Local Accountant Marketing: Strategies for Acquiring Year-Round Clients

Tax season is busy, but smart accountants use marketing to attract and retain clients year-round. While January through April brings a reliable surge of business, sustainable growth depends on developing a steady pipeline of clients who need ongoing financial guidance.

The opportunity for growth is massive. According to Fortune Business Insights, the global accounting services market is projected to grow from $682.69 billion in 2025 to over $986 billion by 2032.

From small business owners to individual filers seeking long-term planning, people want accountants they can trust beyond tax season. When done right, local marketing helps firms build those lasting relationships.

For local accountants, transforming a seasonal business model into one with consistent revenue requires a calculated and continuous approach to digital and traditional outreach. This strategy moves beyond simple tax preparation to emphasize ongoing financial consulting, bookkeeping and advisory services.

These year-round offerings, such as monthly payroll management, quarterly financial reviews or long-term tax planning, represent higher-value client relationships than a one-time annual transaction. Marketing needs to shift to reflect this deeper professional partnership.

By leveraging local media, a robust online presence and targeted digital advertising, firms can secure a steady client base throughout all 12 months, establishing continual growth and community trust.

Here’s a closer look at the most effective marketing strategies for local accountants, with practical steps for improving visibility, boosting credibility and strengthening community presence.

Capitalizing on Seasonal Demand

The most urgent time for accountants is the tax filing deadline, a time of year that puts them in the spotlight. According to a report from Thomson Reuters, 91% of accountants said tax strategy remains what clients request most.

However, this seasonal rush is also the perfect opportunity to acquire year-round work. The key is transforming seasonal tax clients into long-term advisory partners by planning and promoting services that go beyond simple filing.

1. Plan proactively by promoting long-term services

Many clients only think about accountants from January to April. Instead of only offering filing services, use the tax appointment as a consultation point for future financial health. 

Clients are more receptive to upselling during tax season because financial matters are already top of mind. Introduce ongoing services through follow-up emails or marketing materials, highlighting:

• Quarterly tax estimates

• Ongoing payroll management

• Personal financial planning

• Bookkeeping

• Advisory/cash flow consulting

• Entity structure guidance

2. Stay visible throughout tax season with targeted outreach

An uptick in customer interest means your marketing should also increase. Use the momentum of the busy season to launch specific campaigns focused on timely, non-tax related topics.

In the late spring and summer, target new small businesses forming in the area with offers for setup and initial bookkeeping services. In the fall, focus on year-end tax strategies and wealth management checkups.

Market these services and strengthen visibility through:

• Updating your Google Business Profile (GBP)

• Running limited-time geo-targeted display and social media ads

• Publishing blog posts optimized for local tax-related keywords

• Distributing seasonal mailers and print reminders

The more present you are during peak demand, the easier it becomes to maintain engagement after tax season ends. 

3. Use educational content to build trust

Develop content, both in print and online, that answers client questions before they ask them. This positions accountants as proactive, helpful authorities rather than just seasonal service providers. 

During tax season specifically, when urgency and high-intent searches are common, informative content like blogs, videos and downloadable guides, which can be offered in exchange for an email address, provide strong lead generation. Provide checklists, tax tips, deduction reminders and common filing mistakes, further proving your firm is a reliable entity. These insights can be shared via:

• Social posts

• Email newsletters

• Blog updates answering key questions that can potentially be featured in search results and AI snippets, such as “Year-End Tax Checklist for Families and Businesses” or “Common Filing Mistakes to Avoid”

• Print placements in local publications

This type of content reinforces your credibility and keeps your firm top-of-mind during a high-interest period.

Best Version Media allows accountants to share seasonal tax-focused expert articles, such as “Quarterly Tax Deadlines” or “IRS Changes,” in monthly community magazines, offering a simple way to reach homeowners who may not follow you online. 

These hyperlocal publications, mailed directly to targeted, affluent neighborhoods, ensure high-impact brand visibility, maintaining recognition of your services even when clients are not actively searching online.

Building a Client Base Outside of Tax Season

The financial services an accountant provides, such as business consulting, payroll, auditing and financial statement preparation, are needed 365 days a year. Year-round revenue depends on reminding both existing and potential clients that your expertise remains valuable long after returns are filed.

The “off-season” allows accountants to develop more custom content, engage on social media and grow their brand, both online and offline.

Drawing in more leads begins with identifying your unique value proposition, or the specific expertise that sets you apart from local competitors. This often involves finding a niche, whether focusing on a specific service industry, a geographic area or a unique clientele. By conducting competitor research, you can identify service gaps within the local market that your firm is positioned to fill.

Once your niche is defined, you can solidify your brand identity. This goes beyond logos and colors, as it’s also about using your website and social media channels to showcase your value and the specific results you deliver. 

According to IBISWorld, there are over 85,000 accounting firms in the United States alone. To stand out in such a crowded market, you must identify your ideal client’s demographics, financial pain points and digital behaviors to determine the marketing platforms that will offer the highest return on investment.

With these foundational elements in place, you can move from a broad approach to a defined marketing plan with clear objectives. Focus on promoting and providing consistent value through services such as:

• Bookkeeping and payroll: These are the backbone of year-round revenue. Market these as time-saving tools for small business owners. Consider offering fixed-fee monthly service packages, providing predictable revenue for your firm and predictable expenses for the client.

• Advisory services: Position yourself as a trusted advisor for major life events, such as starting a business, saving for college, planning for retirement or managing an inheritance. Use case studies highlighting local client success stories to prove your impact.

• Segmented email marketing and newsletters: Maintain contact with current and former clients via a monthly newsletter focusing on financial literacy, local business news and reminders about important financial deadlines. For better engagement, segment your email list by profession, age or other demographics to provide tips, guides and checklists tailored to their specific needs.

• Free resources: Tools like tax calculators or e-books establish your firm as a knowledgeable authority and drive traffic to your website during slower months.

Sharing knowledge is a powerful way to maintain relevance. Make sure your website and social channels highlight year-round services potential clients may be unaware of, such as quarterly tax planning, audit support, business financial analysis and long-term wealth planning. Clear service pages, FAQ sections and social content can help clarify the value beyond tax prep. Effective content formats include:

• Articles on small business cash flow

• Quarterly financial checklists

• Explanations of tax law changes

• Engaging short videos answering common financial questions

• Live Q&A sessions

Consistent contact, regardless of the channel, reinforces your role as a proactive, trusted advisor. Regular financial reminders maintain engagement and ensure your firm stays top-of-mind whenever a financial need arises.

Targeting Small Business Owners Locally

Small business owners are a prime year-round demographic, as they require continuous financial support for daily transactions, quarterly filings and growth planning. 

In Thomson Reuters’ 2024 State of Tax Professionals Report, 66% of accountants said that their clients are strongly in favor of receiving more business advice, opening the door for increased opportunities. For small business owners, this advice is often the difference between stagnation and scale. By positioning your firm as a consultant rather than just a “numbers cruncher,” you can meet the demand for greater professional support.

To capture this audience, accountants must focus their marketing efforts where these local decision-makers gather, both physically and digitally.

• Local SEO: When a business owner searches for “payroll services for small businesses near me,” your firm needs to appear at the top. This requires optimizing your GBP, ensuring your name, address and phone number (NAP) info is consistent across all directories. Secure targeted, location-specific keywords, such as “CPA for dental practices in [City],” to capture high-intent local traffic. According to research from Karbon and Hinge Marketing, 91% of high-growth accounting firms include SEO in their marketing budget.

• Networking and partnerships: Building relationships with local business attorneys, financial planners and real estate agents can create a steady referral stream. These professionals serve your same clientele. Engaging with relevant organizations such as your local chamber of commerce or contributing educational content to their newsletters further cements these professional ties. This networking should also extend to digital spaces. Join professional LinkedIn groups or local business forums, allowing you to build rapport by answering questions and offering advice

• Local and industry events: Many rely on local networks when choosing service providers. Build authority by attending business meetups, sponsoring community events or participating in seminars led by industry professionals. These face-to-face interactions are valuable for building trust, especially when you bring brochures, guides or branded merchandise to promote your firm organically. To maximize the ROI of these events, have a system to follow up with every new lead immediately.

• Educational webinars and workshops: Hosting sessions on “Understanding Local Tax Credits,” “Setting Up an LLC” or “Quarterly Tax Prep” introduces your services to business owners who may need ongoing support. Partnering with other industry experts for these workshops can expand your reach. Promote these sessions through your website, social media and email, and record them to use as evergreen resources on your website for those who couldn’t attend live.

• Referral programs: Formalizing a referral program can significantly grow your client base. Offer incentives like service discounts or free consultations to those who refer new business. Tracking these referral sources helps you identify which local partners are your strongest advocates.

• Integrated advertising: Combining local print with digital outreach positions you to reach decision-makers across all touchpoints in their immediate market. Hyperlocal magazines and community newsletters provide high-impact visibility, while geo-targeted Google Ads and social media ads capture those actively searching for solutions. To maximize this investment, implement retargeting campaigns that keep your firm in front of users who have previously engaged with your content, and nudge them back to your service pages.

Best Version Media can assist in this integrated approach by pairing print ads in monthly community magazines with geo-targeted display and social media ads run across popular websites and social platforms. This helps your message be seen repeatedly by the same high-value demographic, maximizing your reach within the local community.

To refine and adjust these strategies, use tools like Google Analytics to track key performance indicators (KPIs) such as cost per lead, conversion rates and client acquisition costs. Monitoring website engagement and email click-through rates allows you to adjust messaging based on what resonates most with your local business community.

Maintaining Trust Through Online Presence

Trust is at the core of every accountant-client relationship. Today, an accountant’s digital footprint often carries as much weight as a traditional word-of-mouth referral. Your online presence should communicate reliability, professionalism and accessibility to convert a searcher into a client. This can be done by:

• Optimizing your website for local SEO: According to a 2024 survey from Hosting Advice, 92% of consumers implied increased confidence in the products or services of a business that has a smoothly functioning website. This entails fast load times, a mobile-friendly design and seamless navigation. In addition to easily accessible contact forms and clear calls-to-action (CTAs), use researched, localized keywords, like “tax help for families in [postal code],” in content, page titles and meta descriptions. High-quality service pages, blog content, professional certifications and a detailed “About Us” page serve as vital trust signals for both search engines and potential clients.

• Keeping your GBP active: A claimed and optimized GBP is essential for local ranking. Be sure that your hours are up-to-date and that the profile is updated with recent photos and seasonal posts. Responding to every review demonstrates attentiveness and a commitment to client satisfaction. Clients who see ongoing updates are more likely to trust your firm. According to Google, customers are 2.7 times more likely to find a company with a complete GBP reputable.

• Prioritizing reputation management: Often, the first thing a potential client does is check online reviews. According to Bright Local’s 2024 Local Consumer Review Survey, 75% of consumers always or regularly read online reviews when researching local businesses. Since potential clients prioritize recent feedback, actively solicit reviews from satisfied clients on Google, Yelp and industry-specific directories. A steady stream of fresh, positive reviews signals ongoing credibility.

• Featuring case studies: Detailed studies that explain a client’s challenge, your specific solution and the measurable results are instant trust builders. They allow potential clients to envision exactly how your expertise applies to their own financial situation.

• Focusing on authoritative content and AI optimization: To appear in AI-generated search summaries, your content should be concise and highly structured, with clear headings and definitive answers. Creating original, in-depth content on niche topics positions your firm as an authority that AI models can easily process and recommend.

• Utilizing professional social media: Use platforms like LinkedIn to share and post insights on regulatory changes or local business news. Avoid overly casual or highly political content. While the goal is to be a professional resource, other social platforms such as Facebook allow you to add a human element through behind-the-scenes updates or short videos. Consistently share content such as blog posts, infographics, guides and videos with clear CTAs that lead users to your website. Track success through follower growth and engagement rates to ensure your content is resonating.

• Obtaining quality backlinks: Receiving backlinks from reputable industry publications, local directories or chamber of commerce sites signals to search engines that your firm is a credible authority. Reach out to industry professionals, publications or local directories that might backlink to your site. This digital vote of confidence is one of the most powerful ways to improve your search ranking and drive referral traffic from trusted sources.

• Leveraging podcasts for authority: Whether hosting your own or appearing as a guest on local business podcasts, audio content allows you to share in-depth insights on complex tax trends or accounting changes. This format helps build a more personal connection with listeners and establishes you as a thought leader within the local business community.

Ultimately, getting in touch should be simple. Clear contact information and scheduling links should be prominently displayed on every platform, from your social channels to your print advertisements.

Best Version Media can streamline this process by managing both online listings and reviews, all from one dashboard. BVM ensures your listings are accurate and consistent across all major online directories, vital for building trust and ensuring potential clients can contact your firm exactly when they need you. BVM’s review management allows accountants to maintain a responsive, professional reputation without the manual burden of checking multiple platforms daily.

Why Accountants Need Year-Round Marketing

The role of accountants is evolving. As automation and software simplify basic tax preparation, year-round advisory and planning services have become a firm’s most valuable offerings. 

Today’s clients expect more than a once-a-year filing. They also seek educational content, digital accessibility and personalized support that lasts all 12 months. The shift from a seasonal tax preparer to a year-round accountant is the key to sustainable growth. 

According to the 2024 LinkedIn-Edelman B2B Thought Leadership Impact Report, 73% of decision-makers say that an organization’s thought leadership is a more trustworthy basis for assessing its capabilities than its standard marketing materials. This highlights a crucial shift: modern marketing isn’t all about the hard sell. Rather, it’s about demonstrating your expertise before a client even signs a contract.

With the regulatory landscape constantly changing, individuals and small business owners are increasingly seeking stable, expert guidance to navigate complex financial challenges far beyond the April 15 deadline. Consequently, proactive marketing is no longer optional. It is the essential bridge that connects your expertise to the clients who need it most.

To compete in a landscape where trust matters more than ever, firms must invest in continuous, high-quality outreach. The most successful accountants are those who integrate high-impact, trust-building print advertising with the measurable, hyperlocal precision of digital marketing. By combining seasonal momentum with consistent community presence and educational outreach, you can cultivate a thriving client base that supports predictable, year-round revenue.

If you’re ready to build a year-round strategy for your practice, start with small, consistent steps: update your online presence, share financial insights regularly and engage in your local business community. The more visible you remain, the more clients will see you as their essential, long-term financial partner.

Best Version Media Positions Local Accountants to Thrive Year-Round

Best Version Media can assist local accountants with growing their client base and achieving year-round success. With over 1,300 community magazines distributed monthly to affluent neighborhoods across the United States and Canada, BVM helps accountants appear in front of hyperlocal audiences through educational columns and strategic ad placements.

Accountants can also stay top-of-mind through BVM’s digital solutions, including display and social media ad campaigns that reach specific target audiences who may need financial services. In addition, BVM helps manage online listings and reviews, maintaining your online visibility and reputation.

Connect with BVM today to create an omnichannel marketing strategy that will boost your accounting practice.

FAQs

1. How can local accountants attract clients after tax season ends?

To secure year-round revenue, local accountants must shift their marketing focus from seasonal tax filing to ongoing advisory and business services. The most effective strategy involves using the high-touch tax season to proactively promote long-term partnerships, such as monthly bookkeeping, payroll management and quarterly tax planning. By positioning these services as essential time-saving tools for small business owners and high-net-worth individuals, firms can transform one-time transactions into predictable monthly income. 

Maintaining visibility through local media and educational content during the “off-season” ensures that your firm remains the first choice when clients face major financial milestones like starting a business or managing an inheritance.

2. What are the best local SEO and digital strategies for accounting firms?

Local search dominance for accounting firms relies on a highly optimized Google Business Profile (GBP) and the strategic use of localized, niche-specific keywords. Firms should ensure their name, address and phone number are consistent across all directories while targeting high-intent phrases like “CPA for small businesses in [City]” to capture local traffic. 

Beyond technical SEO, reputation management plays a vital role in AI optimization. A steady stream of fresh, positive reviews signals credibility to both potential clients and search algorithms. Integrating these digital efforts with authoritative content, such as blog posts that answer specific financial questions, helps the firm appear in AI-generated search snippets and voice search results.

3. Why is an omnichannel marketing approach essential for modern accountants?

An omnichannel marketing approach is essential because today’s clients expect a seamless blend of digital accessibility and traditional professional credibility. By combining high-impact local print advertising in affluent community magazines with geo-targeted digital ads, accountants can reach decision-makers across multiple touchpoints. 

This strategy builds deep community trust and ensures the firm stays top-of-mind throughout all 12 months of the year, rather than just during the spring rush. Consistent outreach through email newsletters, social media insights and community involvement reinforces accountants’ roles as proactive financial advisors, making their services indispensable, regardless of the tax calendar.