A2X Newsletter | Practical marketing tips for accounting professionals from Camp A2X 2025
I’ve been marketing to SMBs and accounting firms since 2017 (Hubdoc, Xero, A2X, plus other apps in the ecosystem) and I’m a little obsessed with helping accounting firms grow (especially in the ecommerce niche).
At Camp A2X, our annual ecommerce accounting event, I ran a Marketing 201 session for accounting firms. It ended up being the top-rated session at 9.85/10 –and many of our accounting partners told me they took action that same day.
So I’m sharing the key takeaways here for our subscribers who couldn’t make it.
If you want exclusive access to the recording, reach out to me and I’ll share the video.
⬇️ Scroll down below for a recap (including a “to do” list you can hand to your marketing team).
Why marketing your firm feels harder
AI has made it easier to produce everything… but harder to trust anything.
Buyers are more skeptical than ever before. As a result, Google is leaning into AI overviews/ads and “trusted sources”. Social platforms are being more conservative with distribution and leaning on relevancy and engagement signals.
And to add to it all, tech-savvy audiences are bypassing Google altogether, and going to ChatGPT and LLMs to answer their questions or look for solution providers.
Many firms have told me they’re seeing less traffic to their website, less reach and engagement on their social posts, and less leads.
My stance: don’t chase hacks, scale trust. Make your firm legible to both robots and humans.
The “Minimum-Viable Trust” checklist (do these right now to scale trust across the web)
- Human authorship: Put a real author on every post with a linked bio (credentials + ecommerce focus).
- Team page: Short bios + headshots = quick authority cues.
- Consistent identity: Same headshot/title across LinkedIn/X/TikTok; build brand recall.
- Social “About” tuned to niche: Say explicitly that you serve ecommerce and/or your other niches.
- Third-party listings + reviews: Google Business Profile, A2X Directory, niche lists – collect reviews regularly as they’re authority fuel for ChatGPT and other LLMs (my audit found many firms haven’t had a new review in 3+ months).
- Brand mentions: Get named on partner/community sites (awards, Reddit, etc.); ChatGPT and other LLMs read mentions, not just backlinks.
- Make your site robot-readable: Add Organization/Person/Article/FAQ schema and clean metadata; yes, you can prompt ChatGPT “give me a page-by-page schema checklist for www.[my site].com to help rank for LLMs.”
- Deep help content: Publish technical explainers (P&L for marketplaces, edge cases) and YouTube walkthroughs. This wins long-tail and LLM citations. Also, YouTube is one of the top search platforms in the world.
Social that actually drives demand
Social isn’t a vanity channel anymore, it drives credibility, discovery, referrals, and authority (and LLMs notice).
Post with consistency, relevance, and real engagement. Recommended cadence: LinkedIn 2-4×/week, X daily if you pick it, TikTok 2-4×/week. Persistence > one viral hit.
If your posts only reach other accountants, that’s a network issue. Build an ecommerce-dense network (founders, DTC operators, influencers) so the algo learns your relevance. This applies to any audience you’re targeting.
What to post: authority tips, industry commentary, customer stories, resources/benchmarks, human moments, partner/community spotlights.
How much to invest in growth (high level)
- Small firms – ~1-3% of revenue (include your time as practice leader).
- Midsize firms – ~3-7% of revenue (you’ll likely have 1-2 people + some outsourced support).
- Large firms – 7%+ (ads, events, outbound, bigger teams).
Action list you can hand to your marketing team today
- Add author name + bio to every blog post.
- Build / update your team page with short bios and headshots.
- Audit and request reviews – set a reminder in client workflows to ask after positive interactions.
- Publish 2 technical help articles (500-1,500 words) and/or videos that show real operational depth.
- Update your social bios to call out ecommerce expertise and use the same profile photo everywhere.
- Decide who your target audience is on social, and spend as much time building your network as posting content. You can connect with 200 people a week on LinkedIn as an example.
- Put schema markup on your key pages – ask your web dev to prioritize.
Reach out to get the recording of this session
Email me and I’ll send you the link to the unlisted ‘Marketing 201’ session video, which covers everything above in a lot more detail.
If you’re an A2X Partner, join the #marketing channel in the Ecommerce Accounting World Slack to workshop ideas with peers.
See you soon!
– Geoffrey
