Marketing to Existing Clients

When many accountancy firms think about marketing, they usually think of marketing to attract new enquiries. However, one area I feel is often overlooked is marketing to existing clients.

Many firms assume that by sending a monthly newsletter. This is enough to keep clients up to date and engaged. But when you review this communication, it’s subject’s are often too broad, and it doesn’t show the full value that the firm can provide. This then creates a knowledge disconnect between the client and the firm.

For example; Take Dave, he may have been a valued client of yours for 5 years. But your firm has evolved since he was onboarded. He may not be aware of the full range of services your firm now has to offer. Not only this, if he was to refer to you a colleague or friend. Without this knowledge he would refer you for the service you currently provide. Not the services you could provide. See how this is causing missed opportunities.

Results From a Recent Marketing Audit on Enquiries

On a recent marketing audit, I was reviewing how leads came into the firm and what the average value was per lead to show which channels were performing the strongest. The highest-value leads weren’t new enquiries they were from existing client and referrals.

Now this can be a reflection of the current firm positioning and the types of enquiries which it attracted online, but in many cases, existing client relationships naturally lead to better opportunities over time.

How I Put Client Marketing into Practice

When I review existing client marketing, one of the first things I like to do is map out all the touchpoint’s clients currently have with the firm.

For example:

• Visiting the website to access the client portal
• Receiving emails from the firm
• Portal communications
• Newsletters
• Telephone hold messages
• Meetings with members of the team
• Social media / LinkedIn content
• Website updates
• Client onboarding documents

There are often far more client touchpoints than firms initially realise. Once I have a clear view of the messaging, I ask myself two things:

1. Are all these touchpoints communicating the same message?

2. Do they clearly communicate the services and value your firm provides today?

In many cases, the communications have become out of date, and it doesn’t reflect who the firm has become. This is something which would need to be addressed from a marketing point a view.

A Guide for Existing Client Marketing:

• Does it feel useful to the client? Is it relevant and not a scatter gun approach at comms?
• Does it educate clients, something they need to know.
• Does it reinforce your expertise and the value your firm can give to the client.
• Does it highlight opportunities – A possible upsell here.
• Strengthen relationships – This could be a simple call to action or highlighting the values of the firm which aligns with their values.

Marketing Should Support the Entire Client Journey

Marketing shouldn’t stop once a client signs an engagement letter. It should continue throughout the client journey with the firm. When this is done well, marketing can help firms create a more joined-up client experience while also supporting long-term growth opportunities.

“Many accountancy firms use marketing to attract new enquiries, but often some of the biggest opportunities come from their existing clients.”
— Sarena Harwood, Marketing Partner

Ready to take this further?

I work with accountancy firms to review and strengthen marketing communication across the full client journey, from new enquiries and onboarding through to ongoing client engagement.

If you’d like support reviewing your current marketing communication and client journey. Then get in touch to find out how I can support your firm.