Growing a successful bookkeeping business isn’t just about technical skill—it’s also about knowing who you serve, how you serve them, and where you want to go. In an insightful episode of The Successful Bookkeeper Podcast, Katrina Aarsman shared strategies that help bookkeepers turn their expertise into a scalable, client-focused business. The key takeaway? Bookkeepers need to step beyond compliance work and think like business owners.
One of the biggest mistakes bookkeeping business owners make is trying to market their services without first understanding their own business model and ideal client. Without this clarity, marketing becomes unfocused, often attracting clients who aren't the right fit. A better approach starts with refining your vision. What kind of business do you want to build? Who are the clients you truly want to work with? What services bring the most value?
Once you have those answers, you can focus your marketing efforts more effectively. Networking remains a powerful tool—but not just any networking. Katrina recommends approaching networking as an opportunity to build real relationships, not just pitch your services. Be curious, ask questions, and listen. It’s not about closing a sale on the spot—it’s about starting meaningful conversations that can grow into trusted client relationships.
For bookkeepers who find traditional networking uncomfortable, social media can be a strong alternative. But the same principle applies: provide value first. Sharing insights in relevant business groups, answering questions, and offering helpful tips can position you as a go-to expert. If you're visible and helpful, people will start referring others to you.
Another underused strategy is forming joint ventures with professionals who serve the same audience, such as accountants, industry consultants, or business coaches. These partnerships can create win-win opportunities by expanding your reach and helping both parties better support their clients. Just like in networking, it’s important to build trust and ensure service alignment before recommending each other.
Katrina also emphasizes the importance of regularly revisiting your current client base. Many bookkeepers stay busy just keeping up with compliance work, but they miss out on additional value they could offer—such as cash flow support, budgeting, or management reporting. Scheduling time each week to think strategically about your existing clients can reveal ways to improve service, increase revenue, and strengthen client retention.
Above all, business growth starts by carving out time to work on your business—not just in it. Without that space for reflection and planning, it’s easy to stay stuck in survival mode. Whether you set aside time weekly or monthly, use it to review systems, identify bottlenecks, and explore how to scale without burning out.
As a bookkeeping professional, your work goes beyond numbers. You help small business owners understand their finances and make better decisions. But to truly grow, you need that same level of clarity in your own business. With a clear vision, consistent systems, and a focused strategy, your practice can thrive—and deliver even greater value to the clients who count on you.
For more great content, check out The Successful Bookkeeper Podcast!