> Raffingers Accountants.
/ Position the brand as more than just compliance.
STRATEGIC PLANNING *
PODCAST CREATION *
PODCAST HOSTING *
MARKETING AND PROMOTION
REPORTING *
STRATEGIC PLANNING * PODCAST CREATION * PODCAST HOSTING * MARKETING AND PROMOTION REPORTING *
> services provided:
+ strategic planning
+ podcast creation
+ podcast hosting
+ marketing and promotion
+ reporting
> the objective:
Our objective was to help the accountancy firm position itself as more than just a compliance service and to be seen as a business advisor. We wanted to increase the firm's visibility among potential clients and build trust with existing ones. The specific goal was to launch a successful marketing campaign that would showcase the firm's expertise in business advice and help differentiate them from competitors.
> the approach:
To achieve our objectives, we developed a three-step approach:
Strategic Planning: We conducted a thorough analysis of the accountancy firm's target market, competition, and messaging to develop a clear understanding of their position in the market. We identified the unique selling points that would differentiate the firm from competitors and developed a messaging strategy to communicate these to potential clients. As part of this process, we also identified podcasting as a key channel that would help the firm reach its target audience and achieve its objectives.
Podcast Creation: We created a podcast called Beyond The Balance Sheet, featuring interviews with successful business owners. The podcast was designed to demonstrate the firm's expertise in business advice and help position them as a thought leader in the industry. We worked with the accountancy firm to identify potential interviewees, and then handled all aspects of the podcast creation, from scriptwriting, hosting, and recording to finding the most suitable podcast producer to work with.
Marketing & Promotion: We developed a comprehensive marketing and promotion plan to ensure that the podcast was heard by the right people. We utilized a range of channels, including social media, paid amplification, email marketing, and SEO to promote the podcast and drive traffic to the firm's website. We also worked with the accountancy firm to develop a content marketing strategy that leveraged the podcast as a cornerstone of their thought leadership efforts.
> the roll out:
The podcast launched in Oct 2020 and we produced 2 series for the company, with the first episode going live on 5th October. We released one new episode every week, with each episode featuring a different business owner. We used a mix of organic and paid marketing to promote the podcast, with a heavy focus on social media.
> the results:
The podcast went down a treat and helped the firm increase its visibility among potential clients. Each episode had over 500 downloads, with listeners from across the UK. Another result was that the podcast helped to position the firm as a thought leader in the industry. They received positive feedback from listeners and interviewees, with many praising the quality of the content and depth of expertise demonstrated.