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!>

Email.

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

The Most Important Choice You’ll Ever Make In Your Tax Firm

This week, we’re talking about choices.

At the end of yesterday’s article, I posed some serious questions for you to think about. If you didn’t do that exercise, I’d encourage to stop reading this and do do that really quick. It should only take 5-10 minutes, but will help clarify some things for you.

A number of readers emailed me their answers. While I’m unable to reply to everybody individually, I can tell you that there were several common themes, including:

  • Choices about use of time
  • Choices about service offerings and fee levels
  • Choices about marketing and sales
  • Choices about hiring & firing

These are common themes whenever we discuss practice management and business development concepts.

A lot of these things, of course, come down to money. Either how to allocate what you have, how to get more of it from clients, or lamenting the lack of it. You are, after all, running a business, so that’s all about money. You’re also an accountant, so money is just naturally the language you speak.

Today’s core message is already what I had planned to write about, but the replies to the choice exercise firmly cemented it. It ties in directly to what I wrote about on Sunday (see this post). It’s nothing new — time management is something you’ve heard about a billion times. But, I want to add a special twist on it for you today.

Stay with me as we board the Logic Train…

1). Many of your choices, consternations about choices, and feelings about lack of choice in your business (and maybe even personal life) are frequently tied to money.
2). You live in the wealthiest country on the planet. There is no lack of money floating around.
3). To get more of that money into your business bank account requires making a series of choices.
4). Most of the choices that separate million dollar tax firms from five and six figure tax firms are about the use of time.
5). The most important component to increasing revenue is to spend time on business development.
6). Thus, the most important use of your time is on business development.

I have believed this for over a decade, and I will always believe it. It is the one universal business maxim that I have faith in. I’ve seen it over and over in small businesses, and when you study large businesses … Continue reading