How to Market Your Accounting Firm in Saudi Arabia? Insights from Wafeq Next Riyadh



As Saudi Arabia’s business environment keeps transforming rapidly, accounting firms face new challenges that go beyond technical work — building trust, acquiring clients, and maintaining a strong professional presence are now critical. At Wafeq Next Riyadh, Mohammad Saber, Marketing Director at Wafeq, delivered a session titled “How to Market Your Accounting Firm and Acquire Your First Client in 90 Days”. In his talk, he shared real-world insights on how firms can build a strong professional brand and turn it into a consistent client acquisition channel.

Why Marketing Matters Now

The accounting sector in Saudi Arabia is becoming increasingly competitive. Most firms offer similar technical services, making differentiation difficult due to several key factors:

• The market expansion is driven by Vision 2030 and rapid growth among SMEs.
• New tax and e-invoicing regulations from ZATCA.
• There is an increased need for firms to go beyond efficiency and highlight their true value, such as industry-specific expertise, accuracy, and compliance assurance.

Watch the full session to learn the most effective marketing strategies for accounting firms in Saudi Arabia.

Building Trust Before Selling

Accounting isn’t a product — it’s a trust-based relationship. Clients don’t buy “financial statement preparation”; they buy financial clarity and peace of mind. That’s why effective marketing starts with sharing knowledge, not selling services.

According to Wafeq’s insights, firms should position themselves around their core value and market expertise, such as:

• Deep specialization in specific industries (restaurants, e-commerce, contracting).
• Local expertise in Saudi compliance and tax regulations.
• Digital capabilities such as instant reports and system integrations.

Identifying the Right Target Market

The first step for any firm aiming to grow is to define its target market precisely. Saber emphasized focusing on specific client segments instead of trying to reach everyone. For example

• Firms specializing in tech startups can focus on fast reporting and tax compliance.
• Firms targeting SMEs can highlight accounting automation, flexible pricing, and direct support.

The Five Marketing Stages for Accounting Firms

Mohammad Saber outlined a five-stage marketing journey that every firm should follow carefully:

1. Awareness Stage Goal: Let potential clients know your firm exists.

• Optimize for Google search visibility.
• Create pages on LinkedIn, X (Twitter), and other platforms.
• Publish content explaining who you are and what you offer.

2. Interest Stage After awareness, clients begin exploring your firm further.

• Publish short educational posts or practical accounting tips.
• Keep your website and social media active and updated.

3. Consideration Stage Clients start comparing your firm to others.

• Encourage Google reviews and client testimonials.
• Showcase your expertise and success stories.
• Maintain a professional and updated website.

4. Conversion Stage This is when the client decides to engage.

• Enable contact via website forms or WhatsApp.
• Schedule a meeting or sign the engagement contract.

5. Retention & Advocacy Stage Keep existing clients and turn them into advocates.

• Maintain ongoing follow-ups and relationships.
• Provide continuous insights or support.
• Encourage satisfied clients to refer your firm.

How to Start Your Marketing Strategy

1. Build the Basics

• 5-star Google reviews ⭐⭐⭐⭐⭐
• Simple, modern website
• Clear communication channels (WhatsApp or quick forms)

2. Content is Your Core

• Answer your clients’ FAQs
• Turn them into posts, articles, or short videos

3. Focus on 1–2 Channels

• Example: LinkedIn + blog
• Post 3 times per week and publish 10 articles monthly

4. Test and Grow

• Measure engagement and results
• Adjust messages based on performance

Key Marketing Channels

1. SEO and Google visibility.
2. LinkedIn organic and paid campaigns.
3. Retargeting ads for website visitors.
4. Partnerships with tech providers or professional bodies.
5. AI-optimized content for new search models.

Why Google and SEO Matter

• Google controls 91.9% of all global searches, making it the gateway to your clients.

• SEO = sustainable growth

- Helps your firm appear in searches like “CPA firm Riyadh” or “Tax services Jeddah.” - It’s a long-term investment that ensures continuous visibility.

Content and Brand Identity

• Content types:

- FAQs - Quarterly or annual insights - Local tax and accounting updates

• Tone of voice: Simple – Practical – Supportive

• Core themes: Tax compliance – SME growth – Digital transformation

90-Day Marketing Plan: From Setup to Client Acquisition in 3 months

Month 1: Build the Foundation

Goal: Establish a strong digital presence

1. Clear, bilingual website (Arabic & English)

2. Create a Google My Business page Collect 3–5 client reviews

3. Optimize LinkedIn & X (Twitter) profiles

4. Prepare 5–10 client FAQs as content ideas

Month 2: Build Awareness

Goal: Start posting and attract engagement

1. LinkedIn

• 2–3 LinkedIn posts per week (tips, updates, or stories)
• Comment on 3 external posts weekly.

2. Run paid campaigns on LinkedIn and X

• Budget: SAR 1,000–2,000/month.
• Target: CFOs, founders, SME owners.

3. X

• 3 tweets per week (quick points, article links, or short quotes).
• Reply to tweets on the topic of taxes and accounting to boost engagement.

4. WhatsApp

• Create a contacts list.
• Send accounting tips via WhatsApp every two weeks

Month 3: Build Trust and Expand

Goal: Establish credibility and convert leads

• Blog posts (on your website) Example: "5 Common E-Invoice Mistakes" or "How to Prepare for Corporate Income Tax in Saudi Arabia."
• Webinar/Short Live Stream (30 minutes) Practical topics such as "Zakat and E-Invoicing 2025: What's New for Small Businesses?" and promote it via LinkedIn and X.
• Retargeting An ad shown to visitors who have entered your website or viewed your content, to help convert interested but hesitant visitors into actual customers.

Tracking and Evaluating Results

• Website optimization and Google ranking Get 50–200 free visits per month to start with, then monitor visitor counts and most viewed pages.
• Google ratings ⭐ Achieving 5 positive reviews makes a significant difference in customer trust.
• LinkedIn Consistent posting for 3 months can increase inquiries by 20–40%, and you can monitor engagement such as likes, comments, and shares.
• Paid advertising With a modest budget (1000–2000 SAR/month), you can quickly generate additional inquiries and track your cost per customer (how much you paid per inquiry).