What your Four Core Marketing Strategies accomplish for you

While writing the April issue of our print subscription newsletter, The Profitable Accountant™, I framed the discussion about one specific marketing tactic by using a framework I created in 2018.

This framework, which I call the Four Core Marketing Strategies (since I’m not creative enough to dream up better names for stuff) explain, well, exactly that… The four most important strategy components of your overall marketing plan.

Hmmm… Let me back up two steps and define some terms and hierarchies.

Whether you’re launching a tax firm or revitalizing an old one, having a written marketing plan is critical to the success of the venture. Within that marketing plan, you want to define your top-level marketing strategies for achieving the overall revenue goals of the business. From the marketing strategies, you’ll then select marketing tactics to actually generate leads, prospects, and paying clients.

In other words, you deploy tactics in support of strategies that together all form the big plan. For example, running ads on Facebook is a tactic that could apply to either your cold lead generation strategy OR your lead follow up strategy OR your client retention strategy. You’ll run different ads, with different offers, to different audiences depending on which strategy you’re trying to support. Same marketing tactic, but very different strategies.

In addition to that, I need to clarify what I personally mean when I’m using four other words:

  • list is a bunch of people or businesses that all share one or more characteristics. They are not leads.
  • lead is somebody that has in some way raised their hand and engaged with your marketing. They haven’t talked to you yet, but they have given you their contact information for future follow up.
  • prospect is somebody that has at least scheduled a consultation with you. I use the same term to mean somebody that met with you, but didn’t immediately convert to a client.
  • client is somebody that has both paid you and signed an engagement letter. Both the contract and payment must be received before I call them “client”.

With that background info, back to the Four Core Marketing Strategies, of which I already listed three of them in the Facebook ad example, in case you didn’t catch that. The core four were a framework I created specifically with tax resolution in mind, but the reality is that they apply to every service … Continue reading

Free Webinar: Email Marketing to Grow Your Tax Firm

Email is the backbone of every digital marketing strategy, in every industry.

Not social media.

Not search ads.

Not even – dare I say it! – SEO. <gasp!>


Despite the rise of social media and messaging systems like Slack (ahem, anybody remember Internet Relay Chat???), email is still the primary business communication tool in use today. This is for both active client communication, but also for marketing purposes.

Have you ever watched a new show on Netflix because of that weekly “What’s New” email they send?

Have you ever applied for a credit card because Credit Karma sent you that promo email to utilize your credit score?

Ever cashed in a 20% coupon from Bed Bath & Beyond (🚀!) that you received via email?

How about purchasing an item on Amazon that was advertised at the bottom of those shipment confirmation emails from your last order?

Oh, oh, I know a good one. Ready? Have you ever registered for a CPE class that was brought to your attention via email? Hmm? Hmm? 🤔

Still not convinced? You’re an accountant, you like numbers, so here are some stats: According to MarketingSherpa, 91% of Americans want to receive promotional emails. According to Adestra, 73% of Millennials prefer receiving email marketing over direct mail, text messages, and phone app notifications. According to the Direct Marketing Association, email has a 38:1 return on investment. Lastly, consumers that purchase via email spend 138% more than those that don’t receive email offers, according to marketing agency CRM platform BenchmarkOne.

To help you get a grip on your email marketing, you’re invited to attend the next Digital Marketing Trialogue session with moi and special guests Nate Hagerty and Christian Jones of Tax Pro Marketer. We’ll discuss concrete steps for integrating email marketing into your overall business development process. There is no cost for this webinar, but it is limited to the first 100 registrations.

We’ll go live at 12pm Pacific / 1pm Mountain / 2pm Central / 3pm Eastern on Wednesday, February 3, 2021.

Register Here

If you’re unable to attend live, don’t worry: These webinars get converted into podcast episodes, so you can listen at your leisure later on.

To your success,
~Jassen Bowman

P.S. Ready to get going with your own email marketing for lead follow up? I’ve assembled a special collection of back issues of The Profitable Accountant newsletter covering lead follow up strategy and building … Continue reading

Every Tax Firm Owner Should Have a “Default” Marketing Task

If you’re never caught up on client work, and always have more on your plate than you can handle, then today’s email might not make a lot of sense.

But even if you’re busy beyond belief, you always need to be doing marketing. Always, always, always.

Why? Because it’s what breaks the proverbial roller coaster, boom/bust cycles of revenue. If you’re always doing some lead generation marketing, you’ll always be filling your funnel and building out your pipeline of future business.

This is particularly true with project-based services, such as tax resolution. You need to always have some sort of tax resolution marketing going if that’s a focus for your practice — which it is, or else you wouldn’t be reading this. Huzzah!

So remember last week, when I educated you on the fact that you need to spend at least three hours a week doing marketing? And to block that time out on your calendar no matter what? Here’s that post.

Well, later in last week we went through that detailed exercise to define your action steps. But what if you didn’t do that exercise? Tsk, tsk. You should. But, at the same time, I realize that many readers just never will.

So then, what do you fill your three hours of marketing each week with?

Or, heaven forbid that you have any downtime from client work, what should you fill the time with? Honestly, if you have down time from client work, then you need more client work — so you should do marketing!

Well, I believe that every tax practice owner should have a default marketing task that they do when they have any sort of down time, or don’t know what else to fill their marketing time with.

It should be a task that you can start and stop at will. Something you can fill short time slots with. And it definitely needs to be something that directly moves the needle in terms of revenue.

When I first went into private practice in late 2010, my default marketing task was telemarketing. Since I had no clients when I just started out, I had nothing else to do all day except marketing. Sure, I spent some time each day on my Google Adwords campaigns and direct mail, but my default marketing task, the thing I spent most of the day doing, was cold calling.

Yes, cold calling sucks. But I … Continue reading