208 ⎸ Social Media Marketing in 2025 with Grace Costa, The Social Accountant

Hey ambitious bookkeepers!

I recently had an eye-opening conversation with Grace Costa, founder of Social Mixed Media and the Social Accountant membership, about what's actually working in social media marketing right now. And honestly? Everything I thought I knew about getting clients online is shifting faster than tax laws in December.

Listen here or on your favorite podcast player, or watch the video version on YouTube >>

Now let's dive into some highlights!

The AI Revolution is Here (Whether You're Ready or Not)

Grace dropped some truth bombs that honestly made me rethink my entire approach to online marketing. With Google's new AI search mode and AI-driven algorithms taking over how content gets shown, we're entering a completely new era of digital marketing.

"It's going to be a game of volume and visibility more than ever," Grace explained. "The more places you show up online and the more data these AI algorithms have, the better they can match you with people searching for your services."

This hit me hard because I've been seeing it firsthand. Recently, multiple people have told me they found me through ChatGPT searches. The robots are literally recommending my services now, and that's both exciting and terrifying.

The Four Core Strategies That Actually Work

Grace broke down the four organic marketing strategies that are getting real results for her members:

1. Build your audience - Add your ideal clients to your networks, not other bookkeepers
2. Post consistent content - Show up regularly with valuable information
3. Engage with your ideal clients' content - Be where they are, not where your competitors are
4. Send friendly DMs - Make genuine connections, not sales pitches

That last one really caught my attention because I've always been against cold outreach. But Grace's approach is different.

The DM Strategy That Doesn't Feel Gross

Here's what Grace's team does that actually works: Instead of sliding into DMs with "Hey! Book a call with me!" they send messages like "Hi! If you ever have questions about bookkeeping or QuickBooks, feel free to reach out!"

The difference is night and day. One feels like a sales pitch, the other feels like making a genuine connection.

"When a bookkeeper reaches out to me, I see it as more innocent because we are a trusted industry," Grace explained. "We're more trusted than lawyers and attorneys. It's different when you receive a message from a bookkeeper versus an insurance broker."

And she's right. We're not selling get-rich-quick schemes or MLM products. We're offering a legitimate service that every business needs.

The Template Truth Bomb

I've been using Grace's social media templates for months now, and I had to address the elephant in the room: "What if everyone's posting the same content?"

Here's the reality check: Your potential clients aren't following 50 other bookkeepers. They're following restaurants, their kids' sports teams, and maybe a few business accounts. You're not competing with other bookkeepers in their feed - you're competing with cat videos and vacation photos.

My strategy for making templates feel authentic:

• Post them in different orders than others might
• Rewrite captions in my own voice
• Use my branding photos instead of stock images
• Apply my brand colors and fonts consistently

The Optimization Game Has Changed

With AI now deciding who sees what, your online presence needs to be dialed in. Grace recommends:

Start with the basics: Make sure your website, social media profiles, and Google Business Profile are completely optimized. Use keywords your audience actually searches for, include your specific services and location, and even mention the software your clients use.

Get listed everywhere: Take advantage of partner directories from tools like QuickBooks, Gusto, and other platforms your clients already use.

Build strategic partnerships: Create your "Dream 25" list of professionals who regularly connect with business owners - attorneys, insurance brokers, marketers, business coaches.

The Local Strategy Still Works

Don't sleep on local marketing. Grace reminded me that if you're targeting local small business owners, they love working with people nearby. Google Business Profile is low-hanging fruit that many of us ignore.

"You have to think about Google as the biggest online search platform," Grace said. "You want to be where it makes sense."

What This Means for Your Business

The landscape is changing fast, and the bookkeepers who adapt will dominate. Those who don't? Well, they'll be wondering why their phone stopped ringing.

My biggest takeaway from this conversation: Stop overthinking and start showing up consistently. Whether you use templates, create your own content, or hire someone to do it for you, the key is being visible where your ideal clients are looking.

The AI revolution is here, and it's time to make it work for you instead of against you.

Want to hear the full conversation? Check out episode 208 of the podcast where Grace and I dive even deeper into these strategies and share more tactical tips you can implement today.

Connect with Grace

📱 Facebook: facebook.com/socialaccountant

📱 Instagram: @socialaccountant.media

💼 LinkedIn: linkedin.com/company/social-mixt-media-accountant/

👥 Social Accountant Membership: socialmixtmedia.com/accountant

🎁 Social Mixt Media - 2 weeks of social media templates: socialmixmedia.kit.com/dcfcb22051

Connect with The Ambitious Bookkeeper®

🌐 Website: ambitiousbookkeeper.com

👩‍💻 Blog: ambitiousbookkeeper.com/blog

📱 Instagram: instagram.com/ambitiousbookkeeper

📱 Facebook: Facebook.com/serenashoupcpa

💼 LinkedIn: Linkedin.com/in/SerenaShoup

For experienced bookkeepers & accountants:

Learn how to start your bookkeeping business in The Bookkeeping Business Accelerator® >>

Grab my FREE Start your Bookkeeping Biz Checklist >>

Grab my FREE New Client Onboarding Templates >>

For new bookkeepers:

Learn the fundamental accounting skills in Katie Ferro's Become a Bookkeeper >>

For online course creators:

Become a client at my firm, Of Course Financial >>

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