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Marketing

Three tips for an effective post-tax season marketing debrief

Corey Greene  

Corey Greene  

You work hard to provide the best for your clients, but who is working to provide the best for your firm? Take a look back to get ahead. Review your post-tax season marketing to see what worked and what didn’t.

With tax season now in the rear view mirror, many forward-thinking accounting firms are shifting their focus to strengthening their marketing tactics in the year ahead. By taking time now to figure out what worked and what didn’t this tax season, you can develop a more effective marketing strategy certain to spur revenue growth in time for next year.

For accounting firms who want to effectively engage with clients and prospects in today’s information-packed landscape, the importance of an integrated marketing strategy that capitalizes on the latest advances in technology cannot be underestimated. If your firm is open and agile enough to make technology a priority and work it into your marketing strategy, you’ll realize a true competitive advantage and build a strong foundation for growth not only next year, but for years to come.

Here are three steps to making the most of your post-tax season marketing debrief.

1. Request client feedback

Yes, it really is that simple. Far too often, we focus so much on providing the best service or highest quality products that we forget to tap into our best source of information – our clients. The first step to exceeding your clients’ expectations is understanding them. This requires gathering honest feedback, as well as the ability to look at things from their perspective. Consider a phone call or short anonymous survey.  Ask them what they liked and what your firm could do better. It doesn’t have to be complicated. In fact, the key is to keep it simple and as easy as possible for your clients to provide their feedback. This helps drive greater participation and engagement. With tax season just wrapping up and their experience with your firm still top of mind, now is the time to ask for their honest feedback so you can serve them better next year.

An added benefit to this process is how valued your clients will feel. Think about how you feel when someone asks for your opinion or advice. How your clients feel is not only important for retention, it is also important when it comes to referrals.

2. Analyze your tactics

Because of how convenient it is, too many of us take an “if it ain’t broke, don’t fix it” approach. The problem with this approach is that a quick evaluation would reveal that “it” actually is broken.

By taking into account the various ways your firm connects with clients—whether it’s your website, emails, advertising, social media, referrals, online search engines, blogs, etc.—and analyzing the data year-over-year, you can determine what’s working best from a marketing perspective. Make sure that no matter the method, you’re communicating clearly and in a measurable fashion. Combining your marketing analytics with client feedback and consumer trends provides you with powerful insights and a great foundation for next year’s marketing strategy.

3. Consider technology

Now that you are armed with the information you need, turn to technology to successfully market your firm, while minimizing manual efforts.

It’s no secret that accounting firms are dealing with intense pressure from a variety of areas. From tax reform to increasing client expectations, this tax season was likely one for the record books. With so much on your plate, you might find yourself in the same situation as any number of firms who placed marketing on the back-burner even though it is essential to maintain and grow revenue. That’s why it’s worth looking into the various solutions your tax technology provider offers now, so you can get familiar with the new technology and better serve clients in the year ahead.

So, after you take that well-deserved post-tax season vacation, make sure to quickly turn your efforts to analyzing your marketing strategy and capitalizing on technology. Whether you need help with newsletters, briefs and posts, eye-catching content, or an easier way to manage these efforts, turning to technology may very well be the answer. With tax season still fresh for both your staff and clients, the time you put in now will certainly pay off next year.

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