Tax service professionals are really good with numbers and data. They have chosen to master a profession which is built on data analysis in order to drive specific end goals (bigger refunds, lower fees, etc).
So why is it that they often fail to effectively market their business?
After all, marketing is about using data to drive results, right?
It's not THAT simple.
Marketing is about more than just data. It's about competition, identifying the right customer acquisition channels, and using the creative process to power results.
Common Marketing Mistakes:
1. Relying entirely on "word of mouth" advertising
2. Investing only into digital marketing (Google Adwords, search engine optimization, etc)
3. Lack of sales-driven lead follow-up processes
4. Waiting "until the last minute" to start marketing
5. Poor testing before investing
Let's look at an example scenario for item #2 -- "Investing only into digital marketing"
In this example, Pro Tax Services from San Antonio, TX decides to spend their entire marketing budget on Google ads.
But, to ensure success, they limit the campaign to only display ads to prospects searching specifically for "tax services in San Antonio" (or a related variation of those keywords).
With such a targeted audience and keyword focus, they believe that the campaign will generate plenty of business.
Even better, they set the campaign to only display ads during normal business hours.
How could such a focused plan fail to generate leads and ultimately sales?
Well, the answer is alarming.
Off the top of my head, here are 10 ways the campaign could easily fail.
1. The ad copy doesn't convert into clicks
2. The competition outbids the company and dominates impression share
3. The ad sends clicks to an ineffective website or landing page
4. The website does not have an effective conversion form
5. Prospects aren't searching for tax services during normal business hours
6. The competition has better offers and passes the online "eyeball" test
7. National chains or large independent services dominate organic search results
8. The company does not have any/enough online reviews
9. Dozens of results and advertisements for the same keywords eliminate viability
10. Client demographic does not convert at a high percentage online
And that's just for starters...
Meanwhile, every click that doesn't convert costs big bucks and the tax season flies by.
As you can see, it's not smart to invest in an unproven or single ad platform. Don't put all of your eggs into one basket.
So what SECRET do the highly-profitable tax firms (with limited budgets and resources) use to drive client acquisition and sales?
Believe it or not, it's direct mail.
Everybody has a mailbox. Everybody looks at their mail (whether they keep it or not). And, most importantly, direct mail forces prospects to interact with your business.
Through the mail, you also eliminate the presence of competitors' offers (in most cases), eliminate the price shopping, and proactively reach prospects at the right time.
And for clarification, we're not talking about those "coupon packs" jammed with offers ranging from pizzas to laundry services. We're talking about stand-alone "solo" direct mail.
It REALLY works, and you don't have to be a digital marketing guru to figure it out.
Remember, no matter how well your online ads perform -- you are still stuck waiting and hoping for prospects to search for "tax services in your city" and then click on your ad out of the dozens of competing options.
Can you afford to take such a risk during the fast-expiring tax season?
Absolutely not.
With Every Door Direct Mail® from the USPS®, you can reach the right local homes, at the right time, with giant full-color direct mail offers.
Mail delivered by the USPS® also lends credibility and authority to your business.
So this tax season, eliminate the costs and hassles of complicated marketing technologies that deliver more risk than rewards.
Launch your own direct mail campaign online, in 3 easy steps:
1. Target local homes using the FREE mapping tool
2. Choose your design and print options (FREE templates available!)
3. Schedule the "in home" delivery date -- and you're done.
With no experience, YOU can use this stunningly effective and super-easy solution for your business.
DIRECT MAIL FOR TAX PROFESSIONALS
So why is it that they often fail to effectively market their business?
After all, marketing is about using data to drive results, right?
It's not THAT simple.
Marketing is about more than just data. It's about competition, identifying the right customer acquisition channels, and using the creative process to power results.
Common Marketing Mistakes:
1. Relying entirely on "word of mouth" advertising
2. Investing only into digital marketing (Google Adwords, search engine optimization, etc)
3. Lack of sales-driven lead follow-up processes
4. Waiting "until the last minute" to start marketing
5. Poor testing before investing
Let's look at an example scenario for item #2 -- "Investing only into digital marketing"
In this example, Pro Tax Services from San Antonio, TX decides to spend their entire marketing budget on Google ads.
But, to ensure success, they limit the campaign to only display ads to prospects searching specifically for "tax services in San Antonio" (or a related variation of those keywords).
With such a targeted audience and keyword focus, they believe that the campaign will generate plenty of business.
Even better, they set the campaign to only display ads during normal business hours.
How could such a focused plan fail to generate leads and ultimately sales?
Well, the answer is alarming.
Off the top of my head, here are 10 ways the campaign could easily fail.
1. The ad copy doesn't convert into clicks
2. The competition outbids the company and dominates impression share
3. The ad sends clicks to an ineffective website or landing page
4. The website does not have an effective conversion form
5. Prospects aren't searching for tax services during normal business hours
6. The competition has better offers and passes the online "eyeball" test
7. National chains or large independent services dominate organic search results
8. The company does not have any/enough online reviews
9. Dozens of results and advertisements for the same keywords eliminate viability
10. Client demographic does not convert at a high percentage online
And that's just for starters...
Meanwhile, every click that doesn't convert costs big bucks and the tax season flies by.
As you can see, it's not smart to invest in an unproven or single ad platform. Don't put all of your eggs into one basket.
So what SECRET do the highly-profitable tax firms (with limited budgets and resources) use to drive client acquisition and sales?
Believe it or not, it's direct mail.
Everybody has a mailbox. Everybody looks at their mail (whether they keep it or not). And, most importantly, direct mail forces prospects to interact with your business.
Through the mail, you also eliminate the presence of competitors' offers (in most cases), eliminate the price shopping, and proactively reach prospects at the right time.
And for clarification, we're not talking about those "coupon packs" jammed with offers ranging from pizzas to laundry services. We're talking about stand-alone "solo" direct mail.
It REALLY works, and you don't have to be a digital marketing guru to figure it out.
Remember, no matter how well your online ads perform -- you are still stuck waiting and hoping for prospects to search for "tax services in your city" and then click on your ad out of the dozens of competing options.
Can you afford to take such a risk during the fast-expiring tax season?
Absolutely not.
With Every Door Direct Mail® from the USPS®, you can reach the right local homes, at the right time, with giant full-color direct mail offers.
Mail delivered by the USPS® also lends credibility and authority to your business.
So this tax season, eliminate the costs and hassles of complicated marketing technologies that deliver more risk than rewards.
Launch your own direct mail campaign online, in 3 easy steps:
1. Target local homes using the FREE mapping tool
2. Choose your design and print options (FREE templates available!)
3. Schedule the "in home" delivery date -- and you're done.
With no experience, YOU can use this stunningly effective and super-easy solution for your business.
DIRECT MAIL FOR TAX PROFESSIONALS