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 

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.

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.

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.

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.

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.

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 empathize 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.

 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 utilize 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.

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.

What is a persona?

Introduction: The Power of Personas

Why Personas Matter

1. Defining Your Target Audience

2.	Conducting Market Research

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

3.	Crafting the Persona

 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.

Tips for Effective Persona Creation

Conclusion

Creating effective personas for your accountancy practice.

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.

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.

 Online (Link provided upon registration)

 
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.

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

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

 
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!

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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:

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!

Creating effective personas for your accountancy practice - webinar

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

Why Attend?

What You Will Learn:

Webinar Details:

Who Should Attend?

Interactive Session:

Register Now for Free!

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fumopay

Ad Valorem

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