Ivan Blair
Helped accounting firms worldwide double their profits.
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From Employee Benefits to Employees Flourishing
Forward-thinking firms are expanding their focus beyond
employee-friendly policies and perks to how people
experience work. Rather than focusing solely on profits,
these firms are making employee well-being a priority by
developing a culture that supports living the firm’s brand
and aligning daily behaviors with shared values. In doing
so, they create conditions that enable people to make
their highest and best contributions to the firm’s success.
Accounting marketers play a central role in this effort. As
firms focus more intentionally on how people experience
work, marketing becomes a connector across the
organization. Working closely with leadership, employees
and other stakeholders, marketers help align people,
purpose and performance. They are uniquely positioned
to uncover gaps between what a firm communicates
externally and how it is experienced internally, helping
protect credibility and build trust.
Drivers of Engagement, Innovation and Performance
A culture grounded in happiness and well-being supports
stronger engagement and collaboration. When people
feel respected, teams share information more openly,
raise concerns earlier and work through challenges with
greater confidence.
These dynamics become especially visible during
demanding periods such as tax season. Teams with clear
expectations and shared accountability communicate
more effectively and support one another, reducing
friction and disruption.
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When it comes to growing their businesses, accounting firms usually take cues from the four global leaders in accounting (https://www.investopedia.com/terms/b/bigfour.asp).
Let’s look at industry giant Deloitte (https://www2.deloitte.com/us/en.html) for example: they’ve expanded drastically over the last years — tapping into more markets, getting more experts on board, and forging strategic partnerships with other businesses as well.
As you may already know, these are growth strategies (https://toaglobal.com/blog/5-actionable-accounting-firm-growth-strategies/) that are carried out to boost sales, increase market dominance, and develop business resilience amidst the ever-changing accounting landscape.
After all, a solid growth strategy doesn’t just keep accounting firms out of the red; it helps them increase their competitive advantage, achieve long-term success, and solidify a good reputation beyond the industry.
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When it comes to growing their businesses, accounting firms usually take cues from the four global leaders in accounting (https://www.investopedia.com/terms/b/bigfour.asp).
Let’s look at industry giant Deloitte (https://www2.deloitte.com/us/en.html) for example: they’ve expanded drastically over the last years — tapping into more markets, getting more experts on board, and forging strategic partnerships with other businesses as well.
As you may already know, these are growth strategies (https://toaglobal.com/blog/5-actionable-accounting-firm-growth-strategies/) that are carried out to boost sales, increase market dominance, and develop business resilience amidst the ever-changing accounting landscape.
After all, a solid growth strategy doesn’t just keep accounting firms out of the red; it helps them increase their competitive advantage, achieve long-term success, and solidify a good reputation beyond the industry.
So, for owners aiming to build high growth firms, look no further — here’s our list of actionable tips, insights, and strategies to help you with your business goals.
1) Know the Priorities of the Accounting Industry
2) Address Major Challenges in the Accounting Industry
3) Offer Services Beyond Your Accounting Practice Market
4) Understanding Your Audience Beyond Accounting Services
5) Measuring and Improving Your Performance
6) Adopting Newer Business Process Locations and Work Arrangements
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Our first step was to complete a full analysis of their marketing and their current website and once we did this, we wrote up a full marketing report (https://www.jdrgroup.co.uk/marketing-strategy) detailing all the issues we found:
The website was performing well - they were already working with a digital marketing agency (https://www.jdrgroup.co.uk/digital-marketing-services)who were running Google Ads (https://www.jdrgroup.co.uk/ppc-management-agency) and providing SEO services (https://www.jdrgroup.co.uk/seo-services), plus a website and content agency (https://www.jdrgroup.co.uk/content-marketing-agency) that specialise in the accountancy sector (https://www.jdrgroup.co.uk/marketing-agency-for-accountants).
They were already getting around 20 enquiries a month, with more than 1000 website visitors a month.
They were publishing regular news stories and sending out email newsletters to their customers.
This content was not original, however. The news stories were being published by hundreds of other accountancy firms around the UK. This was creating duplicate content, which is not good for search engine optimisation.
There was also no CRM system (https://www.jdrgroup.co.uk/hubspot-onboarding), leads were managed via email and excel spreadsheets.
The Marketing Plan
Following on from this report, we put together a customised marketing programme for them. We agreed to work with the existing website, working alongside the existing website agency but replacing their digital marketing agency (https://www.jdrgroup.co.uk/digital-marketing-services). Our role was to implement a more comprehensive inbound marketing (https://www.jdrgroup.co.uk/inbound-marketing-agency) programme including:
Marketing Strategy (https://www.jdrgroup.co.uk/marketing-strategy) - we created an SEO strategy, identified key services and target personas, and developed the marketing strategy.
SEO (https://www.jdrgroup.co.uk/seo-services) (search engine optimisation).
Google Ads management (https://www.jdrgroup.co.uk/ppc-management-agency)(taking over the management of their Google pay-per-click advertising).
LinkedIn Advertising (https://www.jdrgroup.co.uk/linkedin-advertising-agency) - using LinkedIn Ads to generate targeted leads.
Content marketing (https://www.jdrgroup.co.uk/content-marketing-agency)- regular blog articles written, published and promoted across social media.
Lead generation (https://offers.jdrgroup.co.uk/30-lead-generation-tips-tricks-ideas) - we applied several conversion rate optimisation (https://www.jdrgroup.co.uk/conversion-rate-optimisation) strategies to the website, and also created a number of PDF guides to use as part of online lead generation.
HubSpot CRM (https://www.jdrgroup.co.uk/hubspot-starter-onboarding) (customer relationship management) implementation including automation.
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