This is probably my checklist that you are most interested in taking a look at. The Tax Practice Daily Marketing Checklist provides an answer to the most important question most practitioners ask themselves: How can I get more clients?
Even if you have no real desire to grow your practice, you still need to do marketing. Let’s face it: Clients leave for a variety of reasons. Perhaps their cousin became a CPA, or they were enticed away by some EA’s marketing. In order to keep your practice the same size, you’re going to have to replace this lost client.
If your goal is to grow your firm, then client acquisition is a fact of life. Regardless of your tax practice areas and specializations, you need to be doing marketing in order to generate leads, get prospects in the door for consultations, and successfully get them to retain your services. This entire process starts with lead generation, which is what marketing is really all about.
This daily marketing checklist is meant to be used equally across all practice areas. Even if you only operate in the tax preparation space, it is equally useful to you. Alternatively, if you offer an extensive range of tax and accounting services, then this checklist can be used across each practice area, and often in an overlapping manner. What you say (your marketing message) and who you say it to (your market) may change, but the principles of the checklists are the same.
This checklist consists largely of other checklists, which will be discussed in greater detail later.
Tax Practice Daily Marketing Checklist
- Marketing Technology Verification Checklist
- Daily Internet Marketing Checklist
- Daily Direct Mail Checklist
- Daily Telephone Marketing & Followup Checklist
- Marketing To Existing Contacts Checklist
- Monthly Newsletter Checklist
- Print Media Marketing Checklist
- Weekly Professional Network Checklist
- Seminar Marketing Checklist
This checklist includes activities that you may choose not to participate in. The more marketing activity you do, the more leads your going to generate, and the more consultations and therefore clients you are going to have. Some of these marketing activities are more time consuming than others, and some require more capital than others. Depending on what stage your business is in, some of these activities will make more sense than others, or be more appealing than others.
For example, if you hate speaking in front of a group, and don’t have anybody on your staff that will do it, then holding public information seminars on tax and financial topics probably isn’t going to be something you actually DO, even if you think it is a great idea (which it is, by the way).
Alternatively, if you are a sole practitioner just starting out, without much in the way of financial resources to commit to marketing, then direct mail (one of the most effective marketing methods) and Internet Pay Per Click advertising probably won’t be high on your priority list, but attending networking events, holding free public seminars in free or cheap meeting places like libraries, and putting flyers on doors in your neighborhood (if allowed) are going to be much cheaper for you, but require more sweat equity.
Future articles will delve deeper into each marketing method in particular. Also don’t forget that we have complete marketing courses available in our online store that include actual marketing pieces and guides on how to use them. Check out the Tax Resolution Marketing Toolkit here:
After reviewing your tax practice goals every day, work on your marketing. This ensures that you have a steady stream of prospects coming through your tax practice, and helps you avoid the up and down cycles of being with and without clients throughout the year.