| Let's face it. Formulating an accountant marketing plan | | | | resource allocation requires strict adherence to your |
| is not the easiest thing to do. Accountants, CPAs and | | | | overall strategy and the marketing initiative you have |
| other tax professionals are busy just like the rest of | | | | undertaken. |
| us. Who has the time to sit down and determine the | | | | • Testing, testing and more testing. Don't just |
| initiatives that are required to drive the results that you | | | | establish your campaign and forget about it. You need |
| seek? | | | | to test and modify your campaign to get the results |
| In order to be successful, any accountant marketing | | | | you are hoping for. Many professionals will test |
| plan should have the following components: | | | | different mailing lists, vary the text in direct mail or |
| • Define your media campaign. Many accountants | | | | other signage, and also monitor other characteristics |
| still used old fashioned marketing techniques. This | | | | and demographics of their target market. You never |
| includes direct mail, yellow pages, signage, etc. Now I'm | | | | can do too much testing. |
| not saying these approaches don't work, but | | | | Any marketing plan must adhere to specific guidelines. |
| statistically they don't have the return on investment | | | | Depending on the type of client you are seeking, there |
| (ROI) that internet marketing and other media | | | | are various types of campaigns at your disposal. Just |
| campaigns have. | | | | because you are a tax expert does not mean that |
| • Establish your budget. Financial resources will | | | | you can set up an accountant marketing plan. Always |
| always be an important factor. Determining the right | | | | remember...a little effort can go a long way. |