Use the things that set chartered accountants apart to help you market your practice. These include:
- Your qualification, training and experience
- The fact that you are required to keep up to date and undertake continuing professional development
- Your adherence to ICAEW's bye-laws, regulations, standards, and Code of Ethics
- Your firm's membership of the Practice Assurance scheme
- The fact that ICAEW sets and monitors standards and provides guidance on a range of subjects
- The fact that you have professional indemnity insurance and
- The fact that people can contact ICAEW if there's a dispute.
Technical Advisory Services provide copy checking services to ensure that your practice letterhead and marketing materials meet ICAEW requirements.
Marketing
For just £25 for an A4 sheet or equivalent the technical advisory team will check your marketing material to ensure that it is consistent with the requirements of the ICAEW Code of Ethics.
Checking materials before publication can avoid complaints and unnecessary expense and our normal turnaround time is five working days.
Email your material to information.centre@icaew.com
Practice letterheads
Your practice letterhead and other stationery must comply with legislation, including the Companies Act requirements as well as ICAEW’s Regulations and Guidance statement ‘The names and letterheads of practising firms’.
Avoid unnecessary expense and other problems by getting your draft stationery checked by the Regulatory Information team before you send it to your printers.
There is no charge for this service and our normal turnaround time is two working days.
Please email your material for checking to ethics@icaew.com
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.
eBooks
The ICAEW Library & Information Service provides full text access to a selection of key business and reference eBooks from leading publishers. eBooks are available to logged-in ICAEW members, ACA students and other entitled users. If you are unable to access an eBook, please see our
Help and support advice or contact
library@icaew.com.
Exclusive
Marketing your business
A chapter on marketing your accounting practice, in this book designed to help a qualified professional to start a successful business from scratch with no personal or business contacts.
Exclusive
Professional services marketing: how the best firms build premier brands, thriving lead generation engines, and cultures of business development success
Guide to marketing from a US perspective.
Exclusive
Small business cash flow: strategies for making your business a financial success
Guide to managing cash flow in a small business.
Exclusive
Routledge dictionary of business management, The
Business management for students and working professionals.
Exclusive
101 marketing strategies for accounting, law, consulting, and professional services firms
A guide to marketing, selling and persuading.
Online articles
The ICAEW Library & Information Service 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.
Exclusive
Changing with the times
A look at the growth strategies of the Top 100 US accounting firms for the coming year. These firms are adjusting their plans to adapt to changing circumstances, both internally and externally. They are exploring new ownership and management models, such as selling stakes to private equity firms or adopting employee stock ownership plans. Additionally, they are prioritizing advisory services, mergers and acquisitions, and finding ideal clients. Technology and innovation, particularly AI, are central to their growth strategies.
Exclusive
Mastering cross-selling: How to expand services to existing clients
Accounting firms have untapped potential in their existing client base that can help them reach their growth KPIs, says John Graziano. The article provides steps to start your journey to mastering cross-selling to clients.
Exclusive
Niche practice: The basics of finding and building specialties
How niche services can help accountants make their firm more profitable. The article looks at the opportunities available, the benefits of niche practices and how to develop your niche and promote it.
Exclusive
Tips for building a firm to the right size for you: Lessons learned from a practice seeking to grow better but not always bigger
Keila Hill-Trawick, Certified Public Accountant, shares lessons learned in building their boutique firm, Little Fish Accounting. Key success factors highlighted include tracking, evaluating, and changing services based on metrics, developing a strategic staffing strategy, and seeking advice from peers to avoid mistakes and gain guidance.
Exclusive
A team and a plan to elevate the client experience
Advice on creating an accounting team with well-defined roles: client relationship manager, the marketing specialist, the sales executive and technical and support roles. The article concludes with a five-step action plan for accounting firms to elevate their client experience.
Exclusive
The art of mindful selling: Becoming a cherished advisor
It's time to shift your focus from the transactional to the relational, says Amy Vetter. The article introduces the philosophy of mindful selling in accounting - using a strategy of active listening and meaningful questioning to elevate you from accountant to 'Cherished Advisor'.
Exclusive
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.
Exclusive
Few accounting firms use social media
A recent UK study found that not many accounting firms use social media, which makes them far less visible to potential clients. The Verbatum poll found that around 75% of firms do not use social media to promote themselves. The survey further found that 75% of firms' websites failed to meet basic accessibility requirements and that firms tend to ignore the time it takes for their website to load on mobile devices.
Articles and books in the ICAEW Library collection
The collection of the ICAEW
Library & Information Service includes a collection of articles, books and model documents that can support your work. Use the links below to see what we have available to request in our Library catalogue (Libcat).
To find out how you can borrow books from the Library please see our guide to borrowing books.
You can obtain copies of articles or extracts of books and reports through our document supply service.
