How to Build a Marketing Plan That Actually Makes Sense

Most accounting firms approach marketing completely backwards, and I’ve seen firsthand how that holds them back. In this episode, I walk through how I build marketing strategies that actually work — starting with clarity around who we're targeting, what we're selling, and the transformation we create. I talk about the mistakes firms make when they jump into tactics too quickly, and how a focused strategy makes everything else simpler and more effective. This is the process I’ve used across dozens of firms to help them grow with confidence.Timestamps:00:00:00 Intro 00:01:15 Why most accounting firm marketing fails 00:04:08 The trap of hiring agencies too early 00:07:26 Understanding strategy vs. tactics 00:10:52 Why broad targeting doesn’t work 00:14:44 Getting specific with your ideal client 00:18:01 Defining your core offer vs. upsells 00:21:37 Mapping the transformation your service creates 00:25:10 Choosing your top-of-funnel channel (outreach, content, ads) 00:28:30 Building trust: the 4 buyer types 00:33:16 Creating content that resonates and converts 00:37:45 Designing a sales process that fits your offer 00:41:22 Why KPIs matter more than you think 00:45:10 Diagnosing weak links in your funnel 00:49:00 Wrapping up the full marketing system Interested in working with me? Apply here:► socialclubstudios.com/work-with-usLet's connect!► Instagram: https://www.instagram.com/petervndr/► LinkedIn: https://www.linkedin.com/in/petervanderwall/► Twitter: https://twitter.com/petervndr► YouTube: https://www.youtube.com/@petervndr