A one-size-fits-all marketing plan for any industry of business sector can be looked on with a little suspicion simply because it is too difficult to nail a plan that would work perfectly every time, over and over again.

When trying to devise a one-size-fits-all marketing plan specifically for an accountancy firm, you will probably be able to draw up a very basic plan to cover most of your goals, but it would have to be very broad-based to encompass the variety of clients you already have on your books.

It would be much easier for a sole operator who is just starting up their accountancy firm with a blank slate to devise an effective one-size-fits-all plan, because they don’t have any existing clients that need to be catered for. They are in a position to be able to target a particular industry, say the building trade for example, and tailor their marketing plan to suit that target audience.

Regardless of whether you are just starting out, and are trying to build your first client base, or you are an established firm who wants to expand and attract more clients, going back to basics with your marketing plan is always a good idea.

What to ask yourself

Start by asking yourself ‘who is my ideal client?’ This is a sensible question simply because you need to provide a service for someone, so you must have a type of client or customer in mind. Build up your ‘customer avatar’ so that you can recognise their particular needs, and be able to offer your client what they want.

Next, you should ask yourself ‘how can I/we find where these clients are, and then contact them effectively.’ If you find that your target audience mostly hang out on Facebook, then you should also be where your clients are to be found. If you are targeting local, offline businesses, then maybe a printed brochure would be more beneficial to you.

Find out what problem(s) your target client base have that you can solve. Once you know what they need help with most of all, then you have an effective angle of approach already mapped out.

After you have established your target audience, you have to convince them that you can offer a perfect solution. Look at what other accountancy firms in the area offer that your target audience would make good use of, and see how you can offer an improved service that gives something over and above what other firms are offering.

Prepare to be flexible

As has been said before, it is easier for someone just starting out to approach their marketing with a blank slate. Their ability to be flexible and change direction if one avenue does not work can be an advantage over a more established accountancy firm.

It can be more challenging for established firms where different partners can project different influences over the business. Where senior accountants have already built up their reputation, they will want to defend it, and may be resistant to trying something new that may potentially damage their hard-won status.

Sometimes it can pay to have an impartial third-party with experience in accountancy marketing to draw up a plan of action for you. A marketing consultancy can create you something that will be practical as well as sustainable. Marketing is not a single project with an ending – it is an ongoing approach that builds on strategies and processes that creates a framework that sustains your marketing efforts year-round.


There is no reason not to check out what a specialist marketing consultancy can offer! You will be pleasantly surprised at how much pressure can be lifted from your shoulders with one of our creative, yet cost-effective marketing strategies that will be tailored to suit your needs. Contact us today to find out more: 0203 773 9137 or email info@creativeharmony.co.uk

Share this post

Related Posts

NOVEMBER 30, 2018


It’s astonish to discover that accountants, the very people who are likely to be advising their clients to monitor effectiveness of expenditure on marketing, are themselves still largely falling short in this area. Despite...