Social Media Marketing
Unicorn Accountants is a London-based firm of Chartered Certified Accountants, but not the kind you are picturing. No wood-panelled offices, no jargon, no slow email chains. They are digital-first, Xero-native, and built specifically for modern businesses: e-commerce sellers (Amazon, Shopify, Etsy, eBay), SaaS startups, and tech-driven SMEs who want cloud accounting rather than long paperwork.
Their services span accounting, bookkeeping, payroll, tax planning, VAT, R&D tax credits, and outsourced Finance Director support. Their clients range from solo founders incorporating for the first time to scaling e-commerce brands with complex inventory accounting needs.
One thing they didn’t have when they came to us: any social media presence at all.
Unicorn Accountants had real expertise and a clearly defined niche. But online, they were invisible. No Facebook, no Instagram, no LinkedIn. Nothing for a prospect to find, evaluate, or trust, apart from a website.
For a firm whose ideal clients live on these platforms (founders, e-commerce operators, startup teams), that was a significant gap. The challenge was to build their social presence from scratch and make it do actual business work.
When you are building social media for a niche professional services firm, the easy path would have been broad, safe content like generic tax tips, compliance reminders, and “here’s why you need an accountant” posts. Content that offends nobody and convinces nobody.
We went the other way: narrow and deep.
The reasoning: Unicorn Accountants wasn’t trying to be the biggest accounting firm in London. They were trying to be the most trusted one for a specific type of client. That kind of trust doesn’t come from broad reach. It comes from depth. So the content had to reflect that. It had to be specific enough that an Amazon seller or a SaaS founder reads it and thinks “These people get my world,” even if it means everyone else scrolls past.
That meant making a deliberate trade-off: reach for relevance. Smaller potential audience, much higher quality of attention from the people who matter.
The Foundation: Platform Setup
We built Facebook, Instagram, and LinkedIn from the ground up, with full profile optimisation before any content went live.
This matters more than most people acknowledge. A prospect who finds you through a post will often visit your profile before they do anything else. If that profile is incomplete, inconsistent, or unclear about what you do and who you serve, you have lost them regardless of how good the content was. That’s why we treated profile setup as conversion infrastructure.
Educational Content: Giving Away the Good Stuff
The content strategy was built around a principle that makes some professional services firms nervous: give away genuinely useful advice for free.
The content included actual, actionable information like how to structure your finances as an e-commerce seller, how to manage inventory accounting without it turning into a nightmare, how to separate business and personal finances in a way that actually holds up, what accrual accounting means for online retail and why cash accounting will eventually cause you problems.
The logic here is counterintuitive but well-established: the more expertise you demonstrate for free, the more a prospect trusts that the paid engagement will be worth it. Founders who are evaluating an accounting firm aren’t looking for someone who guards their knowledge. They are looking for someone who clearly has it. Educational content is the most efficient proof of competence available.
Service Content: Clear, Direct, No Jargon
Alongside the educational content, we built a consistent stream of service-focused posts. Not promotional in the traditional sense, but clear. What Unicorn Accountants actually does. Who they do it for. What the engagement looks like. What problems it solves.
The goal was that a prospect who landed on the page for the first time should be able to understand, within a few minutes of browsing, whether this firm was right for them.
Clarity of offering is itself a form of marketing. Most professional services firms undersell themselves by being vague about what they do, presumably in an attempt to seem flexible. It has the opposite effect. Clear positioning attracts the right clients and saves everyone from a frustrating discovery call.
Social Proof: Let the Clients Do the Talking
Reviews and client testimonials were posted regularly and consistently. In a category where trust is everything and switching costs are high, social proof is not a nice-to-have. It’s load-bearing.
Engagement Content: Humour, Polls, and the Art of Being Human
Humour-based content was used carefully in the content mix, only when it landed authentically and was rooted in real experiences that founders and SME operators actually recognise. Instagram Stories with polls and quick-hit advice kept the audience interactive without turning the page into a game show.
The philosophy: professional doesn’t mean sterile. The best accounting firms are run by humans who understand that their clients are stressed, and that occasionally acknowledging that with warmth and a bit of wit is better for the relationship than projecting constant seriousness.
Paid Amplification: Boosting What Was Already Working
Organic content was the foundation. Boosting was used selectively. Not to compensate for weak content, but to amplify what was already resonating. The decision about what to boost was data-informed: posts that had already demonstrated organic traction got fuel added. Posts that hadn’t proven themselves organically didn’t get budgets thrown at them to inflate vanity metrics.
This is a simple discipline that a surprising number of brands get backwards.
Starting from zero, here’s where they landed after 24 months (January 2023 – December 2024):
For a consumer brand, the follower numbers might look modest. For a B2B professional services firm targeting a specific niche in a competitive London market, they tell a different story.
Every follower on Unicorn’s page is almost certainly a founder or business owner – someone actively evaluating their accounting options, not a casual scroller. The social channels are now a warm pipeline: prospects who have already been exposed to the firm’s expertise and point of view before they make contact. Those conversations start differently.
More importantly, it’s a compounding asset. Every piece of content, follower, and review continues to work even when no one at the firm is actively tending to it.
Most professional services firms know they need a stronger social media presence. Most also have a plan that never gets executed because running the firm always takes priority. If you have genuine expertise and a defined niche but your online presence doesn’t reflect it, that’s exactly the gap we close at Justwords.
We will take an honest look at where you are and tell you exactly what it would take to build something that works.
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