fumopay are a fintech, open banking payments platform, who provide a method for businesses to collect payments online. As a Xero connected app. and focusing on providing payment solutions for SMEs, one of fumopay’s main focus areas is their Partner Programme for accountants and bookkeepers. We worked with fumopay to deliver a go-to-market strategy for the launch of their Partner Programme, including initial research, production of related assets and collateral, leading to the delivery of their marketing campaign.

Overview:

Following undertaking initial discovery workshops with the fumopay team, we defined their key messaging for launching their partnership programme into the accountancy and bookkeeping sector. Once key messaging was tested within a focus group environment, we suggested a core collection of marketing assets and pieces of collateral required to fully explain their proposition and launch their new partner programme. We worked with the fumopay team and their existing agency to ensure brand consistency across all elements of their business.

Following the production of the initial core assets and collateral, we have led the marketing activity relating to the partner programme.

How we work:

MKT:MIX took the time to truly understand our business and product offering, by facilitating workshops with our team, and delving into the detail to understand our objectives.

The discovery workshops resulted in MKT:MIX defining key messaging for the campaign, which they tested within a focus group of target clients. Following feedback, they produced a key findings document, which has been instrumental not only for the marketing delivery of the campaign, but also across our business.

MKT:MIX led the production of assets and content required to launch into the accounting sector, working alongside our existing marketing agency to ensure alignment across existing material, time efficiency and overall brand.

We’re extremely pleased with the end result; the campaign hits the exact messaging that resonates with our target audience. We’re now planning a further scope of work with MKT:MIX to amplify this campaign.

What fumopay say: 

fumopay 

Ad Valorem Group are an award winning, family-owned accountancy practice based in Milton Keynes with a team of 70. We operate as an outsourced marketing team for Ad Valorem Group, covering campaign planning, management, and delivery, specifically including marketing strategy, content production and creative design services.

Overview: 

We pride ourselves on becoming an extension of our client’s team, becoming a vital part of their strategic marketing efforts. By working closely with Ad Valorem’s senior management, department heads, and marketing co-ordinator, we actively participate in defining strategies, guiding campaign directions, and supporting execution. This collaborative partnership manifests in our structured communication and workflow: we hold monthly meetings to review strategies and plan for the forthcoming months' outputs, supplemented by weekly check-ins to monitor current activities.

Utilising monday.com, we ensure that all deliverables are efficiently planned, reviewed, and approved. This platform allows us to easily track progress, provide feedback, or give the green light for publication. Additionally, our design work blends the use of Canva to maintain brand consistency for all internally produced designs, along with custom design elements created by MKT : MIX, such as animated logos, exhibition graphics, and leaflets, ensuring high-quality and bespoke marketing materials that align perfectly with Ad Valorem’s brand identity and goals.

As a strategy-led marketing agency, everything we do is continuously reviewed against Ad Valorem Group’s objectives, ensuring all efforts contribute directly to their overarching goals.

Our monthly strategy meetings, led by MKT:MIX, provide insight into how activity over the previous month has performed, where recommendations are made based on the monitored data, to help achieve our objectives.

We can easily view upcoming activity within Monday.com, where deliverables are segmented by the channels we work with, including social media, print, website, and email campaigns.

WHP also have a very simple review and approval process, where we are notified when items are ready for review via email, so we can log-in and approve or comment on the item depending on if we have any feedback or if we’re happy for the item to be signed-off and published.

What Ad Valorem Group say: 

Ad Valorem 

Strategy-led marketing agency based in Milton Keynes.

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Join Our Free Webinar on Creating Effective Personas for Your Accountancy Practice

Explore how developing detailed customer personas can significantly improve your accountancy practice marketing. In this webinar, you'll learn how to build personas that boost client engagement, refine your services, and focus your marketing efforts more effectively.

Why Attend?


Understand what a persona is and why it is critical in understanding your clients' needs and behaviours.


Dive into methods for gathering essential data through surveys, interviews, and more.
Learn how to analyse this data to form a vivid, actionable client persona.


See real-world examples of how personas can influence marketing and customer service.
Gain tips on using personas to improve client interactions and service personalisation.

What You Will Learn:

 Online (Link provided upon registration)

Webinar Details:

This webinar is perfect for accountants, marketing managers, and business owners in the accounting sector looking to deepen client relationships and tailor their services more effectively.

Who Should Attend?

Engage in live Q&A and participate in interactive polls to get first hand guidance on applying persona creation techniques in your practice.

Interactive Session:

Spaces are limited—secure your spot today and start transforming your approach to marketing in your practice.

Register Now for Free!

Register now and get exclusive access to our Persona Creation Toolkit, complete with templates and guides to get you started immediately after the webinar.

Enhance your accountancy practice by learning to create detailed, effective personas. This webinar will show you how this strategic tool can improve client understanding and service quality. 

Register now to begin developing more personalised client interactions!

Downloadable Resources:

Creating effective personas for your accountancy practice - webinar 

To niche or not to niche? It’s a question on many practices’ minds.
Whether adopting a single niche for your practice or having a niche as just one of your focuses, the act of thinking about your ideal client is extremely valuable when it comes to your practice’s marketing plans.

This session includes how to build a marketing strategy for your niche, tips on where to start, examples of developing a niche, and ideas for creative content and marketing activity. You’ll come away with a clear understanding of how to develop a marketing strategy for your niche practice.

Navigating the niche 

Join George Bruce at Accountex London 2024 for "Navigating the Niche", Branding Theatre 3pm, Thursday 16 May. 

Navigating the niche - at Accountex London 2024

A consumer persona is a fictional representation of your ideal customer, based on research and data about your current and potential clients.

What is a persona?

A consumer persona is more than just a profile but is a comprehensive representation of your ideal customer, built on a foundation of detailed research and data analysis concerning your current and potential clients. For accountancy practices, crafting accurate personas is vital for delivering services and marketing strategies that resonate deeply with your target demographic.

Introduction: The Power of Personas

Personas serve as a pivotal tool in marketing and customer experience planning. They offer insightful glimpses into customer preferences and expected behaviours, allowing firms to tailor their marketing strategies, design customer journeys, optimise service experiences, and innovate product features to meet and exceed customer expectations.

Why Personas Matter

Creating an effective persona begins with a thorough analysis of your target audience, involving:

 Information like age, gender, income, and education level helps in understanding who your clients are from a statistical perspective.

 This dives into personality traits, values, interests, and lifestyles, offering a deeper understanding of what motivates your clients' decisions and preferences.

 Analysing purchase histories, communication preferences, and other influential factors sheds light on how clients interact with your services and what drives their decision-making processes.

1. Defining Your Target Audience

The second step in creating a consumer persona involves conducting comprehensive market research. This can be accomplished through various methods such as surveys, interviews, focus groups, and observations. Let’s explore each method in more detail:

 Often used due to their efficiency and cost-effectiveness, surveys involve asking your target audience a series of questions, which can be open-ended or closed-ended. Conducted primarily online, these surveys allow for the quick collection and analysis of data, facilitating immediate interpretation of responses.

 Recognised as one of the most insightful market research techniques, interviews involve one-to-one conversations with members of your target audience. Advancements in technology have expanded interview methods to include video conferencing, removing the necessity for face-to-face meetings and broadening the scope of potential responses.

 Although this method can provide valuable insights, it is often considered the least reliable form of market research and challenging to execute to high standards. Focus groups gather a select group of individuals fitting your target demographic and are led by a trained moderator to discuss specific topics, providing deeper insight into collective perspectives.

 This method involves watching how the target audience interacts with your product or service in a natural setting, providing a 'fly on the wall' perspective. It is less costly and can yield genuine feedback as you observe real-time consumer reactions.

Combining these diverse research methods is crucial for developing a detailed and effective buyer persona.

2.	Conducting Market Research

After collecting and analysing data, the next step is to construct a detailed and actionable persona:

 Assign a name, age, occupation, and other demographic details to make the persona relatable and vivid.

 Develop a narrative that includes their goals, challenges, needs, and pain points, which helps in understanding the driving forces behind their behaviours.

 Transform the raw data into engaging and insightful stories that represent typical or ideal customers, helping your team empathise and understand them better.

Meticulous research plays a pivotal role in this process. Gathering and analysing data from various sources—such as surveys, interviews, focus groups, and observations—provides a rich tapestry of information from which personas can be drawn. The accuracy of this data directly influences the effectiveness of the personas you create.

3.	Crafting the Persona

 Identifying and thoroughly understanding the needs and pain points of your clients is crucial. This involves delving deep into what clients value most and the challenges they face when interacting with your services or similar services in the market. By addressing these issues directly, your firm can align its offerings more closely with client expectations, enhancing satisfaction and retention.

 Construct scenarios that outline the optimal client experience based on identified needs and pain points. This involves imagining the best possible interaction your client could have with your service from start to finish. For instance, if clients value speed and ease of use, an ideal experience scenario might involve streamlined processes and minimal paperwork. These scenarios help in designing service processes that aim to meet and exceed client expectations, thus enhancing overall client engagement and satisfaction.

 Bringing personas to life with realistic details helps make them relatable and actionable. This means creating personas with a name, age, job title, and even hobbies or family details that help your team visualise the persona as a real person. Additionally, including realistic goals, frustrations, and motivations helps in understanding how to communicate and engage with them effectively.

 Developing a detailed backstory for each persona enriches their profile and gives depth to their character. This backstory should include their career journey, lifestyle choices, and how they interact with similar services. Rich storytelling helps your team empathise with the persona, understanding their decisions and reactions in various scenarios.

 Structuring persona profiles in a clear, accessible format is essential for practical use. Organise information logically, perhaps starting with basic demographic details, followed by deeper psychological and behavioural insights. Include sections on their goals, challenges, and how they use your service. Make these profiles easily accessible to all team members, perhaps through a shared digital platform, ensuring that anyone involved in decision-making or customer interaction can reference and utilise these insights effectively.

 While one persona can provide valuable insights, creating a range of personas that represent different segments of your target audience allows for broader and more precise marketing strategies. Each persona should represent a distinct segment of your market, reflecting diverse needs, backgrounds, and behavioural patterns. This diversity ensures that your strategies address the broader spectrum of your client base, allowing for more targeted and effective marketing, service design, and client interactions.

Tips for Effective Persona Creation

In summary, the creation of detailed customer personas is not just beneficial but essential for accountancy firms that aim to deepen their client relationships and refine the personalisation of their services. These well-crafted personas act as foundational elements that enable firms to fine-tune their marketing efforts, innovate product development, and enhance the overall customer service experience.

The process of developing these personas should be viewed as an investment in your firm’s future. By aligning your strategies with the specific needs, behaviours, and concerns of your clients, you set the stage for more effective engagement and increased client loyalty. Personas help ensure that every marketing campaign, product update, or customer interaction is relevant and impactful, appealing directly to the underlying needs and desires of your target audience.

Conclusion

Creating effective personas for your accountancy practice.

Our training services are designed to transform your marketing team into a powerhouse of efficiency and effectiveness. Our comprehensive training programs are tailored to ensure that your organisation optimises every pound of your marketing spend.

At MKT : MIX, we understand that the real power of marketing comes from a deep understanding of your audience. That's why we offer persona workshops aimed at honing your team's ability to better understand clients, contacts, and prospects. By mastering this skill, your team will deliver messages that resonate, creating lasting connections and driving conversions.

To maximise the impact of your marketing efforts, we offer specialised social media guides and workshops. These sessions are crafted to enhance your team’s skills in creating compelling content that captivates and engages. Our expert-led workshops will equip your team with the tools needed to leverage the dynamic landscape of social media effectively.

Moreover, we emphasise the importance of a unified marketing strategy through our strategic vision and clarity workshops. We guide your team in aligning all marketing efforts towards your strategic goals, ensuring that every action is impactful and not just activity. Our collaborative training approach guarantees that these insights are not only shared but are also implemented effectively, resulting in tangible improvements in your marketing outcomes.

Let’s collaborate to turn your marketing spend into an investment with measurable returns.

Marketing training energises teams by instilling a sense of shared responsibility, creating ambassadors for your businesses image and values. 

Training

Recognising that social media serves dual roles as both a community builder and a performance enhancer, we adopt a data-driven strategy that prioritises your audience. This allows us to craft content and campaigns that do more than garner likes—they create genuine connections and deliver tangible outcomes.

We reject the one-size-fits-all methodology. Our tailored social media strategies reflect your unique brand identity and business objectives. Whether supplementing your in-house team or developing comprehensive, cross-platform creative solutions, we customise our services to suit your needs.

With MKT : MIX, you can choose from four distinct social media packages designed to match any level of requirement. Our 'Captivate' package offers basic essentials, perfect for start-ups or businesses new to social media. 'Engage' steps it up with two posts per week, designed for growing engagement. 'Elevate' enhances your strategy further with three weekly posts plus a weekly premium content piece, ideal for brands looking to deepen their market impact. For those needing something more specialised, our custom package is designed to cater to unique demands.

In today’s landscape, where social media profoundly influences how brands and customers interact, the importance of strategic social advertising cannot be overstated. Our expertise in crafting targeted, creative campaigns positions your brand for growth by engaging with audiences at critical moments across the most effective platforms.

Elevate your brand’s presence and impact with MKT : MIX’s bespoke social media solutions.

Let's get social?

At MKT : MIX, we harness the dynamic power of social media, ensuring your brand remains an active participant in the digital conversation. Our team expertly handles everything from initial page setup to ongoing management, content scheduling, and providing social media templates to maintain brand consistency across all posts.

Social Media

At MKT : MIX, content isn't just a piece of the marketing puzzle; it's at the core of our 

. We know that effective content goes way beyond just well-written words—it needs to be seen and resonate with the right audience(link to persona blog), and that's exactly where we excel.

Good content is more than spot-on grammar and spelling; it’s about ensuring your message not only reaches but also engages the right crowd. We specialize in placing and tailoring your content, so it doesn’t just go out there—it makes a real impact.

We define good content as the kind that grabs attention, drives curiosity, and provides valuable information that helps people make informed choices. With a focus on building loyalty, our strategies are crafted to forge lasting relationships, boost conversions, and generate leads, reflecting our commitment to take your marketing beyond traditional goals.

Understanding your audience is essential; a lot of content fails because it doesn’t truly connect. We dive deep to understand what your customers care about, then tailor our content to resonate deeply with their interests and needs. By maintaining a consistent tone and style that aligns with your brand, every piece of content we create reinforces your message and enhances customer experiences.

At MKT : MIX, we’re all about navigating the complexities of content marketing for you, ensuring that your content does more than just exist—it excels.

The marketing puzzle?

Strategy is embedded in everything we do. Our work will ensure you are seen and heard by the right people. 

Content

In today's world, digital interactions shape how we connect, share, and experience everything around us. The digital landscape is always changing, brimming with opportunities for those who know how to navigate its currents. While understanding digital is crucial, truly mastering it is where the real challenge lies. That’s exactly where we come in as a strategy-led agency. You don’t have to keep up with every new trend and technology on your own. We’re here to guide you through the complexities of the digital world, helping you find and solidify your place in it.

We believe that a digital strategy should go beyond just getting noticed; it should be about making meaningful connections. Simply existing online isn’t enough. As a strategy-led agency, we work to ensure you stand out by crafting engaging content and designing your site’s interactions to yield tangible results, such as increased clicks and conversions.

Our commitment doesn’t end when your site goes live. We continue to support and refine your digital strategy as a strategy-led agency, keeping an eye on what works and adjusting what doesn’t. This way, we help you maintain an engaging presence that keeps your audience coming back for more.

At MKT : MIX, we’re excited to help you explore and maximise the digital world’s potential. Let’s navigate this dynamic landscape together and turn possibilities into real, measurable success.

Beyond just getting noticed

At MKT : MIX, we're deeply invested in enhancing your online presence with a full spectrum of digital services. Our expertise extends to web design and development, digital marketing campaigns, search engine optimisation, and pay-per-click advertising.

Digital

At MKT: MIX, we view brand design as a collaborative process that's integral to your overall marketing strategy.

We focus on encapsulating your brand’s story through unique visual styles and compelling narratives that truly reflect your voice, ensuring each element is strategically aligned with your broader business goals.

As a strategy-led agency, we are dedicated to supporting brands that aspire to initiate change and make a meaningful impact. We place a strong emphasis on the human element, ensuring that your brand does more than communicate—it resonates and fosters lasting relationships. This strategic approach is crucial in weaving your brand identity seamlessly into every aspect of your marketing efforts.

Our approach goes beyond mere transactions. We believe in helping you create an experience that captures the essence of your brand while supporting your strategic objectives. Our team prioritises creative collaboration, working alongside you to refine and enhance your initial ideas into distinctive brand designs. We proactively identify and address challenges, turning them into opportunities for innovation and growth.

Whether revitalising an existing brand or introducing a new one to the market, our aim is to help you design a brand that not only reaches out but also strategically connects with your audience. At MKT: MIX, we’re here to support and enhance your vision, creating impactful brands that inspire, engage, and align perfectly with your marketing strategy.

 We're integral to your overall marketing strategy

Branding

We don't just create campaigns; we craft comprehensive marketing strategies that align with your objectives, engage your audience, and drive tangible results.

We start by really getting to know you and your business, drilling down into three key areas:

Our focus extends beyond the standard ROI or lead generation metrics. We explore the types of clients you aspire to attract, the service experience you wish to offer, and the awareness of your offerings across your current clients.

Knowledge of your objectives leads us to your audience. Our in-depth exploration sheds light on their challenges, motivations, and habits. Understanding these nuances enables us to engage with them more effectively.

Successful marketing must be an authentic representation of your brand. By speaning time with your team, absorbing the nuances of your business model, service offering, and unique selling propositions, we ensure that our marketing efforts are anything but generic. Our aim is to attract the right clientele by embodying the very essence of your brand.

Think of our collaborative Insight & Discovery Sessions as an onboarding experience for us into your business. These sessions with your team are pivotal, as they equip us with the insights necessary to become an integral part of your marketing team.

Following our Insight & Discovery phase, strategic thinking is embedded in every facet of marketing we undertake. Be it a individual campaign or a fully outsourced marketing department role, our approach is always aligned with your business objectives. From content creation, brand asset revitalisation, social media management to communication strategies - everything is crafted to resonate with your audience and reflect your business ethos.

Discover why we proudly stand as a "strategy-led" marketing agency.

We are

We collaborate with in-house teams, or become your marketing arm. Bringing years of marketing & proven growth experience to your business.

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