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Successfully Marketing a Bookkeeping Business + How To Create a Marketing Plan

Starting a bookkeeping business can be a great way to become your own boss and make a living doing something you love. But, in order to be successful, you’ll need to market your business effectively.

As the owner of a bookkeeping business, you know that having a good marketing plan is essential to your success. After all, without customers, your business will not survive.

But what goes into a good marketing plan? Below, we will go over some of the key components of a successful marketing plan for a bookkeeping business.

Key Components of a Bookkeeping Business Marketing Plan

A great marketing plan has eleven sections as follows:

  1. Executive Summary
  2. Target Market Segments
  3. Unique Selling Proposition (USP)
  4. Pricing and Positioning Strategy
  5. Distribution Strategy
  6. Offers
  7. Marketing Materials
  8. Promotions Strategy
  9. Digital Marketing Plan
  10. Conversion, Referral, and Retention Strategy
  11. Financial Projections

We provide more detail for each of these key components below.


Executive Summary

The executive summary is a brief overview of your entire marketing plan. It should include your overview information from each of the other sections, such as your target market, unique selling proposition, key promotions strategies, and financial projections.


Target Market Segments

When it comes to marketing a bookkeeping business, it is important to identify your target market segments. Who are your most likely customers? Consider factors such as age, gender, income, location, and lifestyle when determining your target market segments.

For example, the customers of a bookkeeping business may include small business owners, freelance professionals, or anyone who needs assistance staying organized and keeping track of their finances.

Once you have identified your target market segments, you can begin to tailor your marketing efforts to reach them more effectively.

Break down each of these segments even further by considering their needs, wants, and pain points. For example, the needs of the customers of a bookkeeping business may include wanting to save time, money, and stress.

By understanding your target market segments, you will be better equipped to create marketing messages that resonate with them.

Create a winning marketing plan quickly & easily with our Ultimate Marketing Plan Template.

Unique Selling Proposition

Your unique selling proposition (USP) is what sets your bookkeeping company apart from other bookkeeping businesses. What do you offer that nobody else does?

For example, your bookkeeping business may specialize in working with small businesses or offer flat-rate pricing. Whatever it is that makes your bookkeeping business unique, be sure to highlight it in your marketing efforts.

No matter what your USP is, make sure it is clear in your marketing materials. Your clients should be able to see immediately what makes you different from the other business in their area.


Pricing and Positioning Strategy

Your pricing and positioning strategy will be determined by your target market segments and your unique selling proposition.

For example, if your bookkeeping business specializes in small businesses, you may want to position yourself as a lower-cost alternative to hiring a full-time employee. On the other hand, if your bookkeeping business offers premium services, you may want to charge higher prices accordingly.

No matter what your positioning strategy is, make sure your pricing strategy is competitive. Consider conducting a market analysis to see what other bookkeeping businesses with which you compete are charging for similar offerings.


Distribution Strategy

Your distribution strategy will determine how you get your bookkeeping services in front of your target market. There are many different channels you can use, such as print advertising, online advertising, referrals, word-of-mouth, etc.

Then, you need to decide if you will establish an office so clients will visit you. Another option is to establish a mobile bookkeeping business. This could involve going to the offices or homes of your clients to provide bookkeeping services.

Your distribution strategy documents how customers will buy from you. For example, will they buy directly from you in-person? Will they buy online? Will they purchase from your partners, distributors, etc. 



Providing offers through your business is a great way to entice customers to make a purchase. Consider offering discounts for first-time buyers or loyalty rewards for frequent customers. 

You could also offer bundled services at a discount.

For example, if you offer bookkeeping and tax preparation services, you could bundle them together and offer a 10% discount. This would give customers an incentive to buy both services from you instead of going to two different businesses.


Marketing Materials

Your marketing materials should be based on your unique selling proposition and target market segments. They should be designed to grab attention and generate interest in your business.

Some of the marketing materials you might want to create include product brochures, flyers, and website banners. You will also want to make sure your branding is strong and consistent across all of your marketing materials.


Promotions Strategy

Your promotions strategy includes the methods you will use to attract new customers. It should be designed to generate excitement and encourage customers to try your business. 

Bookkeeping businesses should consider the following promotional strategies: 

Referral programs: Offer existing customers a discount or incentive for referring new customers to your business.

Coupons and discounts: Offer coupons or discounts to first-time customers or for certain services.

Contests and giveaways: Host contests or giveaways that are related to your bookkeeping business.

Events: Host events that are related to your bookkeeping business.

Educational resources: Offer educational resources, such as e-books, blog posts, or webinars, that teach customers about bookkeeping or how to use your bookkeeping services.

Remember, your promotions should be aligned with your overall marketing strategy.


Digital Marketing Plan

In today’s digital age, it’s important to have a solid digital marketing plan. This will help you reach a wider audience and drive more traffic to your business.

Some of the digital marketing tactics you might want to use include search engine optimization (SEO), pay-per-click advertising, social media marketing, and email marketing. You will also want to make sure your website is mobile-friendly and easy to navigate.

Another digital marketing strategy is to create helpful content that educates your target market about bookkeeping. This could be in the form of blog posts, infographics, e-books, or webinars. By providing valuable information, you can build trust with potential customers and position yourself as an expert in the bookkeeping industry.

Download our Ultimate Marketing Plan Template to quickly and easily complete your marketing plan.

Conversion, Referral, and Retention Strategy

Your conversion, referral, and retention strategy should be designed to keep customers coming back. Consider offering loyalty rewards, discounts for referrals, and other incentives to encourage customers to continue using your business.

You will also want to make sure your customer service is top-notch. Respond quickly to any complaints or concerns, and always go above and beyond to exceed customer expectations.


Financial Projections

Last but not least, you will need to create financial projections for your business. This will help you track your progress and ensure you are on track to meet your goals.

The key information to include in these financial projections are your monthly marketing expenditures and expected sales. Be sure to update your projections on a regular basis to reflect any changes in your business.



Marketing a bookkeeping business can be challenging, but with the right marketing materials, promotions strategy, and digital marketing plan, you can reach a wider audience and drive more traffic to your business. Additionally, make sure to include a conversion, referral, and retention strategy to keep customers coming back.

By following these steps, you can develop a quality marketing plan that will help you successfully launch and grow your bookkeeping business. Just remember to be creative, think outside the box, and always put your customers first. With a little hard work and dedication, you will be well on your way to success!

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