According to a 2015 Google consumer survey, 12% of tax filers switched their method of filing in the past year. Of them, 37% chose a tax preparer versus 47% who opted to do their own returns (DIY). What is more telling is that 23% of respondents moved to a tax preparer because of a recommendation, and 19% moved because of a life event. Those who were driven to the DIY method were motivated by a bad experience or the obvious price difference.
As marketers, this data helps us develop communication plans that speak to these motivating factors.
So first off, what are some life events that you should be talking about on social media, your website, webinars and your blog?
According to the US Bureau of Labor statistics:
- 40 million Americans changed jobs in 2014.
- 4 million Americans bought a house.
- 4 million Americans started a family.
- 1 million Americans got married.
- 5 million Americans entered the workforce for the first time.
What is obvious here is that these life events do not occur only during tax season. They are year-round events that drive Google searches and social requests for help. As a tax accounting firm, your goal in marketing is to build up your online authority. We call it showcasing your expertise.
Staying active year-round with your client communications is going to help you attract more of these life-event switchers. Publishing helpful content about these life events will help you get found, whether by current clients and their children, friends and family, or a Google searcher who has just had a child.
All of this brings us back to the biggest source of new business, recommendations.
This is reason #1 why it is important that you:
- Create a robust mobile optimized website
- Have plenty of five-star reviews on sites like TaxBuzz.com
- Are active on social media
- Send out a monthly email newsletter
- Actively blog about life events
You want your brand to be found where your clients are visiting most. If you are marketing locally, you will want to have a strong Google My Business (GMB) profile so you show up at the top in Google Maps. When people are referred to you, most of them will Google your name.
What do they see?
You want to control the results by getting your website, GMB profile and review sites loaded with five-star reviews at the top of the search results. Accountants can get amazing results from search with a little optimization and hard work.
It is a matter of understanding the consumer decision journey.
Who do they know, like and trust? If you are communicating year-round you have already established credibility and demonstrated responsiveness. You have shown that you care about your clients’ financial well-being. In addition, you have made it much easier for your influencers to recommend you online. If your Facebook page is loaded with followers, reviews and content, this is a great indicator that you are someone who will take care of your clients and make clients feel more comfortable recommending you.
If you are writing about common life events, there is a better chance your article will show up in the local search results. Your business is built on your expertise and relationships. Communicating year-round reinforces you as a leader in your field.