Top ten digital marketing trends for accountants in 2025

To stay ahead of the competition in an online world accountants must keep up with the latest digital marketing trends. This will help them to continue to attract new clients as well as winning more business from existing ones, despite a constantly evolving digital landscape. Here we look at the top ten digital marketing trends for accountants this year.

1. Personalised client experiences

Gone are the days of generic marketing messages. Today’s clients expect tailored experiences that speak directly to their needs. Accountants can leverage data analytics tools to better understand their audience and provide personalised content, such as tax-saving tips for small business owners or retirement planning strategies for high-net-worth individuals.

Action Tip: Implement email campaigns that are segmented based on client industry, business size or personal financial goals.

2. Content marketing with a niche focus

Niche specific content marketing will demonstrate your specialist knowledge. Whether it's blogs, whitepapers or video content, providing value to a specific business sector or segment will help accountants stand out as specialists in their field.

Action Tip: Develop a series of blog posts or videos addressing the unique challenges and opportunities within a specific industry or demographic.

Video marketing and webinars

Video content continues to dominate as one of the most engaging forms of digital communication. Accountants can use explainer videos, tutorials and live webinars to simplify complex topics and establish authority. With platforms like YouTube and LinkedIn prioritising video content, this medium offers high visibility and audience engagement.

Action Tip: Host quarterly webinars on relevant topics and promote these events through email and social media.

4. Online thought leadership

Online thought leadership can help establish you or your firm as an authoritative voice in accounting and tax. It allows you to share insightful, valuable and original content helping shape conversations and influence opinions amongst your clients. By consistently offering solutions and sharing knowledge, thought leaders build credibility and gain the trust of their audience.

Action Tip: Create high-quality content using the methods discussed in this blog. Focus on problem-solving and providing actionable advice. Leverage social media to promote your content and engage with your audience.

5. Search Engine Optimisation (SEO)

Using SEO to improve performance on internet searches is well established. Increasingly it is important for accountants to include a local aspect to SEO. Optimising for local search terms like ‘tax advisers near me’ or ‘small business accounting in my town’ can help attract nearby clients actively searching for services.

Action Tip: Ensure your Google Business Profile is up to date and optimised with accurate business hours, services and client reviews.

6. AI-powered chatbots for lead generation

AI chatbots are revolutionising client interactions by providing instant responses to common queries and capturing leads 24/7. For accountants, this means potential clients can get answers to basic tax or accounting questions even outside business hours, improving client experience and increasing lead conversion rates.

Action Tip: Integrate an AI-powered chatbot on your website to handle FAQs and schedule consultations seamlessly.

7. Social proof and client testimonials

In a trust-based industry like accounting, testimonials and reviews are invaluable. Potential clients are more likely to choose an accountant with a proven track record and positive reviews. Highlighting client success stories or sharing video testimonials on your website and social media can build credibility.

Action Tip: Encourage satisfied clients to leave reviews on platforms like Google, Yelp or LinkedIn. Showcase these reviews prominently on your website.

8. Sustainability and Corporate Social Responsibility (CSR) marketing

Clients are increasingly drawn to businesses that prioritise sustainability and social responsibility. Accountants can highlight efforts such as eco-friendly practices, volunteering initiatives or support for local charities to connect with socially conscious clients.

Action Tip: Share CSR activities on social media and include a dedicated section on your website detailing your firm’s initiatives.

9. Voice search optimisation

With the rise of smart speakers and voice assistants, optimising for voice search is no longer optional. Phrasing your content to align with natural speech patterns can help your firm rank for voice queries like ‘who is the best accountant for freelancers near me?’.

Action Tip: Incorporate conversational keywords into your content and FAQ pages to align with voice search trends.

10. Social media as a relationship-building tool

Social media platforms like LinkedIn, Instagram and even TikTok are proving valuable for accountants to build relationships and highlight expertise. Sharing tips, industry news and behind-the-scenes glimpses can humanise your brand and attract engagement.

Action Tip: Post consistently on platforms where your target audience is most active. Use polls, Q&A sessions and live videos to boost interaction