Print and Digital Marketing

Advertisement is at the core of our society, whether we look at marketing campaigns targeted at customers (B2C) or companies (B2B). Knowing how to market your services or provide your clients with marketing tips is crucial, even if your primary concern lies in accounting.

According to published reports, 69% of businesses have a fully documented marketing strategy in place, with 76% using organic traffic, or SEO, to measure success. Blog posts, which are the most popular means of marketing a website, also take far longer to write now than only a few years ago. Readers’ expectations have skyrocketed over the years, and writing, editing, formatting, and publishing marketing content is an industry in itself.

Given that we live in a cloud-based, post-COVID world, digital marketing takes precedent over printed campaigns at the moment. Despite that, taking both into account, no pun intended, can help your brand stand out and attract more clients. Let’s discuss marketing know-how for accounting professionals and how you can jump-start your content marketing efforts in 2021.

Printed and Digital Marketing – Using Both to your Advantage

When you decide to market your services as an accountant, you can go about it in two distinct ways – through printed or digital media. As their names might suggest, both rely on drastically different mediums for distribution. Some marketing content formats you can consider using for your purposes include:

Printed media

  • Business cards – traditional cards used for networking with clients
  • Brochures – fold-up paper sheets with your accounting business’ services
  • Posters – one-way printed papers which can be glued or stapled on walls
  • Printed ads – ads that you can order from newspapers for the sake of marketing
  • Office miscellanea – pens, pins, lighters, mugs, and other office items with your logo/info

Digital media

  • Blog posts – online articles discussing industry topics, how-to guides, and accounting trends
  • Social media posts – images, status updates, polls, live Q&A, and other content specific to social media
  • Podcasts – discussions with accounting professionals and influential guests about various topics
  • Videos – tutorials, discussions, news reports, and other types of videos you can personally host
  • Freebies – PDFs, eBooks, presentations, and other free materials on accounting topics you can share

It may seem overwhelming to choose which marketing content would best suit your accounting business. You can also refer to TrustMyPaper to assist you in writing and editing your marketing plan once you start creating your content. You don’t have to commit to anything upfront, and you can pick and choose different content types to create a unique set of options.

Marketing Content Tools to Consider Using

When it comes to marketing tools, most of them fall into the “creation” part of marketing, and there are plenty of options to choose from. As we’ve mentioned, printed and digital marketing vary in terms of format, so different tools will be more or less suited for each medium. Some tools available to you online include:

Google Docs – all-in-one general document platform suitable for digital marketing content management.

Evernote – a platform dedicated to written content creation, marketing planning, and cloud storage.

Grammarly – editing platform which used to clean up your writing and grammar before publishing.

SEM Rush – a platform that will help you find the right keywords to use for better search engine ranking.

Pexels – stock photo platform with a vast library of professionally curated free-to-use images.

Canva – visual content platform suitable for presentations, infographics, and social media content.

Gimp – photo editing and content creation tool which you can use for both printed and digital marketing.

Mail Chimp – centralized marketing platform which can help you publish content and analyze its performance.

While these are only a select few tools that you can find online, their combined features will allow you to start on the right foot. If you find yourself busy with accounting obligations, referring to Supreme Dissertations and outsourcing some of your content writing or editing is a smart move. Use the available online resources to your advantage, most of which are free and highly user-friendly, and you will slowly build up your marketing strategy.

Marketing Strategies to Implement

Now that we’ve talked about the mediums and the tools you can use, let’s combine the two and talk about specific tips and strategies. Given that you are an accounting professional, you already know who your audience is and what exactly you can do for them. This makes coming up with marketing content much easier, as you don’t have to research your audience – focus on how you can help them instead.

  • Use Accounting-Specific Keywords in your Marketing

As an accountant, your clients will expect you to be familiar with niche terminology and keywords specific to accounting. Using those words will enable your marketing materials to show up much more frequently in search engines such as Google, Bing, and Yahoo. In turn, more people will click on your content and visit your website.

  • Create a Schedule and Stick to It

Publishing marketing content under your brand’s banner should never be sporadic and unorganized. Instead, use a digital calendar or a notepad and start planning your content ahead of time. For example, you can write a blog post and publish it each Tuesday, while you answer accounting questions live on social media on Fridays. There are no rules to creating a content calendar, but prepare your own nonetheless and try sticking to it.

  • Never Copy Content – Be Original

Copying marketing content from popular websites and brands will always backfire. Search engines are designed to detect copied content and treat it as spam. Your clients will be equally displeased and think twice whether to visit your website or reach out to you with such a practice in place. Use the tools available to you to create something unique and your own – your brand’s followers will appreciate the effort.

  • Make Good Use of Social Proof

Social proof represents marketing content generated by your clients and brand advocates. Satisfied clients and accounting professionals familiar with your work can write quotes and reviews for you to use for marketing. This is an effective way for accounting professionals to build trust and brand image, given how trust-reliant their profession is. Reach out to your clients and ask for quotes or reviews – make it a practice to ask for them going forward as well.

Wrapping Up and Starting Off

Marketing is a vast pool of possibilities, and the best way to learn about it is to start producing your content. It can be overwhelming to carry the weight of PR management on your shoulders. Yet, accounting professionals can market their businesses very successfully.

Go through the tools and tips we’ve discussed and take note of how bigger, more popular competitors market their services. The right marketing strategy for your business will click in your mind sooner than you think, and the rest will take care of itself.

Also, learn more how you can also Market & Sell your services online.  Get 2+ clients a month leveraging your social media presence and technology to get the clients you need to grow your business.

Image source: https://unsplash.com/photos/gcsNOsPEXfs

5 Tips to Write a Marketing Plan for a Tax Preparation Business

The success of marketing for a tax preparation business is defined by the planning and organizing of that process. Your marketing strategy is as effective as your marketing plan. With the rising competition in this business, there is no more space for improvising and a lack of effort in a marketing campaign. You’ll need to dedicate yourself completely to forming a successful and thoughtful marketing strategy.

The first step is to coin the marketing plan. There are several aspects that you need to take into consideration while writing a marketing plan. If you want to create a plan that will present your tax preparation business in the best light, this is what you need to do.

1. Determine Your Niche

The marketing plan will be more precise and personalized if you know who are your target clients. Will you focus on individuals or small businesses?

Additionally, consider the type of services you want to offer. For example, you can emphasize working with law firms, service-oriented businesses or you can specify the type of tax preparation like individual stock purchase.

Narrowing down your niche will help you to create a marketing plan that will be personalized for a specific audience. Personalization in marketing is essential for attracting the attention of your target audience. 

Spreading a generalized message will fall into the shadow of businesses that claim to be experts in the domain that the clients want. 

Make sure that you write down the service you want to focus on and the characteristics of the target clients you want to attract. Marketing to the right clients will seal the deal much faster. 

2. Set Your Goals

Having a clear goal will make your marketing efforts more direct and specific. Goal setting is one of the basic steps of writing a marketing plan. It motivates you throughout the process and gives your marketing plan a purpose.

Your goals can be:

  • Increasing the number of clients
  • Promoting new tax preparation service
  • Maintaining the satisfaction of current clients

These are just some examples of what your marketing campaign can focus on.

Every business that wants to pull a successful marketing plan needs to set goals. The tax preparation business is no different. Goals need to be clearly defined and as specific as possible, so don’t hesitate to even put the number of new clients you want to bring into the business this year,” shares Amanda Willis, a marketer at TopWritersReview who worked on several marketing campaigns for tax preparation businesses.  

3. Analyze Your Competition

There is so much you can learn by observing your competitors – both the good and the bad. Their work and marketing can teach you what actions bring positive results and what actions fail with your target clients.

When you analyze your competitors, these are some of the aspects of their business that you need to look at:

  • Type of clients they have
  • Services they offer
  • Their pricing
  • Marketing messages aimed at individuals and companies
  • Signs they use on their offices to attract street traffic

Write down in your marketing plan what works well to give your guidance but also write down what you shouldn’t do. You need to look at less successful competitors as well to notice the marketing tactics that you should avoid.

4. Think about What Makes You Different

Tax preparation falls into a large industry with many competitors who are trying to do the same thing as you – reach out to more clients and improve their business’s success rate. 

Professional Tax Preparer™ Business CardTo write a marketing plan, you need to know what makes you different. In order to define that, look your business from four perspectives:

  1. Strengths – Ask yourself what are your strong sides. Do you have well-trained employees? A long history of satisfied clients? Think about what brings success to your business to identify your strengths. Are you and/or  staff a certified Professional Tax Preparer?
  2. Weakness – Knowing your weaknesses will help you to stay away from promoting less successful aspects of your business. You might be a new company with not many clients to support your credibility so you don’t want to put the focus on that.
  3. Opportunities – If there aren’t many tax preparation businesses in your area that is one opportunity to focus your marketing on. There are many opportunities that you need to think through and identify if you want to promote the businesses in the right way. 
  4. Threats – Government policies regarding taxes or other tax preparation businesses near you can cause a threat to your marketing campaign. You might not be able to eliminate the threats but being aware of their existence will help you prepare better. 

Based on the research you did on competitors, you’ll be able to pinpoint your unique qualities or think of a few new ones that you want to adopt.  For example, have you considered offering additional related services such as accounting, bookkeeping, as well as business coaching services to complement your tax planning and preparation services?  Perhaps now is the time for you to build the premier accounting business in your area!  (see what you can do to follow a Turnkey Business Plan)

Write each one of these aspects down to have a clear idea of your strong and weak spots that will be the baseline for creating a realistic and efficient marketing campaign.

5. Define Marketing Channels

The marketing strategy needs to be spread across different channels. There are several options and you have to make a pick based on your goals. However, the more channels you use, the higher will the chances be for improving your business.

Here are some options for directing your marketing efforts: 

  • Website
  • Social media networks
  • Local advertising
  • Networking (attending conferences and relevant events)
  • Referrals
  • Email marketing
  • Sales letters

A combination of some or all of these marketing channels is the most effective choice. 

Finally, once you define your marketing plan you should keep track of the progress at all times. Writing a marketing plan is a task that comes to an end quickly, but applying the strategies you set demands consistent determination and dedication. Tracking the progress of your marketing plan is necessary for making corresponding improvements and adjust the plan based on real results. 

Author’s bio. Daniela McVicker is a blogger and a freelance writer who works closely with B2B and B2C businesses providing blog writing, copywriting, and ghostwriting services. Currently she many authoritative sources, you can check her last review of Trustmypaper. When Daniela isn’t writing, she loves to travel, read romance and science fiction, and try new wines.

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Infinity Accounting LLC: www.infinityaccountingllc.com

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