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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.

Featured helpsheet

ICAEW technical helpsheet outlining the key principles governing the marketing of practice activities. Updated July 2021.

Featured article

5 reasons for social media 
Accounting Today, July 2018
Why a social media strategy could be an important business tool for your accountancy firm.

Access to this article is provided subject to suppliers’ terms of use.

Online articles

The Library provides access to leading business, finance and management journals. These journals are available to logged-in ICAEW members, ACA students and other entitled users subject to suppliers' terms of use. 

TikTok boom - and busts

An interview with Christian Rivera, whose US accounting firm is constantly pivoting to best serve its niche market of online sellers and influencers. He left a secure Big Four accounting firm job with the goal of running his own very specialized firm; here he explains the customer service and marketing learning curve he has been through.

How to prepare your firm's marketing budget and plan

Article gives 6 tips for researching and preparing a marketing plan and budget for an accountancy practice.

How to create content that connects with your ideal client

The article offers information on content marketing to connect financial planners with clients. Topics discussed include financial planning practice's marketing plan; develop avatars or case studies, to clearly define different members of core audience; and regular pulse-checks to marketing strategy related to website traffic, social media posts and email broadcasts.

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Useful links

Guide to practice management for small- and medium-sized practices
4th edition, 2018
IFAC publication with advice on building and growing your firm, the needs of clients, creating a brand, marketing and promotion.

Complete guides
Collection of guides from PracticeWeb on marketing for accountancy practices.

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

Further resources

A further selection of resources on marketing (including checklists and eBooks) are available from the Sales and marketing section. The pages in this section cover brand management, marketing plans, customer care, researching your market, pricing and social media 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.

Case studies : social media 
Accounting Today, Feb 2013
Examples of firms using social media to promote themselves, communicate, generate client leads, and help with recruitment.

Selected books

The pioneering practice
CreateSpace Independent Publishing Platform, 2018)
A step-by-step guide to the nine key marketing strategies your practice needs for success.

Professional services marketing: how the best firms build premier brands, thriving lead generation engines, and cultures of business development success 
(Wiley, 2013)
The book covers five 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)
Shows how to identify good clients, sell them your services and expand 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 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.

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