Building a Marketing Plan in 2022 That Works

Building a Marketing Plan in 2022 That Works

A little while ago I wrote about why marketing is hard. There are so many skills and concepts you have to master when building a marketing plan that will actually work. A lot of business owners get bogged down by weaving all of these intricate plans that only complicate things and that spills into their marketing game as well.

One of the primary ways people mess up their business is by larding it with unnecessary layers of complexity. 

Whether that’s by org charts, sales processes, weird staff incentive structures, or (especially) online marketing.

We slavishly imitate these corporate structures because we don’t have the internal confidence to build something elegant and simple.

But building a marketing plan for your practice that is elegantly simple is something you can most certainly do.

Don’t get tempted to drink the kool-aid of those tactically sound but strategically-dumb “gurus” who’ve “shortcutted” their way to seeming success and want to offer you a sweet drink of what they’re offering (for three easy payments).

But it’s time to get started building a marketing plan RIGHT — from the ground up.

Instead of the latest “hack,” take a look at the fundamentals of marketing, AND how they should apply to your practice (in a very simple format).

We’ll also keep you from the opposite trap in the doing: throwing up your hands and settling for the brochure-style, box-checking exercise that so many CPAs and accounting/tax practitioners enter into with the “cheap” templatized pabulum that is so rampant in our industry.

It’s a very powerful, simple framework … and one for which there are many effective online options.

AND (key part) … it works.

Building a Marketing Plan in 2022 That Works

Building a Marketing Plan in 2022 That Works

One of the primary ways people mess up their business is by larding it with unnecessary layers of complexity.

Whether that’s by org charts, sales processes, weird staff incentive structures, or (especially) online marketing.

We slavishly imitate these corporate structures because we don’t have the internal confidence to build something elegant and simple.

But you can build an elegantly simple marketing plan for your practice.

Don’t get tempted to drink the kool-aid of those tactically sound but strategically-dumb “gurus” who’ve “shortcutted” their way to seeming success and want to offer you a sweet drink of what they’re offering (for three easy payments).

Build a marketing plan RIGHT — from the ground up.

Instead of the latest “hack,” take a look at the fundamentals of marketing AND how they should apply to your practice (in a very simple format).

We’ll also keep you from the opposite trap in the doing: throwing up your hands and settling for the brochure-style, box-checking exercise that so many CPAs and accounting/tax practitioners enter into with the “cheap” templatized pabulum that is so rampant in our industry.

It’s a very powerful, simple framework … and one for which there are many effective online options.

AND (key part) … it works.

Check it out.

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Highlights

  • Figure out who your ideal client is and target them
  • Build a relational marketing machine rather than funnels
  • Create a website that actually gets people engaged with what you’re offering
  • Email marketing still reigns supreme when it comes to reaching potential clients – leverage it

Connect with Nate Hagerty

This episode is brought to you by TaxProMarketer, a leading marketing agency serving CPA & tax firms. It was established in May of 2007 in response to increased demand for real-world, relationship-building (and profit-producing) marketing tools for use in the tax and accounting industry.

Currently, TaxProMarketer serves clients all across the United States and Canada who use their services to build relationships with their prospects & existing clients, as well as to grow the value of their business (for immediate cashflow and future sale-ability) by utilizing the following tools: a relational email marketing program, social media feed program, local listings management & optimization, and creating full “online marketing machines” for clients (which include SEO-optimized, conversion-centric custom websites).

TaxProMarketer is an Infusionsoft Certified Partner and a Digital Marketer Certified Agency.

Google My Business is gone: Say hello to Google Business Profile

Google My Business is gone: Say hello to Google Business Profile

Yep, you heard me right: GoogleMyBusiness is gone.

I have two important things to tell you today.

Firstly about GoogleMyBusiness/GMB — actually don’t panic (if you did momentarily) … it’s simply being rebranded as “Google Business Profile”. Which makes sense.

Some accountants and tax professionals maybe DIDN’T panic when they read that … but if they knew what we know here at TaxProMarketer / AdvisorProMarketer they SHOULD HAVE PANICKED.

Because the “Google Business Profile” might just be the most significant “point of leverage” you have in your marketing toolkit.

Google wants ALL the eyeballs to stay in their ecosystem, so they are continuously looking for ways to keep users on their pages — to click on ads, of course.

And despite the rise of browsers and search engines like Brave, DuckDuckGo, Firefox, etc. … the Google ecosystem is exponentially more dominant than any of these players.

Your “Google Business Profile” is where (literally) much of the action happens. I’m talking about actions like “click to call,” reviews, directions, and even direct appointment scheduling.

But all of it requires YOU (or someone on your behalf) directly building it.

If you want a “checkup” on your Google Business Profile to ensure that you are set up for success in 2022, go here. Answer the brief questions, and grab a slot on our calendar, and we’ll help you with it (regardless of whether you are a client of ours or not).

Now … onto the second thing:

Google Business Profile

I don’t know about you, but I would like to avoid large fines.

Do you know that if you do NOT have a written “Information Security Plan” in place for your practice, then the IRS can levy MASSIVE liability fines should you have a breach??

You didn’t, did you? Or maybe you did, but putting together a good one is a big ol’ pain in the rear.

So we’ve partnered with Tech4Accountants — who have been on Accounting Today’s Top 100 VARS for the past 2 years, have hundreds of 5* reviews, and have all of their technicians certified by the AICPA in cyber security — to hook you up with an easy button 🙂

Get your DFY Written Information Security Plan now (free).

On top of that, they have generously offered a no-obligation, personalized security audit.

If you need or want help completing the WISP template, RushTech can do all the work for you so that you are in compliance with federal and state law.

AND we have negotiated a lowered rate for all TaxProMarketer clients and friends if you take them up on actually helping you directly — just mention it to the consultant.

And feel free to check out our podcast with Andrew Lassise where we discuss this very thing.

As always, serve the world unselfishly … and profit.

Google Business Profile

How These Tax & Accounting All-Stars Shifted into Growth Mode

How These Tax & Accounting All-Stars Shifted into Growth Mode

There’s a shift that occurs in the lifespan of a business — universal to EVERY industry — in which “success” by most metrics is assured.

You can put a revenue number on it, perhaps around $250K annually (depending on margins, obviously), and the business evolves into something you know is going to “make it.” It’s a going concern, as they used to say.

When you make this shift, new habits are essential. New problems arise. There’s a different set of goals, a different mix of tactics you need to master.

This is the shift from “startup” to “growth mode.”

And I have seen so many companies NOT make this tactical shift — thereby consigning themself to stay in “growth mode” for years.

Except what it really means for these tax and accounting businesses is that it’s just “stagnant mode.” No actual growth … just higher revenue than during the startup phase.

They haven’t yet made the necessary tactical shift.

So, how do you break these patterns to reach the next stage of development? Well, one surefire path is that you find out what OTHER businesses, like yours, have done and model their success.

And I created an opportunity for you to do just that. 

I recently hosted an “all-star panel” of your fellow tax and accounting practitioners who’ve made that shift, who are staying in growth mode despite the challenges of the past year and a half. 

This wasn’t your Daddy’s CPE snoozefest, either. It was a blast. 

Because these guys (and gal) are some of the “best of the best” of your colleagues, on a variety of fronts. They’re not only fun but they also come with a spirit of generosity and excellence. 

What’s important to know about them is that they’ve moved past the striving to build something great. 

And in this panel, you get to hear five very distinct practice models for keeping a business in growth mode, as well as insights on preparing for what promises to be a wild 2022 tax season. 

Even if you do NO COMPLIANCE WORK … the lessons offered in this panel might very well be what pushes you over the top and into the next stage of your business growth.

Listen in.

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Highlights

  • Tried and true approaches to client acquisition
  • The necessity of building a strong team where the employee is valued, seen, and cared for
  • Identify bottleneck points, empower staff to take on tasks and bring value to the company
  • Keys to success: Examine fees and raise prices where value has been added, hire staff that make processes more efficient, reach for the right clientele, get in proximity with other trusted sources
  • The tax industry right now: full of opportunities

Connect with Nate Hagerty

This episode is brought to you by TaxProMarketer, a leading marketing agency serving CPA & tax firms. It was established in May of 2007 in response to increased demand for real-world, relationship-building (and profit-producing) marketing tools for use in the tax and accounting industry.

Currently, TaxProMarketer serves clients all across the United States and Canada who use their services to build relationships with their prospects & existing clients, as well as to grow the value of their business (for immediate cashflow and future sale-ability) by utilizing the following tools: a relational email marketing program, social media feed program, local listings management & optimization, and creating full “online marketing machines” for clients (which include SEO-optimized, conversion-centric custom websites).

TaxProMarketer is an Infusionsoft Certified Partner and a Digital Marketer Certified Agency.

How These Tax & Accounting All-Stars Shifted into Growth Mode

How These Tax & Accounting All-Stars Shifted into Growth Mode

Before I share about getting into growth mode, let’s first talk about a key to building a successful business.

The critical shift for business success

You see, there’s a shift that occurs in the lifespan of a business — universal to EVERY industry — in which “success” by most metrics is assured.

You can put a revenue number on it, perhaps around $250K annually (depending on margins, obviously), and the business evolves into something you know is going to “make it.” It’s a going concern, as they used to say.

When you make this shift, new habits are essential. New problems arise. There’s a different set of goals, a different mix of tactics you need to master.

This is the shift from “startup” to “growth mode.”

And I have seen so many companies NOT make this tactical shift — thereby consigning themself to stay in “growth mode” for years.

Except what it really means for these tax and accounting businesses is that it’s just “stagnant mode.” No actual growth … just higher revenue than during the startup phase.

They haven’t yet made the necessary tactical shift.

So, how do you break these patterns to reach the next stage of development? Well, one surefire path is that you find out what OTHER businesses, like yours, have done and model their success.

And I created an opportunity for you to do just that. 

All-Star insights for growing a business

I recently hosted an “all-star panel” of your fellow tax and accounting practitioners who’ve made that shift, who are staying in growth mode despite the challenges of the past year and a half. 

This wasn’t your Daddy’s CPE snoozefest, either. It was a blast. 

Because these guys (and gal) are some of the “best of the best” of your colleagues, on a variety of fronts. They’re not only fun but they also come with a spirit of generosity and excellence. 

What’s important to know about them is that they’ve moved past the striving to build something great. 

And in this panel, you get to hear five very distinct practice models for keeping a business in growth mode, as well as insights on preparing for what promises to be a wild 2022 tax season. 

Even if you do NO COMPLIANCE WORK … the lessons offered in this panel might very well be what pushes you over the top and into the next stage of your business growth.

Listen in.

And if you want a free evaluation of where your business could get a little boost, head to talktotpm.com.

Avoiding IRS security plan fines and other positive vibes

Avoiding IRS security plan fines and other positive vibes

I have two things for you, as we approach the Thanksgiving festivities next week and one has to do with creating a security plan.

Firstly, are you aware of the little checkbox that popped up in the PTIN renewal application a couple years ago about having a “written security plan“?

Even sole practitioners must adhere to these new regulations.

Per the Gramm-Leach-Bliley Act, violations can come with a $100k fine, loss of license, and up to 5 years in prison.

YIKES.

data security plan

I don’t know about you, but I would like to avoid large fines.

So, to that beautiful end, I had the CEO of RushTechSupport (aka Tech4Accountants) pull together for you a free Written Information Security Plan (WISP).

These guys (Tech4Accountants) have been on Accounting Today’s Top 100 VARS for the past 2 years, have hundreds of 5* reviews, and have all of their technicians certified by the AICPA in cyber security.

Get your plan now (free).

On top of that, they have generously offered a no-obligation, personalized security audit.

If you need or want help completing the WISP template, RushTech can do all the work for you so that you are in compliance with federal and state law.

AND we have negotiated a lowered rate for all TaxProMarketer clients and friends — just mention it to the consultant.

Also, if you didn’t catch it, I recently did a podcast with head of Tech4Accountants, Andrew Lassise, that will give you lots more details on this subject. Check it out.

Ok, second thing…

Boy, was that All-Star panel I hosted on Thursday, November 11th fun.

We had over 300 people on that thing, and they all heard five very distinct practice models, and how their owners are preparing for busy season.

VERY much worth a listen.

Check it out here.

Have a fantastic holiday, and enjoy those resources as you do…

Serve the world unselfishly and profit.

TaxProMarketer

What a PTIN form change means for accountant data security

What a PTIN form change means for accountant data security

There are a lot of reasons people trust tax pros and accountants to manage their tax situations, but probably the biggest one is they need someone they trust who can confidently tackle the complicated details of tax compliance and dealing with the IRS.

But who’s looking out for tax pros and accountants when the IRS makes sudden requirement changes?

See, in 2019, the IRS added a question 11 to the W-12 PTIN application and renewal form, which read:

“As a paid tax return preparer, I am aware of my legal obligation to have a data security plan and to provide data and system security protections for all taxpayer information. Check the box to confirm you are aware of this responsibility.”

An innocuous question? Maybe not. 

After investing hours upon hours of research into creating a data security plan for a client, Andrew Lassise, founder and CEO of Tech4Accountants, discovered that this tiny little question had much larger implications. That’s when he knew he and his team could help.

Lassise’s company is one of the leaders in the industry for establishing ACTUALLY IRS-compliant practices and building rock-solid fortresses of optimization and speed in their tech. As Andrew says, they take the “SH” out of IT for accountants and tax professionals.

Listen in as TPM’s Nate Hagerty and Andrew Lassise discuss data security plans, server backups, and the vulnerability of small firms in the hacking world. 

And get access to that detailed data security plan template mentioned in the podcast here: Tech4accountants.net/taxpromarketer-wisp

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Highlights

  • Having Norton is not enough when it comes to protecting your clients’ data – both legally and practically.
  • Accountants need a data security plan in place in order to be IRS compliant when re-applying for a PTIN.
  • Small firms get hacked as often and sometimes more than larger firms, so implementing a data security plan is a necessity.
  • Always have a backup in place for your client data.

Connect with Nate Hagerty

This episode is brought to you by TaxProMarketer, a leading marketing agency serving CPA & tax firms. It was established in May of 2007 in response to increased demand for real-world, relationship-building (and profit-producing) marketing tools for use in the tax and accounting industry.

Currently, TaxProMarketer serves clients all across the United States and Canada who use their services to build relationships with their prospects & existing clients, as well as to grow the value of their business (for immediate cashflow and future sale-ability) by utilizing the following tools: a relational email marketing program, social media feed program, local listings management & optimization, and creating full “online marketing machines” for clients (which include SEO-optimized, conversion-centric custom websites).

TaxProMarketer is an Infusionsoft Certified Partner and a Digital Marketer Certified Agency.

This is STILL the most enthusiastically-endorsed marketing media

This is STILL the most enthusiastically-endorsed marketing media

One of the largest digital marketing conferences in North America was held a few weeks ago at the San Diego convention center. (Though it was smaller than years past because well, you know…)

And do you know what was one of the most talked-about, most enthusiastically-endorsed marketing media at this conference?

Email marketing. Yep, not Tik-Tok, not FB ads, not “funnels” … good ole email.

There is a reason that it is powerful. It is one of the few remaining direct communication methods still yet available. It is a (relatively) “noise-free” environment for the reader, and it offers relationship-building possibilities for both raging extroverts and also those with a face and personality made for radio 😉

Also, it is one of the most powerful tools an accountant can have in their toolbelt for building a long-term practice of significance…

if you do it right.

That’s why I’m thrilled to have the opportunity to be speaking with Andy Frye’s Pronto Tax School crowd about this very important topic for the long-term health of your practice.

If you don’t know Andy, you should. We handle the marketing for Andy’s thriving, third-generation family tax business based in the Los Angeles area, and that’s how I got to know him — as a client.

But Andy has steadily carved out for himself a massive following in the tax world with his no-nonsense and GENEROUS wisdom about running a professional practice with large fluctuations of seasonal help and a high volume of clients.

Even the sole practitioner has a lot to learn from Andy, and I think you’ll be excited about the marketing media conversation we had.

Wide-ranging and fun (as things always are with Andy — I’ve had him as a guest on multiple webinars and podcasts here, and he always draws rave reviews from fellow practitioners), and he always draws things out of me that I don’t normally share — he’s one of our favorite clients here at TaxProMarketer for a reason.

Listen in…

Tax & Accounting Firm Marketing: State of the Union

Tax & Accounting Firm Marketing: State of the Union

Do you get the sense that nothing will ever go back to “normal”?

Goodness, if you’re paying attention to the popular culture, you can’t help but feel like things seem to be falling apart. Popular “consensus” is falling by the wayside in an increasingly-fractured society, and the last 18 months have left an indelible mark on our world.

I don’t need to recite the litany; you can see it if you are a sentient being.

And guess what?

The same is true in our tax and accounting industry.

It’s not just that change is happening — the PACE of that change is accelerating. Moore’s law is kicking in all over the place, and it has implications for your practice (and your tax or accounting firm marketing).

Yes, you’re tired … it’s been a whomper of an 18 months for anyone dealing with the IRS, the SBA, or (frankly) ANY SMB clients whatsoever. Let alone the stories that so many of our clients are walking through in their families.’

But therein lies the opportunity ahead of us. And it is significant.

Because, the very fact that so many of our colleagues are TIRED … well, it opens the door for YOU to build a practice of lasting significance.

And in this webinar, I gave you the tools to do so.

This is a completely new and different presentation in which I give you my “Tax and Accounting Firm Marketing State of the Union” for 2021.

I cover FIVE big shifts in tax and accounting firm marketing.

The fact of the matter is that our industry does lag behind the forefront of effective online marketing … so the shifts that we’re seeing are only beginning to trickle into being (whereas in ecommerce, for example, they are ROARING through the marketplace) …

Which, again, is why if you get on the bus NOW … you will be poised for big profits ahead.

Take a look…

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partner-share-lg
partner-share-lg

 

Connect with Nate Hagerty

This episode is brought to you by TaxProMarketer, a leading marketing agency serving CPA & tax firms. It was established in May of 2007 in response to increased demand for real-world, relationship-building (and profit-producing) marketing tools for use in the tax and accounting industry.

Currently, TaxProMarketer serves clients all across the United States and Canada who use their services to build relationships with their prospects & existing clients, as well as to grow the value of their business (for immediate cashflow and future sale-ability) by utilizing the following tools: a relational email marketing program, social media feed program, local listings management & optimization, and creating full “online marketing machines” for clients (which include SEO-optimized, conversion-centric custom websites).

TaxProMarketer is an Infusionsoft Certified Partner and a Digital Marketer Certified Agency.

Tax & Accounting Firm Marketing: State of the Union

Tax & Accounting Firm Marketing: State of the Union

Do you get the sense that nothing will ever go back to “normal”?

Goodness, if you’re paying attention to the popular culture, you can’t help but feel like things seem to be falling apart. Popular “consensus” is falling by the wayside in an increasingly-fractured society, and the last 18 months have left an indelible mark on our world.

I don’t need to recite the litany; you can see it if you are a sentient being.

And guess what?

The same is true in our tax and accounting industry.

It’s not just that change is happening — the PACE of that change is accelerating. Moore’s law is kicking in all over the place, and it has implications for your practice (and your tax or accounting firm marketing).

Yes, you’re tired … it’s been a whomper of an 18 months for anyone dealing with the IRS, the SBA, or (frankly) ANY SMB clients whatsoever. Let alone the stories that so many of our clients are walking through in their families.’

But therein lies the opportunity ahead of us. And it is significant.

Because, the very fact that so many of our colleagues are TIRED … well, it opens the door for YOU to build a practice of lasting significance.

And in this webinar, I gave you the tools to do so.

This is a completely new and different presentation in which I give you my “Tax and Accounting Firm Marketing State of the Union” for 2021.

I cover FIVE big shifts in tax and accounting firm marketing.

The fact of the matter is that our industry does lag behind the forefront of effective online marketing … so the shifts that we’re seeing are only beginning to trickle into being (whereas in ecommerce, for example, they are ROARING through the marketplace) …

Which, again, is why if you get on the bus NOW … you will be poised for big profits ahead.

Take a look…