If you feel like you’re being guilt-tripped into posting more online, you’re not alone. Accountants everywhere are being told they “must” churn out content, show up on video, and flood LinkedIn with their thoughts – even if they’re not chasing growth or desperate for leads.
But is that really necessary?
Not always. And certainly not in the way you’re being told.
Despite what many marketing consultants seem to think, most established accountants running their own practices aren’t actively chasing loads of fresh clients.
Yes, it’s different if you’re building up your practice. But for established sole practitioners? A steady stream of referrals tends to do the job – topping things up when clients retire, sell up, or pass away.
And let’s be honest: for many small firms, that’s the whole marketing “strategy”.
Referrals are a good thing. But they’re not a plan
They’re random, unpredictable, and they don’t always bring in the type of clients you actually want.
So what do the online gurus suggest?
- Post more on LinkedIn
- Write blog posts
- Create videos
- Guest on podcasts (like the Accountants Success Secrets that i co-host)
- Host a webinar
More activity. More content. More noise.
But here’s the uncomfortable truth: being more visible isn’t enough. You also need to be relevant.
it’s not about what you do – it’s about what clients get
Too many accountants introduce themselves with variations on this old standard: “We do accounts and tax.”
Which is a bit like a plumber saying: “I work with pipes.”
Technically accurate. Commercially pointless.
Much better to say something, distinct, authentic and more meaningful, such as “I help business owners make more profits and pay less tax, so they can afford the life they want.”
Or: “I make sure my clients keep more of what they earn – now and in retirement.”
When people get the value you bring, they’re more likely to want to work with you.
And even better – they’re more likely to stick around, because they see the ongoing benefit.
if you’re always waiting for referrals, you’ll always be waiting
There’s nothing wrong with getting leads via referrals.
But if that’s your only source of new clients, you’re vulnerable.
You have no control over the timing, the quality, or the volume. This is something many interviewees on my podcast have mentioned. And it crops up in conversations with members of the Sole Practice Club and my mentoring clients too.
Far too often, they realise they have been wasting time on:
- Freebie seekers
- Ghosters
- People who were never a good fit in the first place
Just as importantly these random referrals have resulted in the practice growing randomly without any clear specialism or focus. And that makes marketing more challenging – however you choose to do it.
The solution?
Build a simple, repeatable way for the right people to find you.
Something that filters out the time-wasters before they even get in touch.
It doesn’t have to involve algorithms or daily content.
Just smart positioning and a few practical marketing foundations.
Content should attract, not just inform
You don’t need to post every day. You don’t need to be on every platform.
But when you do show up, your message should:
- Reflect your value
- Engage the people you want to have as clients
- Offer a clear next step
That’s the kind of content that works while you’re busy doing the work.
It resonates. It filters. It attracts.
Better than that though, if you have the time, is to focus on seeking out the people you would like to have as clients. Don’t ‘post and pray’ that they will be impressed and get in touch. Take a more proactive approach and use other facilities available via LinkedIn.
if you’re relying on hope, let’s fix that
I’ve worked with plenty of accountants who thought they had a lead generation problem.
In reality, they had a positioning problem.
They were visible – but not relevant.
And that’s fixable. Often, faster than you’d think.
If any of this has struck a chord, drop me a message. No pressure. Just a friendly chat.
Let’s explore what’s working, what’s not – and what small shifts could make a big difference.
