How accountants can reap the rewards of savvy PR and communications

The world of marketing communications continues to evolve presenting new and powerful marketing opportunities for firms of accountants.

At Freshfield, we work with a number of accountants, creating and delivering communications programmes that blend media relations, content & social media and digital marketing.

Freshfield’s Simon Turner, who leads a number of our professional services PR campaigns, shares some insights on what is working in the world of PR for accountants in 2015.

1. Comms can generate leads

We’ve seen some great results in 2015 of clients receiving – and converting – quality leads from their website. The fuel driving these leads has been savvy PR and content programmes. One of our clients generated a major new investment lead after a potential client typed in ‘investing my business sale proceeds’. He found the client’s website and got in touch. Investing in PR and communications is still very important but the net gains should be much more than media coverage. Content needs to be quality, written by experienced writers, and this copy should be repurposed for your website. It will create opportunities.

2. Telling a clear story can create powerful results

There continues to be much debate about the future of regional media. Certainly, print editions of regional newspapers are in decline and I believe we’ll see major change in how such groups operate in the next 24 months. Put that to one side, all firms of accountants have a story to tell and must tell it. Many are still poor at communicating their credentials. It’s a bit like winking at someone in the dark. You know what you are doing but the target doesn’t.

The impact of creating and telling a clear, regular story gets you noticed, heard and understood. And with an integrated approach to communications, combining earned and owned media, you can reach far and wide. Can any business reach its potential without communicating?

3. Dare to be different

Accountants must dare to be different. 80 per cent of your communications investment should be on tried and trusted methods that work. But like an investor, speculate with the other 20 per cent. Look at new products and services tailored to a niche sector or market. For example, one of our clients has recently launched a dedicated service to small businesses based on cloud-based software (more details on this will be revealed soon). The look and feel of it is very non-accountancy that will appeal to a new breed of young entrepreneurs.

A quick trawl on Google and you will find many firms saying the same thing. Your next marketing communications meeting can be an opportunity to look at your competitors and create something unique.

4. Partnerships continue to work

Forging clever partnerships continues to work. You can share prospects, data and budgets to great effect. This could involve partnering with a local business support organisation, a fellow profession (eg legal) or a trade body.

5. Invest in building and maintaining a brilliant website

There are still too many firms that invest little in their website. They are missing out on opportunities. Your website is your marketing communications engine room. Ask yourself some simple questions:

• How does it look?
• Does it represent your business?
• Does every part of it work (you’d be amazed!)
• Are your page headers and titles correct?
• Is it easy to navigate?
• Does it contain regular content?
• Does it create enquiries?
• Do you know how many unique visitors go to the website, where they go to and where they are coming from?

Creating a brilliant website is not a one-off payment – it needs to be an ongoing investment. Like your firm, it’s a live beast and it must represent the evolving and fast paced nature of your business.

Freshfield has a specialist team that advises accountants on all aspects of marketing communications from brand development, communications planning, media relations, marketing collateral, social media, website development and video.