Why they really chose you
The decision moment behind the yes — the thing your service list never captures.
Built for Founder-led Accounting Firms
The trust of a referral. The visibility of marketing.
Before you spend another dollar on marketing… make sure you’re saying the right thing to the right people.
You don’t make financial decisions by guessing. So stop gambling on marketing, hoping the right clients understand why you're worth choosing.
Start with the clients who already value you, then turn that trust into marketing that works.
Why I Built Salt
The trust of a referral. The visibility of marketing.
I spent four years doing marketing inside a small accounting firm. The same thing happened over and over: the best clients came from referrals. Then I moved into SaaS and learned how to do marketing at scale.
Here’s what connected the two. Watch where the best DTC brands are spending their money… it’s influencers. A real person comes on, authentically tells you their experience, and you trust them enough to buy. That’s a referral, but scaled.
Now think about how much more that matters in a high-trust business like accounting, where people are handing you their books, their payroll, their peace of mind. Your clients already have those experiences. We capture them and scale them across your marketing so the trust transfers instantly, to more of the right people.
— Marshele Scherrer, Founder, Salt Digital
This is visibility and trust at scale.
80%
of viewers watched the entire story, even when ads were skippable.
67%
HIGHER click-through rate than the industry video ad benchmark.
60%
LOWER cost per view in a video ad A/B split test.
Standard Marketing Advice
- ✕Fix your website
- ✕Increase ad budget
- ✕Post more content
- ✕Network more
…and hope the right people show up.
That’s not a strategy. That’s a guess.
Below the Surface
What actually wins new business.
Most marketing problems have one of two root causes: you’re attracting the wrong clients, or the right clients don’t clearly understand why they should choose you. Both usually come from the same place: your marketing is built around what you think matters, not what your best clients actually say, feel, question, compare, and value.
What almost stopped them
The hesitation you can answer on the page, before it costs you the call.
Why they stay
The reason cheaper options don’t tempt them — your real, defensible value.
The words they’d use
How your clients actually describe what you did for them — the language that makes the right prospect think, “That’s exactly my problem.”
What finally made them call
The moment a client stopped putting it off and picked up the phone, so you can reach the next one at the same stage.
How they found you
Where your best clients actually looked before they reached out, so new ones can find you without waiting for an introduction.
The words that win your next client are usually the ones your best clients have already said.
Let’s TalkBook a 30-minute, no-commitment call.
“She always brings so much to each project! I highly recommend Marshele for anyone looking to get the most out of their marketing efforts!”
— Evan Renfroe, Business Owner, Boutique Video Agency
How It Works
We start with the clients who already trust you.
01
Listen
You didn’t start a business to become an influencer. So flip the camera around. Let your customers talk. We interview your best clients to uncover why they really chose you, what almost stopped them, and why they stayed. Evidence, not assumptions.
02
Translate
You can’t read the label from inside the jar. When you’re close to the business, you stop seeing what makes it valuable. We don’t just capture and post. We mine every story for the language, objections, and buying triggers that sharpen your positioning, messaging, and GTM. That’s the real power.
03
Turn Compliments to Cash
Your customers are your best sales reps. One vouching for you, in their own words, beats any pitch you write about yourself. You’ve already earned their trust. Now let it overflow. That proof goes to work across your site, outreach, and follow-up, so prospects understand your value before the first call instead of comparing you on price.
Ways Salt Can Support Your Firm
Customer Story Projects
Capture the experiences of your best clients and turn them into video, testimonials, strategic insights, and marketing assets.
Done-for-You LinkedIn Content
Stay visible with consistent thought leadership and customer-led content without becoming your firm’s unpaid social media intern.
Lead Generation Campaigns
Use customer insights, stories, and creative to launch paid campaigns that drive qualified prospects into your funnel.
Fractional Marketing Support
Embed Salt into your team to run In-the-Loop Marketing across content, campaigns, email, sales enablement, and the channels your firm needs most.
Signs It’s Time
Look at your customer conversations differently.
Your best clients come from referrals, but you can’t control when the next one shows up.
Referrals prove the trust is already there. We turn the reasons clients chose you into proof that brings the right prospects in, without waiting for the introduction.
Marketing is the first thing that falls off when busy season hits.
When marketing runs on your energy, it stops when you get busy. We build proof you can reuse, so one client story works everywhere without starting from scratch.
You keep reworking your website and your pitch because nothing quite explains why you’re worth it.
If you keep rewriting it, the words are coming from a brainstorm, not your clients. We pull the language from the people who already chose you, so it lands the first time.
Prospects compare you on price because they don’t see what makes you different.
When all they see is a service list, the only thing left to compare is the fee. We surface why your clients stay, so the right prospects get your value before the price comes up.
You’re worried AI and Google are changing how clients find a firm, and yours might not show up.
Buyers research before they call, and generic content gets ignored. The proof of why a real client trusted you is what cuts through, and what we help you put where they’re looking.
You’ve already earned the trust.
Let’s make more people see it.
Book a discovery call. We’ll look at the proof you’re already sitting on and show you what it could be doing for your growth.
Get Started