Study: Online Marketing Is Now Number One Way Accountants Are Building Their Practice

A recent study undertaken by CPA Trendlines says the number one way accountants today are building their practice is through online advertising and digital media. Google Ad Words campaigns and social networking media advertising, along with other sophisticated online ad platforms have now replaced old school approaches of relying on telemarketing and “word of mouth” which were the predominant ways accountants obtained clients in the past. “I would like to think we had a lot to do with changing the landscape of the accounting industry which has helped to shape the findings of this study,” says Johanna Laurent, President of, the nation’s fastest growing online accounting service.

“We are pioneers of online accounting marketing and are among the first companies to introduce the concept to accountants all over the country,” adds Laurent. “To date, we have sent out tens of thousands of videos to accounting firms across the nation that document the profitability of online marketing and the power of utilizing digital media to build an accounting practice,” explains Laurent.

Telemarketing for potential clients is vastly less effective when compared to online advertising which delivers business owners and individual tax payers that are already searching for an accounting solution., the nation’s largest online accounting service has demonstrated through its Designated Service Provider (DSP) Marketing Program that online advertising is not only extremely profitable but also delivers a much higher quality client.

As a result of the online marketing success that has experienced over the past six years it is now lowering the return on investment it guarantees its DSP accountants from a 3 to 1 return to a 2 to 1 ROI. “In the past we were forced to be aggressive in order to recruit accountants to our network so we offered them what was beyond a phenomenal return on their investment however now that we have proven that our marketing system works we believe a 2 to 1 return on investment is still very attractive,” says Laurent. According to Laurent this important change in her company’s guarantee will now serve to help stretch its marketing dollars to encompass television and radio advertising thereby increasing the overall pool of quality clients for its nationwide network of accountants.

Considering the fact that accountants who purchase existing practices as a way to increase their billings pay dollar for dollar and up to as much as three dollars for every one dollar of new billing they purchase, many of them will still see as a far better value even with a 2 to 1 return on investment guarantee.

“Where else can you purchase advertising and get a 2 to 1 guarantee that you will make money except with us,” quips Laurent. “You can’t do it with cable or network television advertising agencies and you can’t do it with radio or print media outlets,” she adds.

According to Thomas J. Crayton, a Certified Public Accountant based in Sugar Land, Texas, nothing has brought more money faster to his accounting practice than has his DSP membership with “The problem with buying an accounting practice is it can cost more than one-hundred percent of your collectible billing and you can lose as much as sixty-percent of the clients,” says Crayton.

For more information about how to become a member of click here.

This article was written by Omar Reed, a freelance business writer and financial analyst

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