Right now you are all in the peak of tax return filing season, exacerbated by the Congressional and IRS delays in the start of filing. Many tax practitioners drop the ball on their marketing right now, which is precisely the wrong thing to be doing.
Most practitioners are living in a state of overwhelm right now. Because of that, they often neglect their marketing during this time of the tax season in particular. The problem is that you’re missing out on two important things by doing this:
- You’re not getting tax prep customers that you could be.
- You’re not filling your appointment book for after tax season.
If you are only running a seasonal tax prep practice, then you can ignore this entire article. But if you’re in this line of work year round, then you can never slack off on your marketing. No marketing today means no new or returning clients in two months.
“But I don’t have any time in the day to do marketing,” I hear you say. Sure you do, you just need to make it a priority. I’d personally suggest doing it first thing in the morning. Get to the office an hour or two early if you have to. Never forget that your daily marketing is the most important thing you do all day. Yes, I’m telling you that your marketing is more important than your existing client work.
I know you’ve seen these words from me before: You are first and foremost a marketing person, and a tax practitioner second. You may have nodded your head and said to yourself, “Yeah, that makes sense”, but not have quite absorbed it’s actual meaning. During the peak of tax season, more so than any other time of the year, is when this acknowledgement regarding your role within your tax practice is so important.
The other thing that I’ll mention is that if your marketing seems like such a momentous challenge that you don’t think you can get it done, no matter how busy you are, then that tells me that you don’t have a marketing system set up. When you have systems in place, which include technology components, checklists, and marketing pieces already put together, then marketing becomes incredibly simple and takes up very little actual time.
The bottom line is that, if you operate a year-round practice, do not slack off on your marketing during the busy season. Doing so will create a massive lull in your business after tax season if you are still in a growth mode for your practice as a whole.
So here’s the critical question: What are you doing TODAY to make sure you more business in two months?