Should Firms Use Educational Materials for Drip Marketing?

If you are growing your practice by adding additional advisory services like wealth management or estate planning, you may find clients often make contradictory statements.

They might say:  “You never call.”  When you call to tell them about your new services, they say: “You only call when you want to sell me something.”  You did not get into the accounting profession to “sell something.”  You are offended.

Drip marketing with educational content provides a position on the middle ground.  Here are the advantages:

• They Learn Something New – Tax law is complicated.  You can target market, sending specific educational material addressing their specific situation.  They make the connection:  “When I hear from her, I’m always learning something new.”
• Raise Awareness of What You Do – Recall the earlier statement “People may want to do business with you for a long time…”  Now you are gradually educating them on different ways you can help people.  If an article highlights a problem, it’s assumed you can help them find a solution.