Marketing for accountants: 90-Day Plan for a Solo Accountant

Most of the time, firms rely on word-of-mouth and referrals to bring in work. And while that might work in the early years, two things eventually happen:

Referrals slow down or stop completely
You end up taking clients you don’t actually want just to keep the lights on

It’s a pipeline problem. The fix is that accounting firms need a consistent marketing engine.

Marketing for accounting firms exists to reduce the friction between “who you are” and “why someone should work with you.” It should:

Equip your team with repeatable messaging
Generate leads who already trust your positioning
Support consultative selling with better education

And most firm owners know that. What holds them back is clarity on where to start, how much to invest, and what will actually move the needle.

Treat this blog as your 90-day blueprint for marketing your CPA firm. Let’s begin.

How to Get Started

If you want to implement this model, here are four tasks to execute in the next 48 hours:

Create a single doc to list all current assets
Think: client success stories, past webinars, old email sequences, social posts, brand templates.
Define one SMART goal for your next 90 days
Example: “Generate 10 qualified leads through organic content and newsletter.”
Identify one quick win
It could be a testimonial video, a lead magnet on pricing strategy, or a LinkedIn carousel on common tax season mistakes.

4 Places for Accounting Firms to be

As I am building this blueprint for solo accountants, I am assuming that you’re not ready for a full-blown marketing department. You are looking for something basic. Here are 4 places for you to start:

A. Google Business Profile (GMB):

This is the lowest-effort, highest-return move. It puts you on the map (literally). Clean it up, collect reviews, and keep it updated.

This is the most important digital asset for accounting firms, especially for local or small business-focused practices. Your GMB profile is where “ready to buy” prospects go to validate you. They’ll look at your reviews, check your services, and click to call or visit your website.

Yet most firms set it up once and forget about it. That’s leaving money on the table.

We’ve built a GMB playbook specifically for accounting and tax professionals. It includes templates for review requests, posting ideas, and how to handle bad reviews. If you’d like a copy, DM here..

B. One Social Channel Your Clients Actually Use:

B2B? Use LinkedIn.

Individual tax planning or small biz owners? Try Instagram.

Don’t do all platforms. Content type for each platform varies. Also, don’t cater to everyone.

When it comes to posting on social media, the most common mistake accounting firms make is trying to speak to everyone. That doesn’t work.

To stand out, you need to narrow in. Figure out a niche you are the most passionate about. The more specific your message, the more powerful your marketing.

You could be a tax pro for real estate investors. A virtual CFO for creative agencies. A bookkeeper who understands SaaS billing models. These are the types of niches that create magnetism.

Your niche drives your content. It defines the problems you solve, the questions you answer. And yes, you can still serve general clients. But your marketing should lean into what makes you distinct.

C. Referral Communities:

Not the vague “let’s refer each other” type. Look for structured programs like Dave Ramsey’s ELP or local chambers where people are actively searching for trusted accountants and tax professionals. But you have to participate with the right mindset.

Give value first. Be known for showing up. And choose communities where your target audience already hangs out. These can be local chambers, business coach circles, or real estate investor groups.

Figure out who the top players are in your city. Show up and build trust.

D. Website

Don’t overthink this. Your site should clearly say who you serve, what you offer, and how to contact you. At this stage, forget fancy animations or deep SEO tactics. What you need is a site that clearly answers three questions:

Who do you help?
How do you help them?
How can they get in touch?

Include testimonials. Add case studies if you have them. And always link to a calendar so prospects can book a call without friction.

90-Day Marketing Plan for a Solo Accountant

Month 1: Set Your Foundation

Before you post anything or run any campaigns for marketing of your accounting firm, you need to look credible online. That starts with three things: your Google Business Profile, your website, and one social media platform. Set it up once and do it right.

Start with:

Google Business Profile (GMB)

This is where clients who are ready to hire you will check first.

Claim or create your profile
Add your niche in the description (e.g. “Bookkeeping for creatives”)
Add business hours, service areas, and a booking link
Upload a logo and a few service images

Website (preferably on Webflow)
Keep it simple and clean. You don’t need a big site right now.
- Focus on your niche and who you help
- Showcase testimonials if you have them. Use Shapo to embed your Google Reviews on website.
- Add a clear “Book a Call” button
- Skip SEO for now. It takes time to rank and is not your Day 1 priority
Social Media Profile

Pick one platform where your audience already exists.

LinkedIn, if you work with B2B or professional services
Instagram if you do tax planning for individuals or creatives
For LinkedIn:
- Add a niche-specific headline
- Create a banner image that clearly shows who you serve
- Add a clean headshot and fill out your services
For Instagram:
- Set up a creator account
- Add a scheduling link to your bio
- Use clear, simple visuals

Lead Magnet
You need one strong piece of content that solves a specific pain point.
Example: “How to fix messy Shopify books before tax season”
Turn this into a simple downloadable guide, checklist, or Notion link. This becomes your hook.

Month 2: Build Visibility

Once your foundation is in place, the next step is to get attention and start building an audience. Do this by consistently showing up and sharing useful content that speaks directly to your niche.

Here’s what to focus on:

Post Weekly Content
- Promote your lead magnet once a week
- Share one educational post related to your niche
- Add one meme or relatable post to build familiarity
- Keep it helpful, not salesy
Promote Your Lead Magnet
- Mention it at the end of posts
- Offer it in DMs to people who engage
- Use “Comment Yes and I’ll send it” style hooks to start conversations
Build Relationships
- Send 20 to 30 connection requests each week to people who fit your ideal client profile
- Engage with their posts. Leave comments that show you understand their pain points
- Reply to all DMs and comments on your own posts
Keep GMB Active
- Share a short update weekly (client win, tip, reminder)
- Start collecting client reviews. Send a simple message with the link
- Respond to every review publicly with context

Month 3: Start Scaling

By month three, your content should be gaining some traction. This is where consistency starts to pay off. Focus on creating new content assets, nurturing conversations, and turning warm leads into calls.

Tactics to use:

Create a New Lead Magnet Each Month
Pick a new pain point your niche struggles with and build around that
- Example: “Ecommerce Accounting Template for Amazon Sellers”
- Create content around this asset
- Use it as your lead capture tool for the month
Stay Consistent with Posting and Engagement
- Stick to your content rhythm
- Track which posts are getting saved or shared
- Comment on others’ content daily to stay visible
Start Scheduling Calls

Use DMs and comments to invite warm leads to book a discovery call
Offer helpful insights, not a pitch
Track leads in a spreadsheet or light CRM

Keep GMB Fresh
- Collect at least two new reviews
- Keep posting updates
- Review your insights to see what’s working

Track Progress Without Overkill

Here’s what matters in your first 90 days:

Website and GMB traffic: Are more people visiting key pages?
Engagement: Are people opening emails, clicking posts, and commenting?
Conversions: Are you collecting emails, booking consults, getting replies?
Sales opportunities: Is marketing directly contributing to leads?

Avoid complex dashboards or attribution models in your early sprints.

Wrapping Up...

Marketing for accountants does not need to feel overwhelming or uncertain. Especially when you break it down into a focused 90-day plan. Whether you’re just starting your solo practice or trying to grow more strategically, this framework gives you the clarity and momentum to begin.

Instead of chasing every tactic, this plan helps you prioritize the actions that actually move the needle: building your digital foundation, showing up consistently, and turning visibility into client conversations.

This is what modern marketing for accounting firms should look like. If you’re serious about growing your practice, whether it’s marketing for CPA firms, digital marketing for accountants, or marketing your bookkeeping services, now is the time to get intentional.

You don’t need a big team. You just need a clear plan and the discipline to follow it. And if this seems overwhelming, you can always outsource to someone who has done it for other accountants.

Ready to put this into action? Start today. Need help? Schedule a call

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