meet & greet or a blog post. In light of COVID-19, online get-togethers, email campaigns, or a series of posts can be a great way to get the word out as well.
It may also be helpful to get involved with local events, particularly those that target women business owners. These are great networking opportunities that can result in new clients and new referrals. If you do not have a women-in-business event in your area, consider starting one.
3. Partner with Other Women-Owned Businesses.
Promotions with other women-owned businesses can be great promotional tools for both companies involved. For example, giveaways that feature other firms in the area not only get potential clients excited about your business, but both businesses benefit from the marketing efforts. Giving away CPA services is generally not a great option for marketing, but bringing in other companies that sell products can get people excited—and they attract a lot of attention on social media.
4. Start a Blog.
A blog can be a great way to connect with potential clients and other business owners in your community. For a CPA firm offering services that can be delivered completely virtually, it can be a helpful way to get clients who may not be physically located near you. Your blog does not necessarily have to be a part of your CPA website, but it can direct clients to your site if they are interested in services.
Your blog can be completely about your business, or it can get more personal and discuss some of the challenges and rewards of being a business owner. If done correctly, it can be a helpful resource for clients as well as a personal outlet for your creativity.
5. Create a Real Plan.
Accountancy marketing requires strategy. Simply throwing out blogs or ads on social media without a plan is not nearly as effective as creating a real marketing strategy.
Marketing for CPA firms requires first deciding who your target audience is.
- Do you want to do taxes for individuals?
- Do you want to target businesses over families?
- Do you want to provide planning services or just day-to-day advising?
Decide who you want to serve and determine the best ways to reach those people. A professional marketing group can certainly help point you in the right direction.
6. Sell Your Flexibility.
CPA firms are changing how they market to keep up with how clients find accounting firms and CPA firms. For example, more than half of people today will use their mobile devices to access the internet. That means that only 49% of people are looking at your website or your social media from their desktop. Having mobile-friendly marketing is a must.
However, marketing can take it one step further. You can often show the results of your services through online communication methods. Many firms offer services that are completely online. They may set up a video conference or phone call, but there is often no need to set foot inside a physical office location.
You can even offer consultations or appointments outside of regular hours. When surveyed, many entrepreneurial women, including women in accounting, supported changing up the workweek, which also means that they are more likely to appreciate your flexible schedule as well.
7. Invest In Your Business.
Ultimately, marketing takes time and effort, and you may need to bring in a professional to help out. Making an effort to invest in your business through marketing will pay off if it is done correctly.
