Two Types Of Marketing For Tax Professionals
One could divide the marketing of accounting services into two categories based on the ratio in which they can bring direct results
.
Some marketing actions are of such nature that they simply cannot BRING direct results. Most are such that they're very UNLIKELY to bring direct results and, if they do, results will almost never justify the investment.
There are some media that usually offer little response, such as newspaper ads. It's a bit of a hit and miss proposition because of the short life cycle of a daily newspaper.
These media impose an unfavorable cost-content ratio; the price is too high for any meaningful message to be included.
It all comes back to the old question: WHY would someone change their CPA or Accountant?
Unless you can PROVIDE A REASON for changing, the only other possibility is that you find those business owners who, at this very moment, are intensely dissatisfied with their service provider BUT haven't yet changed over to another.
Thus, the problem of simply offering Accounting services with a nice slogan is that it needs to reach the right person at a right time.
The second category of marketing actions goes around the problem. As it is practically impossible (and VERY costly) to find the right person at the right time, why not create an approach that INDUCES the changeover process instead?
Why not go with a message that clearly DIFFERENTIATES your firm from any other, offering the (thinking) business owner exactly what he WANTS (but isn't receiving) from his Accounting services?
Now, with this, I definitely don't mean that you should badmouth your competitors. You can't do that - but you CAN inform your target audience about your services.
I'm talking about a message that starts business owners THINKING about their needs and wishes in terms of accounting services; what they would ask for if they believed it was possible to obtain from their CPA or Accountant.
You have to reach the business owner BEFORE he becomes actively displeased with his current service provider. Help him define what he needs from accounting services by expanding his awareness on what CAN be achieved with your services.
Of those that recognize the benefits, more than half will sign onto YOUR services.
Today, there are many theories about marketing, involving subjects like "creating a brand" or "making your firm well known" and so on.
The downside is an expensive one. Seldom producing ANY results.
Few of us have the financial resources to keep up such image-building campaigns.
If you don't have the money - or aren't willing to invest that much into it - then you have to make every marketing action COUNT.
And that's done by concentrating solely on actions that have a realistic chance of actually producing new clients. Call it sales, marketing or PR - I don't care
as long as it is planned so that it CAN BRING CLIENTS.
You have to offer something that's not available from other Accounting firms. It needn't be a totally NEW service, only something others aren't including with their BASIC service.
by: Michael Brier
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