How to Use LinkedIn to Market Your Accounting Business

LinkedIn is viewed by some as more of a niche version of Facebook and X, one targeted primarily toward professionals.

But “niche” doesn’t quite cut it for a platform with around 1 billion members that welcomes two new members every second.

It is targeted toward professionals, but not exclusively, and as it’s home to everyone from developers and writers to entrepreneurs and business owners, it’s the perfect place to market your accounting business.

How Can LinkedIn Help Your Accounting Business?

According to data released by LinkedIn, 97% of staffing professionals use the platform to aid in the recruiting process and 89% of professionals use it for lead generation.

So, whether you’re looking for clients to grow your business or employees to aid with that growth, it’s the perfect platform.

LinkedIn works by connecting professionals across various industries. They post their credentials on their LinkedIn profile, write blogs and posts to enhance their reputation, and expand their networks.

A potential client can confirm your credentials by viewing your qualifications, check your knowledge by reading your posts, and then contact you.

What’s more, if you spend some time connecting and expanding your network, opportunities will increase.

How to Market Your Accounting Business Through LinkedIn

If you’re a professional in any industry, prospective clients will expect you to have a LinkedIn profile.

It’s a basic requirement, and if you want to look active in your industry, you need to spend time on the site.

So, if you’re already going to be there working on your profile and building your network, you may as well devote some time to a little LinkedIn marketing.

Optimize Your Profile

Your LinkedIn profile is like a virtual business card. It should be clean and succinct while showing people exactly who you are, what you do, and what you have to offer.

• Create a banner that represents your services.
• Use a professional headshot (and smile!).
• Create a compelling and attention-grabbing headline.
• Pitch to new customers in the summary section.
• Post testimonials from previous clients.

Create Relevant Content That People Want to Read

Content gets more eyes on your page and your services. It also shows prospective customers that you’re an expert and you know what you’re talking about.

You’re not just showing a list of services, after all. You’re creating content that shows you have an understanding of key concepts, are happy to help, and have the sort of industry know-how that people want from their accountants.

As for what kind of content you produce, that’s entirely up to you.

Write about industry updates, discuss case studies, or just highlight some tips and tricks.

Remember, though, you’re not appealing to the general public, nor are you targeting fellow accountants. You’re there to get new clients, which means your content should be relevant to those clients and interesting enough for them to click and read.

Share Personal Stories and Experiences

LinkedIn marketing has changed over the last few years, moving from a strictly business focus to one that is a little more personal.

Clients want to hear your personal opinions, whether that means riffing on regulatory changes or talking about positive experiences with clients.

Fellow professionals love to hear about bad experiences as well, such as clients who demanded too much, refused to pay, or generally made your life difficult. We wouldn’t recommend being too open with these stories, though.

Sure, they are interesting, and you’ll probably get a lot more engagement, but you’re straddling a very fine line between a dependable professional and a nitpicker.

If you’re confident that you can create that content without crossing the line, go for it, but you don’t want prospective clients to see you as a moaner who will run to social media to report their experiences as soon as something doesn’t go their way.

Connect, Engage, and Expand

People will comment on your articles, so monitor the discussions and reply. The more they engage, the better, as it means your article will get more impressions and views.

It also shows that you’re attentive and active, as opposed to someone who just pays a ghostwriter for a batch of articles and then ignores their profile.

Don’t limit your engagement to your own content. Read other articles and comment to express your opinion and gratitude. Show them that you’ve actually read their articles and aren’t just auto-responding to everything you see.

By engaging with more content, you’ll steadily grow your network. The people who enjoy your content and your replies will want to connect, and as soon as that happens, it will open the door to more connections in more industries.

Showcase Your Employees and Connections

If you run an accounting firm, ask your employees to get on LinkedIn and invite them to connect with your profile. Users will trust your brand more if they can put real names and faces behind all of those employees.

The same applies to your previous and current clients. Connect with them, ask for their testimonials, and make it clear to prospective clients that you have a long list of satisfied clients who are happy to recommend your services.

Keep an Eye on Your Analytics

LinkedIn lets you track a number of key metrics, all of which can show you how successful your posts are and how many people are searching for you.

Use these metrics to influence future posts and campaigns. If you published a bunch of articles with various topics and one stood out above all others, that’s the type of content you should focus on for future batches.

Give them the content they want to read, and once you find a niche that works, stick with it!

Summary: LinkedIn Marketing for Accountants

LinkedIn has everything you need to build a personal brand and acquire more clients. It’s an excellent way to connect with fellow professionals, and while it’s not the only marketing strategy you should use, it should definitely be included in your overall plan.

Spend a little time building your LinkedIn profile, devote some money to paid ads, and funnel some resources into an SEO campaign—everything will work together synergistically to grow your personal brand and help you hit those goals.