How choosing a niche can boost lead generation for your accountancy firm

11th Dec 2019
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At PracticeWeb we‘ve helped a wide range of accountants find their niche, from startups at launch to established firms wanting to pivot their offering, from those seeking to expand their service to others keen to get more of the right types of clients.

Although in most cases that means identifying an industry or market sector – there are a couple of examples of that below – it could also mean something completely different, such as focusing on a price bracket or geographical location.

Or perhaps even a blend of the two, focusing on similar businesses across multiple related sectors.

Why focus on a niche in the first place? 

It’s simple: finding and catering for a niche can help your business grow.
Carving out a niche market and positioning yourself as the go-to firm for a specific type of client has two main benefits.
First, it establishes your credibility over competing generalists – someone who has a depth of specific knowledge and experience.
Secondly, it makes your business more focused, aligning your business and marketing goals around one clear target.
All of that makes it easier for the right customers to choose in your favour and say: “Yes, these are the accountants for me.”
It can also have the added benefit of attracting new talent to work at your accounting practice. In my experience, smart people enjoy working for a business with a clear purpose.

How does it help attract the right types of clients?

Choosing a niche demonstrates your commitment and gives you the opportunity to signal that you really understand the needs of clients in that category.
They’ll see themselves and their needs reflected in your website copy, in the imagery you choose, the specific services you offer and the way you deliver them. They’ll recognise their own stories in case studies and testimonials – proof that you really do have experience helping people like them.
Imagine an accountancy firm that focuses on the SME market, for example.
They offer similar services to those provided by their competitors, and generic tax and business advice through their marketing, website messaging and blog content. 
Then imagine a competing firm which has chosen to focus on, say, the construction industry.
They’ve taken the time to understand the pain points and challenges SMEs in that sector face.
They know what motivates those who own and operate companies in the field and what they want to achieve in their businesses.
All their SME advice is tailored, clearly related back to those prospects, answering their challenges and mitigating the pain points. 
Every case study is from a building firm and every example they offer relates to the construction.
It’s no longer generic SME advice – it’s now vital information that speaks directly to those target clients.
If you compare those firms, which do you think the head of a house-building business is going to contact about their accounts?

Niche doesn’t have to mean choosing a sector

While having a sector focus can help, most of the firms we work with cover multiple sectors.
That doesn’t mean they lack a niche, though.
Typically, niches fall into six categories:

  • Price – eg luxury, moderate, discount.
  • Demographics – gender, age, income level, education level.
  • Quality – premium, economical, tailored.
  • Psychographics – values, interests, attitudes.
  • Geographics – residents of a certain country, city, or even postcode.
  • Sector – professional services, farming, technology, property, and so on.

Each of those provides opportunities to stand out in the market.
Choosing to focus on a niche is about focusing on the client. It‘s a strategic business decision to serve a certain client base better than competitors who target everyone, everywhere, in every sector.
You might find your skill is in serving businesses at a certain stage in their life cycle, regardless of sector – early stage startups, for example, or those undergoing rapid growth.
Meeting their needs will most likely mean coming up with the right blend of price, service level and psychographics.
Putting this into context, here are two examples where we’ve helped accountancy firms find their niche.

A niche within a specific sector

A client we recently worked with focuses purely on property tax.
They serve UK property owners with anything from one to many properties, including expats and foreign investors.
They want to grow rapidly and wanted help from us in picking a focus for their energies.
After running research, reviewing their business model and internal capabilities, we recommended targeting new property owners.
That doesn’t mean ignoring the wider landlord market – it’s just about emphasising one subsection and really going after it with everything they’ve got.
That focus makes decisions about how to position the business easier. They’ve got clarity about how to meet the needs of this client group through price, psychographics, level of quality and demographics, and are better placed to make an emotional connection with them.

How did we arrive at this decision?

Through our research we discovered that landlords with multiple properties need more sophisticated services, have a different expectation of customer service and different information needs.
Those who were new to the landlord game, however, require more basic information and a less sophisticated set of services.
Focusing on the latter group means the whole accountancy firm can be geared around servicing this type of client – what they offer as a paid service, the customer experience online and offline, upskilling and training staff, their entire business model and, importantly, the marketing messages they put out.

Pivoting your niche

By way of comparison, we recently helped a company pivot its offering from contractors to servicing the creative sector.
This is a broad canvas, though, covering agencies, tech companies, SaaS businesses, media and so on.
But, while the sector was important, it was targeting businesses at a certain stage of development that we identified as this firm’s opportunity to find a niche.
Specifically, we identified early-stage startups and companies at the first round of funding. Our client’s role is to help them grow.
This takes into account a mix of psychographics, level of service, price and geography.
Geography was important to the client accountancy firm's own growth as getting traction in the local creative market was important for building credibility.

So, to wrap up...

Finding a niche is about understanding who it is you want to attract as a client and understanding their challenges, pain points and motivation.
Creating marketing messages, website copy and blog content that speaks directly to their needs will make them more likely to choose your firm over the competition.
If you want to get started with understanding your niche, we’ve created a handy guide to getting under the skin of your target clients through what are known in the marketing industry as ‘buyer personas’.

For further information on buyer personas click here

Editorial: Mike Crook