DuckMedia. Insights




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A big part of the mindset for Accountants, Lawyers and the like in adopting new digital technologies for marketing is the realisation that there is a difference between a firm and a business… Scarily, many partners just don’t see their firm as a regular business.

Referrals come, the business grows – why would we market ourselves?

Because digital technology has changed everything – including the ongoing viability of your business if you are slow to adopt the technologies of the future. Along with Value Added services and a strong point of difference, firms will need to find a niche within digital and online platforms and social media. The advantage: an extended audience beyond traditional geographical boundaries. The challenge: understanding the technology and commercialising your niche.

A firm consists of partners and those on the tools. A business consists of that team working to promote and build the business utilising marketing and sales insights, and adopting digital technologies. Professional services firms are now competing for a space online. The rules have changed and your mindset needs to orientate towards your business,
not your firm.

DuckMedia_Digital Approach


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Welcome to the ‘Digital’ era… New Technology moving at the speed of light.

Your business, your firm will never be the same again!!

Continuing to commercialise your business, continuing to attract clients, continuing to increase revenues will continue to shift to a new playing field. Digital commerce will be a challenging minefield with potential pitfalls, but it also represents an enormous opportunity to increase your exposure to expanding geographical markets, and new revenue streams. A new form of interaction begins to exist:

  • Virtual Business Groups – Networking across the web.
  • Online Referral Strategy – Seeking ‘Likes’, ‘Recommendations’ and ‘Suggestions’.
  • Digital Communication – Sending your firm’s message to cyberspace.
  • Digital Testimonial – A representation of your firm’s effectiveness, reviews and video representations online.
  • Website Commercialisation – Selling you product online – an ongoing, descriptive and automated salesperson.

Some elements of the digital process are negotiable – for now. Some are not. The process of converting to a digital presence will continue to become more and more important and the early adopters have the advantage of gaining ground, understanding the platform and getting a head start. What are you doing to understand your place in the new digital marketplace? How are you going to ensure you stand out, that your prospects understand the value of your offering and that you continue to grow?



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The term ‘digital footprint’ is becoming more prominent as the digital world evolves. Especially as we search for our place in the online environment and start to work out what it’s all about, your footprint is becoming more important than ever. In personal terms a digital footprint generally refers to your interactions online including shopping, websites, social commentary, images and affiliations. Essentially those components form part of your digital profile, your presence when interacting in the digital world. It’s something that is re-searchable, it’s something that leaves a permanent trail like an online DNA.

So how does a digital footprint become relevant to your professional services firm? The days of your business operating only geographically are gone. We’ve seen it in the Accounting industry with cloud based solutions and the need to offer value added services, and target the online consumer. Traditionally large and successful firms now need to compete for digital territory – it’s where a trickle of their clients are heading, and where the majority will end up. As a professional services firm for example, how can you build and shape your digital footprint so that it reflects appropriately on your business and continues to do so into the future to help you capture online opportunities. Where do you start?

At DuckMedia, we tend to look at how you can build your digital footprint in relation to your ongoing brand. We recommend planning and research to explore the options suitable for your firm, likely to reflect the culture and purpose of your offering. You want to create a footprint that enhances your future interactions online. The content, the methods the affiliations you choose should all form part of the bigger picture of what you would like your footprint to look like. We have created a short checklist as a reference point to ensure you have the right focus throughout the process.

1. Always ensure you digital (online) presence reflects your brand in each interaction – both physically (using the right logo, images, fonts, scripts and copy), and also in line with the company culture (approved commentary, official descriptions, content that enhances your position).

2. Have a planning session and regular tracking to ensure your digital message is consistent. Explore the options for communicating your message and formulate a plan for how that will be done. Monitor consistency of the content and release of content to become a resource to the online community.

3. Create a central point for development and control of your message. It doesn’t need to be a digital expert, it needs to be someone who understands the firm’s objectives and can work with a digital expert to build the online brand.

4. Staff output monitoring is now essential. Monitoring your staff’s output has become vital in protecting your brand. Their communications both professionally and personally with social media and the like can certainly have a big impact in the long term. A policy relating to staff reference of your firm or business pre-empts negative content being posted and the erosion of your digital footprint goals.

5. Search your own offering regularly. By reviewing and searching your business online, your brand and your products, you will understand where your footprint places you, how you rank and how the online world sees you. Search your business name, search your leaders, search your products – it’s often surprising and is your prospects reality.

Talk to DuckMedia to formalize your digital footprint,

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