On this week’s Dear Katie, I was asked, “What marketing strategies for accounting firms work in 2026?” I’ve had the pleasure of working for some of the top 100 accounting firms as well as single partner ones that want to grow a small practice into an industry behemoth.
Over the past eight years of running Leaders Online, I’ve learned which marketing strategies firms are sleeping on and which drive new clients.
If you want to break through the noise and get real results, I recommend turning these few tips into the cornerstone of your marketing this year:
If I had one strategy to follow, it would be to create a referral system. Tackle this strategy first in 2026.
But don’t sit back and wait passively for referrals.
Create an intentional referral strategy that involves:
Ask your best clients if they know anyone who matches this criteria. Create a landing page that you can pass along that outlines who you help, how you help them and what it looks like to work with you.
Also, explain how someone can take the next step to work with you.
Build out systems that make referring to you effortless.
Create a referral system that sends you dream clients, not just anyone.
Block off time every week to create one long-form video a week. Skip the hour-long videos and opt for 15 to 20-minute videos that are impactful. You’ll turn around and transform this video into:
I have a super simple system that goes over how to create a ton of content in hardly any time at all using this one long-form video that you create.
Watch my video here on how to create a ton of content assets from a single video.
Your best clients are online (who isn’t?). You can be confident that they’re doing the same thing you are. Scrolling. Searching. Looking for an accounting firm that will help them grow.
Be visible when these clients search for you and leads will follow.
You have to show up online; it’s not optional. One long-form video is all that you need to achieve that goal.
You can have the best marketing strategy in 2026 and still fall flat without the right message and offer. Remember, you need:
Marketing agencies can help you flesh out your message and offer, BUT they cannot create it for you. Only you know your:
You know what you offer better than anyone else. Package all of this up into a clear message that expresses your value to clients.
Nailing your message is important because it’s the foundation for referrals, content and all of the pillars of your marketing strategy.
Hey, I was thinking. Would you like me to create a video on messaging and creating an offer? If so, drop me a line on my contact form.
Imagine that you’re looking for a new restaurant. Your friend says, “Hey, let’s try this new place.” Neither of you has heard about this restaurant. You don’t even know what’s on the menu.
So what do you do?
You head to Google or Yelp to look up reviews, check out the menu and decide whether it’s worth visiting.
But what if you can’t find anything about the restaurant online? There’s a good chance that you’ll just look for the next option.
Most people go through a similar process when they look for accounting firms or other professional services.
That’s why it’s SO important to not only have a professionally-designed website but a site that convinces potential clients it’s worth taking the next step.
It should clearly state:
I also recommend that you include some sort of pricing, whether that’s starting prices or tiers. The goal is to give that person a little bit of a sense of what they can expect in terms of payment.
As far as taking the next step, you also want to be clear here.
What do the next steps look like? Don’t leave them wondering.
Want to grow your firm? Show up on LinkedIn three times a week. I’m serious.
At Leaders Online, we love LinkedIn because:
The great thing about LinkedIn is that the algorithm works differently. You can post something today, and it can show up in someone’s feed days, weeks or even months from now.
Posts have longevity.
But here’s the thing: not a lot of people create content on LinkedIn. Instagram? That’s a different story. The percentage of people creating versus consuming is a lot higher. That makes it harder to get discovered.
LinkedIn is a little easier.
Take advantage of that by showing up at least three times per week.
Remember that your ideal clients are most likely there. They’re hanging out and consuming content. You just need to show up.
When I talk about posting three times a week, I don’t mean that your content has to be complicated. You can post so many different types of content that don’t necessarily take a lot of time to create, like:
At the end of the day, we’re all human, and we want to connect with people who share similar struggles, goals and aspirations.
Here’s another (overlooked) advantage of sharing your personality on LinkedIn:
Authentic content will help you forge deeper connections that can lead to meaningful client relationships.
Of course, you can go beyond these types of posts and also share educational content.
If you go this route, make sure that your content is really easy to understand. Your clients aren’t accountants. They likely don’t want to do their own accounting, so keep it simple and relatable.
Now, creating content is just one aspect of being active on LinkedIn. You also want to make sure that your profile is optimized and clearly states:
Earlier, we touched on transformation. You transform the lives of your clients, right? Highlight that in your marketing.
How do you do that? Stop selling. Start teaching.
Now, when I say “teaching,” I don’t mean giving lectures on complicated topics. I mean teaching about your:
You want other potential clients to see your firm and think, “Hey, they helped someone with a similar problem or goal as me.” That’s really the key here.
You want to be seen as a person who can help clients get from point A to point Z or wherever they want to go.
Here’s the strategy that I see very, very, very few firms taking advantage of: creating a binge-worthy brand.
What does that mean?
Think about those times when you’ve sat down and binge-watched a Netflix show. You start with one episode and suddenly, you’re on the third or fourth. Before you know it, you’ve finished the series. The series was just so good that you couldn’t stop.
That’s what you want your brand to become. Binge-worthy.
You want to be that firm that people can’t wait to hear insights from. Your goal is to become a go-to resource for your target clients.
Touching back on what I talked about earlier, you want to create content that makes people go, “Hey, I want to see their posts. Or maybe I want to tune into their podcast or watch their YouTube videos.”
When you create a binge-worthy brand, people become your diehard fans. You become absolutely irreplaceable.
Even if these fans don’t become clients, they’re likely to refer friends or peers to you. Why? Because you’ve earned their trust, and they view you as an authority in your field.
None of these strategies is novel. They aren’t hard to implement either. And the best part? These are things that work for firms in the top 100 as well as those with 1-2 partners.
These strategies work.
So, here’s my challenge to you. Start with the first strategy on this list today and work your way down. Before you know it, you’ll be well on your way to reaching your growth goals this year.
Building an intentional referral system is key. Actively engage with your best referral sources and create easy ways for them to refer clients to you.
Consider producing long-form videos weekly. These can be repurposed into blog posts, social media content, and newsletters, maximizing your reach with minimal effort.
A clear message helps convey your firm’s value to potential clients and serves as the foundation for all your marketing efforts, including referrals and content.
Your website should clearly state who you serve, how you help, and the next steps for potential clients, including pricing information to set expectations.
Aim to post at least three times a week on LinkedIn to engage with business owners and showcase your expertise, as this platform has a longer content lifespan.
Focus on teaching rather than selling. Share insights about your processes and the transformations you provide to demonstrate your value to potential clients.
Building an intentional referral system is key. Actively engage with your best referral sources and create easy ways for them to refer clients to you.
Consider producing long-form videos weekly. These can be repurposed into blog posts, social media content, and newsletters, maximizing your reach with minimal effort.
A clear message helps convey your firm’s value to potential clients and serves as the foundation for all your marketing efforts, including referrals and content.
Your website should clearly state who you serve, how you help, and the next steps for potential clients, including pricing information to set expectations.
Aim to post at least three times a week on LinkedIn to engage with business owners and showcase your expertise, as this platform has a longer content lifespan.
Focus on teaching rather than selling. Share insights about your processes and the transformations you provide to demonstrate your value to potential clients.