End of Tax season: Time for Some Off-Season Spring Cleaning
Congrats, you made it. We have heard reports ranging from an outstanding tax season to a frustrating one to somewhere in between, depending on your client base. One thing that the end of tax season enables you to do is breathe and start making some decisions that will help you benefit throughout the year and into next season.
Here are 5 no-brainer spring-cleaning items for your CPA or tax accounting practice:
1) Database Maintenance:
The value of your practice is built on your client list. Losing track of a client address, phone number or email address can impact your bottom line. After tax season is a great time to make sure your database is clean and up to date. Review your email newsletter bounce reports to see whom you should contact to get an update. If you had any returned mail, make sure you updated your records. If you are not sending your email newsletter to your entire client and prospect list, get that updated as well. Little tweaks in your marketing approach really add up.
2) Missed-you-last-year campaign:
There are a number of reasons a client might not have shown up for this year’s tax appointment. They may have moved, tried a new accountant, had marital problems or had a significant life event. You will never know if you don’t ask. The client may have been embarrassed or not known you could still help them remotely. Whatever the reason, a missed-you-last-year campaign can help reduce your churn rate and get some of that “lost” business back.
3) Thank your referral sources:
Recognizing and sometimes rewarding your best referral sources can help ensure the pipeline remains open. It is simple to send a note, email message or prize. It goes a long way in keeping your easier growth tool working for you year-round.
4) Work on social media followers:
Business is no longer done behind closed doors. What people think and say about you is online for the entire world to see. The vast majority of your clients use social media sites. Step 1 is having a consistent presence. This is hugely important for the branding of your firm. Social media lets you establish yourself as an expert and build more word of mouth. Building a big following just takes some effort. Start by sending an email to your client base asking them to follow you. You can also search out and follow clients on LinkedIn and Twitter.
Use forums and message boards to answer client and prospect questions professionally, honestly and correctly, which will earn you respect as an expert in your field. People will look to you for answers. Social media also provides another way for potential customers to find you. Especially if your website is not ranked high enough in search, prospects can still find you through social media.
5) Attract reviews:
Online reviews impact your local SEO results and your bottom line. Numerous surveys show us that 80-90% of consumers use reviews during the buying process.
What others say about you matters.
When a referral or an online lead sees your brand online in the search results, you want to make sure you are putting your best foot forward. We have worked with thousands of tax accounting professionals to help them attract five-star reviews. It is really not that hard; you just have to ask and of course give your clients a reason to say nice things about you by providing exceptional service.
Online reviews have a major impact on your brand. They not only affect your local search results but also help determine which links are actually clicked on by searchers and steer prospects through the buying process.
Keeping your practice healthy requires a commitment to your firm. Be responsive, keep clients up to date and make little changes that will improve your retention rates, referrals and lead conversion.
Lee Reams II
I am a marketing junkie who has spent the last 20 years developing and executing "best in class" word-of-mouth marketing campaigns. With over 10,000 happy clients I think we are on to something. The explosion in web marketing and social media have redefined the way independent professionals market their practices. Follow my blog to see if you can take some of our actionable ideas to market your own practice.