Small Business
Business INSIGHTS e-News for Professional Services
Marketing During Busy Season

Tax time is primed for new client acquisitions.

Your busy season will be here before you know it. Tax time doubles as one of the most opportune times of the year to find new clients. Here's how to make the most it:

Tap Current Clients for Referrals

This may be the only time during the year that you actually meet with some of your clients, so make the most of it. Once you address the business at hand, take a few extra minutes to discuss tax-planning strategies for the remainder of the year to demonstrate the value your firm provides outside of tax season. Be sure to thank clients for their business, and don't be afraid to ask if they know of other businesses that would benefit from your services.

Keep Up the Marketing Momentum

It's tempting to let marketing slide when staff is frenzied, but this is the time of year that accounting is on the minds of your clients and prospects. They will likely be more receptive to marketing efforts in January through April than during slower months.

If you've been maintaining a blog and simply don't have time to post with any regularity, hire a freelance writer to write those updates for you. Focus on the nitty-gritty topics of tax preparation that your clients are most interested in.

Be a Go-To Media Source

The media will be looking for sources for stories about tax preparation. Prepare a tax-season guide that positions your firm as experts for your local business journal and radio and television stations, and then make yourself readily available to meet journalist interview requests.

Meet with Centers of Influence

Now is a great time to reintroduce your firm to external contacts, such as bankers and attorneys, who may need to refer their own clients for accounting and tax services. Since your workday is likely packed with meetings, be flexible and willing to meet after business hours or on the weekends.

While it may be unrealistic to devote an abundance of time to marketing during the busy tax season, even a few hours per week will pay off. Don't make the mistake of ignoring marketing for three months of the year. Commit to it as a year-round activity.



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