A practical, step-by-step guide to mid-year marketing.
Summer isn’t just for vacations—it’s a smart time for you to review, reset, and refresh your marketing efforts. It is your chance to fine-tune your brand and create a strategy that delivers results by fall.
Step-by-Step Checklist
This step-by-step checklist is designed specifically for those who want to stay proactive and visible during the mid-year lull. Download the Summer Marketing Checklist for Accounting Firms today to begin planning tomorrow.
1. Audit Your Online Presence
First impressions still matter—especially online.
Take time this summer to do a quick audit of all your digital profiles. Ask yourself:
- Is my website up to date (bios, services, contact info)?
- Do my social media profiles have current branding and links?
- Are all my Google, Bing, and directory listings accurate?
Pro tip: Check your website speed and mobile friendliness. Google rewards fast, responsive sites. Conduct an Semrush site audit to identify any needed updates.
2. Revisit Your Marketing Goals for the Year
Are you on track—or have priorities shifted?
At the midpoint of the year, it’s essential to review:
- Your lead generation progress
- Conversion rates from current campaigns
- Marketing ROI (ads, email, content, events, etc.)
- Your sales pipeline for Q3 and Q4
Then, adjust your strategy to align with your revised business goals.
3. Update Your Lead Nurture Sequence
If someone downloads a resource or fills out your contact form—what happens next?
Review your existing email automations:
- Are they still accurate and timely?
- Could they be more personal or segmented by service type?
- Do they include a clear next step or call-to-action (CTA)?
If you don’t have an automated welcome sequence, summer is a good time to build one.
4. Plan a Fall Campaign Now
Don’t wait until September to scramble for attention.
Now is the time to outline a fall campaign that focuses on:
- Year-end tax planning
- Budgeting and forecasting services
- Business advisory packages, etc.
Create a short three-month campaign with clear milestones and goals. Bonus if you map out the emails, blogs, and social posts now.
Pro Tip: AI tools can be helpful in creating campaigns. Here is a sample prompt:
“Act as a professional B2B marketing strategist for an accounting firm that serves [insert niche: e.g., small businesses, law firms, dental practices]. Create a 3-month fall marketing campaign (October to December) that includes:
- A central campaign theme or goal (e.g., year-end planning, tax strategy, business advisory)
- Monthly objectives and milestones
- Suggested content formats (blogs, emails, social posts, webinars, lead magnets, etc.)
- Calls to action aligned with each phase
- Target audience segmentation and messaging tips
- Metrics or KPIs to track success
Make it practical, timeline-driven, and aligned with common accounting firm services. Keep the tone professional but approachable. Include ideas that can be implemented with a small internal marketing team.”
5. Build or Refresh a Service-Specific Landing Page
Clients look for solutions—not just services.
If you serve multiple industries or specialties (like law firms, construction companies, or nonprofits), each one should have a dedicated landing page. These pages should:
- Highlight industry pain points
- Offer relevant solutions
- Include a testimonial or client result
- Feature a strong call to action
Add downloadable content to these pages to generate leads (think: guides, tips, or checklists).
6. Create One High-Value, Evergreen Content Piece
Build authority and stay searchable.
Choose one topic that answers a key question for your ideal client and go deep:
- “How to Choose the Right Entity Structure for Your Growing Business”
- “The B2B Owner’s Guide to Quarterly Tax Planning”
- “Everything You Need to Know About Sales Tax in Multi-State Operations”
Use it to drive traffic and build email subscribers for the rest of the year.
Pro Tip: AI tools can be helpful in creating a content plan around a specific topic. Here is a sample prompt:
“Act as a content strategist for an accounting firm targeting [insert target audience, e.g., growing small businesses, B2B owners, or multi-state retailers]. Develop a long-form, SEO-optimized content plan around the topic: ‘[insert topic, e.g., How to Choose the Right Entity Structure for Your Growing Business].’
The strategy should include:
- A detailed blog or guide outline with subheadings and keyword suggestions
- A lead magnet idea (e.g., downloadable worksheet, checklist, or comparison chart) to capture email subscribers
- A lead capture strategy (landing page tips, form CTA, email follow-up ideas)
- 3–5 social media post variations to promote the content across LinkedIn, Facebook, and Instagram
- Suggestions for how to repurpose the content (e.g., webinar, email series, carousel, etc.)
- Performance metrics to track (e.g., page views, downloads, email conversions)
The content should be practical, easy to understand for non-accountants, and designed to build trust and email list growth through education.”
Build Marketing Momentum
Mid-year is your chance to build marketing momentum while your competitors slow down. With the right strategy in place now, your firm can enter the fall busy season stronger and more visible than ever.
Need help? Reach out to me to help you plan for your fall marketing initiatives.