Kelso Consulting's blog for accountants

How to take the pain out of your business case studies

By Charlie King - Public Relations consultant

What prevents your accountancy firm from using case studies more often?

One of the most effective and versatile forms of marketing is using case studies that showcase your firm’s brilliant work and provide testimony from delighted clients.

Using case studies are one of the cheapest forms of marketing, yet many firms don't make the most of them shutterstock_217393297 (and some barely have any at all).

This is huge missed opportunity, especially when case studies can be created quickly. Plus you can re-use these marketing gems in numerous ways: 

  • On your website (as a PDF download to capture email address and also as text for search engine optimisation purposes)
  • In sales meetings to  create a great impression
  • Within proposals to highlight your expertise and experience
  • Emailed to prospective clients and referrers
  • Handing out at relevant events

So why do so many accountacy firms not do this?

Sometimes the client’s isn't the problem. But could be your firm’s client relationship partner or the person responsible for running a specific project.  

This person drags their heels, perhaps using the excuse “it is just not the right time”.

However, the REAL reason usually is that they feel they are imposing on the client by asking for a case study.

But let’s be really clear, this is the wrong mindset!

With case studies you are doing the client a favour!

It shouldn’t be about approaching them Uriah Heap style and being awkward about the situation. Being showcased as a case study is great for your client as it gives them valuable publicity (while also highlighting them doing something well).

Case_study_tips_download

Instead approach your client at a suitable time and confidently say "We often like to publish case studies on our website showing important projects. Project X has achieved A, B & C and has delivered many benefits for your business - we'd very much like to feature it as a case study.

"Clearly, it will provide great publicity for your firm with our clients, as it will highlight how well your firm is run [or something else suitably flattering or "on message" with your client]. Of course, we will send you the copy of the case study for approval before it is published."

Of course, once they say yes that is only the first hurdle overcome.  The larger the client the more people and procedures there are to slow down and thwart you.

To help your accountancy firm, then we have created our guide on “taking the pain out of business case studies” with lots of tips for overcoming obstacles you could face.

Simply click the link above and receive your free copy.

 

 

 

 

Topics: Marketing, Case Studies, Accountants, Public Relations

Charlie King - Public Relations consultant

Written by Charlie King - Public Relations consultant

PR Consultant at award-winning Public Relations agency Kelso Consulting