Tax preparation is a competitive business, especially because the field’s clients are often set in their ways. When someone has used the same tax preparer for years, how do you convince them to switch to you?
This is where a strong marketing plan comes in. For your tax business to succeed, you have to not only bring in new clients, but hold on to your current clientele as well. To do that, it’s best to diversify your marketing by using several different methods.
Postcards
Direct mail is more personal than many other forms of marketing, which makes it an excellent way to reach potential clients on an emotional level. Postcards are an especially cost-effective method, but it’s important to target them to people who are most likely to convert; that typically means starting out with past clients. It’s easier to hold on to a customer you already have than trying to appeal to a brand new person.
Email Reminders
As tax season approaches, some clients only need a slight push in the right direction in order to take action. One convenient and non-intrusive way to do this is to send them a simple reminder via email. Services such as MailChimp make it incredibly simple to turn your database of contact information into an email blast. Taxes make many people anxious, so make sure your emails are as positive as possible; for instance, focus on how you’ll help your clients receive a large tax refund.
Branded Folders
Handing clients their tax returns in a loose stack can seriously damage your image; it makes you look disorganized and unprofessional. Instead, brand your deliverables the same way you would the rest of your business. A folder with your tax company’s logo not only keeps your client’s documents in one convenient package; it also gives them a lasting reminder of your brand, which will be especially useful when next year’s tax season rolls around.
Social Media
There’s a good chance your tax preparation agency already has some sort of presence on social media—but are you actually engaging people in a substantial way, or simply existing there out of a sense of vague obligation? You may want to narrow your social marketing’s focus a bit. Instead of maintaining a minor presence on every social media platform you can think of, focus on the ones that are most relevant to your business. For tax preparation companies, that’s typically going to be Facebook (and perhaps LinkedIn).
Word of Mouth
Word of mouth is a marketing medium that’s difficult to control. After all, it really comes down to your clients talking to other people, and you can’t exactly force them to do so. But you can offer an incentive to help motivate them to spread the word. For instance, let your clients know that they’ll receive a discount if they refer their family and friends to you. Not only will this bring in new clientele, it will give your current clients a reason to stay with you.
Keep these techniques in mind as you create your company’s marketing plan, and remember not to put all your eggs into one basket; use multiple mediums to allow yourself a safety net in case one of them fails.