The accounting industry is evolving fast — and so is the way firms reach and retain clients. Artificial intelligence (AI) and automation are reshaping marketing for bookkeepers and accountants, helping them connect with clients, save time, and grow with precision.
In this episode of Building the Premier Accounting Firm, host Roger Knecht sits down with Heidi Ryder, founder of Keepful, to explore how AI-driven tools like ChatGPT and CRMs are changing the future of accounting marketing.
From client communication to sales funnels, Heidi breaks down what works, what doesn’t, and how accountants can build authentic relationships through smarter marketing.
From Teacher to Tech-Driven Bookkeeping Entrepreneur
Before building a marketing automation platform for accountants, Heidi Ryder was a middle school math teacher outside Atlanta.
“I loved numbers,” she recalls. “But teaching wasn’t the right fit. When I found out I was pregnant, I wanted to stay home and still contribute financially. That’s how I found bookkeeping.”
Heidi took an online bookkeeping course, discovered her love for running a business, and soon built a successful bookkeeping firm. Over time, she realized her true passion lay in helping other bookkeepers and accountants grow their businesses through better marketing systems.
That led to the creation of Keepful, a platform that automates marketing and lead nurturing for accounting professionals so they can “get back to crushing numbers and strategizing with clients.”
Marketing vs. Sales: Knowing the Difference
A common challenge among accountants is confusing marketing with sales. Heidi explains that they serve different purposes but work together.
“Marketing is attraction and repelling,” she says. “You’re putting brand awareness out there, attracting your ideal clients, and repelling those that aren’t a good fit.”
Sales, on the other hand, is about connection — ensuring you and your client are the right match. “People already know they need a bookkeeper,” Heidi notes. “Sales is just helping them see that you’re the right person to help them.”
Understanding this distinction is key for firms struggling to build momentum. Marketing draws in prospects; sales converts them into lasting relationships.
Branding Beyond Logos: Creating a Client Experience
When most people think of branding, they imagine logos, colors, and fonts. But Heidi takes a different view.
“Branding is really the client experience,” she explains. “Your logo and colors give a feeling, but it’s how your clients experience working with you that defines your brand.”
For accounting professionals, communication is central to that experience. Heidi frequently hears from clients frustrated with unresponsive or unclear accountants. “I can’t get a hold of my accountant,” they tell her. “Or I don’t understand what they’re saying.”
For Heidi, that’s an opportunity. “You stand out by prioritizing communication your clients understand. When you meet them where they are — without judgment or jargon — you build trust and loyalty.”
How AI and ChatGPT Are Changing the Game
Heidi is quick to admit that most bookkeepers aren’t natural marketers. “We’re numbers people,” she laughs. “Writing content isn’t usually our strong suit.”
That’s where AI tools like ChatGPT come in. They make content creation faster, easier, and less intimidating.
“It’s fantastic for writing marketing content,” she says. “You never have to start from a blank page. The key is learning how to write good prompts — and then making the content your own.”
Roger adds that prompts are simply the questions or directions you give to AI. Heidi agrees and emphasizes personalization: “Once you get your response, refine it and rewrite it in your own voice. That’s how you keep your marketing authentic.”
With the right approach, AI becomes a creative partner — not a replacement — helping accountants craft newsletters, social posts, and website copy that resonate with clients.
Websites, Funnels, and Lead Magnets: Turning Visitors into Clients
While social media and AI tools drive awareness, Heidi believes a professional website remains essential.
“In today’s world, people are investigators,” she explains. “They’ll check your website, your email domain, your LinkedIn — everything. A website validates that you’re legitimate.”
Roger agrees, describing the website as “the digital storefront for your firm.” He emphasizes that it’s not just about having one — but using it strategically with clear calls to action (CTAs).
Heidi adds that every page should encourage action: scheduling a consultation, filling out a form, or signing up for a free resource. “Don’t make people jump through hoops. The simpler the process, the better.”
That’s where funnels and lead magnets come in. A funnel guides visitors through small steps toward becoming clients — often starting with a valuable freebie, like a checklist or tax guide, in exchange for their email address.
“You’re offering something valuable,” Heidi says. “When you deliver consistently, people trust you — and that’s what turns leads into clients.”
CRM and Automation: The Secret to Never Losing a Lead
Once those leads are captured, the next step is nurturing them — and that’s where CRM systems and automation make all the difference.
“There are studies showing it takes 7 to 20 touchpoints before someone becomes a client,” Heidi explains. “And when you’re busy, it’s easy to lose track.”
Automation ensures that doesn’t happen. With a CRM, accountants can send follow-ups, reminders, or newsletters automatically — keeping their business top-of-mind without constant manual effort.
“The money is in the follow-up,” Heidi says. “I’ve had clients who came back years later because I stayed consistent. A good CRM helps you do that without dropping the ball.”
Roger summarizes it best: “It’s like having a 24/7 salesperson who never gets tired — always nurturing your prospects until they’re ready.”
Lessons in Gratitude and Purpose
Beyond marketing tactics, Heidi also reflects on gratitude, purpose, and work-life balance.
“I became a teacher because I wanted to make a difference,” she says. “Now I realize I still do — by helping my clients make a difference in their communities.”
She hopes her children see that hard work pays off, but also that success should serve a greater purpose. “You work hard so you can do things that matter, make memories, show up for your family, and impact others.”
Her advice to fellow entrepreneurs: “Don’t lose sight of your why. We all have a reason we started our business. When things get hectic, come back to that.”
Final Thoughts: Building the Premier Accounting Firm
AI is not replacing accountants, it’s empowering them. As Heidi Ryder’s story shows, automation, empathy, and purpose can coexist beautifully. By embracing tools like ChatGPT, funnels, and CRMs, accountants can create marketing systems that attract the right clients and give them back their most valuable asset, time.
To learn more about these strategies , watch the full episode of Building the Premier Accounting Firm with Roger Knecht and Heidi Ryder.
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Learn more of Keepful and see a DEMO of it in action: https://sk293.isrefer.com/go/KFHP/KB66/
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