Your Practice Deserves a Spotlight
Marketing your accounting practice is about getting the right clients, building trust, and growing your reputation. Many accountants rely on word-of-mouth, but in today’s world, you need a more structured approach to attract and keep clients.
Understand the Rules and Build Trust
As an accounting practitioner in South Africa, your marketing must be honest and professional. You cannot make misleading promises or guarantee specific financial results. Your advertising should comply with professional standards, including those set by CIBA (Chartered Institute for Business Accountants). The best marketing is built on trust—when people see you as reliable and knowledgeable, they are more likely to work with you.
Create a Strong Online Presence
A professional website is the first step in marketing your practice. It should clearly explain your services, provide contact details, and include testimonials from happy clients. Make sure it is easy to navigate and works well on mobile phones.
Register your business on Google My Business so that people can find you when searching for an accountant in your area. For example, if someone searches for "accountant in Johannesburg," your name should appear. This helps potential clients find you easily.
Social media is also a powerful tool. LinkedIn is great for professional networking, while Facebook and Instagram help you connect with small business owners. Share useful tips, industry updates, and success stories. For example, you could post reminders about tax deadlines or explain new financial regulations in simple terms.
Build Relationships and Get Referrals
Networking is essential. Join local business groups and attend industry events to meet potential clients. Many businesses prefer working with an accountant they know personally. CIBA provides excellent opportunities for networking, so consider being an active member.
Referrals are one of the best ways to get new clients. Ask your satisfied clients to recommend you to others. You can also offer small incentives, such as a discount on their next service if they bring in a new client.
Email Marketing – Stay in Touch with Clients
Collect email addresses from your clients and send them regular updates. A monthly email newsletter with tax tips, financial advice, and business news keeps you on their minds. It also shows that you are proactive and knowledgeable.
If you use a Customer Relationship Management (CRM) system, it can help you track client interactions and send reminders for follow-ups. This improves client relationships and increases repeat business.
Host Webinars and Events
Hosting free online webinars is a great way to show your expertise. Small business owners often have questions about tax planning, financial management, and compliance. If you offer them useful information, they will remember you when they need an accountant.
You can also collaborate with other professionals, such as business coaches or legal experts, to run joint events. This helps you reach a wider audience.
Ask for Reviews and Testimonials
People trust online reviews. Ask happy clients to leave a review on Google or LinkedIn. If you have helped a business save money or improve their financial processes, ask if you can share their story (with permission). Positive feedback from real clients builds credibility and attracts new business.
Use Advertising to Attract Clients
Paid advertising can help you reach more clients. Google Ads can place your website at the top of search results when someone looks for an accountant. LinkedIn Ads are useful for targeting business owners, while Facebook and Instagram ads can attract small businesses looking for financial advice.
If you are running ads, make sure they are clear and professional. A simple ad like “Need a reliable accountant for your business? Contact us today for expert advice” works better than complicated messages.
Keep Your Clients Happy
Good marketing does not end when you get a client—it continues by keeping them satisfied. Offer personalised service, stay in touch, and provide proactive advice. If you help a client plan for tax season instead of just reacting to problems, they will see you as valuable and recommend you to others.
Final Thoughts
Marketing your accounting practice is about being visible, building trust, and offering value. A strong online presence, networking, referrals, and good client relationships will help you grow your business. By following these simple steps, you can attract more clients and establish yourself as a trusted professional in the industry.
Join CIBA for a CPD on Analytical procedures for sustainable growth – 1 April 2025 here.
🚨 Your Clients Expect You to Spot Financial Risks—Are You Missing Them? 🚨
Most accountants only look at the numbers, but the best ones spot patterns that tell the real story—helping clients avoid financial trouble and grow their businesses.
On 1 April 2025, we’ll show you how to turn financial analysis into a powerful advisory tool that makes you more valuable to your clients (and justifies higher fees!).
📊 What You’ll Get:
✅ The exact techniques top accountants use to find hidden risks in financial statements
✅ How to use financial ratios & trends to advise clients on growth & cash flow
✅ The red flags SARS watches for—and how to help your clients stay compliant
✅ Make management accounts meaningful—so clients actually listen to your advice
🎯 Who Should Attend?
Business accountants & bookkeepers
Independent reviewers & auditors
Anyone who wants to charge more for better advice
📅 Event Details:
🗓 Date: 1 April 2025
⏰ Time: 14:00 (2 hours)
📍 Format: Live, interactive session
🎓 CPD Units: 3 (Financial Reporting)
👩🏫 Presenter: Leana van der Merwe
💡 Don’t just crunch numbers—help your clients make better financial decisions and set yourself apart from the competition.
