For many CPA firms, business tends to ebb and flow with the tax deadlines, but the true measure of success lies in staying busy year-round. The key to achieving consistent growth is to diversify your online marketing strategy and extend your reach beyond the typical tax rush.
By harnessing the power of SEO, paid advertising, social media, and personalized email marketing, your firm can build a steady pipeline of clients seeking a range of accounting services all year long. Let’s delve into the strategies that will keep your firm top-of-mind, even when tax season is just a distant memory.
1. SEO for Organic Visibility After Tax Season
When tax season ends, your CPA firm can stay visible by optimizing your website for services beyond tax preparation. Focusing on SEO will help potential clients find you organically when they search for other accounting-related services.
Key Tactics:
Target Year-Round Keywords: Shift your SEO strategy to target local keywords that are relevant to your business like “small business accounting,” “financial planning,” “bookkeeping services,” and “audit support.” These are services people could be searching for throughout the year, ensuring your firm remains visible even outside of tax season.
Create Evergreen Content: Develop blog posts, guides, and articles around topics such as "How to Choose an Accounting Firm for Small Business," "Year-End Financial Planning Tips," or "How to Prepare for an Audit." This content remains relevant and continues to attract organic traffic over time. Also cater your content to whoever your target customer is (e.g. individuals vs. businesses, or both).
Local SEO Optimization: Update your Google Business Profile with post-tax season services, and continue optimizing local SEO elements like adding keywords such as "accounting services in [city]" to your website's content. This makes it easier for local businesses to find your firm when they need accounting services beyond taxes.
Benefits:
Builds long-term visibility and authority in your niche.
Attracts consistent traffic from potential clients searching for non-tax services.
Enhances your brand’s credibility as a full-service CPA firm.
2. Paid Ads for an Extra Boost in Customers After Tax Season
Paid advertising can provide an immediate and targeted boost to your client acquisition efforts once tax season ends, helping your firm maintain momentum.
Key Tactics:
Google Ads for Non-Tax Services: Run Google Ads targeting keywords like “bookkeeping services near me,” “payroll services for small business,” or “financial planning advisor”. This will place your firm at the top of search results, attracting clients actively seeking accounting services in your area.
Retargeting Campaigns: Set up retargeting ads for visitors who showed interest in your services during tax season but didn’t convert. You can serve them ads highlighting other services you offer, such as financial planning, accounting software setup, or audit support.
Seasonal Promotions: Use Facebook and LinkedIn ads to promote seasonal discounts or bundled service packages for your post-tax season offerings. For example, you could offer a “Summer Accounting Health Check” at a reduced rate.
Benefits:
Provides quick and measurable results, driving traffic and leads when organic strategies may take longer to gain traction.
Ensures your firm stays top-of-mind with potential clients who may not have converted during tax season.
Allows you to reach a wider audience beyond your existing organic reach.
3. Social Media for Continued Brand Awareness
Maintaining an active presence on social media is crucial for staying connected with your audience, even after the rush of tax season. It helps build your brand, establish authority, and stay top-of-mind for potential clients.
Key Tactics:
Share Educational Content: Create and share posts on platforms like LinkedIn, Facebook, and Twitter that provide value, such as "Monthly Bookkeeping Tips," "How to Budget for the Year," or "What to Do If You’re Audited." This positions your firm as an expert in more than just tax-related services.
Showcase Client Success Stories: Share case studies or testimonials from clients who benefited from your services beyond tax season. For example, highlight how your bookkeeping services helped a small business streamline their finances.
Engage with Your Audience: Regularly interact with followers by responding to comments, participating in industry-related groups, or hosting live Q&A sessions. This engagement builds trust and strengthens your online community.
Benefits:
Keeps your brand in front of your target audience, increasing the likelihood of referrals and repeat business.
Establishes your firm as a trusted source of financial advice year-round, not just during tax season.
Enhances your visibility on social media platforms, which can also improve your SEO rankings.
4. Personalized Email Marketing to Keep Past and Existing Customers Updated
Email marketing is one of the most effective ways to stay in touch with past and existing clients, keeping them informed about your services and nurturing long-term relationships.
Key Tactics:
Segment Your Audience: Divide your email list into different groups based on client needs, such as tax clients, bookkeeping clients, or those interested in financial planning. This allows you to send personalized content tailored to their specific interests.
Provide Valuable Insights: Send regular newsletters with updates on tax law changes, financial planning tips, or reminders about upcoming tax deadlines. Include links to your blog posts or resources that provide in-depth information on topics relevant to your clients.
Offer Exclusive Discounts: Reward loyalty by offering special discounts on services like audit preparation, bookkeeping, or financial planning. For example, offer a 10% discount on bookkeeping services for clients who used your tax preparation services.
Benefits:
Strengthens relationships with existing clients, making them more likely to return for additional services.
Keeps your brand top-of-mind, even outside of tax season, ensuring clients think of you first for their accounting needs.
Increases the chances of referrals as satisfied clients are more likely to recommend your firm to others.
Conclusion:
Combining SEO, paid advertising, social media, and personalized email marketing ensures your CPA firm maintains visibility and continues to attract clients long after tax season.
Implementing these strategies will help your firm stay busy year-round, allowing you to build long-term relationships, grow your brand, and generate consistent revenue.
FAQs About Accounting Marketing Strategies
Q: How long does it take to see results from SEO efforts for a CPA firm?
A: SEO is a long-term strategy that typically takes 3-6 months to start seeing significant results. However, optimizing your website for non-tax services early can ensure steady growth in visibility and inquiries over time.
Q: Is it worth investing in paid ads for my CPA firm after tax season?
A: Absolutely! Paid ads can give you an immediate boost in traffic and visibility, especially for services that are relevant year-round, such as bookkeeping, financial planning, or audit support.
Q: How often should I post on social media to keep my CPA firm top-of-mind?
A: Consistency is key. Aim to post at least 2-3 times per week with a mix of educational content, client success stories, and industry news to keep your audience engaged and informed.
Q: What types of emails should I send to my clients after tax season?
A: You can send newsletters with financial tips, updates on tax law changes, reminders for upcoming deadlines, and special offers on other accounting services. Personalized emails help keep your firm relevant and encourage clients to use your services year-round.
Q: How can I measure the success of my marketing strategies for my CPA firm?
A: Track key metrics like website traffic, search engine rankings, ad click-through rates, social media engagement, and email open rates. Monitoring these KPIs will help you understand what's working and where you can improve.