The benefits of adding webinars to your tax firm marketing mix in 2020

I get it: Like many residents of Taxlandia, you might be sick and tired of webinars by now.

Perhaps you’re yearning for the return of the live CPE seminar — or maybe you’re not. After many, many years of travel, I’m finally content with just staying home.

But even if you’re sick and tired of webinars, one thing is for sure: Not everybody has reached the same level of webinar fatigue.

The reality is that your average consumer rarely attends webinars. Many people have never attended one at all. And if they have, it’s likely for many consumers that 2020 was the first time they ever attended any sort of online event.

But here’s the thing: People still crave interaction with other people.

If they can’t meet with you face-to-face, how else can you go about creating that KLT (know-like-trust) factor that is so important in converting leads into paying clients?

The answer is webinars.

When you hope onto a Zoom, Google Meet, or whatever online meeting with somebody, it’s the closest thing to face-to-face as can be.

We all know (or, if you didn’t, you will now…) that live seminars sell billions upon billions of dollars of professional services every year. In all sorts of industries, from insurance and financial planning to real estate brokerage and, yes, tax and accounting services, the live educational seminar has been a very successful lead generation and prospect conversion tool for decades — going back to at least the 1950’s that I’m aware of.

But today, in many places, you just can’t do that. Virus, and whatnot.

So, enter webinars. The professional service providers — in a multitude of industries — that are moving from live seminars to webinars are finding them to be nearly as good as the live thing. They’re definitely not as good as face-to-face, but the conversion numbers are still good enough to make it worthwhile.

That’s why you should add webinars to your marketing mix in 2020.

To summarize:

  • Webinars are the next best thing to face-to-face to help you connect with prospects and convert them to clients.
  • The general public is not yet experiencing webinar fatigue to the level that you might be.
  • Webinars are the perfect tool for doing one-to-many marketing.
  • When you get up and speak in front of the crowd, you are the expert, and you will generate questions (which means “interest in your services”).
  • If you currently lack a proven lead magnet, and don’t know where to start on creating one, a webinar is an excellent lead magnet to start with.
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No matter how you look at it, webinars are an amazing marketing tool. When I first started testing them in my practice in the fall of 2013, I was skeptical. But looking back at all the new clients it brought in during 2014 and 2015 (I closed my tax firm in 2015), and continuing to hear from other practitioners (in tax as well as other service professions) how successful it is for them, I consider it one of the best marketing tools available to you. It should definitely be in your marketing quiver, without a doubt.

To learn everything you’d ever want to know about marketing your services with webinars, you’re going to want to pick up the October 2020 issue of The Profitable Accountant. However, this issue goes to press over the weekend, so TONIGHT is your last chance to get it. Start here:

Here’s to building a better tax firm,
~Jassen Bowman, EA, CTR™