Tax season is almost here. Once the Christmas lights come down and the New Year’s party is an embarrassing if hazy memory crunch season will be here and, for the most part, marketing will be the last thing on your mind. But the tax time rush is only a few months long, and before you know it you’ll be hustling for billable hours again.
Cultivating prospects takes time. Don’t wait.
Work on your marketing right now while you still have time!
The competition for clientele among small and medium size accountancy firms in America tends seem secondary from late winter to early spring. This is the prime season for number crunchers in the US as both individuals and businesses prepare to file their final tax returns. There are no shortage of clients as Tax Day approaches. But once tax day is over most of your clients disappear for almost an entire year only to reappear for another tax filing. For your firm to grow it is vital to retain them for other off-season services like compilations and reviews during the remainder of the year.
An accountancy should establish a reputable foundation and client base right from the start. Building trust and relationships will grant your firm good standing among clients, and promote steady business with them throughout the financial year.
Exploiting Your Email Marketing System
So, how can your practice obtain and maintain leads after Tax Day? Market your accounting practice with custom emails to prospective clients.
Email marketing is among the simplest and cost effective ways of generating leads for your firm. Generally, tax and accounting firms are small to medium-sized organizations run by associates or partners. Your companies usually operate with small budgets and thin profit margins so you need affordable and manageable marketing campaigns to reach out effectively to your prospects and existing client base. This is possible through your CPA Site Solutions Email Marketing System or custom email marketing software available from other providers. Anyone in your company with basic computer know-how can operate such custom email applications with relative ease.
You can also advertise and market your accounting practice with custom emails among targeted clients. This is because the cost of conventional advertising methods such as television and radio is quite prohibitive for small-scale accountancy firms. For example… create a campaign for small business owners and send them information about the benefits of of your compilations, reviews, and strategic business planning services.
In the past, classified adverts on major newspaper were cheap and effective. Today, this is no longer the case, with ad spaces on mainstream newspapers shrinking considerably. You may still advertise your accounts business on a local newspaper but there is minimal guarantee that the envisaged message will directly reach its target audience, much less bring in returns.
Nowadays, customized bulk mail services from the US Postal Services are rarely in use for advertisement purposes like they were in the past. This leaves you with customized email software as the most affordable and convenient means of spreading the word about your company among prospects.
Currently, email is the leading form of communication and interaction for businesses in the US, according to a report by ExactTarget, an email marketing services provider. Data from this report shows that email facilitates 56 percent of business to business (B2B) communications in the US. Therefore, a plan to market your accounting practice that integrates custom emails has much higher chances of success than one that does not.
Personalize Your Message
A well packaged and customized email is hard to miss or ignore. Email software allows you to personalize the subject line and content of the email messages. Take a moment to learn how to use the system and apply these personal touches to your email marketing campaigns. Having a message addressed directly to the client or prospect by name in the body of the email significantly increases the probability of the messages being open and read by targeted recipients.
Email Marketing Benefits Everyone
Email marketing is currently the easiest and most effective way of personally engaging with your prospective and existing clientele. Typically, small businesses and individuals wait until the last minute rush to file their tax returns but professional accountants recognize the value of tax deadlines, and keep close tabs on any significant news regarding tax laws from the government. As an accounting firm wishing to built its reputation, therefore, you can position your company as a reliable and authoritative source of knowledge on financial matters pertinent to clients. This may include sending prospective and existing customers regular email updates and newsletters regarding the latest events in the financial world.
This is not just you doing your job! These informative messages are also part of the plan to market your accounting practice. By sending monthly or quarterly emails gently coaxing clients and prospects to take a more proactive role in their finances and sending them financial news blurbs and promotional materials in the form of email newsletters you are providing marketing information on services targeted to the needs of specific customers and keeping your brand in the target’s “front of mind”.
The ability to get free referrals from existing networks is another key benefit of email marketing campaigns for your practice. A client may find the email contents useful, and forward it to his friends or business associates in need of similar services. This is a free form of marketing that can positively impact your accounting business by bringing in new customers.
Close engagement through email is a great way to maintain contact, and build long-term relationships with your clients. Email is an underestimated and severely underutilized tool for accomplishing this. Your accounting practice may obtain sufficient revenue from existing clients, but its future growth depends on the acquisition of new ones and one of the best ways of attracting them is to stay in touch with custom emails.
by Brian O’Connell