Although that might not be technically true, it is true that the value add of hiring an accountant doesn’t just come from their ability to file taxes, especially since around half of Americans are filing on their own these days.

Instead, it’s about their continued education, their niche, and their ability to understand and explain the complex flux of tax laws. Therefore, your firm’s competition when trying to acquire clients doesn’t usually come from who can do it cheapest, but who can do it best. When marketing your firm, the most essential part is showcasing your thought leaders with consistent and authentic messaging so that clients know exactly who can help them when a problem arises.

Who are your firm’s thought leaders?

When it comes to identifying the thought leaders at your firm, it’s easy to pull from the top—especially for smaller firms. If your name is on the door, it’s likely your clients and potential clients will want to know what it is you specialize in and how you can help them.

But it doesn’t have to stop at the top. Anyone in a client-facing position—from managers to directors—can be a good pick. If you trust they can talk to clients without needing to check in with a superior, it’s likely they’ve developed not only specialized knowledge but also the ability to explain complex subjects without talking down or being too technical. Those are the type of people whose messaging clients will understand and respond to.

How can you highlight your accountants’ specialized knowledge?

Depending on your budget, there are a lot of ways to highlight the thought leaders in your firm. Here are some of the basics:

Write a blog or article

First—and likely the least expensive—is to allow them to write something. This doesn’t have to be a white paper, but it should highlight your accountants’ specialties. If you’re struggling to come up with a niche subject, instead think about what clients are frequently asking about and what kind of business you’re looking to sell.

But what if your thought leader doesn’t have the time—or interest—to write something original? Some accounting firms may be able to work with their marketing teams to create an original piece, or through Content CPA and other similar content services, you can receive articles relevant to your clients’ interests. Then, your thought leaders can add in their professional perspective in order to make it their own before posting it on LinkedIn, sending it through email, etc.

Regardless of how you send it, make sure to always add your thought leader’s name, photo, and a professional bio—along with their contact info. By positioning your team as thought leaders on niche subjects, clients will want to work with them directly in order to ensure they’re getting the expert help they need.

Team up with other experts in different fields

A webinar on estate planning from an accountant is an excellent idea. But what about a webinar on estate planning from an accountant and a lawyer?

Sometimes, the best way to appeal to a larger audience is by working with thought leaders in other spheres. Keep an eye on your professional network and the types of things they’re doing—you might be able to find common ground that’s strengthened when you work together.

Find a guest speaking opportunity

When you think of a speaking opportunity, what first comes to mind is probably a conference. Although conferences might seem outdated to some, there are still strong leads to be found in certain spheres as long as they fit into both your budget and your ideal client profile. With the time, merchandise, and preparation of going to a conference, missteps can be especially expensive.

But speaking opportunities are growing to include other vehicles such as webinars and podcasts. Although you may need to have a small portfolio before jumping on a podcast since hosts will want to guarantee you won’t freeze when the record button lights up, shows are often looking for experts in certain topics. To find a match, you can sign up to both free and paid services that put out calls for experts, or you can contact hosts of smaller podcasts that might be relevant to your work.

Although you can—and should—host your own speaking opportunities, becoming a guest allows you to work with a new audience.

Be consistent in your messaging

Sometimes you write a really great article that took a lot of time, feel proud, and then post it—and nobody responds. This is a normal part of marketing your content and should always be used as a point of reference, not a nail in the coffin of highlighting your thought leaders’ perspective.

When it comes to marketing, one of the most important things to do is be consistent in your messaging. That doesn’t mean you post on LinkedIn every day (and, in fact, you probably shouldn’t), but instead focus on continuing to move forward. You can always take something that failed to make an impression previously and repost it with a new angle or at a time when it might be more relevant.

But by expanding both the type of content you’re producing and the thought leaders you’re choosing to highlight, you’re sure to make an impression on both current and potential clients.