10 Ways to Market Your Accounting Software Service: 9+ Ideas to Get Customers

Strong marketing is essential for companies offering accounting software solutions to attract new signups and grow their user base. 

You need compelling ways to reach owners, finance teams, and solo entrepreneurs actively seeking or open to switching accounting platforms.

This article explores 10 highly effective market tactics and channels to promote an accounting software service and gain more customers.

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10 Ways to Market Your Accounting Software Service: 9+ Ideas to Get Customers

Here are several ways to market your accounting software service: 

1. Content Marketing Through Blogs and Guides

Publish in-depth blog posts, guides, and resources focused on accounting challenges your software aims to solve.

For example, create guides on streamlining invoicing, improving cash flow, controlling payroll, analyzing financial KPIs, reporting insights, etc.

Focus the content on helping readers handle real accounting struggles rather than direct product pitches. 

Become a trusted advisor. This content can drive organic search traffic and conversions over time.

2. Email Marketing and Lead Nurturing

Email marketing allows you to target outreach to potential users showing interest. 

For example, send focused email campaigns to:

  • Visitors checking pricing pages
  • Site visitors reading key blog posts
  • Contacts downloading ebooks or guides
  • Leads submitting contact forms
  • Webinar registrants and attendees
  • Free trial signups

Nurture interested contacts by sending helpful emails to guide them to your solution.

3. Webinars Educating on Relevant Topics

Host educational webinars from your accounting experts on niche topics your software specializes in. 

For example, a webinar on inventory management for e-commerce companies if your system excels at that function.

Promote the free webinars through email, social media, and paid ads targeted to your buyer personas. 

This showcases thought leadership while generating new leads.

4. Pay-Per-Click Ads

Launch Google, Bing, and LinkedIn PPC campaigns targeting searches like “small business accounting software,” “online invoicing software,” “QuickBooks alternative”, etc.

Display your highly focused ads to capture traffic from users seeking solutions like yours. 

For best results, tightly define your target buyer demographics, intent, and keywords.

5. Retargeting Ads

Retarget website visitors through display ads on Facebook, Instagram, Twitter, YouTube, and across the web. 

This re-engages visitors who leave your site without converting.

For example, target those who viewed pricing pages but didn’t sign up with special discount offers or content. Retargeting keeps you top of mind during research.

6. Social Media Presence

Maintain active social media presence on LinkedIn, Facebook, Twitter and Instagram. Share updates, user tips, accounting advice, curated articles, industry news, and thought leadership content.

Engage followers and nurture leads via social channels. Ads help expand your reach. Participate in relevant accounting and small business groups.

7. PR Outreach and Media Relations

Build relationships with accounting trades, tech journalists, industry analysts, bloggers, and media covering the software space.

Craft story pitches on announcements like new capabilities, funding rounds, survey data, awards, and user milestones. Earned media builds credibility and third-party validation.

8. Conference Exhibiting and Speaking

Exhibit at major accounting trade shows, tech conferences, and small business expos. Network face-to-face with potential prospects already interested in solutions.

Also, have execs apply to present on fintech and accounting topics related to your specialty. 

Speaking slots further boosts industry recognition.

9. Referral Programs

Encourage customer referrals by offering rewards and discounts. For example, give a $100 account credit or 1 free month for each new user referred.

Treat each new signup like a partner who can refer others. This incentivizes organic word-of-mouth promotion.

10. Strategic Partnerships

Partner with complementary providers like payroll processors, banks, wealth managers, tax experts, etc., to bundle your software and cross-promote.

Joint webinars, co-authoring guides, referral fees, and expanding integrations all help partner ecosystems generate new users.

Other Key Marketing Tactics

Aside from the above-listed market strategies to promote your accounting software service, here are other tactics to use: 

  • SEM and SEO to improve visibility for software-related searches
  • Free trial option to encourage product testing
  • Optimized pricing and packaging options
  • User success stories and case studies
  • Sales enablement tools to support team


The most effective approach combines multiple tactics to reach buyers at every stage – from awareness to consideration to decision. 

Test and refine marketing initiatives based on response and conversions. 

With the right messaging distributed through targeted channels, your accounting software platform will attract ideal new customers consistently.

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