New marketing services added for you

Providing greater value to clients should always be the goal of any service provider. It’s not only a good idea for your tax practice, but also something you should expect of your service providers.

With that in mind, I recently embarked on a mission to bring you more value, and to help you save time and money on your accounting marketing.

All members will now have access to a greater variety of marketing tools and assistance. Depending upon your membership level, members will now receive:

  • Monthly group coaching calls
  • Social media marketing content
  • Pre-written emails to send your clients and prospects
  • Press releases and blog posts to grow your web presence
  • Web site critiques
  • Complete setup and maintenance of a custom lead generation web site

In addition, only members receive my tax season marketing updates, showing them precisely what I’m doing for myself to start a new tax prep practice from scratch in a new city, including the exact marketing pieces I’m using for doing so.

Click here to review all the premium membership benefits.

There is also an obvious lesson here for application in your tax practice. Always be thinking about how you can create additional value for your tax and accounting clients. Additional services, such as tax resolution, investment management, tax planning, insurance services, etc. all can help you create greater value. Even simple things, such as referring your clients to other service providers for specialty needs, holding seminars with guest speakers, or just holding a family-friendly haunted house for Halloween are all great ways to help your clients.… Continue reading

Content marketing is nothing new, just the name is

“Content marketing” is the new buzzword that I can’t seem to escape hearing, in relation to both online and offline marketing.

The reality is that content marketing, by numerous other names, is the primary marketing method that most successful marketing consultants, and most intelligent businesses, have been using for well over 100 years. I typically refer to it as “education marketing”, but it’s the second core idea behind direct response marketing, right after measurement.

The way that it’s being presented right now makes it sound like a fancy new idea, but it’s simply not. Anybody that has ever used long copy, told a story in their marketing, or offered a special report or free information kit is basically using content marketing. Content marketing always has been, and always will be, the driving force behind Search Engine Optimization, and is also the primary driver behind social media marketing.

The basic premise is that people don’t really want to purchase any particular product or service. In reality, what they want is a solution to a problem. When it comes to transforming that concept into a marketing proposition, we inevitably turn to creating information that answers the questions people are asking. For example:

Problem: “I am thirsty.”
Presentation: “Coke quenches thirst.”
Solution: “Buy Coke.”

This basic marketing formula has been around since the dawn of human trade, and is never going away. In this day and age, because of technology, people are more empowered than ever before to research solutions, investigate companies, and perform due diligence and self-education. Ignoring this increase in personal empowerment is absurdly dangerous for your business.

Content refers to anything that informs or entertains. It can be written, audio, video, graphical, or any other form that can transmit information or create a stimulus. Good content gets read when it shows up in the mailbox, poor content gets thrown away. Good content gets picked up by the search engines, increasing the likelihood of your site showing up when people search. Good content also gets shared in many ways: links, status updates, Tweets, pins, pods, and more. CDs, DVDs, books, articles, and other physical content gets passed around by colleagues and friends. Even just good ideas can spread like wildfire through simple word of mouth.

As an aside, I’d like to remind you that social media should not be viewed as anything new and fancy. Social media existed in 1993, just in different forms. Social media … Continue reading

The “system” is not sacred

Everybody has heard the old phrase, “Doing the same thing over and over but expecting different results is the definition of insanity.”

Most of us think a certain way, exhibit specific behaviors, and hold certain beliefs to be self-evident. Even if we don’t want to admit it, most of us are actually quite close-minded, perhaps even stubbornly set in our ways.

The same goes for the organizations and institutions to which we belong. More often than not, the IRS is not the only group of people we deal with that are overtly stuck in their ways. Trade organizations, vendors, our clients, even myself… Everybody has specific ways that they see things and prefer to operate.

When something comes along that challenges our core beliefs, it is our natural tendency to resist that new idea. All of us have to deal with accepting change, and “change management” itself has become a buzzword component of many large corporate management programs and initiatives.

In order to be more successful, we have to evolve. We have to evolve our business practices, our thought processes, how we interact with clients, how we work cases, how we market to obtain new clients, and more.

Change is not always easy to swallow. For myself, adapting to social media and using it as part of my business has required a significant effort. While it was easy for me to adopt Facebook as a way to personally interact with friends and members of specific communities of which I am a part, doing the same thing in business has been difficult for me to accept. For instance, there exists a Tax Marketing HQ Facebook page, but it’s basically blank at this point, and it has only been the last month or so in which I have really become active on Twitter.

The reality is that the world is constantly changing, whether we are in tune with it or not. Technology obviously changes at a near daily pace, but cultural norms are constantly changing, also. For example, the upcoming generation of young people has been raised in a very different world than I grew up in, and with that comes different expectations about how they interact with the people and companies that provide them with services. During the next 5 to 10 years, those young people are going to be entering into their careers, starting businesses and families, etc. In other words, today’s kids will soon … Continue reading