4. Use digital marketing
If you want to create a scalable approach to tax client recruiting and conversion, you need to be using digital marketing. Digital marketing is an excellent tool for generating traffic to your website and communicating your value proposition. Not only can you reach a larger audience, but it's also available 24 hours a day and provides evergreen marketing communication that will live long after the tax filing deadline of 31 October.
Some of the best strategies for generating clients online include the following:
Optimising your website for conversions
If you're a tax agent or a bookkeeper who wants to generate more clients online, you should optimise your website to increase your conversion rate. A ‘conversion’ takes place when someone visits your website and takes some additional action, such as calling you, completing a lead form, asking a question or some other step that expresses intent or interest.
There are several ways to increase web conversions, but some basics are:
- Adding an opt-in form with minimal entry fields
- Creating a pop-up highlighting your tax services
- Adding actionable language and guarantees
Try local PPC
PPC is pay-per-click marketing. This type of digital marketing lets you target specific search terms and pay to have your website pages show up at the top of organic results. If you've ever searched Google for a term such as ‘local tax agent’, you'll see the PPC results marked with a green ‘Ad’ tag. Using Google AdWords, you can find opportunities and search terms for local phrases that will help increase your qualified traffic. Use the AdWords keyword planner tool to find highly used phrases that have relatively low competition.
Use social media to find and retain clients
A social media presence plays a major role in your lead generation. LinkedIn, Twitter and Facebook are powerful platforms that can be used to generate tax clients, handle customer service and increase brand awareness. For instance, LinkedIn is an excellent way to facilitate B2B lead generation. Because most employees have a LinkedIn account, you can easily find and connect with contacts from companies or industries for which you specialise.
Focus your content on EOFY
Tax-themed content is extremely important during tax time. You want a heavy dose of tax articles on your website, in your newsletters and on your social channels. Customers are searching for tax help, and if your blog and social channels aren't covering tax and other EOFY topics, they'll go elsewhere for that information and, ultimately, that business. During tax time, you should be publishing tax-themed content on your blog, social channels and email newsletters.
Don't forget email marketing
Effective email marketing is becoming a lost art. With so many new flashy toys in the digital marketing arsenal, email marketing can be neglected. However, email is still one of the most effective ways to convert leads. Always segment your email lists. Try segmenting based on current customers, past customers and leads; this will help you customise and frame your conversations.
EOFY is in full swing, and most tax agents and bookkeepers are up to their necks in work. However, that doesn't mean you should stop trying to attract and convert new clients. In fact, during the busy season is the perfect time to find new tax clients. These potential clients are attentive to tax information and have their eyes and ears open. Try the online and offline strategies above to grow your tax clientele this year.
Whether you’re looking to find new clients as a ProAdvisor, add new revenue streams through Payroll, or build a cloud-enabled practice, the QuickBooks team can help. Whatever growth means to you, we're here to support you in achieving your goals. Our guides can help you find more clients, add new revenue sources, and build a future-fit business. Visit the Growth Hub now.
Read more with our guide on tax season for accountants.
