James Moore

James Moore & Co., a $49 million accounting and advisory firm with offices throughout Florida, takes a far more sophisticated approach to digital growth than many firms of a similar size––and it’s one that’s paying dividends.

The firm’s Chief Growth Officer (and AAM’s 2024 Marketer of the Year) Stacy Dreher, leads a team of talented professionals boasting specialized knowledge in everything from HubSpot to content marketing to business development.

So when James Moore approached Winding River Consulting to help them accelerate digital growth in late 2023, we were delighted to partner with them. In James Moore, we found a firm with a robust digital foundation. Digital had already proved to be a strong growth driver. Professionals from across the firm were aligned on the importance of investing in digital growth, and the firm’s marketing team brought a range of sophisticated capabilities. But more could be done to increase the demand of growth beyond the traditional model of relationships.

For the team at Winding River Consulting, the challenge was to take James Moore’s digital growth to the next level, launching niche digital strategies for several of the firm’s largest practices and enhancing its firmwide site presence. The goal was to increase the number of qualified leads in line with the firm’s growth objectives. For James Moore, that meant growing strategically to work with larger, more sophisticated clients with more complex needs.

Keep reading to discover how we delivered results including:

The Challenge: Building Out Tailored Niche Strategies

Like many firms, James Moore is organized into several distinct practice groups, each of which serves industries the firm has deep expertise in.

Each practice had varying levels of existing marketing assets. Some were relatively nascent, with little more than a few blog articles, whereas others had already previously established a significant digital presence. We began our partnership by conducting a thorough audit of the firm’s website and an assessment of existing content to determine areas of opportunity.

Our challenge was to deliver improvement across several key areas:

• Strengthen each practice’s digital presence
• Grow visibility for the practices and their leaders among their target audiences
• Generate inbound leads
• Drive new revenue directly attributable to digital

Winding River Consulting began the engagement in the Fall of 2023 by first supporting James Moore’s Construction practice, before later expanding to support the firm’s Real Estate, Nonprofit, Healthcare, HR, and Manufacturing groups.

Our Approach: Laying the Foundations for Sustainable Growth

Our process begins with getting to understand each of the practices within the firm. Over a series of kickoff meetings, we worked closely with the partners leading each practice, as well as James Moore’s marketing team, to help determine exactly who each practice’s target client is and how they can most effectively reach them.

We start broad, seeking to understand each practice’s business and goals. As the process continues, we drill deeper, conducting exercises such as audience segmentations, customer journey mapping, and content audits. Armed with these insights, we build comprehensive digital growth strategies for each practice group, outlining our recommendations across a variety of marketing channels.

At Winding River Consulting, we’re firm proponents of investing in content-led growth strategies that deliver sustainable results for our clients. Our goal is to establish scalable frameworks that help firms drive predictable lead flow across their practices while equipping practice leaders with the resources they need to be seen as experts in their space.

To achieve these goals, we implemented several strategies, including:

• Website & Conversion Rate Optimization: our team partnered with James Moore to redesign existing assets and create new web pages to streamline and improve customer journeys on the firm’s website.
• Personal Branding for Practice Leaders: we conducted LinkedIn profile audits with practice leaders and educated the firm on the importance of LinkedIn for business development.
• Multi-stage content strategy, inclusive of:
  • Discoverability Content: SEO-driven topic clusters, thought leadership articles, and long-form premium guides and resources to drive new prospects to James Moore’s platforms.
  • Nurture Content: educational, value-driven content that educates prospective clients and affords James Moore’s experts the platform to demonstrate their expertise.
  • Sales Enablement Content: case studies, FAQs, and other types of content to streamline the sales cycle and make for more efficient sales processes.
• Email Marketing: from email nurture sequences to monthly newsletters and support for post-event follow-up campaigns, Winding River Consulting partnered with James Moore to grow, nurture, and monetize their email database.
• Video & Virtual Events: Winding River Consulting partnered with James Moore to build a new digital framework around webinars for their construction practice, helping the firm reach and convert new leads in this niche.

Each element of the strategy for each niche was carefully designed to work in tandem with others, helping the firm reach new audiences, pull more prospects into its ecosystem, and demonstrate expertise across the topics that matter most to prospective clients.

“Before partnering with Winding River Consulting, our construction practice lacked a digital strategy. After a year of working together, digital has become our 2^nd largest source of new business and has expanded our geographic reach. Their focused approach connects us with the right prospects and proves the impact of a well-executed digital strategy.”

–Jeremy Wright, CPA, Partner & Construction Practice Leader