How to build a simple and cohesive marketing plan that supports your firm’s strategic growth

You've streamlined your systems. You've set up a seamless client experience. You've leveraged your data to fine-tune the services you offer. 

Now what? 

Tax and accounting isn't really an "if you build it, they will come" environment. If your firm plans to grow, potential clients need to know about you, and existing clients need to know how else you can help them.

Mismatched Marketing Priorities

An unsurprising 96% of firms in a 2021 survey performed by Accounting Today for Wolters Kluwer said they plan to grow their business. But less than half (43%) cited increasing their marketing efforts as a way to reach that goal. 

How do the other 57% of firms think they'll reach new clients?
 
Marketing is essential to strategic business growth, but it's not a skill most tax and accounting professionals learn about in college. As a result, many firm owners feel ill-equipped to market their services. 

Marketing doesn't have to be flashy or big budget to be effective. But it does need a good message.

Before your firm invests time or money in marketing activities, carefully craft your message.

What differentiates your firm from your competitors? 

What keeps your long-term clients coming back? 

What problem can you help individuals and businesses solve?

Understanding your firm's key selling points will help clarify your marketing message, which can lead you to how and where to share that message. Keep in mind that you may have multiple marketing messages, depending on the type of client. 

Deep diving into your data can help you create customer segments with specific marketing messages that address their unique pain points.

Choosing the most effective marketing methods

Many accounting firms think marketing needs to be aggressive or include false or deceptive tactics. Not true. 

Most inbound marketing activities are somewhat informal and benefits-focused. And they're things most tax and accounting firms are already doing. Here are some examples:

• Engage with your local community, including organizations like the Chamber of Commerce.
• Join a state CPA society. 
• Present webinars or in-person educational events for community organizations.
• Speak at conferences.
• Share updates on changing legislation with clients via email newsletters.
• Post helpful tips and insights on social media.
• Invest in search engine optimization for your website.
• Contribute as a guest to blogs and podcasts—and ask that they link back to your website.

What you are marketing matters!

While message and method are important, never lose sight of what you're marketing matters most. Quality and customer experience count. No amount of marketing magic can cover up sub-par services or lackluster follow-through. 

As service organizations, tax and accounting firms are selling themselves. Ensure your customer service is stellar and your staff feels empowered to be responsive and solutions-oriented. That way, negative word of mouth won't cancel out the curated marketing message you're sharing.

Ready to learn more about how firms set and meet their strategic growth goals? Download the "Deep Dive Into the Strategic Goals of Today's Accounting Firms" white paper today.