Sterling & Associates is a mid-size accounting firm specializing in tax planning and compliance for high-net-worth individuals. They faced three critical issues:
Declining market share in competitive regional market
(Weeks 1–3)
(Months 1–3)
✓ New design emphasizing experience, testimonials, and credentials
✓ Created case studies (anonymized): “How we saved a family $120K in taxes”, etc.
✓ Added thought leadership resources section
✓ Implemented robust about us/team bios with credentials
✓ Weekly thought leadership posts on LinkedIn
✓ Monthly in-depth articles: “2024 Tax Strategies for High-Net-Worth Individuals”, “Succession Planning”, etc.
✓ Video series: Partners discussing market changes, planning strategies
✓ Email newsletter: tax insights, market updates, planning tips
✓ Company page redesign
✓ Partner profiles completed (with professional headshots, bios, content sharing)
✓ Engagement strategy: commenting on industry content, thought leadership posts
(Months 3–7)
✓ Published 52 thought leadership posts (weekly)
✓ Posts receiving 50–200 likes, 10–30 comments (high engagement)
✓ Topics: tax law changes, planning strategies, wealth management, market updates
✓ Result: Followers grew from 450 → 2,100 (+366%)
✓ Hosted 3 webinars: “Tax Planning for Entrepreneurs”, “Retirement Strategies”, “Succession Planning”
✓ Attendance: 85, 120, 95 (qualified prospects)
✓ Follow-up: email sequence to attendees
✓ Result: 28 webinar attendees became qualified leads
✓ Monthly newsletter to existing contacts and webinar attendees
✓ Segmented by topic preference
✓ Open rate: 35% (vs. industry avg 22%)
✓ Click-through rate: 8% (vs. industry avg 2.5%)
✓ LinkedIn Ads targeting CFOs, business owners in target demographic
✓ Campaign 1: “Free tax strategy call” (5-min consultation offer)
✓ Campaign 2: Webinar registration
✓ Campaign 3: Newsletter subscription
✓ Result: 120 qualified leads from paid LinkedIn ads ($2.8 per lead)
(Months 5–8)
✓ Created leave-behind materials for prospects
✓ Developed email sequence for salespeople to follow up with prospects
✓ Trained partners on consultative selling approach
✓ Implemented CRM to track leads and follow-ups
✓ Placed partners as speakers at 2 industry events (120 attendees each)
✓ Published guest article in industry publication (reached 50K readers)
✓ Secured local media mention (accounting trends article)
| Metric | Baseline | Month 8 | Change |
|---|---|---|---|
| Monthly Qualified Inquiries | 2–3 | 8–12 | +300–400% |
| LinkedIn Followers | 450 | 2,100 | +366% |
| LinkedIn Post Engagement | 1–2% | 4–6% | +300% |
| Active Pipeline | 2–3 prospects | 12–15 prospects | +400% |
| Metric | Baseline | Month 8 | Impact |
|---|---|---|---|
| Meetings Held | 4/month | 14/month | +250% |
| Qualified Leads | 2–3/month | 8–12/month | +300% |
| Closed Clients (8-month period) | 0 | 4 | 4 new accounts |
| New Annual Revenue | - | $32K (from marketing-sourced leads) | Annualized: $48K+ |
| Metric | Baseline | Month 8 |
|---|---|---|
| Search visibility ([firm name]) | Page 3 of Google | Page 1 (position 2) |
| Industry mentions | 0 | 3 (articles, events) |
| Speaking opportunities | 0 | 2 booked |
| Email list size | 600 | 1,840 |
| Blog traffic | 0 | 800/month |
