How to promote your accounting firm without a marketer

The 2022 CommBank Accounting Market Pulse report is among the latest to highlight smart technology investment as key for accounting business success.

However, many small and medium- sized accounting firms struggle to keep up with their larger competitors.

Aiming to level the playing field when it comes to marketing, Wolters Kluwer CCH and BOMA developed a new digital solution that offers accounting firms access to a comprehensive library of tax-related and business news, which they can publish as their own content.

Written by in-house Australia-based CCH tax experts, the articles include news from federal and state governments, Australian Taxation Office (ATO) rulings and decisions, and simple interpretations of tax laws.

Jenny Sinpraseuth, senior marketing specialist at Wolters Kluwer Australia, explains, “Because CCH iQ is developed and written by experts – people who are behind, for example, The Australian Master Tax Guide – accountants can trust that the information is correct and share it with their existing clients, or through their social media networks to connect with new prospects and drive new revenue opportunities.”

The platform is easy to navigate. Users select the article they want to circulate, nominate the relevant communication channels – such as email, blog or social media – and then push it out to their synced contact list using BOMA’s digital marketing toolkit. 

Each article comes with pre-written social media posts. Both these and the articles can be adapted as needed, plus users can upload their own content and review analytics by channel to monitor audience engagement. 

“It essentially provides you with the content and the mechanism to do your own content marketing,” Sinpraseuth adds.

Why content marketing?

By publishing industry-specific content for a targeted audience, accounting firms can position themselves as thought leaders and industry experts, showcasing expertise and services and distinguishing themselves from the competition.

In fact, research suggests that content marketing generates approximately three times as many leads as traditional marketing, and costs significantly less. 

An effective content marketing strategy can also strengthen existing client relationships. Sharing useful information with your database builds credibility and trust without selling a service. 
Plus, Sinpraseuth says, it allows firms to maintain constant communication with clients. 

“It’s not just about talking to them once a year,” she says. “It’s that continued thread of being able to add value and make sure they’re constantly reminded that you’re here to support them.”

For small accounting firms that lack the resources to create regular content – or don’t have adequate knowledge of the channels best suited to distribution – the Wolters Kluwer CCH and BOMA collaboration is a potential game changer, says Sinpraseuth. 

“It fills that gap – whether it’s a knowledge gap or a time gap – to produce and publish content to promote their business and drive growth.”

Join our upcoming webinar on 19 October presented by Wolters Kluwer and BOMA experts. 

Sign up for a free trial of CCH iQ and BOMA today and see how your firm can work smarter, not harder, to increase revenue opportunities.