Series: Niche Marketing with Gary DeHart
Topic: Who Do You Really Want As A Client? (How to Build an Ideal Client Profile That Makes Your Marketing Easier)
1 CPE Credit Available
Field of Study - Communication and Marketing
Not every client is the right client for your accounting firm. Yet many firms market themselves to virtually anyone who might need bookkeeping, accounting, or tax services. The result can be unfocused marketing, generic messaging, and a client base that doesn’t necessarily support the type of firm you want to build.
In this interactive session, we’ll explore how to identify the clients you want more of and use that knowledge to make better marketing decisions. Attendees will learn how to evaluate their existing client base, recognize the characteristics of their best-fit clients, and distinguish between an Ideal Client Profile (ICP) and a buyer persona.
Through practical examples, polls, and exercises, participants will begin developing their own ICP and persona and learn how to apply them to their website, content, referrals, email, social media, and other marketing activities.
Attendees will leave with a practical framework they can continue using to sharpen their marketing and attract more of the clients they actually want.
Learning Objectives
By the end of this session, participants will be able to:
- Identify the characteristics, needs, problems, and behaviors that distinguish a firm's best-fit clients from its broader potential market.
- Develop an Ideal Client Profile and buyer persona using a structured framework based on client attributes, needs, buying triggers, fit, value, and potential red flags.
- Apply an Ideal Client Profile and buyer persona to improve marketing decisions, including messaging, website content, referral strategies, content development, email, and social media.
Cost: Free
CPE Credits: 1
Subject Area: Communication and Marketing
Course Level: Basic
Instructional Method: Group Internet Based
Prerequisites: None
Advanced Preparation: None
Who Should Attend: CPA, Bookkeeper, Accountant, Enrolled Agents, Tax Preparer