An Overview
So, you’re great at what you do. Your bookkeeping business delivers reliable results. Your existing clients appreciate your work. But what about prospects? Do they know your services exist?
In a saturated market, standing out from other bookkeeping firms may seem like a herculean task. But without a steady pipeline of new bookkeeping clients, you risk your firm stagnating.
Below, we’ll discuss strategies for building thriving bookkeeping firms by helping them attract potential clients and convert them into repeat bookkeeping clients.
6 Ways to Get Bookkeeping Clients
Get Used to Networking
Introducing yourself and your bookkeeping business to strangers at networking events might not top your list of favorite activities. Still, it’s one of the most effective ways to find bookkeeping clients.
Here are some things to keep in mind about networking:
- Be intentional – Whether in meetings with local chambers of commerce or conferences by professional associations, participate with a clear goal in mind. Identify the types of attendees whose background would be most valuable to you and plan how to engage with them.
- Make each interaction count – Be ready to share insights that showcase your expertise. That way, you position yourself as the go-to professional for bookkeeping services.
- Be a connector – Do the same favor you'd wish extended to you and introduce prospective clients to other professionals in your circle who might benefit from them.
- Always follow through – A prompt email afterward can transform a casual conversation into a potential business relationship.
Host Free Webinars and Workshops
Hosting educational events allows you to establish yourself as an authority while demonstrating your expertise to potential clients.
Select topics that address specific pain points in your target market:
- Tax compliance strategies for small local businesses
- Bookkeeping best practices for startups
- Financial reporting essentials for non-financial managers
- Cloud practice management software demonstrations
Offer these sessions both virtually and in-person to maximize reach and follow up with attendees afterward. You can send them additional valuable resources or, for those who showed particular interest, suggest specific next steps.
Ask for Referrals
You can go back to the basics and tap into your existing network. Asking your family, friends, and colleagues for referrals is a great way to get word about your services out there—not to mention free.
- 80.9% of accounting firms surveyed by Biznik said referrals were their main client lead
Your current client base is another valuable referral source. Let them know when you have the capacity for new clients and request introductions to businesses in their network. Be sure to make it easy for them to do so. Create ready-to-use referral templates and offer incentives for successful referrals.
Above all, continue doing work that satisfies. When you consistently exceed expectations, asking your clients for referrals almost seems like a natural extension of your partnership, not an uncomfortable ask.
Invest in Digital Marketing
Your online presence often forms your potential clients’ first impression of your practice. So, ensure your website includes clear descriptions of bookkeeping services, compelling value propositions, and proof of your expertise through case studies and testimonials.
Additionally, incorporate strong calls to action (CTAs). These phrases guide visitors toward meaningful engagement, like scheduling free consultations, downloading resources, or contacting your team.
Other digital marketing efforts to stay on top of include:
Executing Search Engine Optimization (SEO)
SEO is optimizing your website and its content to appear higher in search engine results pages (SERPs) whenever prospects search for a bookkeeping business. In doing so, you attract visitors without paid advertising costs.
- A 2019 research by BrightEdge found that organic traffic drives 53.3% of all web traffic.
Related Reading: The Complete SEO for Accountants Handbook
Claiming and Optimizing Your Google Business Profile
Claim your Google Business Profile (GBP) by searching your business name on Google Maps. If a listing exists—perhaps from a client review—click “Own this Business?” to take control. Otherwise, visit the GBP homepage and select “Manage Now” to create one.
Once you have a GBP, follow these tips to maximize it:
- Maintain complete and accurate information, including current contact details, address, business hours, and a compelling business description.
- Select the most relevant business category: “bookkeeping service.” Proper categorization ensures visibility when local businesses search for assistance.
- Incorporate high-quality visuals of your office space and embed a map link on your website to improve local search ranking.
- Use the posts feature on your GBP to share updates, promotions, and blog content. Regular posting signals to Google that your bookkeeping business is relevant and actively engaged.
Producing and Distributing Valuable Content
Potential accounting clients typically research multiple firms before making contact. And their research centers on the content you publish publicly.
That’s why you should create targeted content that speaks to your ideal clients’ pain points. You can focus on blog posts, guides, and videos that highlight your expertise while solving common bookkeeping challenges.
Once you have these resources ready, distribute them across multiple channels, particularly on social media platforms where your target bookkeeping clients already spend most of their time.
This multi-channel approach proves effective, considering the demographic shift in business decision-making.
- According to Forrester, Millennials and Gen-Z now represent 71% of global B2B buyers.
Appearing at the top of search results signals to users that you can provide solutions or information that directly addresses their concerns. This is the kind of traffic that can convert casual readers into loyal clients for your bookkeeping services.
Engaging Potential Bookkeeping Clients Through Social Media
- Share client success stories, industry insights, and thought leadership content to position your accounting firm as knowledgeable and reliable
- Humanize your bookkeeping business by posting visual content highlighting team culture
- Create short, educational videos explaining bookkeeping skills, common concepts, or accounting software features to leverage for bookkeeping
Establish a consistent posting schedule and actively engage followers by responding to comments. Moving away from simply distributing content and into building relationships creates natural pathways to your bookkeeping services.
Nurturing Leads with Email Marketing
You can also share your content in exchange for people’s email addresses. This permission-based approach lets you send personalized insights directly to interested parties, increasing the chances of converting them into bookkeeping clients.
As on your website, include strong calls-to-action to encourage recipients to take your desired action. Also, consider segmenting your email list based on industry, company size, or specific needs to deliver more relevant content.
Tailored emails based on interests and preferences help ensure your bookkeeping business stays top of mind until recipients are ready to partner with you.
Find Your Niche
Specializing in a niche industry or service area can differentiate your bookkeeping business from competitors. When you niche down, you:
- Position yourself as an expert in that particular field
- Address the unique bookkeeping challenges of a certain business type
- Justify premium rates due to specialized knowledge
- Concentrate marketing efforts on a clearly defined audience segment
Collaborate with Industry Peers
Form strategic partnerships with complementary service providers with the same target audience but not competing directly against you. These relationships can create a network where you refer clients to each other. You can also co-host events or create joint content to showcase your expertise.
Such collaborations expand your reach into established client bases while building more value through vetted connections.
Build Your Client Base Sustainably
From leveraging networking events to forging strategic partnerships, growing your practice takes time, consistency, and quality. You shouldn’t just aim to attract clients; you need to secure the right bookkeeping clients.
Focus on building mutually beneficial relationships with business owners who value your expertise and align with your firm’s strengths. These partnerships will provide greater long-term value.
And it goes without saying: always deliver exceptional services. Being remembered for your reliable results is far more profitable than being noticed momentarily.
Need more time to focus on growing your bookkeeping client base?
At TOA Global, we offer more than just bookkeeping services—our US-trained offshore accountants and bookkeepers handle your routine tasks, giving you more time to attract clients and focus on the strategies that drive business growth.
Curious about our long-term client bookkeeping solutions? Book a free, no-obligation chat with us today.
