Are you looking for new and dynamic ways to market your accountancy firm? Well, 2025 is the year to get started.
You might be au fait with marketing strategies like eBooks, newsletters and Google Ads, and while these avenues can be successful, sometimes it doesn’t hurt to throw some more exciting ideas into the mix.
Within this article, we are going to look at what’s trending for 2025 in the marketing world. From leveraging AI to the ever-evolving sphere of digital marketing, there’s a trove of exciting methods to dive into.
1. AI-powered personalisation
AI in marketing? Yes, it’s no surprise that the world of AI is dominating the marketing landscape now. More capital is being invested in AI-driven data and personalisation tactics to develop a focused way of targeting the right customer base.
For example, AI promises to deliver fresh ways to create a more personalised experience. Accountancy firms can use AI to recommend their business and expertise to clients based on their browsing history. It will also enable firms to create targeted email campaigns based on a customer’s specific preferences and history.
There is so much AI can do in a marketing sense. The first step is to educate your marketing teams and explore the best way to integrate an AI-powered strategy into your plan.
2. Interactive content
Interactive content is a great way to get the conversation started between you and the customer – keeping them engaged is the aim of the game, right? From banners and pop-ups on your landing pages to surveys and questionnaires that gain more information from potential clients, there are many ways you can use interactive content to your advantage.
Did you know different social media platforms have the function of conducting a poll? That’s right, you can always ask what your followers want to see or need help with via an interactive poll on your stories. Or an engaging and helpful video on your homepage or Instagram page might grab people’s attention. Intuit Quickbooks has created a helpful video for small business owners, for example.
By creating content that includes your followers/potential clients you can educate them about your business and highlight how your accountancy firm can help them.
Need more inspiration for your socials? Take a look at these 25 social media ideas for accountants!
3. Sustainability marketing
What is sustainability marketing you might wonder? It’s simpler than you think. Sustainability marketing is a powerful strategy that will help you promote services, practices and tools that are both socially and environmentally responsible. That could be donating profits to sustainable causes or promoting the fact that you work with eco-friendly materials.
Sage has a dedicated sustainability and society page on their website so you can see what sustainable practices the business has in play.
Research suggests people are more willing to choose a company with ecological practices than one without, this is why sustainability is imperative in a marketing strategy.
4. Influencer marketing 2.0
Influencer marketing has become a natural part of marketing strategies across a variety of different industries. You might wonder how influencer marketing can work for an accountancy firm. Firstly, you will need to ensure you are looking at the right type of influencers to help market your business. Xero uses high-profile names like Dame Laura Kenny in their campaigns.
However, there are plenty of micro-influencers out there for smaller budgets. It’s about finding someone that your audience trusts. Remember, 69% of consumers trust influencers more than brands themselves.
5. Voice search optimisation
Another powerful way to improve your online presence is voice search optimisation. This probably isn’t something you’ve considered in the past. However, it’s becoming an important way to reach potential clients – especially those who use digital assistants daily.
The likes of Google Assistant and Amazon’s Alexa are used in millions of households around the world to search for a variety of different things – local pizza restaurants, nail salons, accounting firms, perhaps? So, the goal is to get selected by a voice assistant during a search. The speed of your website is a key factor in being selected, the other is ensuring you use good SEO and voice search keywords on your website.
6. Ephemeral marketing
Haven’t heard of ephemeral marketing? In 2025, it will become a trend used by businesses around the world. In a nutshell, ephemeral marketing means social media content that’s around for a short period of time. For example, a Snapchat or Instagram story.
But how is this type of marketing impactful for your business? Content that vanishes within 24 hours has increased user engagement twofold over the last decade, due to people checking in more frequently and ensuring they don’t miss anything. This type of content can feed into interactive marketing with live-stream videos, geo-filters, polls and more.
7. Zero-party data collection
Zero-party data is when a customer proactively shares their personal information with a business – whether that be their purchase intentions, what they’re looking for or marketing preferences. It’s an intentional way for a business to collect data without having to analyse a customer’s data from onsite behaviours. This can be done via short online surveys or ticking boxes online. This is an advantageous way to collect data and craft a more positive browsing experience for them.
8. Social commerce
Doing exactly what it says on the tin, social commerce is selling products through your social media channels. It’s creating a storefront on Instagram, Facebook and even TikTok. Most consumers have purchased something via social media at some point in recent years. That’s why, in 2025, it’s important to up your game on all levels by:
- Increasing content
- Creating interactive videos
- Ensuring your social commerce is part of a larger-scale digital strategy
9. Short-form video dominance
Storytelling is one of the most important components of a company’s marketing strategy. People like to hear what a business has to offer and how it can help them, whether with a product or service. Short-form videos are key in creating a story and sending a clear message.
To deliver this content most effectively, it is important to ensure the video is the right duration. Between 15-30 seconds is a good common ground between the different platforms. An engaging call to action is necessary too. If you want to gain even more traction, you can look at using trending audio in the background. Finance Box uses video testimonies on its homepage.
10. Humanising brands through employee advocacy
Your employees can be your biggest advocates. They see the day-to-day running of the business and know how much blood, sweat and tears go into making it a success. Why not highlight this to potential clients within your marketing plan? Think behind-the-scenes video content, interviews or blog posts from staff members – even colleague testimonials about working for the company. All of this can help humanise your brand and create an exciting campaign.
Need more ideas for content on your website? Here are 14 blog posts every accountant should write and share.
Marketing for accountants – minus the hassle
As an accountant, it’s fair to say your expertise lies away from the cameras, clicks and conversions of the marketing world. If you want to get your accountancy firm seen and heard, it’s much better to leave it to a specialist marketing agency for accounting firms – like Rapport Digital.
We help accountants across the UK connect with customers, generate leads and boost their bottom line. Our team has expertise across the board, from web design and SEO to social media, email marketing and paid search. That allows us to create a holistic strategy that ticks every box, without you having to lift a finger!