Episode 165

Digital Marketing Fundamentals for Growing Accounting Firms

Jo Edwards is the principal of JE Consulting, who provide marketing assistance to accountancy and legal firms. She has over 30 years practical marketing experience working with a wide range of firms across the UK, both large and small. She has a particular specialism in preparing and delivering internet and social media strategies to clients. Jo and her team’s hands-on approach to marketing has helped many firms both in the UK  and internationally to generate new clients and develop profitable cross-selling services to existing clients through innovative e-marketing programs. Selected shownotes:
  • What has enabled the accounting profession to cope incredibly well in these tough times
  • Where some accounting firms have fallen short in serving their clients during the pandemic
  • How some accounting firms have won new business from competitors who have not been proactive
  • How Covid has changed marketing approaches for growing accounting firms
  • What some accounting firms have done to be more 'findable' in competitive marketplaces
  • The need for different channels for accountants to reach the clients and prospects they desire
  • What is happening to more traditional marketing approaches like PR, direct mail and event sponsorship
  • The ideal blend of lead generation vz brand awareness activities for an accounting firm
  • Who drives the marketing agenda and activities in an accountancy practice
  • The benefits of a 'marketing induction' session when onboarding new accounting firm staff
  • How social media has changed the game for accountancy professionals in recent years
  • The three categories of content that accountants should be sharing on social media
  • The secret ingredient in social media posts that get the maximum engagement
  • How LinkedIn has re-established itself as a professional network building platform for accountants
  • The vital role of research and proprietary insights for accounting firm marketers
  • An example of a small marketing budget generating many leads for an accounting firm
  • Why it's harder for accounting firms to differentiate from competitors and how to stand out
  • Tips for generating leads quickly for accountants, but the downsides of doing so
  • What's coming up for growing accounting firms with technology and digital trends.
When not working, Jo loves her dog, Rabbit, walking, swimming and boxing. She is heavily involved with the City of London and is a Liveryman in the Worshipful Company of Marketors and Freeman of the City of London. Her guilty pleasures are Pret Vanilla Latte and watching Masterchef (even though she's a lousy cook!) Connect with Jo on LinkedIn Check out JE Consulting
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About the Podcast

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Accounting Voices Podcast
Accounting Voices helps people in the accounting world stay relevant visible and vocal. Host Rob Brown interprets trends reshaping the profession and gives listeners insight to build authority influence and a stronger voice in firms and markets.

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About your host

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Rob Brown

Rob Brown is the founder and host of the Accounting Voices Podcast, the flagship solo show of the Accounting Voices Network. Each episode offers sharp analysis and commentary on the trends, ideas and people shaping the global accounting profession.

Through this Accounting Voices Podcast, Rob helps accounting firm leaders, decision makers and professionals stay relevant and make sense of disruption in areas like AI, automation, M&A, private equity and soft skills beyond the tech. His perspective blends clarity, insight and curiosity, making complex issues relevant and practical for professionals and decision makers across accounting and finance.

He also leads two monthly panel shows, Accounting M&A and Accounting AI, which bring together senior voices to explore consolidation, strategy and the impact of technology on firms and people.

Rob is the author of the bestselling book Build Your Reputation (Wiley) and a TEDx speaker whose talk The Personal Brand of You has more than 400,000 views. Over his career he has hosted and moderated more than 1,000 conversations with accounting and fintech leaders worldwide.

Based in Nottingham UK, Rob is a stroke survivor living with epilepsy, a black belt in kickboxing, a decent chess player and an average player of four musical instruments.