MS4G Digest - Joe Kovacs to Present at NCACPA Annual Symposium; Ideal Client Profile, Buyer Persona and Marketing
June 27, 2025
The bi-weekly digest of Marketing Strategies 4 Growth (MS4G) covers growth-related marketing topics for small to mid-sized accounting firms. Click the button below to contact Kovacs Communications.
Joe Kovacs to Present on Referral Network Building at the North Carolina Association of CPAs 86th Annual Symposium
Joe Kovacs, APR, founder and managing director of Kovacs Communications, will present on Your CPA Firm’s Referral Accelerator: Build a Powerful Network to Grow Your Business for the North Carolina Association of CPAs at the association’s 86th annual symposium on Wednesday, November 19, 2025 from 2:15 pm to 3:15 pm EST.
Joe will explore how building referral partnerships can have a significant impact on an accounting firm's business strategy by leveraging relationships to attract clients. Referral network building is a low-cost, but effective, solution to lead generation challenges.
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Why Should My Accounting Firm Develop An Ideal Client Profile?
Many smaller or mid-sized accounting firms may not see the value in marketing beyond doing “marketing stuff” such as advertising, updating the company website, distributing newsletters, helping with networking or posting on social media. However, one core purpose of marketing is to serve as an intentional driver for generating new leads and business opportunities. Before any marketing is done, it’s important for accounting firm management to ask the question: Who is our ideal client?
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How Can My Accounting Firm Use An Ideal Client Profile and Buyer Persona for Marketing?
Accounting firms pursuing sustainable growth know that not all leads are created equal. They know this even though bad-fit clients continue to make their way onto the firm’s books, draining time and resources. To create discipline around the priority of attracting the right individuals and businesses, many firms develop an ideal client profile (ICP). This can begin to steer a firm's management team in the direction of intentional client intake decisions. But there is a next step, which is using the firm’s well-thought-out ICP to build a targeted buyer persona as well as a marketing strategy that communicates the service provider’s solutions to the fictional persona’s most challenging problems.
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Joe Kovacs, APR is founder and managing director of Kovacs Communications, a consultancy that serves small to mid-sized accounting firms with strategic lead generation and marketing solutions that drive growth. Joe has 15+ years of in-house marketing and business development leadership experience at two Top 225 firms in the Washington, DC metropolitan region. Connect with us on LinkedIn or via email. Or schedule a complimentary consultation.