Top 12 UK accountancy firm
Learn how one of the country’s most ambitious accountancy firms went from having a nominal media profile and limited SEO presence, to consistently achieving upwards of eight strong pieces of media coverage every month and a surge in its domain authority to deliver positive business results.
Client: Top 12 UK accountancy firm
Services provided:
- Media relations
- Thought leadership and executive profiling
- Digital marketing
Key results:
- Exceeding expected media coverage rates by 50% during each of the four years we worked together.
- 341 pieces of coverage secured in total, at an average of 8.1 per month.
- Increased client’s Domain Authority by 12 points.
Why did they appoint Clearly?
The client was looking to partner with a PR agency with equal strengths in both media relations and content creation. They operate within a highly competitive sector and so it was important to ensure that their brand was highly visible in the media their target customers consume. In addition, it was important that would become more ‘discoverable’ online when prospects were using search engines to find local accountancy providers.
Timeframe:
3.5 years
How we delivered value to the client
Clearly developed a strategy that would align with the overall goals of the organisation. Essentially, it was about creating a series of campaigns and initiatives that would increase brand awareness, grow the personal brands of their key partners, and support the firms existing new business development efforts.
This saw us focus on the following key areas:
Media relations:
- Getting their news featured in the media of greatest influence and importance to them.
- ‘Selling’ their top people as true sector experts to the media for future opportunities.
- Securing speaking opportunities at key industry events.
Thought leadership:
- Research, writing, and publishing weekly articles penned in the names of their top people for the firm’s website each week.
- Optimising each article for SEO to ensure the client became associated with specific key words, which in turn boosted the number of times they appeared in organic searches.
Digital marketing:
Creating a steady flow of digital content to be shared both on the client’s website and across all their social media channels. These included short form videos, audios, infographics, and motion graphics.
Market research:
Undertook several market research projects to demonstrate that the client has its finger on the pulse of what is happening within their target sectors.
Results were transformed into a series of whitepapers, guides, articles, news releases, videos, motion graphics, and infographics.
Media highlights
We secured a plethora of media coverage for the client across the regional, national, trade, and broadcast media. Examples include:
- Times Radio
- BBC Radio
- Business Leader
- Insider
- Accountancy Today
- GB News
- Techround
- HR Magazine
- Yahoo!finance
Client praise for our work
“From day one, Clearly became an integral extension of our marketing efforts, understanding the firm’s objectives and working hard to forge close relationships with the wider team for specific media and content opportunities.“
“The agency’s outstanding media relations activities have generated a wealth of PR coverage – over and above agreed KPIs – extending far outside of the pure financial and accountancy press to greatly enhance [our] profile.“
“I would highly recommend Clearly for its PR and content services to any professional services firm that is looking for a partner who can perfectly complement their marketing output.”