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Marketing your practice

Marketing can help to get your firm in front of the businesses most likely to need your services. On this page you can find information on successful practice marketing and the services we provide to help you.

What's on this page?

  • Online articles
  • Useful links: reports and guidance
  • Mailing lists
  • Articles and books in the Library collection

Contact the Library

Expert help for your enquiries and research.

E  library@icaew.com

T  +44 (0)20 7920 8620

Featured digest

The go-to-accountant 
(CCH, 2014) 
Includes sections on building trust through your firm's online footprint and successful seminar selling.

To borrow this digest please contact the Library.

Featured article

Countering the accountant stereotype 
An investigation of how accountants construct professional identities to counter traditional stereotypes of the profession. The paper focuses on the identity, values and self-image of individual accountants. 

Online articles

The library provides access to a range of articles in full text from leading business, finance and management journals. Access to articles is provided to logged-in ICAEW members, ACA students and other entitled users subject to suppliers' terms of use.

Web marketing myths debunked

Advice on how financial advisers can create a website that resonates, inspires and generates leads. Is your website falling for any of these financial marketing myths?

The struggle towards social media sophistication

A look at how accounting firms are adapting to using platforms like Linkedin, Facebook and Twitter for marketing purposes, while some are moving onto entirely new social platforms.

Share the glory of your story

The 5 W's of training your staff to communicate your firm's successes - who, what, when, where and why. Good marketing and public relations not only attracts clients, it inspires staff.

Showing 3 of 9 items

Useful links

Accountancy profession online engagement benchmarking report
A 2013 PracticeWEB report, summarising the results of a PracticeWEB survey which focused on online engagement amongst accountancy firms. The report covers website content, social media, search engine marketing, cloud computing and online accountancy systems.

The 12 biggest mistakes made by accountancy firms! And how to avoid them 
A series of twelve blog posts posted in 2013 and 2014 by Insight Marketing. Covers the biggest mistakes made by firms, including 'failing to think about your mobile visitors', 'believing that traditional offline marketing is dead' and 'misunderstanding what is expected and required online. A reference copy is available in the ICAEW Library.

Guide to practice management for small- and medium-sized practices 
3rd edition, 2012
Good practice guidance prepared by the Small and Medium Practices committee of the International Federation of Accountants (IFAC). Module 3 looks at building and growing your firm, including identifying the needs of clients, creating a brand, marketing and promotion. Free to download.

Further resources

A further selection of resources on marketing (including checklists and eBooks) are available from the marketing and sales section. The pages in this section cover marketing plans, customer care, brands and e-marketing.

Mailing lists 

The ICAEW Library & Information Service can provide mailing lists to help you target your marketing. Mailing lists can be produced using criteria such as turnover, industry sector and location.

Articles and books in the Library collection

Selected articles

Seven steps to successful selling 
Economia, Dec 2013
How to see your firm through your clients' eyes and consider what your firm can offer which distinguishes it from its competitors. Also covers promoting yourself through your online presence, and marketing as a long-term strategy.

Case studies : social media 
Accounting Today, Feb 2013
Gives examples of how firms have used social media to promote themselves, communicate, generate client leads, and help with recruitment.

Selected books

Professional services marketing: how the best firms build premier brands, thriving lead generation engines, and cultures of business development success 
(Wiley, 2013)
A field-tested approach to marketing and client development for professional services firms. The book covers five key areas: creating a marketing strategy, establishing a brand, implementing a marketing communications program, generating leads, and winning new clients.

Accountants, the natural trusted advisors: how proactive, value-added services can help you live up to your status 
(Vivid Publishing, 2012)
Includes chapters: why are you an accountant?; who are your ideal clients?; compliance as a springboard to business improvement; turning wants into needs; showing clients what is possible in their business; the power of planning; monitoring and accountability; involving your team; building your brand through world class service; and expanding your footprint into niche markets.

Find more articles and books

To find out how you can borrow books from the Library please see our guide to book loans.

You can obtain copies of articles or extracts of books and reports by post, fax or email through our document supply service.

Can't find what you are looking for?

If you're having trouble finding the information you need, ask the Library & Information Service. Contact us by telephone on +44 (0)20 7920 8620, by web chat or by email at library@icaew.com.

ICAEW accepts no responsibility for the content on any site to which a hypertext link from this site exists. The links are provided ‘as is’ with no warranty, express or implied, for the information provided within them. Please see the full copyright and disclaimer notice.