Helen Cox Marketing Consultant Kent and London

Demystifying Client Personas: A Step-by-Step Approach for Accountancy Firms

One thing that accountancy firms need to ensure that they do is to have a good sound understanding of the clients that choose them. When you take the time to understand these clients you are going to give yourself the best chance possible of being successful in your goals. It might seem like a bit of a mystery to you, but, the good news is that there are plenty of ways that you can make sure that you take a step-by-step approach to demystifying your client persona.   

What is a client persona?  

The best place to start is by looking at what is meant by a client profile, or persona. A client persona is what you think you want your ideal accountancy firm client to look like. Of course, it cannot outline every single aspect of your clients, and there are likely to be some differences, but what it can do is give you some focal points that you are going to want to look out for and to try and appeal to the most.   

The main things that you need to think about and focus on in a client persona are:  

  • What pain points they may have  
  • What their needs are  
  • What values do they hold  
  • What you can do to help them   

Given that you should be an expert in your own chosen industry, it should be relatively easy for you to be able to not only identify these key factors but also then use this information for your benefit in the future.  

What are the benefits of creating a client persona?

Speaking of benefits, what are the main ones that come with taking the time out to create a client persona?  

The first thing is that you are going to make it much easier to personalise the content and messages that you are delivering to your clients. You are going to be able to use the information that you have learned or the focus that you have to be able to deliver a service that is going to best appeal to those clients who are going to be most valuable to you and your firm.   

Second, you are going to gain a much better understanding of your clients. Sure, you can never be sure that you are going to understand every single one and their needs, but if you have information about as many of them as possible, as well as those that you want to try and secure, then you are giving yourself the best chance of being successful in trying to appeal to them.   

You are also going to find that it is much easier to build lasting relationships and links with these key clients

Simply by taking the time to learn as much as you can about them.You will grasp their preferred communication methods and adjust your processes to meet their needs.

Another benefit to creating a client persona is that it helps to retain those key clients and keep them working with you. Not only will this help you, because they are loyal to you and what you can offer them as an accountant, but they also can help you with your search for new clients too. When you have to ensure that a client has the best possible service (often by simply getting to know them and their needs) then there is a greater chance that they are going to let others know just how great you are.   

You can also use these client personas to make relevant tweaks to what you offer to your clients and how you are as a firm. You cannot bend for every single client out there, but if you notice that many of them have the same pain points or certain aspects of your process might be falling through, then the time will have come to use the personas that you have to pinpoint what changes need to be made.   

How do I create a client persona?  

One final question that you might have around client personas, is how do I create one? The answer to this is to follow the steps that I outline.   

Step 1 – Have all the info  

The first thing that you should do is to gather as much data as you can from the clients who have already chosen your accountancy and are using your services. These clients may not always be ideal, but there is a good chance that they are going to have at least some of the attributes that you are searching for in your ideal client personas for the future.   

Step 2 – Describe your ideal client   

Next, you need to think about what your ideal client is going to look like and what their main pain points are going to be. Pain points can help you to think of (and present to them) the ways that you can help your clients and how you can make sure that you impress them.   

Step 3 – Know the journey of your client persona  

Understanding the journey of your client persona is essential for effectively marketing your service. It involves delving into their experiences, preferences, challenges, and aspirations at every stage of interaction with your brand. By understanding their journey, from initial awareness to post-purchase engagement, you can tailor your strategies to meet their specific needs and enhance their overall experience.

Step 4 – Bring it all to life  

Once you have all the key information that you need, the time has come to bring it to life. You need to think about your clients on a much deeper level, even though they, in theory, do not exist. Consider their location, what income level they have and what occupation they may also have.  

You may find it beneficial if you give them a name, as this will bring them as a person to life and allow you to think about them on a much more human level.   

It may take time to create a client persona, but I can promise you that it is going to be worthwhile doing

You will have a better idea of who you are trying to bring into your accountancy firm and in turn, the ways that you can best appeal to them.   

Having this information will enable you to be laser-focused on providing a great service and keeping those clients loyal for as long as you can.    

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Need help?

If you would like help with your marketing then bringing on a marketing consultant with a fresh pair of eyes can make all the difference. I work with B2B businesses and professional service firms in London, Kent, UK and Europe as well as specialising as a Legal Marketing Consultant. Please get in touch or book a free 30-minute consultation.