6 Ways to Market Your Tax Preparation Servicesby
If you are like many CPAs and tax professionals, you pull in a good chunk of change when filing season rolls around each year. But could you do more to promote your services?
Frequently, CPAs look down on marketing as being unprofessional or feel that they simply don’t have the time or resources to do it. But the truth of the matter is that marketing your tax return preparation practice is good business and isn’t as difficult as you might think.
To this end, here are six cost-effective ideas that may generate more revenue for your firm this upcoming year.
1. Word of mouth
It’s trite but true: The best referrals often come from satisfied customers. Encourage your current clients to tout your services to others. And don’t be afraid to toot your own horn. Remember that your network extends to family, friends and others you regularly come in contact with. Have your “elevator pitch” ready to go to convince any prospects you encounter.
2. Upgrade your website
This is essentially today’s business card, but it’s much more. A website can provide valuable information about your firm and explain the benefits of using your services. Make sure it is easy to navigate, visually appealing and stimulates interest. Enlist the aid of an expert that can add the finishing touches and allow tracking of visitor data.
3. Become a social creature
It is not just “the kids” who are using social media. If you operate a business, you should establish a presence on widely-used platforms like Facebook, Twitter and LinkedIn, as well as some of the up-and-coming ones. For instance, on Facebook, you can upload customer email addresses that are then matched to their profile. Connecting with clients in this way enables you to easily answer any questions or address any concerns they might have.
4. Zero in on your target audience
Conventional wisdom says that it’s a lot more expensive to find new clients than it is to cultivate relationships with existing ones. To target marketing efforts to a specific audience, search your database to locate candidates with common characteristics, while weeding out others. Typically, some of the key aspects are:
- The age of individuals
- Joint versus single filers
- Homeowners versus renters
- Income levels
By developing a comprehensive profile for all your clients, you can gear your marketing campaign to a select group.
5. Make it a blast
The traditional method of direct mail is often cumbersome and expensive. Usually, marketing dollars can be stretched a lot farther if you reach out to your target audience through email. Plus, the latest software makes it easier to send out an email blast. Instead of manually entering email addresses and creating hundreds of separate messages, programs like MailChimp and TaxSlayer Pro do the grunt work for you and provide other valuable functions.
6. Mail out postcards
Finally, at least one of the “old-fashioned” ways of marketing a tax return preparation business is still viable and worthwhile. All you have to do is send postcards with reminders about the approaching tax return filing deadline. This puts your name squarely in front of clients. When they consider using a tax return preparer, whom do you think comes to mind first?
It should be noted that this list is by no means complete, but it can serve to provide a competitive edge in the current environment. Conversely, if you do nothing, your practice will likely be left behind in the dust. Make this tax return season to remember.
Ken Berry, Esq., is a nationally known writer and editor specializing in tax, financial, and legal matters. During his long career, he has served as managing editor of a publisher of content-based marketing tools and vice president of an online continuing education company. As a freelance writer, Ken has authored thousands of articles for a...