Accounting Industry Marketing Case Study
In this case study, we show how we worked with an accounting firm on their digital presence. Doing a strategy assessment allowed us to narrow their target market, improve their web presence & funnel, and streamline their sales strategy to improve conversions.
The Challenge
BASS Accounting faced a number of marketing challenges when they came to us for a marketing consultation. We started with a Strategy First to address their main concerns with a measured and consistent approach.
Branding
BASS Accounting lacked clear and consistent branding across their website and social profiles including an inconsistent business name. They were operating as 3 variations of their business name with undefined color schemes, font styles, or tone/voice.
Marketing Funnel
Their website and social accounts were missing a planned sales funnel and were not targeting a specific buyer persona. These missing pieces left their sales funnel too vague and competition too high to draw traffic to their accounts.
Strategy
Without a dedicated marketing team to help coordinate content, campaigns, ads, social, and website updates, their marketing was lagging and they relied heavily on referrals for sales.
The Solution
We implemented a Done With You Digital Marketing approach to integrate in with BASS’s existing team to provide guidance and regular updates to the site.
Marketing Strategy
Branding Guide
We worked through the details of BASS Accounting's branding. We found many gaps as a brand guide had never been established. We created:
- branded graphics
- set a clearly defined color palette
- selected an ideal font scheme
- helped define their brand voice for all copy
SEO & Copy - Traffic Increase
An essential part of creating a successful sales funnel is to attract more traffic to your website. This is where SEO comes into play. Our strategy included:
- Google Web Core Vitals
- Keyword Research
- Content Strategy
- Technical SEO Strategy
The above snapshot shows a comparison of quarterly data.
We saw positive increases across the board with particularly valuable changes in Users, Pageviews, and Sessions. This means more potential leads coming to the site and entering the Know Stage in the Buyer's Journey.
Conversion Opportunity
We created several "Try" opportunities in the Buyer's Journey on the website. Try opportunities allow visitors to experience what it's like to interact with the company without committing to a purchase. We created a comprehensive accounting guide to encourage engagement from visitors and to collect information. We integrated this eGuide download with a CRM that enables us to enlist them in a nurturing campaign for automated follow-ups prompting a reconnection and potential sale.
Marketing Website
We rebuilt and launched a new website showcasing the business and improving conversions/traffic. We incorporated brand alignment, core messaging, and branded graphics.
