Transport and logistics
The company already serves over 50 sole proprietors in this sector and has experience working with Gruzovichkof.
Open landing page ↗FCI Group · B2B services
Work in progressFCI Group. Brand presentation and marketing for an accounting company
Developing and launching a marketing system for an accounting company with a team of specialists who have Big Four experience.
2026 — present
My role: marketer, responsible for brand presentation and marketing end to end.
FCI Group’s clients include
01 / Starting point
Strong expertise, but no systematic client acquisition
The company had experience, well-known clients and an owner with international business experience. Yet a marketing system for attracting new clients needed to be built almost from scratch.
The website needed technical work. There were no dedicated offers for target sectors or systematic content production.
01
02 / What changed · Strategy
Sector-specific offers instead of accounting for everyone
Started by analysing the market, competitors and approaches to marketing accounting services in 2025–2026.
The conclusion: rather than promote general accounting to all business owners, start with sectors where the company already has expertise.
Based the strategy on Jobs to Be Done, popularised by Harvard Business School professor Clayton Christensen: approach clients through the specific job they need done.
Selected two initial sectors
Open landing page ↗Restaurants and cafés
Existing clients and a clear understanding of the sector’s specific needs.
Open landing page ↗Developed a dedicated landing page for each sector, built around problems that its audience recognises.
02
Infrastructure and brand presentation
Rebuilt the digital infrastructure and brand presentation
Moved the website from free overseas hosting to Russian hosting, taking personal data storage and processing requirements into account.
Developed a unified visual concept based on the existing brand. Paper and documents became the central visual motif: recognisable elements of accounting work.
Also prepared the company’s Yandex Business listing, a corporate motion video and an expanded website structure.
Russian hosting
Migration and technical website improvements
Paper and documents
A unified concept based on the existing brand
Website · Yandex Business · Motion
Presenting expertise across different channels
03
Content and advertising channels
Launched a content system and prepared advertising channels
Created and designed a VK community and connected my own Content Factory system.
Content Factory
Regular content without a dedicated SMM specialist
The system automatically creates and publishes three posts every day, enabling regular content production without hiring a dedicated SMM specialist.
3Posts every day
Also created a website blog, prepared sector articles and a Dzen channel. I am testing a separate Content Factory module for articles to develop search traffic and attract potential clients through expert publications.
Set up Yandex Direct advertising. Following technical problems with its operation, shifted attention to preparing VK campaigns.
FCI Group blog ↗03 / Outcomes
Marketing infrastructure is in place. Client acquisition is in progress.
- 2
- Sector landing pagesFor transport and hospitality
- 6
- Published articlesThe new blog’s initial articles
- 3
- Posts every dayAutomated VK community content
Without a dedicated SMM specialist
Regular content is produced by my own automation system. Advertising channels are prepared, digital infrastructure has been updated and the company’s presence on Yandex Business has been established.
This case study is updated as results become available.
Recommendation from the company owner
Feedback on the work
“Robert, thank you so much for your work. It turned out great. I am very happy.”
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Let’s discuss the next step
A project, a role or a new business challenge
Registered as an individual entrepreneur. Open to employment, project work and long-term partnerships.