A transformative social media campaign for Prime Accountants
Huge growth in all key metrics
LinkedIn established as best-performing platform
Successful trial of live streaming for spring budget
Prime Accountants Group is an independent firm of chartered accountants, forensic accountants, business and financial advisors based in offices in Solihull, Coventry and Birmingham.
Prime wanted to overhaul its social media platforms and give them more focus as part of a wider marketing campaign involving ongoing PR and the development of its new website.
At the start of the project, the platforms were under-utilised, with only sporadic posting and a lack of consistency. LinkedIn, the most important platform to Prime, had the weakest performance of all its social media channels.
OUR APPROACH
R&Co developed an in-depth social media strategy for Prime, covering several key aims:
- To publish content, build relationships and have meaningful engagement with prospective clients and employees
- To nurture existing clients
- To nurture existing employees and raise their profiles
Our social media marketing experts carried out extensive competitor analysis, created a series of content pillars and set goals for each platform.
This was supplemented with our design expertise to create a suite of brand assets to use on the platforms.
Once this process was approved by the client, we set to work creating monthly content calendars to put the planning into action.
TRIED AND TESTED TACTICS
We created a wide variety of post types across the campaign to ensure performance remained high.
This included carousels, mini-campaign videos with themes including #TaxTipTuesdays and polls. We also trialled a live streamed Spring Budget 2024 webinar using the LinkedIn Live platform, to broadcast real-time reaction from West Midlands business experts.
From March 2023 to the end of the campaign in July 2024, we delivered substantial growth across all channels and all metrics.
Overall engagements increased by 908.8 per cent, link clicks increased by 1,698 per cent and impressions increased by 301.7 per cent.
The pre-campaign aim of turning LinkedIn from the poorest-performing platform to the best-performing was a resounding success.
The LinkedIn page routinely ranks #3 and #4 in real-time metrics versus Prime’s main competition, whereas pre-campaign it was routinely at the lower end of the top 10.