Tax Season Preparation: Your Marketing Technology Checklist


We are quickly approaching the end of the year, and for accountants that means one thing: tax season is almost upon us once again.

Like most industries, tax professionals increased their reliance on technology in the past year and had to find new ways to connect with clients. As we enter tax season, it is more important than ever to take advantage of today’s top technologies to get your name in front of current and prospective clients and remind them of the valuable services you have to offer.

Your marketing team has a wealth of tools at their fingertips to help build your brand and reach your client base. The following are some top marketing technologies that will set you up for a successful tax season.

Your Website

Every successful business today has a website. Too many companies, though, overlook their website as a formality and fail to capitalize on its full marketing potential.

A successful website should:

  • Clearly provide all your critical information and an easy way to contact you
  • Include a clear call-to-action on all pages, encouraging clients to engage your services
  • Be built around a strong foundational strategy that caters to your specific clientele
  • Include keywords on all pages to get your site seen in web searches
  • Be designed for a convenient and engaging user experience
  • Include positive testimonials and reviews from satisfied clients
  • Be simple and direct, without too much distracting clutter

To help you build the perfect website, consider using tools like WordPress, Wix, GoDaddy, or NetworkSolutions. To improve your search engine optimization (SEO) and boost your web traffic, consider tools like Yoast SEO, SEO Framework, or SEO Squirrly.

Email Marketing

Email is still one of the best ways to reach existing and potential clients, but successful email marketing requires a comprehensive plan, not a piecemeal approach. Using an email marketing platform is essential. The best email marketing platforms have the following qualities:

  • Functions as your one-stop-shop for outbound marketing management
  • Features easy drag-and-drop functionality for building emails
  • Doesn’t break the bank and matches price to your use level
  • Includes integration with customer relationship management (CRM) software
  • Allows you to segment your audience as needed

Today’s top email marketing technologies include HubSpot, Constant Contact, ActiveCampaign, and Mailchimp.

As for the content of your email marketing campaign, you should feel free to mix it up to keep your emails from feeling repetitive. Consider sending out monthly newsletters, seasonal or quarterly updates, year-end recaps, holiday messages, special announcements and reminders (perfect for tax season), top ten lists, and client testimonials, just for starters. Email is a great way to show your thought leadership, especially at tax time when your clients need your expertise.

Social Media 

It is hard to imagine a world without social media. What was once little more than a frivolous distraction is today a legitimate business tool. Too many tax professionals make the mistake of thinking their industry isn’t hip or exciting enough to warrant social media, but the reality is that it’s a great way to reach existing and potential clients, regardless of your industry.

There are five basic rules for getting a successful start with social media marketing: 

  • Create a strong strategy for what you want to accomplish with social media
  • Set ground rules for the content you want to share, how often you’ll share it, and what hashtags you’ll use
  • Be consistent and professional with your content, but don’t be afraid to have fun with it
  • Identify your most important metrics and measure the success of your marketing
  • Designate someone to serve as your social media manager

There are many social media platforms to choose from today, but don’t think you have to be on all of them. Pick a few and start there. The most successful social media platforms for businesses include LinkedIn, Twitter, YouTube, Vimeo, and Facebook.

Google Technologies 

Google seems to occupy a place in every technology conversation, and marketing is no exception. The web giant offers a number of tools to enhance your marketing efforts, including:

  • Google My Business – set up a free business profile on Google with your critical information
  • Google Ads – appear in client web searches
  • Google for Small Business – get a free personalized plan of recommended Google products to help grow your business
  • Google Marketing Platform – combine your advertising with helpful analytics for better results

Invest in Marketing Technology 

As in-person events and communication have been put on hold in the past year, technology has never been more critical to establishing your brand and getting your message out to your clients. As tax season approaches, make sure you have a strategic plan for engaging with your clients, increasing brand awareness, and developing new client leads.

Using the technologies outlined above will put you in the best position to have your marketing in full swing by the time tax season arrives.

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