Maximising Social Media Before, During and After the Expo to Grow Your Accountancy Firm
Pre-Expo: Build Anticipation and Establish Authority
Social media is a powerful tool for accountants preparing to exhibit. It creates awareness and positions your firm as a thought leader in advance of the expo. A strong strategy includes:
Define your ideal audience – focus on business owners, startups or local SMEs most likely to benefit from your services. This focus helps tailor your content and platform choices for maximum reach and relevance.
Choose the right platforms – LinkedIn is essential for professional networking and B2B lead generation. Facebook and Instagram help reach small business owners visually. Prioritising a few platforms ensures consistency and quality of content.
Post educational content regularly – share tips like setting up a cloud accounting system or end-of-year tax reminders. These “did you know” posts position your firm as helpful and knowledgeable. According to That Agency, short fact-based insights generate engagement without being too technical.
Share behind-the-scenes content – people trust firms that feel transparent. A glimpse of your team preparing promotional materials or tooling up for the expo builds a connection before the event starts.
During the Expo: Engage, Educate and Amplify Your Presence
Expo day is your opportunity to connect content with context. Social media becomes a real-time storytelling platform.
Share live moments – broadcast mini clips or stories of visitors engaging at your booth. Highlight interactive elements or short workshops your team is running. Live content shows authenticity and builds trust.
Encourage attendees to post using your hashtag – create a branded hashtag like #IOMAccountantsLive and invite visitors to tag your firm when they post from your booth. This expands your reach organically.
Promote quick behind-the-scenes or testimonials – share short visitor quotes or reactions. Later, direct them to your testimonials page for deeper proof of credibility.
Use social selling tactics – engage one-on-one on LinkedIn or X (Twitter), invite live connections, and build relationships that can convert post-expo.
Post-Expo: Nurture Leads and Repurpose Content Strategically
Exhibiting provides a wealth of content and contacts. The key is to follow up effectively and keep the conversation going.
Repurpose expo content – transform video snippets into short social posts, carousel images, or blog updates. Share them on LinkedIn and Instagram. You can guide audiences to your video gallery for more context and engagement.
Use social proof to fuel credibility – posting snippets of attendee feedback or smiling faces at your booth encourages late interest and builds confidence in your services.
Start a drip campaign – for leads from the event, set up tailored content that pulses out over weeks. Share educational posts, client success stories or practical tips – keeping your firm top of mind without being overly promotional.
Monitor engagement and adjust – track likes, comments, shares or profile visits to see which content resonated. Use these insights to refine your messaging and strategy moving forward.
Summary Table of Social Media Actions
| Phase | Recommended Actions |
| Pre-Expo | Define audience, choose platforms, share educational and behind-the-scenes content |
| During Expo | Post live stories, encourage hashtag use, share testimonials, apply social selling |
| Post-Expo | Repurpose content, run drip campaigns, track performance, refine strategy |
