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 didn’t have a lot of money for marketing, and I needed to generate business. Thus, I swallowed my pride and cold called.
I’m not saying that you need to cold call. There are plenty of things that you can do to fill this time, but fill it you should. For specific ideas on how to fill this time, and find your own default marketing task, read through these posts on my tax resolution marketing hub page: