DSG is one of the North West’s leading, independent accountancy and advisory firms who work primarily with small, medium and larger businesses and private clients, who serve the not-for-profit sector and professional practices.
Headquartered in Liverpool, DSG have almost 100 staff working across two offices in Liverpool City Centre and North Wales. DSG’s focus is neither national nor international, which presented new challenges for Verb’s team, more used to larger scope organisations.
Rebrand first, was the message we got from DSG. The company, by its own admission, had not spent much thought on branding and the website they were using was outdated and blocky, a fairly typical example of ‘home-build’ construction, to this end, Verb was asked to design and create a bespoke website that would highlight DSG’s services, generate leads as well as increase conversion rates for existing clients and promote the notion of the company as the market leader in the North West of England and North Wales.
On the marketing side, Verb was asked to take control of the organisation’s LinkedIn management and proposed both SEO and PPC strategies as well as a targeted e-mail marketing campaign.
The rebrand itself, consisted of a range of drafts created in agreement with the client and Verb’s design team, which refined colour schemes and logos and created new corporate materials, business cards and brochures for the partners, sales and administration teams.
As a guide, Verb offers between 8-10 concept designs with unlimited revisions.
We then produced a Brand Guidelines document, presenting real world examples and visual concepts of all the artwork, font sizes and designs necessary to begin the next phase of Verb Marketing and DSG’s strategy.
One of the main strategies for increasing leads and conversion rates, was to trade resources for data. This was achieved by creating a News and Guides section on the website where prospective clients would be encouraged to leave an e-mail address in exchange for a helpful guide on tax management or ISAs etc.
Verb also focussed on crafting localised landing pages, with terms such as ‘Liverpool tax planning consultants’, with the specific aim of driving traffic on local search terms to specific landing pages.
On the marketing side, Verb utilised SEO strategies to optimise the website for the highest Google rankings in tandem with a PPC campaign that brought immediate revenue increases.
The e-mail marketing approach Verb undertook
We also took control of the management of DSG’s LinkedIn account, strategizing posts around, thought leadership content with the specific aim of boosting networks and connections. This was a PR exercise not for lead generation but as a marketing tool to garner relevant audience profiles to target existing customers rather than direct message potential clients.
As DSG is a new client we are monitoring but still awaiting, results on this campaign
July 10, 2018