As a CPA firm, you know that tax season is the busiest time of the year. However, just because tax season has ended does not mean that your firm’s revenue has to come to a halt. In fact, the off-season can be an excellent opportunity to promote your CPA firm’s services and acquire new clients.
Here are some tips for marketing your firm’s services during the off-season:
Identify your target market
Before you start marketing your firm’s services, you must first determine your target market. Who are your ideal clients? Are they individuals, small businesses, or corporations? Once you have identified your target market, you can tailor your marketing strategy to reach them more effectively.
To identify your target market, examine the following:
- Demographics: Find out the age, gender, income, education, and other characteristics of your potential clients.
- Psychographics: Look for the attitudes, values, and lifestyle of your potential clients; how you can help them with these areas.
- Geographic: Know where your potential clients live or work; in which all states you provide your services.
- Behavior: Consider the behavior of your target clients; when they look for your services.
Once you have identified your target market, you can personalise your marketing strategies to appeal to this specific group. This can help you reach your potential clients more effectively and efficiently, and increase the possibility of them being the actual clients.
Highlight Your Expertise:
One of the best ways to market your firm’s services is by showcasing your firm’s specialized skills and knowledge in those services. Use social media platforms like LinkedIn to showcase your firm’s certifications or licenses, as well as your team’s experience and qualifications.
By emphasizing your expertise in your services, you can distinguish your firm from competitors and position yourself as a trusted authority in the industry. This can help attract potential clients who are seeking specialized services and are willing to pay a premium for quality expertise.
Consider providing case studies or testimonials from satisfied clients who have benefited from your services. You can also share any industry awards or recognitions your firm has earned, as well as any thought leadership content your team has published, such as articles or whitepapers on accounting-related topics.
Overall, highlighting your expertise in your services can help your firm stand out in a crowded market and attract clients that value specialized knowledge and experience in this area.
Offer off-season discounts:
Offering off-season discounts is a great way to attract new clients and retain existing ones for CPA firms. Firms should promote off-season discounts on their website, social media channels, and email newsletters to effectively market them. You can also think about targeted advertising to reach potential clients who may be looking for accounting services during the off-season.
By providing discounts during slow periods, you can encourage potential clients to sign up for services that they might have otherwise postponed. These discounts can also help firms retain current clients who are considering switching to a competitor.
One way to offer discounts is to provide a percentage off the overall cost of services. For example, offering a 10% discount on tax preparation services during the off-season can encourage potential clients to sign up early. Another possibility is to offer a flat rate discount for first-time clients or for clients who refer others to the firm.
Firms can also try grouping services together for a discounted rate. For example, offering a package deal for bookkeeping and tax preparation services can be appealing to clients who need both services. This can help you increase revenue by upselling additional services while providing a discount to the client.
Host a workshop or webinar:
During the off-season, hosting a workshop or webinar is an excellent approach to market your firm’s accounting and tax services. By sharing your expertise and knowledge with potential clients, you can establish your firm as a thought leader in the industry and build trust with your audience.
To start with, think about what topics or themes are most relevant to your target market. This could include tax planning strategies, new regulations or laws affecting businesses, or tax considerations specific to an industry. Once you have identified your topic, create a detailed outline and slide deck for your presentation.
Next, choose a platform to host your workshop or webinar. There are many options available, like Zoom, GoToWebinar. Be sure to test your technology beforehand to ensure a seamless and professional experience for your attendees.
To promote your event, use your email list and social media channels to spread the news. Consider offering a discount or special promotion to those who attend your workshop or webinar.
During your presentation, make sure to highlight your firm’s expertise and services related to the topic at hand. This can include sharing case studies, success stories, or examples of how your firm has helped clients in similar situations.
After the event, follow up with attendees to thank them for their participation and offer any additional resources or services that may be of interest to them. This can help nurture leads and convert them into actual clients.
By hosting a workshop or webinar during the off-season, you can stay on the top of the mind of potential clients and position your firm as a trusted advisor in the industry.
Partnering with other firms or organizations that complement your services can be a powerful marketing technique. By forming partnerships, you can tap into their customer base and expand your reach, which can ultimately lead to new clients for your firm.
You may consider partnering with a financial planning firm, a business consulting firm, or a law firm that specializes in tax law. You can offer joint services with these partners. For example, you and a financial planning firm can offer a package deal that includes tax planning services and retirement planning services. This can be a great way to attract new clients who are looking for comprehensive financial advice.
Co-hosting events or webinars is another way to leverage partnerships. You may partner with a business consulting firm to host a webinar on tax planning strategies for small businesses. By co-hosting events, you can share your expertise with a wider audience and establish your firm as a thought leader in the industry.
In addition to joint services and events, you may also consider cross-promotion. This can involve promoting each other’s services on social media, including each other’s logos on your websites, or even co-authoring blog posts or articles.
In conclusion, the off-season can be a great time to market your firm’s accounting and tax services and attract new clients. By identifying your target market, highlighting your expertise, offering off-season discounts, hosting a workshop or webinar, and leveraging partnerships, you can build your firm’s reputation and revenue during the slower period.