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Marketing Insights for Accountants and Bookkeepers in 2026

Marketing Insights for Accountants and Bookkeepers in 2026

Beth Sullivan

January 29, 2026

Marketing in 2026 looks very different for accountants and bookkeepers than it did even a couple of years ago. AI has changed how easily content can be created, platforms are less predictable, and buyers are taking longer to decide who they trust. What hasn’t changed is how people choose an accountant or bookkeeper. They want

Why Brand Elements Matter To Accountants (Even If You’ve Never Heard of Them)

Karen Reyburn

January 5, 2026

When you consider your firm’s brand, you think of the most foundational aspects first. But if you’ve never heard of brand elements for accountants, it makes sense that things still feel disconnected. “We’ve got a name. We’ve got a logo. We have brand colours. We even have some logo guidelines we’ve used for a while.”

Adam Bell, PF's marketing strategist holds up ten fingers to represent the 10 questions you should be asking a potential marketing partner to see if they are the right fit for your firm.

10 Questions to Ask a Potential Marketing Partner (and see if they’re the right fit)

Beth Sullivan

December 1, 2025

Choosing the right marketing agency can feel risky. Like many accountants, you might feel uncertain after having been locked into confusing contracts or dazzled by jargon. Or simply working with an agency who promised results and didn’t deliver. The good news is that you can remove a lot of that uncertainty by asking the right

first person view with a tablet in one hand and a hot drink in the other, sat at a table. The tablet is showing an internet search bar.

EEAT and SEO for accountants: How to get found in the AI era

Beth Sullivan

November 4, 2025

Authority is how we dominate. AI-driven tools like ChatGPT, Perplexity, and Google’s AI Overviews aren’t just reshuffling the deck of search results. They’re rewriting the rules. And the only way to stay in the game is to build authority: intentionally, strategically, and consistently. In your social posts. On your website. At events. If you build

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AI vs. Search: What the Data Really Shows for Accounting Firms

Kelli Doorne-Millott

October 7, 2025

There’s been a lot of noise about AI replacing search engines, and rightly so, this shift is akin to the dot-com boom. The industry is rife with speculation, but until now, we haven’t had real data. The latest research from SparkToro paints a clearer, more useful picture, one that’s based on evidence rather than hype.

person holding phone with PF GPT

Don’t Accept the First Answer: Smarter Ways Accountants Can Use AI in Marketing

Karen Reyburn

September 3, 2025

(And why your brand voice matters more than ever) Recently, I ran a session for a group of independent accounting firm owners – people who are either handling their own marketing, or guiding internal teams. Most were already using ChatGPT or dabbling in Claude or NotebookLM. But here’s what became clear very quickly: They’re not

Large notebook placed on top of a grey table and surrounded by stationery and a cup of coffee in a yellow mug. Notebook reads 'strategy' in big letters.

Strategy → Plan → Action: The Marketing Sequence Most Firms Skip

Kelli Doorne-Millott

August 21, 2025

Picture this. You’re in a team meeting and someone says, “Let’s post on LinkedIn.” Another chimes in, “Can we get a blog live this week?” Someone else suggests running ads, fast. Sounds familiar, right? I hear these things from clients all the time, and I’ve even been guilty of doing this myself. That rush to

Fiery pancake being flipped in a pan

How to Start Marketing When You Don’t Feel Ready (The First Pancake Approach)

Beth Sullivan

If you’ve ever made pancakes from scratch, you’ll know this truth: the first pancake is always rubbish. It’s lumpy, misshapen, burnt around the edges, or somehow manages to be all three at once. You scrape it off the pan, maybe give it to the dog (if you’re feeling generous), and carry on with the

What Is Brand Voice (and Why You Need One Before We Write Anything)

Karen Reyburn

Your content should sound like you — but if you haven’t defined your brand voice, it won’t. Here’s why we always start with brand voice before writing anything, and how it helps accountants get better content, faster.

PF's stand at Engager Lab 2025. Featuring coasters, stickers, books and leaflets

Does Your Event Swag Actually Matter? (Spoiler: Yes, When It’s the Kind People Want)

Beth Sullivan

You’ve attended many events, and you know how it feels to be handed piles of swag (or people attempt to hand it to you!). So as you’re preparing to exhibit at an event yourself, you’re wondering, do we actually need branded merchandise? What counts as “good swag” anyway? And with a tight budget, is

A hand wearing a yellow wristband that reads 'I KNOW MY VALUE' holds a teal megaphone against a blurred background, symbolising confident communication

Repricing your clients: how to use marketing to communicate your value

The PF team

September 23, 2024

Whether you are repricing individual clients, or increasing your firm’s fees across the board, and you aren’t sure how to approach it, know you’re not alone. During a masterclass we ran on repricing, a firm owner shared: “If I increase my fees, they will look elsewhere because they don’t understand how much we really do.

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5 quick marketing wins for when you’re short on time

The PF team

September 12, 2024

You’re not alone if when the work piles on, your marketing trails off. Whether it’s tax season, playing prospect-catch-up, or replying to those “urgent” emails from clients, even quick marketing wins can feel like a luxury rather than a business necessity. The thing is, it’s a Catch 22. You know good marketing will help you

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