How to get bookkeeping clients: 5 essential marketing tips

Key takeaways

• Bookkeeping clients use a variety of online sources, including social media and search engines, to find businesses like yours
• Online ads can help you maximize your reach and achieve higher conversion rates
• Building relationships is key to gaining quality leads, long-term clients, and referrals

Every business owner needs a bookkeeper, and as a bookkeeper, you’re confident that you know your stuff. However, competition can be stiff when you’re up against other local professionals as well as online services and the DIY approach. 

If you want to show your ideal clients that you’re the best solution for their needs, you must learn how to market your business—it’s the key to landing bookkeeping clients. Here’s what you need to know about building your client base and successfully growing your bookkeeping business.

How to get bookkeeping clients

Even if you’re the best bookkeeper in your area, you need to market yourself to make it known. Just about everyone these days is faced with content overload, with brands fighting for attention on every platform. If you’re not showing up and standing out, your prospective clients will turn to another solution.

The good news is, effectively promoting your business can be as simple as focusing on these five steps that work for both bookkeeping firms and freelancers.

1. Utilize social media marketing

With most Americans using at least one social network, social media marketing is a key part of every lead generation strategy. It gives you the chance to reach thousands of potential clients where they’re already looking for bookkeeping services or, at the very least, spending their time. 

For example, LinkedIn can be particularly useful for reaching clients since professionals (aka prospective clients) already gather on that platform to grow their business. Below are two ways you can effectively market your bookkeeping services on social platforms.

Share your expertise

Bookkeeping clients want to work with professionals who are experts in their field. Instead of getting overly promotional, offer value by consistently sharing financial tips and resources each week. Your followers and connections will start to associate your knowledge with you and your brand, which will position you as an industry leader.

Engage with potential clients

Social media is also a great relationship-building tool. Respond to users when they comment on your posts, and proactively engage with potential clients on their posts too. This will keep you top of mind with the potential of becoming their go-to bookkeeper when they need your services.

2. Enhance your online presence

Social media platforms aren’t the only places potential clients are looking for you online. Part of getting bookkeeping clients is effectively expanding and enhancing your presence on the web.

To begin, make sure you’re showing up on search engines and relevant directories. If you haven’t already, a great starting point is creating a website and claiming your Yelp Business Page.

Get a free Yelp Page

Promote your business to local customers.

Claim your free page

Once you have an online presence, start optimizing it by:

• Keeping your business details consistent. Double-check everything from your location and phone number to your website and business name are listed correctly wherever your brand appears.
• Adding keywords to your pages. Including words related to bookkeeping throughout your site and business pages will help you improve your search engine optimization (SEO) and get discovered by more potential clients.
• Sharing your credentials. Are you a Certified Public Bookkeeper (CPB) or a Certified Public Accountant (CPA)? Are you a registered QuickBooks ProAdvisor? Do you have a Xero certification? Build credibility by mentioning your credentials in your page bios and on your website’s “About” page.

These simple steps can help you reach more people in your target market and show them you’re a professional they can trust.

3. Amplify your content with online ads

If you want to multiply your potential reach without wasting your budget, consider online advertising for your bookkeeping business. Online ads—like Yelp Ads or search engine ads—help you get premium placement, like above relevant search results. They also allow you to reach thousands of people outside of your existing network.

You don’t have to pay a lot to reap the benefits of online ads. Digital ads are designed to target high-intent consumers who are ready to purchase specific products or services. This allows you to more easily connect with your target market without wasting your budget on people who won’t be interested in your services. The result can be higher conversion rates and a higher return on investment (ROI).

Ready to try Yelp Ads?

Put your business in front of more customers.

Start advertising

4. Network to build connections

When you’re a bookkeeper, many (if not all) of your clients are business owners too, which is why networking with professionals, both online and offline, is worth your time.

Online networking goes beyond engaging with people on social media. Sending direct messages to your connections to develop a relationship, then working toward a face-to-face meeting through video or in-person can bring you one step closer to converting your lead.

If you do meet in person or if you’re heading to a networking event, bring your business cards and ask for others’ cards so you can follow up after the event.

Whether you’re networking online or offline, be genuine. Get to know your potential client as a person. This allows you to form a long-term relationship rather than just chatting once and hoping they choose you.

5. Solidify your referral base

When securing bookkeeping clients, it’s essential to understand how to build and activate your referral base. People trust their friends’ words so the more people that refer clients directly to your company, the more high-quality leads you’ll gain.

Below are three tips to help you create a word-of-mouth referral base from which you can draw new bookkeeping clients.

Offer a referral program

An easy way to encourage your current clients to provide referrals is to offer incentives for them to do so. Your referral program doesn’t have to be fancy. It can be as simple as offering a reward, such as a gift card or a discount on bookkeeping services, in exchange for a successful referral. You can even provide smaller incentives for bringing a prospective client in for a free consultation.

Make sure to promote your referral program on social media, in your email marketing, in person with clients, and beyond.

Partner with local businesses

Your referral base doesn’t just have to include your current clients. You can also get referrals from other businesses in your area.

Consider partnering with local businesses that aren’t competitors but have a similar target market as you. For example, you may partner up with a business consultant. Whenever their clients are looking for bookkeeping services, your partner can exclusively refer them to you, and you can reciprocate when your clients are seeking their services.

This is a great way to promote your business locally, as it could get you access to an entire network of people in your target audience through a business they already trust.

Create a stand-out customer experience

At the end of the day, people in your existing network will only refer you if they love working with you. Go beyond just doing basic bookkeeping, and provide outstanding customer service. Build and maintain relationships by engaging with your clients at least once a month, even if they’re not actively in need of bookkeeping help.

Your level of service can inspire your clients to organically promote your business through word of mouth.

Bring new clients to your bookkeeping business

Whether you’re a solopreneur with a new bookkeeping startup, a small business owner, or the leader of a large accounting firm, these marketing and advertising tips can help you reach potential clients and generate new business more than ever before. 

Establishing a strong online presence, both on and off social media, and creating long-term relationships is a great start as you learn how to get bookkeeping clients for your business. When you’re ready to dive a little deeper into ads, take a look at our guide to the best places to advertise your business.