How Your Accounting Firm Can Stand Out on Social Media

While there’s no shortage of fun on today’s social platforms, there’s also plenty of B2B business content – and an eager audience consuming it. If your firm can devise and execute a strategy to stand out on social media, you can cultivate a reputation as an industry expert, leading to both direct and indirect benefits to your firm. This includes things like increased value per client, new and higher-caliber clients, better reach for recruiting new team members, and a more solidified and consistent brand identity.

So how do you stand out? Here are our tips for helping accounting firms find their footing and reap the benefits of a stronger digital presence on today’s leading social platforms.

Maintain a human touch.

With the increasing use of generative AI (and the also-increasing number of people active and competing on social media) one approach to standing out is to avoid posting generic content that feels automated. While you can certainly use AI tools to spice up your copy or even create unique images to depict complex ideas, don’t rely solely on these tools to do all the work for you or you run the risk of your content reading too similarly to everyone else’s.

Here’s an example of a good and fairly personalized post that speaks to the target audience’s concerns while communicating the CPA firm’s identity:

Is your business taking advantage of Research and Development Tax Credits?
We recently helped one client, an IT consulting firm, save $10,000 per month on payroll taxes after we walked them through the qualification process. We’re here to help you maximize your savings so you can reinvest and grow your business.

Social media isn’t just about broadcasting information; it’s about interaction and connection. By actively engaging with followers, responding to comments, and joining conversations, firms can build meaningful relationships that translate into business growth.

Showcase your firm culture

Posting firm updates on social media is essential for accounting firms to humanize their brand and showcase their unique culture. Sharing promotions, introducing new interns, or highlighting firm events such as golf sponsorships and celebrations not only keeps your audience engaged but also helps to build a relatable and approachable image. Employee recognition posts further emphasize your firm’s commitment to its team, reinforcing a positive work environment. By consistently sharing these updates, you not only inform your audience about what’s happening at your firm but also cultivate a strong, personable brand that stands out in a competitive market.

Posts like these consistently drive the most engagement, through likes and comments.

Know the platform.

You’ll find the most success on the platforms where it’s easiest to connect with your target audience. Most accounting firms benefit from using LinkedIn to stay up-to-date with prospects and clients, receive important updates, and connect with other professionals in the industry. X is another popular platform that you can use to share relevant news and valuable insights. Beyond these two platforms, Instagram and Facebook offer opportunities to enhance your firm's social media presence – and depending on your firm’s personality, you may even find success on TikTok.

Once you’ve identified your ideal platforms, learn their ins and outs so you can take advantage of trends and features unique to each space. For example, hashtags are essential because they help users find content that’s relevant to their specific interests, plus some platforms allow you to subscribe to hashtags for that content to show up in your feed. Aim to use 3-5 relevant hashtags on your posts to spread your content to a wider audience. Here’s an example:

Do you have an EIDL loan that you’re preparing to pay back? Join our webinar on Friday about your options and how we can help you optimize your business’s finances.
#eidl #sba #smallbusiness #businessmanagement

Be consistent.

This is the most oft-quoted tip when it comes to B2B social media marketing because it’s held true since the advent of social media. Consistency is important because repetition is key to connecting with audiences online. Consistency also helps you improve your SEO rankings and conversion rates because it shows algorithms that you’re actively engaging with your audience online.

From more information on creating and sticking to a consistent posting schedule, check out our article on The Strategic Advantages of Social Media Content Calendar for Accounting Firms.

Don’t neglect the visuals.

While some may skip over a text-heavy post, it’s hard to ignore a compelling image. Even if you can’t commission a graphic designer to create stunning graphics for every social media post, take a moment to snap a shot of your office, a client meeting, or other day-to-day imagery to add some interest to your posts. Use stock photos sparingly or mix them with branded imagery to customize them – overuse of stock imagery is a surefire way to get lost in the crowd. Here are a few more ideas:

• Use bold and bright colors if they align with your brand
• Add icons to illustrate concepts
• Show charts or infographics
• Incorporate your brand into the design
• Use gifs or videos instead of just images

Don't be afraid to use pre-made social media graphic templates to start (tools like Canva can be especially helpful for non-designers). Just remember to customize and adjust the template to match your brand and message! Here’s an example:

Horizontal Image Example:

Square Image Example:

Social media can be a powerful tool for accounting firms to reach new and existing audiences. It’s a great way to broaden your reach as an industry expert, but you must tailor your content to your platform, audience, and brand. Last but not least, remember to use social media the way it was designed – as a way to connect with people. Answer questions, comment on posts, and build your list of connections or followers deliberately, the same way you’d build your network in person. By following these best practices, your accounting firm can stand out on social media and drive the business forward.