Why Posting About Tax Deadlines Isn’t Working
You post on LinkedIn occasionally… a reminder about self-assessment deadlines or sharing IR35 articles. You get polite likes from other accountants. Zero enquiries from potential clients.
But the fact is (and it’s an unhappy fact for many accountants): your ideal clients don’t wake up excited about tax. They wake up worried about cashflow, stressed about financial decisions, or concerned they’re missing something costly.
Tax rules only matter to you. Not to them.
What Your Ideal Clients Actually Care About
When someone’s searching for an accountant, they’re not looking for someone to file their tax return. That’s just the transaction. They want peace of mind. They want to enjoy running their business, safe in the knowledge that the dreaded brown envelope isn’t going to drop through the letterbox and give them a heart attack when they open it.
They want to know they’re not overpaying tax, making smart business decisions, and that someone’s got their back if HMRC decides they want to do an investigation. Eek!
So, when it comes to content, think about questions clients ask repeatedly. The mistakes you see businesses making. The “if only they’d known this sooner” moments. That’s the content that works.
Why “Educational” Posts Fall Flat
So you pivot to educational content… explaining R&D tax credits or budget changes. Still crickets.
Your ideal clients aren’t looking to learn accounting. They’re looking to solve problems. Educational content positions you as an expert, but sometimes backfires… they read your detailed explanation and their eyes glaze over. They might think, “I’ll come back to this later”, but the moment passes and so does your opportunity to win a new client.
What Actually Works on LinkedIn for Accountant’s Marketing
The content that gets results tells stories. Real situations where you’ve helped clients avoid a fine, save a tonne of tax (legitimately, of course😉) or helped them achieve profits they never thought possible.
“A client came to me convinced they needed to register for VAT. Turns out they didn’t… staying below the threshold saved them 15 hours of admin yearly and freed up cashflow for growth.”
See? Not explaining VAT rules. Showing you understand business realities and solve actual problems.
Or share common mistakes. Not patronisingly, but in an “this is surprisingly common” way.
“Three businesses this month thought they couldn’t claim home office expenses without a dedicated room. This is costing them thousands.”
That’s not education. That’s showing you understand their world and you’re on their side.
Mix Business with Personality
Don’t only talk about work. Share something about running your practice or what you’re learning. Even occasional posts about life outside work (but keep it professional).
People work with people they like and trust. Showing personality builds connection. It’s surprising how many people will warm much faster to you if you’re a dog person, the same as them. Or maybe you come from the same town, or support the same football team. All these non-work things create real connection which can be so important in winning trust, and therefore clients.
You can still share tax deadlines. Just reframe them. Instead of “Self-assessment deadline is 31st January,” try “Dreading your tax return? Here’s what most people get stuck on.” It’s a simple change, but it works.
How Often Should You Post?
You think you need to post daily, so you don’t post at all.
Start with twice weekly. One client situation (anonymised), one relevant comment.
Consistency beats frequency. Better twice a week reliably than daily for two weeks then vanishing.
And if you’re really struggling to put up your own posts, start with an engagement strategy instead. Think of every comment you make on LinkedIn as a mini post. Show your knowledge, your opinions and be interested in what others have to say.
What to Do Right Now
Think about three recent client conversations where you helped someone understand something important.
Write a post about one situation. Change identifying details. Focus on the problem, your insight, the outcome.
Don’t overthink it. You get better with practice.
Accountants marketing on LinkedIn isn’t about broadcasting expertise. It’s about conversations that make potential clients think “this person gets it.”
Getting support with accountant’s marketing on LinkedIn
If you’re inbox is full to bursting and you don’t have the time or headspace to cope with LinkedIn, give me a call. I offer LinkedIn profile revamps and LinkedIn content retainer packages to make accountant’s marketing on LinkedIn a breeze. If you prefer to do it yourself but you need to brush up your LinkedIn skills, why not consider my self-paced LinkedIn masterclass.
About the Author
Michelle Eshkeri is a CIMA-qualified accountant turned copywriter, specialising in helping accountants, mortgage brokers, and financial advisors improve their marketing and client communications. With 23 years in finance including 18 years at GSK plc, she understands both the technical and regulatory challenges finance professionals face when marketing their services. Connect with her on LinkedIn for more tips for accountant’s marketing and general copywriting advice.
Frequently Asked Questions
What should accountant’s marketing on LinkedIn look like?
Focus on real client situations (anonymised) and common mistakes you see businesses making. Share stories that demonstrate problem-solving rather than technical explanations that position you as an educator instead of a trusted advisor.
How often should accountants post on LinkedIn?
Aim for twice weekly – one post sharing a client situation and one commenting on relevant industry issues. Consistency matters more than posting daily then burning out and disappearing for months.
Should accountants connect with everyone on LinkedIn?
Be selective about connections. Focus on potential clients, referral partners, and professional network members. Quality connections who might need your services or refer work matter more than hitting arbitrary numbers.
What’s the best time to post on LinkedIn as an accountant?
Tuesday to Thursday mornings (8-10am) typically see good engagement, but test for your audience. More importantly, post when you can respond to comments within the first hour – early engagement signals value to LinkedIn’s algorithm. Posting at the weekend can also be a great strategy because there are less people posting but more people scrolling.
Can I share the same content on LinkedIn and other platforms?
Yes, but adapt it for each platform’s audience. LinkedIn content tends to be more professional and problem-focused. Repurposing efficiently is smart, but straight copy-pasting rarely performs well across different platforms.