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Think Social Media Isn’t for the B2B Crowd? Think Again.

Think Social Media Isn’t for the B2B Crowd? Think Again.

Many professional service providers look on at the B2C set and attribute their social media success to the fact that they can focus their campaigns around consumables. The argument against getting the B2B crowd involved in social media seems to be focused on the fact that professionals do not serve up cupcakes, shoes, cars or soft drinks.

The line of thought bends toward the idea that since professionals have nothing concrete to offer, then a social media presence is not worthwhile. This couldn’t be further from the truth.

B2B entities can absolutely benefit from a social presence.

According to the 2012 Social Media Marketing Industry Report released by Social Media Examiner last year, “Those investing a minimum of six hours per week in social media marketing saw improvements in search engine rankings. Marketers selling to other businesses were more likely to achieve this benefit (59%) than those selling to consumers (50%).” With the increasing weight and importance of the social factor in the SEO equation, social media has become an important tool for helping B2B providers get found, establish credibility and generate new business.


Because your clients and prospects trust you. Trust is the driving force behind successful social media campaigns in the B2B set. B2B clients trust their providers more deeply than they trust their favorite soft beverage company or their favorite auto manufacturer. Additionally, the gap between your clients and the head of your business is vastly smaller than the chasm between the average consumer and the CEO of Coca-Cola®. Because your clients can see you face-to-face, and then see an update about you on your company Facebook page, B2B social marketing can actually be perceived as more accessible than the B2C social approach.

  • The B2C Social Approach
    The social approach of the B2C set is, of course, focused on the products they provide. However, they are also looking to reach a much larger market than B2B providers. Because of this, their social campaigns tend to center on being lighthearted and entertaining. B2B social campaigns also promote special offers – sometimes exclusively to their social following. The B2C approach is casual, friendly and seeks to build brand engagement with followers.The B2C approach differs from B2B tactics because consumables need to elicit an immediate or timely response from consumers. They are seeking mass exposure, urging follow-through from consumers and expecting a quick return on marketing investment. Deadlines, expiring deals, and sun-setting offers urge consumers to act before offers are no longer available. Consumers can conceivably make rapid buying decisions based on social promotions, access a discount code or coupon, visit an online store and then purchase a product in a matter of minutes. This type of instant access helps to shorten the B2C sales cycle.
  • The B2B Social Approach
    The social approach of the B2B set tends to be focused on building relationships with followers through providing reliable, credible resources and updates. They share information and talk about the people and events that make their businesses great. They feature their services as a backdrop to their educational resources with the goal of educating and nurturing clients and prospects.B2B campaigns often have the added benefit of being able to focus their social presence on a niche market, specific subset or geographically centered clientele. B2B campaigns can also incorporate event-related campaigns and utilize social resources as a way to draw new prospects into seminars, webinars and other events.The B2B sales cycle is longer than B2C due to the fact that multiple factors are usually at work when closing a deal: there may be a review process, buy-in from other partners may be sought out, approval might be required from other parties, etc.Ultimately, the B2B approach seeks to strengthen brand awareness in their community, engage clients and prospects, build credibility and generate new business.

What works for B2B?

The cornerstone of any worthwhile B2B social media campaign is great content. Followers of your B2B social campaigns come seeking the specific information and resources that they expect your social pages will provide. When a business has a content strategy in place and is already utilizing communication resources like a newsletter or blog, then social media content strategy is an obvious next step toward strengthening the brand and building new business. Decide what kind of a presence you would like to establish and align your social strategy in tandem with your marketing and communications strategies.

Keep the great content coming

It is important to frequently update your content and keep your social efforts going strong. It is no longer worthwhile to create a social media presence and then walk away – believing that it will exist as an ancillary website. Once you stop regularly posting updates to your social platforms, social media will essentially “forget” about your page and do far less to get your business in front of other fans and followers. Facebook’s EdgeRank algorithm factors in the age of your posts when determining post relevance for your followers. The older a post is, the less likely it is to get seen in anyone’s stream of updates. Twitter has a similar focus on providing up-to-the-minute information to its followers and will not display more than about two weeks of data in any Twitter search. LinkedIn engagement is also vastly improved when information is being regularly shared. If you decide to establish a social presence (or if you have a presence that is waning) don’t allow your efforts to drop off. Keep current information and valuable content streaming through your pages in order to reap the full benefit of your social platforms.

Focus on engagement

You will also want to make sure that you are able to interact with your followers. Do you know how quickly your followers expect you to respond to their comments and inquiries? Some subsets will expect to hear back within minutes, and others may be fine with same-day responses. In any case, it is important to know what kind of a response time your audience expects, and deliver.

Featuring your philanthropic involvement, office events, or even tid-bits of information about your team help to bring warmth to otherwise drab professional service profiles. You want to educate and inform your followers, but you should also consider how the human side of your business can sometimes bring a smile to the their faces.

Shorter messages are usually more effective when communicating with a B2B audience through a social platform. Your fans are likely to be other professionals with busy lives. They’ll appreciate it when you get to the heart of the matter.

If you would like the nitty-gritty details, Compendium shared an infographic a while ago outlining What Works for Social Sharing: B2B vs. B2C.

Keep the social machine running

As with any vehicle, you will want to track and measure your progress in order to get a full return on your social investment. Stay aware of social media trends and keep on top of changing preferences related to your subset. You will also want your social machine to perform for you and deliver what you ultimately want – new clients. Establish a process for following up on leads generated through your social when your social followers download a whitepaper, register for an event, sign up to receive your email newsletter, reply to an offer for a free consultation or respond to any of your social media calls to action. Your social engine can generate hot warm leads for you, and having a lead tracking process in place will ensure that those opportunities are not lost.

It is also important to change things up periodically so that you keep audience engaged. A content formula that works for you this quarter might not be hitting the same mark several months from now. Keep an eye on your metrics, watch out for declining engagement, and respond accordingly with a fresh approach.

Although the reasons and approach for B2B social media involvement may differ from the B2C set, you can rest assured that it is a worthwhile endeavor that can help you grow your business. Create a social content strategy and align social messaging with existing marketing and communications resources in order to minimize effort and maximize exposure. Keep your social media plans rolling through consistent, valuable messaging and responsiveness to followers. Track your progress, respond to warm leads, and you will soon learn that all this social stuff is really as good as it’s cracked up to be.

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Posted in: Content Marketing, Marketing, Online Marketing, Social Media Marketing

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Dos & Don’ts of Email Delivery [INFOGRAPHIC]

Dos & Don’ts of Email Delivery [INFOGRAPHIC]

When you send out business emails, you expect them to land in your recipients’ inboxes. However, there is more to delivery than just hitting “send”. From the quality of the content you publish to how you build your list, your actions can affect whether your email ends up in the inbox or some other, less desirable, place. Some of the dos & don’ts of email delivery are actually quite simple and intuitive.

The folks over at Vertical Response have created a simple, yet compelling, infographic to show you how you can increase your deliverability by following some best practices, such as:
  • Implement a double opt-in system to confirm email subscriptions
  • Make sure that your unsubscribe link is easy to find
  • Let subscribers know what to expect and give it to them
  • Welcome new subscribers with an engaging, informative welcome email
  • Segment your list into groups by interests and levels of engagement
  • Maintain compliance with SPAM laws in all of your email communications
  • Send out only the most relevant and interesting content that readers will value
  • Test your images and links before sending your emails out
By adhering to these recommended dos & don’ts of email delivery, you can feel confident that your business emails will reach their intended recipients.
Courtesy of: VerticalResponse


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Posted in: Email Marketing, Email Newsletters, Marketing, Marketing Best Practices

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Four Secret Ingredients for Cooking Up Viral Business Video

Four Secret Ingredients for Cooking Up Viral Business Video

We’ve all seen those videos that seem to hit every inbox and social media feed across America. We talk about them at the water cooler, Tweet about them while in line for coffee, and occasionally even hear about them on the morning news.

The most popular viral videos run the gamut from dancing wedding attendants and choreographed routines in Chinese prison yards to people standing in awe of rainbows and Old Spice ads. But what really makes a video go viral, and how can you effectively get your message out? It may seem like your production is merely a grain of flour in a giant brownie batch of videos, but there are some ways you can help your video get a virtual blue ribbon.

We’ve discovered four secret ingredients found in most viral videos and are sharing them with you so that you may learn how to blend these flavors together for a successful and tasty response from your viewers.

1. Add a Human Touch and Mix It Up

Keep things light, and keep them real. One of the most important factors in a viral video is the feeling that you are watching real people just being themselves. It draws you in. Sometimes the fact that viral video “stars” are not professional actors, but are actually average Janes and Joes doing captivating and interesting things, elicits a far more positive response from viewers than professional productions. Viral videos are accessible and have an element of imagination to them. They make viewers feel as if they could join in on the fun.

Lay your inhibitions aside and let go of the idea that video aficionados will expect you to kick out a Spielberg production. In all actuality, Hollywood producers and directors have a hard time getting their professionally-produced movie trailer clips to go viral. Hollywood frequently outsources online video campaigns to social media gurus who push, plug and peddle them until they achieve reasonable exposure. The masses tend to choke on professionally-created videos because they lack the genuineness and authenticity that drives true engagement (sparking a viral outbreak of interest).

Granted, it’s not all impromptu and off the cuff. Those wedding dancers rehearsed a bit before they walked down the aisle. And clearly the Chinese inmates were instructed on their choreography in advance. Think about mapping out a plan for your own video and consider what you want to communicate. Think about who you want to influence, who is your target audience, how you want to reach them and what will best capture their attention. Once you have the basics down and are ready to aim the camera at yourself or your coworkers, be sure to embrace serendipity. Let it flow naturally. You can never predict what morsels you will capture that end up making your video the next sweet internet sensation.

2. Share a Story and Spread Evenly

Many viral videos tell stories that appeal to our everyday interactions with the world around us. Viral video is the modern incarnation of traditional oral and generational storytelling. We have become a very visual culture. Video has a way of making us feel like we are connected to those 2.5 million other viewers who also had rave reviews about that same fantastic clip. Spread the scope of your story by beginning with an attention-getting introduction, building up interest until a climax is reached and then release to a tidy conclusion.

Did you think that the dancing Chinese inmates lacked a story? Although you see men in matching uniforms dance in a prison yard to Michael Jackson’s Thriller, you get a sense that Michael Jackson’s music is this universal connector that spans culture, country and language. You understand that the inmates’ frolicking is temporary, ending as soon as the routine is over and it’s time to return to their cells. You hope that the human spirit will overcome adversity and rise above circumstance. You are connected. The best stories make you feel like you are part of a bigger picture. They are compelling and establish a link with the viewer.

You may not believe it, but you have a story to share as well (yes, you). Certainly you are passionate about your life, and it is likely that you are passionate about your work as well. Your clients see it in your face, hear it in your voice, and catch that sparkle in your eyes when you have something to share that lights you up inside. Beyond plugging your goods and services, tell your own savory story. If you stop and think about it, you have some appetizing bits and pieces to share with the world.

3. Sprinkle with Joy and Happiness

Videos that end up going viral tend to communicate a sense of joy, delight, or hope, capturing the hearts of millions of viewers. Beyond just making them laugh, people respond to videos when they provoke real moments of joy and pure emotion. Shoot for the heart.

Utilize video as a means of demonstrating your expertise, but don’t forget to occasionally offer up those fantastic heartwarming moments that make life worthwhile. We live in a world of financial turmoil, wide scale natural disasters, epidemics, poverty and war. In the midst of the madness, offer an oasis of glee for a joy-starved world.

Discovery Channel launched their “The World Is Just Awesome” video campaign and received almost two million views on the first release. The video is merely a medley of clips from Discovery’s various programs, but all of the pieces are amazing (and real) glimpses into what makes our world awe-inspiring. We can take a few notes from the Discovery Channel about sprinkling some joy into our own video efforts.

4. Add a Dash of Creativity

Seasoned chefs will tell you that a major factor in producing remarkable recipes is creativity. The more prominent chefs are able to blend ingredients and flavors together in unique and interesting ways, which keeps their diners coming back again and again. Successful viral videos also have an element creativity. Video, after all, is geared at providing some sort of entertainment value. Your YouTube videos have a greater chance of achieving viral status if you spice things up and inject your own creative style.

An anomaly in the professionally-produced video arena, the Old Spice “Smell Like a Man, Man” campaign did so remarkably well because it was creative and unexpected. You didn’t know what was going to happen next, all while injecting humor while you watched to find out. Gary Stibel, CEO and founder of The New England Consulting Group, remarked about Old Spice, “We think that Old Spice is up. We don’t think it’s up in the double digits, but it’s up meaningfully, and we think it’s driven 100 percent by marketing.”

Video content that is unique, memorable, edgy or unusual will always garner a better response than those that lean toward the mundane. Think about what you can do to grip your audience and provide content that is out of the ordinary. Injecting elements that are shockingly creative will entice your audience and leave them at the edge of their seats. They will enjoy every savory bit of video you dish out when you provide a bit of ingenuity.

Bake Until Lightly Brown Around the Edges

You may have produced the next best thing to hit the net, but perhaps it isn’t getting the exposure you had hoped for. Be patient with your efforts. Some videos are overnight sensations, and others take quite a while to gain a following.

Some tips for getting the word out:

  • Share your videos through your email newsletter
  • Post your video to your blog, and ask other bloggers to post it as well
  • Post your video to your social media sites
  • Remind people from time to time that your video is out there

The perfect recipe involves a great idea, serendipitous timing, and a fair amount of luck. Viral video, by its nature, is unpredictable and a bit of a phenomenon. However, if you include these secret ingredients and blend them into your video, you are more likely to engender a response that reaches beyond the borders of your business community and has an impact that gets talked about. Remember to keep things human, joyful, accessible, full of story, and creative. Enjoy cooking up your own video sensation.


Photo Credit: “Vegetarian Curry” by GracinhaMarco Abundo – Vegetarian Curry is Licensed under Creative Commons Attribution 2.0 via Wikimedia Commons

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Posted in: Imagery in Marketing, Marketing, Marketing Strategy, Marketing Technology, Online Marketing

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Roundup: 6 Posts Chocked Full o’ B2B Video Marketing Tips

Roundup: 6 Posts Chocked Full o’ B2B Video Marketing Tips

It seems just like rock ‘n roll, video marketing is here to stay. In fact, by 2017, video will account for 69% of all consumer internet traffic, according to Cisco. B2B marketers can no longer ignore the phenomenon, and savvy firms like WithumSmith+Brown, PC are challenging the notion that video should be reserved solely for the B2C set by kicking out engaging (and highly effective) video marketing campaigns that boost consumer engagement and their bottom line.

Video does not need to be an intimidating marketing strategy for firm marketers. Glean some insights from the below roundup of blog posts, and you might find that video marketing is easier, more attainable and worthwhile than you ever imagined.


Video Marketing Made Easy

B2B Video Marketing Made EasyYou have a great B2B email campaign, you publish an email newsletter, your website is up to date, and your new business pipeline is in good shape… So, what’s next? Video is an exciting, engaging and valuable tool to bring into your e-marketing mix. There are valid business reasons to dive in and ride the video wave, and it is now easier than ever before to create and share your own marketing videos. After you grab your digital video camera, smartphone or tablet, use a few of these strategies… READ ON.


5 Reasons to Use Video in Your 2014 Marketing

5 Reasons Why Video Should be Part of Your 2014 MarketingVideo messaging can instruct your clients and prospects, inform them of important information and personalize your messaging in a way that no other form of communication can. Videos are an engaging, relatable and easily-consumed element of your B2B content marketing. They can add instant appeal to your marketing and communications strategies. Still not convinced? Here are five reasons to incorporate video in your marketing strategies… READ ON.


Video Marketing Does More for Your Brand Awareness

Using Video in Your Marketing Does More Than Just Create Brand AwarenessShort online videos are quickly becoming a preferred medium for news and information. A recent survey showed that 80 percent of marketers plan to use video in emails. In addition, for marketers that have already used video emails, more than 60 percent expect a continuation of significant increases in conversion with video emails. In fact, Forrester Research found that videos were 53 times more likely than traditional web pages to receive an organic first-page ranking… READ ON.


Don’t Get Cast Adrift on the Video Sea Without a Sail

Video: Don’t Get Cast Adrift on This Crazy Sea Without Your SailThis past year has seen a steady increase in the wide-spread use of low-budget video for business marketing. Shaky shots and audio heavy with background noise are moving past the silly humor caught on a cell phone and posted on YouTube into a more deliberate and professionally thought-out presentation (still posted however on YouTube or Vimeo or one of the other user and search-friendly video sites). Many marketing and communication channels bring up do-it-yourself video… READ ON.


Lights, Camera, Action! Using Video for Branding

Lights, Camera, Action! Use Video To Enhance Your BrandVideo killed the radio star. Remember that old tune? That may have been true in the 80s when MTV changed how people enjoyed music, but twenty years later, video is still in the spotlight: this time stealing the scene from the written word. In today’s high-tech world where information is only a mouse click away, we look for content that is engaging, concise and interesting. Short online videos are stealing the show, quickly becoming the preferred medium for news and information… READ ON.


Marketing Advice From The Pallas Cat

Viral Video Marketing Advice From The Pallas CatWhen creating content, you often try to come up with “the next best thing” or prose that is one of a kind and thought provoking. You want those who read your content to be blown away by how much you know as well as finding it helpful, both of which are worthy goals. A prime example of simple content that made a big impact is the phenomenon of the Pallas Cat viral video. Here are some marketing lessons we can pick up from this engaging feline… READ ON.


Be sure to check out Monday’s blog post for more video marketing tips and some insights on the viral video phenomenon. Until then, grab your camera or smartphone and start filming! Platforms like YouTube offer basic video editing tools to make the video experience more user-friendly than ever before. Explore some of the latest and greatest video marketing tools and turn your team into a group of marketing superstars.

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Posted in: Content Marketing, Imagery in Marketing, Marketing, Marketing Strategy, Marketing Technology, Online Marketing

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Happy Labor Day 2014!

Happy Labor Day 2014!

We’ve been observing this day for over 100 years, but do you know why we actually celebrate Labor Day?

According to the U.S. Department of Labor, “Labor Day, the first Monday in September, is a creation of the labor movement and is dedicated to the social and economic achievements of American workers. It constitutes a yearly national tribute to the contributions workers have made to the strength, prosperity, and well-being of our country.”

Our staff is taking the day off, and we hope you have your feet up today as well. Here are a few fun suggestions for making your labor day a bit more enjoyable:

1. Tell your kids what Labor Day is all about

Labor Day Kid with Dad

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2. Give the cat a day off also

Labor Day Cat

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3. Warm up the steaks

Labor Day Cartoon Cookout

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We hope you have a very happy Labor Day!

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4 Tried & True B2B Business Development Tips

4 Tried & True B2B Business Development Tips

Successful business development strategies aren’t exactly a secret. It is a simple fact that networking, community involvement and sharing useful information will build brand awareness and facilitate business growth. It also helps if you enjoy the process.

I have often heard firm marketers lament that other (often larger) firms “must have a lot of down time on their hands” in order to be participating in so many marketing and business development activities. This common (perhaps somewhat envious) misconception couldn’t be further from the truth. The evidence speaks for itself: larger successful firms often dedicate resources to marketing their firm. They utilize a marketing and business development strategy that yields a profitable return on their investment, and they are significantly more successful than firms that take a passive approach.

Like any successful business venture, a good business development blueprint involves a financial and physical commitment to a solid plan containing workable strategy with a predicted outcome. Prosperous firms put time, money and marketing staff to work in an efficacious manner.

Instead of treating the process as if it were an arduous labor reserved only for those fortunate enough to have boundless time and budget, embrace your marketing and business development efforts at any and every level. Treat it like a labor of love. Let your passion, heart, drive and excitement about your industry shine through in your activities. You will need more than just enthusiasm, but without this essential ingredient, you may doom your own efforts.

Tackle these four tried and true business development tips to keep your efforts going strong:

1. Get out there and mingle

Networking is nothing more than having a conversation with someone. That’s it.”
– Bonnie Buol Ruszczyk, President of bbr marketing

Firms often see networking as an obvious way to begin to build relationships and grow a solid reputation in their business communities, but sometimes the initiative to get out there and get noticed gets waylaid. Deadlines press in, client work piles up, and the fervor to create new contacts diminishes. When the inevitable temptation to slink away from networking rears its ugly head, look the monster straight in the face and remind yourself (and your team) how valuable networking is to the lifeblood of your business.

The bulk of our new business comes from personal networking by our partners and referrals from professional contacts, clients and members of the community. We also strategically identify key prospects to pursue and will take the time needed to cultivate meaningful relationships with them.” – Allisa Lovitt, Marketing Coordinator, HBE Becker Meyer Love LLP

2. Build a solid list

Getting the word out is the first, vital step toward building your essential network of contacts.” – Brenda Sleeper, Senior Manager of Marketing & Business Development, BizActions | PDI Global

These days, it is virtually impossible to make a cold sale. We’re living in the time of the educated, skeptical consumer. While you are networking at various events and conferences, focus on gathering opt-in contacts for your marketing list. Once you develop a hard-earned relationship with a business contact, use you messaging to continue to nurture your prospect. This keeps you and your business in the forefront of the minds of your contacts and enables you to get top value for the time you put into reaching each new prospect.

Whatever good things we build end up building us.” – Jim Rohn

3. Engage and educate your prospects

‘E-rapport’ is absolutely essential to the continuity of your business. Particularly if you hope to grow your revenues, market share and profits. People do business with people they know, like and trust.” – Becca Fieler, Online Marketing Specialist, BizActions | PDI Global

To reach the final destination of the buying lifecycle (being the sale), it is imperative to develop a content strategy that drives engagement through each stage of the buying lifecycle. Your prospects may rely on your online footprint and digital communications to connect with your business and evaluate your offerings. Keep your prospects’ needs and pain points in mind as you map out your content strategy and create an editorial calendar. Your content marketing should be establishing personal connections as you educate and inform. Keep the human element present in all of your online communications, and remain digitally accessible with readers, followers, fans and connections.

Emotion – once a largely ignored field of cognitive psychology – has become accepted as a major spring of consumer behavior. So much so, that many advertisers now view the creation of emotional engagement as their primary objective.” – David Penn, MD, Conquest Research

4. Track, measure & respond

“Metrics and reporting tools are now widely available in the majority of online marketing platforms, and higher-ups are expecting (and asking) their professional marketers to ‘prove it’ when it comes to demonstrating a return on their marketing investment.” – Charissa Hurd, Marketing & Communications Support, BizActions | PDI Global

You’re not only investing time in your marketing and business development efforts; you’re allocating a portion of your firm’s budget and resources to these activities. It makes good clean sense to use your marketing analytics to measure, analyze and track your efforts. The information you glean from your metrics and reporting tools enable you to hone your tactics, strategize, target and determine where your efforts are best spent. Reports can give you profound and valuable information that allow you to dial in and connect with specific subsets based on their behavior. You can respond to these interactions and provide more information in the form of a nurturing campaign. You can then take the next step and reach out to contact your prospect with a phone call, armed with an awareness of their demonstrated interests.

Content marketing generates awareness of your brand, product or service; inspires consumers to engage and consider you; converts them into leads and sales; and creates advocates.” – Brandpoint

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Posted in: Business Development, Business Growth, Marketing, Marketing Strategy

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3 Ways To Give Your Tax Prep Practice An Edge

3 Ways To Give Your Tax Prep Practice An Edge

If you think competition in the tax prep niche is intense, you’re right: There are 1.2 million tax preparers in the United States — more than the number of firefighters and police officers combined.

Plus, more and more taxpayers are preparing their own returns — up nearly 6% in 2014 from 2013. And the use of do-it-yourself (DIY) tax prep software is up, too, resulting in a 1.3% market share shift from professionally e-filed returns to DIY e-filed returns between 2013 and 2014.

What can you do stand out and get your share of the lucrative tax prep market in the face of increasingly stiff competition?

Here are three things to consider.

1. Speak on tax topics.

People like to do business with people they’ve met and who have demonstrated expertise in a service they’re interested in. Speaking on tax topics at conferences, meetings, schools and other venues gives you an opportunity to be seen, show what you know and perhaps start conversations that can build into business relationships.

Giving tax seminars is another way to create speaking opportunities. In addition to having more control over the situation, you can invite people you’d like to meet and do business with, so you have more control over the audience. If you don’t have the time or resources to develop a professional-looking tax planning seminar presentation, you can purchase one from a vendor and customize it to your needs.

2. Share information about ways to save tax.

Whether or not speaking is your thing, you can demonstrate your knowledge of tax topics by sharing tax-related information via a newsletter, a tax guide, your website, a blog or social media posts. The key here is to provide information that’s as timely and relevant as you can. For example, families are probably more interested in hearing about education tax credits than about the Section 179 expensing deduction for businesses. For business owners, it may be the other way around.

Frequency matters, too. The more often people receive helpful information about taxes from you, the more likely they’ll be to consider you for tax services. Again, if you don’t have the time or resources to regularly develop information to share, you can get it from a content provider.

3. Volunteer your tax services.

Offering to help a charitable organization or needy individuals with their tax returns can create goodwill that can help your business development efforts. Board and staff members of a charity will be more inclined to engage a tax advisor who has volunteered time to their organization than someone who hasn’t.

In addition, volunteering is a good public relations activity that can lead to favorable publicity. At minimum, you’re likely to be mentioned or even featured in a newsletter or on the website of the organization you assisted. And if you provide volunteer tax services for a high-profile or high-interest organization, such as an art center, animal shelter or school for the disabled, you might get covered by the media, especially if you let them know about it.

Get your name out there

The point here is simple: To get an edge on the competition, you need to get widely known as a tax expert. To do that, you need to speak, network, volunteer and share helpful tax-related information that’s associated with your name. If you do, you won’t have to just keep calling on people for business; they’ll start calling you.

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Posted in: Business Development, Business Growth, Client Development, CPA Firm Marketing, Lead Generation, Marketing, Marketing Strategy

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