How Can Accountants Use Social Media For Client Acquisition?

Social media has become more than a place to stay connected. It's evolved into a powerful tool for businesses to grow and reach new audiences. Accountants can attract and engage potential clients on social media platforms by sharing their expertise, building trust, and providing informative resources. Whether accountants guide small businesses through tax season or provide financial planning for high-income individuals, social media can help reach ideal clients where they already are. Here's how.

Which Social Media Platforms Should My Firm Be On? 

Client acquisition methods have changed with social media's growing reach and capabilities. Where once a billboard on a busy street would have been enough to attract new clients, accounting firms now have a variety of digital platforms to compete on. With so many firms contending for attention in the same digital space, how can your accounting firm use social media effectively for client acquisition? 

Before you brainstorm the content you will post on your firm's social media accounts, you first need to decide where you will have a digital presence. With so many options in today's digital terrain, businesses often feel the need to be a part of it all. The truth? You don't have to be active on every social media platform. Quality over quantity is essential in this decision, and the platforms you post on depend on your niche as a financial services provider and where your target audience is. Consider these platforms to start:

LinkedIn: The Best for Professional Networking

As you make your decision, consider LinkedIn as the most popular for professional networking. It has organic and paid opportunities for accounting firms to reach potential clients in the decision stage of working with an accountant. LinkedIn also allows employees to interact with your business's posts, showcasing a sense of community and employee satisfaction that could influence a potential client's choice to work with your firm. 

Facebook: Great for Engaging with Local Communities

Facebook also provides plenty of opportunities for paid and organic social media. It's an ideal choice for companies' social media strategies, as business Pages include sections for clients to leave reviews, "about us" features for your business, and more. Through Meta Business Suite, you can schedule Facebook and Instagram posts ahead of time, track social media analytics, run paid ads, and much more. You can also create and publish Reels on Facebook and Instagram through the Business Suite. With Reels, you can produce and distribute short-form video content all on one platform. 

Instagram: Ideal for Sharing Your Personality and Visual Presence

Instagram is ideal for showcasing your firm's personality, sharing quick tidbits of information, and displaying your brand's visual presence. If you work with younger, tech-savvy clients, you'll likely find them scrolling on Instagram. Meet them where they're at with several of the platform's features: Stories, Reels, and Carousel posts. 

X (Formerly Known as Twitter): Share Timely Trends and Updates

Showcase your thought leadership by commenting on breaking industry news, company updates, tax reminders, and quick tips on X (formerly known as Twitter). This platform also makes it easy to engage in conversation with other creators in the financial field and join industry-specific communities through Communities, hashtags, and X Lists.

What Should I Post as an Accountant?

What posts perform well will vary across platforms and which metrics you decide to track. Authenticity is a growing concern on social media. Consumers are increasingly more attracted to creators and brands that are real, relevant, and relatable. Attract high-value clients to your firm by posting about topics that speak to your niche and your unique skills, and as you brainstorm post ideas, consider following these themes: 

Informative/Educational Content

You can improve your audience's financial literacy and increase your credibility as an expert by sharing informative and educational content on your social media channels. Distribute these facts in various formats across platforms, whether posting a carousel of infographics on Instagram or a short video on TikTok. This strategy enables you to reach your audience where they're at and position yourself as a trusted resource in the financial field. 

For example, say you wanted to create a post on "Money Management Tips Everyone Should Know." If you're a fan of public speaking, you can record a short video of yourself running through tips and post it on TikTok, Instagram or Facebook Reels, YouTube Shorts, or all the above. You can also type a brief list and publish it as a text-only post on LinkedIn or Facebook. Or, try designing a series of graphics with a tip on each to encourage users to swipe through on Instagram.

Service Highlights 

Posting service highlights is essential to standing out from competitors and gaining notoriety for your accounting firm's services. As you compose social media post ideas, ask yourself questions that potential clients may ask. What services do you provide? Do you have an accounting specialty that clients should be aware of? What separates you from other accountants? Then, publish posts that raise awareness for what you do and how you do it. 

Client Testimonials

Word-of-mouth is a powerful tool. When we hear about positive experiences others had with a brand or product, the likelihood that we will have a favorable impression of the company and purchase their products or services increases. This phenomenon (called social proof) is why positive reviews and testimonials from satisfied clients offer a robust client acquisition strategy. The more happy clients you have, the more clients you'll attract. And the best way to make this happen is by using happy clients' testimonials and success stories as marketing material. 

Client testimonials can live in a variety of formats on your social media. You can record an interview with your client and share the video on your social media platforms, or you can ask clients to leave you a Google or Yelp review on your firm's listing. As potential clients come across your business on social media, not only do they learn more about you, but they also learn what others think about your services.

Tools and Resources

Creating downloadable tools and educational resources is another way to attract clients to your accounting firm. While these resources will live on your website, you can use your social media posts to direct your audience to your site with the promise of access to a beneficial tool. For example, create a tax planning calendar or a budgeting template for users to download and use after they fill out a form on your website. You can then drive traffic to your website by posting on social media and including call-to-action (CTA) phrases that entice people to visit your website for more. 

Interactive Content 

Interactive content, such as Q&A sessions and polls, may effectively engage your audience and help you learn more about them. For example, say you posted a question on your social media platform asking your followers about common struggles they face with their finances. From there, you can collect feedback and gain insight into people's financial pain points. This helps you fine-tune your strategies and services to educate your consumers and deliver them the specific solutions they seek. 

Industry News 

Sharing industry updates on your social media channels is another way to communicate your credibility and expertise to potential clients and people in your professional network. These updates could include new financial regulations, deadlines, and news from your firm. 

Meet the Team 

Remember, authenticity is a growing concern among social media users. Showcasing the faces and personalities behind your accounting firm is an excellent way to infuse authenticity into your brand identity. Consider posting "meet the team" photos or videos introducing your staff or walking your audience through a day in the life of an accountant. This also helps current and potential clients familiarize themselves with the accountant they may be working with. 

Accessibility Details 

Communicating accessibility details every so often helps people know how and where they can reach your firm. You can also share specific details about your physical location, such as other businesses you're neighboring or whether or not your building is wheelchair-accessible. 

If at any point you're having trouble coming up with social media post ideas, know that you don't have to reinvent the wheel every time. You can reuse content across platforms. We're not saying to post the same photo and caption more than once. Instead, take information from old content and rephrase it or refresh it with a new twist.

For example, if you filmed a YouTube video last year addressing questions about common tax mistakes, consider using that information to create a series of graphics to post to your Instagram or Facebook story. Reusing your content will save you time and build credibility as you show repeated knowledge about a specific financial topic.

Build Relationships Through Engagement 

Social media isn't just about posting content—it's also about connecting with your audience. Regularly respond to comments, interact with other users, join group discussions, and keep your profiles up-to-date and accurate. With a routine like this, you will attract new clients and keep existing ones. 

Unleash Your Social Media Potential 

Social media allows accountants to connect with potential clients, highlight their expertise, and share their services with people who need them. You can position your firm as a trusted partner daily by sharing valuable content and engaging with your audience. 

At Palo Creative, we have extensive experience working with professionals in the financial service industry. Let's unlock the full potential of social media and attract high-value clients together.