On this week’s Dear Katie, I’m using a podcast I was on for inspiration. We discussed marketing strategies that should be on your radar in the New Year.
And that got me thinking: a month or two into the year, most of the strategies that you had discussed are pushed back until the next year.
New Year strategies are great until the newness begins to fade away.
Today, I’m going to share five strategies that should be on your firm’s radar this year – the entire year – because they’re going to be growth-critical in 2025, 2026 and beyond.
SEO, AEO, AIO and the list of digital marketing “optimizations” continue to grow. AEO is answer engine optimization, and this is what you’ll see on:
People are asking questions differently in 2025 than in 2024, and your firm needs to come up when people ask ChatGPT, “What are the top accounting firms in Los Angeles?” or “Who can help me do my taxes in Houston?”
We’re seeing great results for our clients already. Some in hyper-competitive markets like Los Angeles are showing up at the top of ChatGPT and Google’s AI Overviews with the right marketing strategies we put in place.
Firms must stay on every lead’s radar, and optimizing for AEO is how you can show up in these new results.
Even Google’s marketing share has fallen below 90% for the first time, so it’s time to get in on AEO while more people are turning to AI to answer their questions.
Firms that start focusing on AEO now, while it’s still in its infancy, will likely see a big payoff for years to come.
Read my article on SEO vs AEO for your firm in 2025.
Let’s go offline for the next strategy.
Networking in person was how firms used to land their clients. Then, the digital space took over, and now we’re back full circle. Conferences are an amazing way to market yourself and your services offline.
And I’ve noticed a lot of accounting firms are skipping out on niche conferences that are extremely valuable.
Sponsoring a booth is expensive, and if it’s not an expense that you want to incur, there are still ample opportunities:
You can also make a slam dunk by simply attending the conference. Walk around, talk to people and schedule coffee dates with a few of the people you meet.
Not sure how to network?
Read through my guide with 3 crucial steps you should take to network like a rockstar.
And what you do after the conference also matters. Adding a little personalization into the mix can amplify your efforts even further.
We’re living in an increasingly digitized and automated world. While that has its perks, it also makes it harder to show that you’re still human.
How can you keep that human connection alive?
Here are some of my top suggestions:
Adding a touch of personalization shows that you’re human, which is the key to building lasting client relationships.
Short-form content was all the hype for years.
It’s still popular today, but I think we’re going to see more people gravitating toward long-form video and audio content again.
This does NOT take away from short-form content being important, but we’re seeing a shift in the way people consume content.
Why?
Here’s my theory: People are fed so much content these days (especially AI-generated content) that they’re craving something different.
They want to:
Long-form content can meet both of these demands while helping you create a deeper connection with your audience.
Plus, you can cut your long-form videos into short-form clips that you can post on social to mix things up. It’s a win-win!
As my friend Aaron Ackerman, HoganTaylor’s managing partner, says, “You’re not competing against other accounting firms. You are competing against the best experience your clients have.”
Just look at Amazon.
What’s the experience like shopping with them? It’s so simple and convenient, right? You search for an item, tap the “buy” button, and it arrives at your door (often the next day).
Your clients want that same experience at your firm.
With this in mind, ask yourself:
These are all things that are easy to overlook, but they matter.
If you’re not offering a frictionless client experience, analyze your processes and consider how you can make adjustments to deliver that same convenience and ease that your clients expect.
And, that’s a wrap on this Dear Katie question.
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Now I want to hear from you. Do you have a question?
Until next time, cheers to your success!
Katie
AEO stands for answer engine optimization. It’s important because more people are using AI tools like ChatGPT to ask questions about services, including accounting. By optimizing for AEO now, your firm can appear in these new search results and attract more leads.
Consider applying to be a speaker, which can cover your costs and showcase your expertise. Alternatively, hold a networking dinner or simply attend and engage with attendees to build connections.
You can send handwritten notes after meetings, thoughtful gifts for special occasions, or engage in personal conversations based on shared interests to strengthen your client relationships.
Long-form content allows you to dive deeper into topics, which audiences are increasingly craving. It also helps establish a personal connection and can be repurposed into shorter clips for social media.
Evaluate your processes to ensure potential clients can easily access information about your services and pricing. Streamlining communication and onboarding can create a more frictionless experience.
Focus on strategies that will be relevant not just this year but in the coming years. This includes AEO, effective networking, personalization, long-form content, and enhancing client experiences.