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Tax Firm Marketing:5 Essential Digital Strategizes for Uncertain Times
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Hello, thank you for attending!
Tax Firm Marketing: 5 Essential Strategies for Uncertain Times
Housekeeping
Introduction
Josh MadiganCustomer [email protected]/in/joshmadigan
Helping tax & accounting firms connect with their clients since 1977
Launched MMC in 2017
Thousands of firms use our platform to make digital marketing easy
Uncertainty is driving firms to digital
What’sCovered Today
How to make your website a valuable marketing & practice management tool
How to be found by potential new clients
How to become an invaluable partner to your clients during this uncertain times
How to connect and engage with clients online
Most Importantly, how to get all this done with limited time and staff
Essential #1
Make your website a swiss army knife for firm growth & productivity
Essential #1
Make your website a swiss army knife for firm growth & productivity
As a practice management tool:
Are you giving clients online tools to make it easier to work with you?
Appointment scheduling Secure file sharing Online payments Access to IRS updates, information & due dates Virtual conferencing for client meetings
Do you have the tools to complete your client work virtually?
Essential #1
Make your website a swiss army knife for firm growth & productivity
As a marketing tool: Three key questions
What impression does your website give clients and prospects about your firm?
How easy is it for clients to find information about your services (on mobile too)?
Is your website a source of current information, ideas and best practices?
Did you know? 75% of consumers admit to making judgements about a company’s credibility based on their website design
Essential #2
Ensure the clients that need you . . . can find you
Essential #2
Ensure the clients that need you . . . can find you
The structure of your website matters for SEO:
Is your website design Responsive?
Do you have core technical elements in place? Clear, intuitive navigation
Descriptive page structures (www.firm.com/services/individual-tax-returns)
Speed
Did you know? 57% of Internet users say they won’t recommend a business with a poorly designed website on mobile – Comscore
Essential #2
Ensure the clients that need you . . . can find you
Leverage the power of your clients
Online ratings and reviews are hugely important for SEO
Ratings and reviews also generate ”Social Proof”
Did you know? Business rankings in Google’s local positions 1-3 have an average of 47 online reviews, while businesses in positions 7-10 have 38 reviews– Bright Local
Essential #2
Ensure the clients that need you . . . can find you
What matters most: Content is King
Tell your firms story, be specific
Include any geographic indicators that will help your relevancy
Be detailed when describing your services, include specific examples / testimonials
When you write, think of the questions people search for
Essential #3
Be your client’s source of truth for online information
Essential #3
Be your client’s source of truth for online information
What your client’s want to know:
Changes to tax laws
Practical tax savings and planning tips
Key dates & deadlines
Federal programs that can help during trying times
…that you are their strategic partner
Did you know? A consistent, year-round content strategy can increase client retention by 5-10%. A 5% increase in retention will add 75% to client lifetime value – CMO Marketer
Essential #3
Be your client’s source of truth for online information
All content is not created equal. Good content:
Is timely and accurate
Drives the most effective tax saving strategies
Is targeted and relevant to your clients
Creates real outcomes for you clients AND your firm
Be the partner your clients trust for critical information that directly affects their financial well-being
Essential #4
Use social media to build and strengthen client relationships
Essential #4
Use social media to build and strengthen client relationships
Here’s why social media can’t be avoided
In 2020 the average U.S. adult will spend 153 minutes on social media
Millennials find businesses on social media
Your competitors are running to social
Did you know? Facebook remains the most widely used social media platform; roughly 2/3 of U.S. adults (68%) report they are Facebook users –Pewinternet
Essential #4
Use social media to build and strengthen client relationships
What social media will do for your firm
Engage current clients year-round, become a trusted partner
Expose your firm to new clients
Demonstrate your firm is a thought leader
Essential #4
Use social media to build and strengthen client relationships
What platforms are most important for tax firms?
Facebook – reach individual returns, entrepreneurs and solopreneurs
LinkedIn – business returns, audit, payroll & bookkeeping
Twitter – thought leadership
Instagram – Millennials
Essential #5
Marketing automation is the only way for small firms
Essential #5
Marketing automation is the only way for small firms
Digital marketing is a commitment
Most small/medium firms do not have marketing staff
Your expertise is tax & accounting, not digital marketing
Your customers expect consistency
Did you know? 75% of marketers say they currently use at least one type of marketing automation tools – Social Media Today
Essential #5
Marketing automation is the only way for small firms
What you can (and should) automate
Content creation and promotion
Email marketing
Social media marketing
Online ratings & reviews
Relationship building, client engagement
Recap
What we’ve covered
Your firm’s website should be a multi-faceted tool for your business
Use SEO best practices to be found by clients and prospects
In an age where there is so little trust in news and information be your clients source of truth
Social media can fuel retention and firm growth
With automation, small firms can do an awful lot of digital marketing
Q & A
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