Over the years, many firms have turned to consultants for their marketing plans, but this approach is often ineffective. The truth is, there are plenty of simple actions firms can take themselves to kickstart their marketing efforts and engage the entire team. In this webinar, David will explore these easy-to-implement strategies to help you create and manage a successful marketing plan for your accounting firm.

Presented By: David Smith, Smithink

Key Takeaways:

These are the actions that consistently generate work for firms. Apply AI sensibly, mine client data for needs, and back it with a visible plan and follow-through.

Make AI a core marketing tool

Use AI for ideas, content creation, repurposing across channels, and program design. Not using it now is an efficiency and opportunity cost.

Prototype fast with AI

In minutes, AI can draft a 90-day plan tailored to your website covering positioning, target segments, big ideas and content tracks then refine through iterative prompts.

Grow and maintain a quality database

Prioritise capturing local business contacts at every touchpoint. A larger, cleaner database multiplies reach and inbound opportunities.

Use a CRM with discipline

Record meetings, notes and next steps; set reminders; and keep data current. Many practice management systems can do this choose one your team will actually maintain.

Mine practice data for advisory opportunities

Tax and financial data can flag needs such as financial planning, succession or estate planning often triggered by client life events.

Systemise “needs review” conversations

Schedule unprompted client check-ins to uncover goals, issues and next steps that convert to advisory work.

Run a visible 12-month marketing calendar

Map activities, owners and due dates (colour-coded by type). This balances workload and creates accountability.

Write once, publish everywhere

Repurpose webinars, blogs and guides into social posts, short videos and email snippets to extend reach.

Keep newsletters short and focused

Attention is scarce. Lead with one strong piece and clear calls to action; host online and share across channels.

Lead with compelling titles

Headlines drive opens. Test curiosity-driven, unexpected titles to lift readership.

Build authority through public speaking

Seek industry and community events; present on practical issues and use them to expand your network.

Invest in production quality

Use decent audio for webinars/podcasts, then slice recordings into bite-size clips for social distribution.

Make networking a firm-wide habit

Map priority referrers (law firms, financial planners, banks), meet regularly, add value both ways, and track actions in your CRM.

Equip everyone with an elevator pitch

Train staff to spot and progress opportunities in everyday settings, then capture details for follow-up.

Ask for referrals, gently and consistently

Reaffirm value and invite introductions with soft language. Over time, this reliably generates work.

Optimise the first 10 seconds on your website

Sharpen messaging and calls to action to capture visitors quickly. Use AI to test hooks and on-page ideas before briefing developers.

Rethink digital advertising mix

As search behaviour shifts toward AI, prioritise creative, high-impact short-form promotions (e.g. Instagram, TikTok). Use LinkedIn primarily for thought leadership rather than paid ads.

Embed accountability

Assign owners, timelines and follow-ups for every marketing activity; review progress regularly.