Creating Effective Lead Response Widgets For Your Tax Firm

When you boil lead generation marketing down into it’s most fundamental components, the thing that you offer to potential leads in order to compel them to take action will always make the top five list of such fundamental components. Perhaps even the top three.

This thing I’m referring to goes by a number of different names:

  • Carrot
  • Widget
  • Lead magnet
  • Response mechanism
  • Funnel entry point

No matter what you call it, your lead response widget plays a critical role in your marketing funnel. Offering the right lead magnet to the right person is the key to generating the lead.

What’s the difference between a lead magnet and my offer?

It’s quite common to use these two different terms interchangeably. Fundamentally, there is nothing wrong with that, as most people will understand which one you mean via context. But I do want to point out that the two actually are different critters.

The lead magnet itself, which is the focus of this month’s Action Plan, is the thing. The offer, on the other hand, is the mechanism which entices somebody to obtain the thing.

For example, let’s say that I’m offering one of my best performing special reports: 5 Things To Ask Any Tax Resolution Firm Before Paying Them A Dime.

The lead magnet, the thing, is the actual report. The physical, printed pages that are mailed to the lead, or the PDF that is digitally delivered to them.

In order for them to obtain the report, I might have them call a special voicemail number, or enter their information into a web page. An example:

Don’t get ripped off by fly-by-night tax resolution firms! Before giving one single penny to anybody that wants to represent you (even me!), be sure to read this special report outlining 5 Things To Ask ANY Tax Resolution Firm Before Paying Them A Dime. To obtain your FREE copy of this report, simply enter your email address in the box below.

This, my friends, is an offer.

In some marketing circles, you may hear of the offer referred to as the Call To Action, or CTA for short. Same thing, different name.
offer.

This brings us to an important marketing lesson:

Thou shalt always include an offer/Call To Action in all thine marketing.

I don’t care what you’re selling or who you’re selling it to. This is a fundamental rule of direct … Continue reading

How to leverage written tax articles to get more leads

Today it’s called content marketing, but the reality is that it’s one of the most effective marketing strategies in the history of capitalism.

The core idea behind this strategy is to create engaging content that entertains and educates your target market, while simultaneously reminding your prospects that you possess the solution to their tax problem.

That problem can take numerous forms, from the frustration of completing their tax return to the nightmare of owing millions in back taxes.

In my tax resolution practice, ALL of my marketing leverages the concept of content marketing, in one way or another. Everything from my free reports offered in response to letters and postcards, to 24 hour recorded information lines, to my books written for consumers — all of this is content marketing.

What’s this about writing articles?

Despite the prevalence of video on the Internet today, the fact remains that the Internet is a platform built with and for the distribution of the written word. We still use words to search for things on Google, and Google must still use words on pages to determine the relevance of web sites.

On top of that, direct mail is still one of the most effective means available for reaching new prospects, reactivating lost clients, and keeping existing clients coming back. From reaching out to new movers in to the neighborhood for tax prep season, to tax lien marketing, to client newsletters, direct mail, and it’s inherent use of the written word, is something that should be part of every tax professional’s marketing arsenal.

The written word, despite the audiovisual world in which we live, is still a remarkably valuable form of communication. Aside from being a tool for appearing high in search engine results, the written word is a vehicle for attracting new prospects and converting prospects into clients.

Why is this? Never forget that, no matter what services we actually provide to our clients, we are in the people business. People do business with other people, something that some really big accounting, legal, and consulting firms seem to forget.

Before a new client ever gives you a dime, three things in particular must happen:

1. They must come to know who you are (which is why we do marketing).
2. They must come to trust you and your ability to address their needs.
3. They have to like you (this is the step that … Continue reading

Tax Marketing Advanced Tutorial: The one hour per day marketing checklist (with 4 hour expansion pack)

I have long advocated that marketing needs to be a daily priority within your tax practice. In fact, unless the building is burning down, it’s your absolute, number one, top, nothing-else-matters priority for running your business.

Never forget: Without marketing today, you have no new clients tomorrow.

The point of this checklist is to provide you a tool for accomplishing your marketing tasks with laser-focused efficiency. This checklist should be completed during the time of your day when you are at peak performance. Your marketing deserves the best you can give it each day.

For many practitioners, the nature of running a busy practice makes it difficult to do these tasks during the regular work day. Certain items on this checklist can (and often should) be delegated to staff members, with you verifying their completion. But some items require your undivided attention, and I’d encourage you to consider arriving to the office before any other staff each day in order to accomplish these important revenue-generating tasks.

Do note that this is not a marketing startup checklist. Rather, it assumes that you already have the referenced systems in place, and this is your daily roadmap for operating those systems. If you are focused on doing the tasks, and have systems in place, then you can easily hit the by-the-minute markers indicated.

The “bonus points” section of this checklist, which includes tasks that can take several additional hours each day, helps you to achieve ideal tax practice growth. Finding ideal clients, creating marketing systems that feed long-term lead generation on autopilot, and tapping into more complex and lucrative lead generation channels.… Continue reading