Tax season. If you’re an accountant, we know what’s going through your mind right now: endless hours, piles of paperwork, and the overwhelming sense that there's never enough coffee to get you through. Between finalizing returns, fielding client questions, and trying to squeeze in family time, marketing might seem like the last thing you want to think about.
But here’s the elephant in the room: competition. Yep, it’s there, lurking in the background, especially when clients have more options than ever for getting their taxes done. The reality is, clients who need proactive advisory services will find them - and they’ll move on if you're not staying top of mind. In a few years, you don’t want to be left with only the clients who make you the least amount of money and suck up the most time.
So why bother with marketing during the chaos of tax season? Because it’s one of the best opportunities to boost business with your top clients and start attracting those ideal clients who you know will value your services. And the best part? You can do all this without adding a single minute to your already-packed schedule. You just have to be intentional.
Let’s talk about 5 simple ways you can market your accounting firm during tax season and set yourself up for success - without breaking a sweat.
Before you hand over that tax return to your client, you’ve already gone through it, right? But let’s be real for a second: how are you reviewing it? Are you so deep in the weeds that you miss golden opportunities to offer tax planning, suggest a business restructure, or point out that a simple IRA contribution could reduce their balance due or increase their refund?
Here's the key - start looking at the bigger picture, not just the numbers. Tax returns are full of opportunities, but you’ve got to stop focusing solely on the details. By shifting your focus from the minutiae to the big-picture opportunities - like offering value-added services, bookkeeping, or cash flow management. You can cross-sell to existing clients and make more money without having to find new ones.
In case you missed it - cross-selling to current clients is easier and more cost-effective than finding new ones. Your current clients are already in the door. Why not help them with services that will set them up for a better financial future?
You know what happens after you deliver a return? Clients head out the door (or log off) without a second thought. But you know what would be a shame? Missing out on the opportunity to schedule your next meeting while they’re still in front of you!
Get ahead of the game by booking that post-tax season appointment right then and there. This will save you hours of phone tag and, more importantly, ensure that the opportunity doesn’t slip through your fingers. While you’re reviewing the return, set up a follow-up meeting to go over their future planning. Not only will you look proactive, but you’ll get a jump on next season - and possibly uncover some new opportunities you missed the first time around.
Alright, here’s an easy one: ask for reviews. No, really. If you’re already delivering a stellar experience for your clients (and we know you are), this is the perfect time to ask them to shout it from the rooftops.
After you hand over that return, ask if they’d mind leaving a Google review about their experience. Here’s the thing: clients are captive in that moment. They just got their tax return, and you’ve added value by walking them through it. You’ve already impressed them, so why not ask for a review?
And while you’re at it, why not ask for a testimonial - maybe even a video one? Think about it: 85% of consumers do their research online before making a purchase, and social proof is everything. Getting a testimonial, especially a video one, is a goldmine for your firm’s credibility. According to a study, 66% of customers say the presence of social proof increased their likelihood of purchasing. That’s not just some nice-to-have; it’s imperative for growing your firm.
Here’s another easy win for you: ask for referrals. When you’re meeting with clients and delivering their returns, they’re already thinking about you and your services. Why not leverage that and offer a simple referral incentive?
It doesn’t have to be anything huge. Offer a small discount for future services, or even gift cards to a local restaurant (bonus points if you get the restaurant to refer people your way too!). The point is, you’ve got their attention, so make it easy for them to refer others.
And let’s be real - clients love incentives. Offering a small “thank you” is a great way to keep your firm top of mind, and it encourages them to spread the word. Referral marketing costs you nothing but can result in big rewards.
Here’s something you’re already doing: answering the same questions over and over. We get it. Tax season is full of FAQs. But guess what? Those same questions are on your prospects' minds, too. So why not use your expertise and post a few FAQ answers on your social media?
This is a great way to show your expertise and stay in front of both clients and potential clients. It costs you nothing, and it makes you look proactive. It’s an easy way to demonstrate that you understand the challenges your target audience faces and that you’re ready to help.
One of the firms we work with has really leaned into this, and guess what? Every new client they bring in says, “We wanted someone proactive, and our old CPA just wasn’t.” Be the firm that stands out by answering the questions others aren’t addressing. Your social media followers and clients will take notice - and those prospects may just become your next big client.
Yes, tax season is a whirlwind. But you don’t have to wait until after the madness to start thinking about next year. By doing just a few simple things now, like asking for referrals, booking follow-up appointments, and offering added value, you’ll set your firm up for success long after tax season ends. And you’ll be doing it all without adding any time to your already-packed schedule.Sounds interesting? Let’s chat - I’ve got a few more ideas up my sleeve. Let’s make this tax season a stepping stone to even bigger and better things for your firm.
