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Ninja-Level Tactics For Successful Marketing For Accountants and Tax Pros

We were reviewing some marketing data in our office recently, and my oh my, was it fun.

We’re seeing massive increases across the board in traffic, CTR, engagement, and effectiveness in our marketing for accountants and tax pro clients … so much so that our Director of Search, Christian Jones, suggested we put on a “snap podcast” and tell you what we have been cooking in our kitchen that has worked so well in our marketing for accountants and tax pros.

One of our clients sent us a note the other day, and offhandedly, he said (this wasn’t the point of his note):

“With your assistance, we built a juggernaut. 4 locations. 3500 clients. Handsome billing. We THRIVE always.” (Anthony M.)

Want to build a juggernaut?

One of our clients, in a very large metro (heavy competition), is getting leads at $0.79 per click.

These are unreal numbers.

And “how” they are happening is just one of the things we talk about.

We share live data, and a variety of other “behind the curtain” marketing for accountants tricks we’ve been using to help our clients get to the top of organic AND paid listings for top keywords … plus what’s working in converting that traffic into good clients.

If you want to build THROUGH this cultural insanity, you should tune in.

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Highlights

  • How to run ads that work
  • How to show up at the top of search and maps listings
  • How to generate reviews that BRING IN BUSINESS
  • How to nurture your existing clients and prospects on your list to generate more revenue — even without having to add new clients

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.

Full Transcript from the Podcast

Nate Hagerty  00:04

All right, so we’re here for ninja-level online marketing for tax and accounting firms. And this is a deeper dive into some of the things that we’ve spoken about in other webinars. So again, if you’re just joining us, we’re gonna go through some basic assumptions that we would hope that you already have dialed in, whether it’s conceptually or practically speaking for your firm. But first, if you’ve never heard one of my webinars, which is kind of crazy, if you’re listening to this, or a podcast, on the podcast app, or wherever you’re listening to this, maybe there’s a chance you haven’t heard me speak before. Just in case, I was the marketing director of Tax Firm that went from just about $50,000 a year, and fee-based revenue to over 4 million in fee-based revenue in just under 10 years. Growing along the way, we started Tax Pro Marketer, back in 2007, because we were doing coaching with CPAs, and tax practitioners. And we would tell them, all of these things to be doing to market their business and grow, and they just wouldn’t do it. What we do here at Tax Pro Marketer, we have become the foremost agency for independent tax and accounting professionals. We’re an implementation engine for you. But today is teaching time. So we’re gonna kind of peel back the curtain a little bit on what we’re saying, this is a snapshot of my team, and in fact, again, (I need this, we need to get Christine to fix those images because we have 14 employees now), we are certified partners with digital marketer or premier partners with Google, which is the highest level of standards that Google holds for their partners. It’s not just a partner, we have to be in the top 1% of ethics and excellence with what we deliver are Infusionsoft certified partners… All right. So you’ve also perhaps heard us talking about the digital dominance method. And we’re not going to go into all of this today. Because this is part of the basic assumptions, this is a big thing. And maybe what I’ll be able to do is, at some point, I’ll be able to dive in and post these slides or at least, you know, what I’ll do is I’ll send you slides in the follow-up email to make sure that you’ve got all this information that you can go off of. So if it’s the first time you’re seeing this, just realize that your online presence is more than just a website. In fact, these are some of the basic assumptions that I want to dispense with right from the beginning so that we can get a little bit more ninja. First of all, if you’re here, you should know that you do need more than a website, you do need especially more than a glorified business card style website, collateral online, some of these kinds of cheap websites where you pay $500,  a thousand bucks a year, and they just become a line item on your expense sheet because they don’t really do much. And I’m not going to dive into all of the reasons why that’s the case. But you probably realize that you do need more than a website. Since you’re here, you need, you know, local listings, you need a content strategy, you need social media coverage, you need all of the different secondary, non-localized listings that actually impact your search rankings, you need an SEO strategy, you need an email, kind of follow up system and a nurture strategy, you need a system for following up with existing contacts and clients. This is again, part of what we do when we implement the digital dominance method on behalf of clients. So again, if that’s new to you, forgive me because we’re going to be kind of diving a little bit more deeply into some of these areas. If you are interested in learning more about that, I’ll refer you to some former, some podcast episodes, and I can also shoot you links to some other recordings of webinars that we’ve done. Um, the other basic assumption I’m making is that you need to have a conversion orientation with all of your various online properties. That means that you are optimizing your Google My Business profile and your website with the goal to convert these visitors people to your website, to move them along some sort of relationship spectrum that it’s not just sitting there. Okay? Another basic assumption is that email marketing is your hidden weapon. And this is, there’s a lot of reasons why this is the case, but especially for service professional firms who trade on their knowledge and expertise. The reason why email marketing is your hidden weapon because email is by far the greatest medium for communicating that expertise in a silo, Visa V, any kind of online contexts like a website or blog, there’s so much noise and distraction. It’s so easy for the prospect or the client even to just kind of move along to CNN, all of the political noise that’s happening now is causing massive distraction. But people’s inbox is still a relative silo. So if you can do and when that inbox you will win. So again, this is a basic assumption I’m making, I’m going to talk a little bit more about email today, some things, some examples of what’s working with email marketing on behalf of our clients. But you know, and you should understand, this really is maybe the most important online marketing medium next to, you know, your website, kind of your awareness mechanisms. Another assumption is that tactics are constantly changing and that the marketing landscape is completely different now than it was even 12 months ago. And that’s why we are paying attention to this stuff so that you don’t have to, tactics aren’t changing, but the overall concept of the relationship journey isn’t changing. And what that journey is that the goal with any kind of marketing online or offline, in general, the goal with marketing is to move prospects from cold IE don’t know anything about you into a longer relationship journey from cold, to warm, to clients, or another way of putting it is, you know, being aware, then they engage, then they convert the client, and then eventually, you know, you can do higher-level things with them and they ascend, you’ve heard me speak about that if you’ve been on one of our webinars before. The other important thing to understand is that, and I’ve actually spoken about this on recent presentations and webinars in person, I’m actually going to be speaking at scaling new heights, in about six weeks in person. And I’ll be talking about some of these things there. But I’ve spoken about it before, that the path from cold, to warm, to client, it is no longer kind of the linear journey that it was, you know, 12 to 18 months ago. You’ve probably seen me cite the Google article, the think with Google article, and I’ll put that up on a slide in just a minute to refresh your memory. But, one of the paths kinda, from cold, to warm, to clients that are beginning to get a lot more hype, I think is the best way to put it right now is this one. And that is putting up a Facebook interrupt add, putting that prospect through a squeeze funnel to drive them to a phone call, zoom, you know, or in-person office meeting, then convert him to a client. And kind of moving people quickly through this – squeeze process. In other contexts, I’ve called this the carnival barker approach. And it really is that because you get the lowest hanging fruit of the 10% of clients that are willing and still not savvy enough to not be tricked by the sort of squeeze click funnel type processes where you get on to this landing page, that’s a one-pager and you like prospects are savvy now that they’re being marketed at and that the BS meter is so much stronger, you know, with your prospects than it used to be. But yes, there’s a certain small subset of folks that will work for, that they get kind of squeezed through this process. And these will be the desperate clients, these would be the kind of clients that aren’t, you know, maybe the best kinds of clients because for whatever reason, you know, they’re not savvy enough to not get taken by that process. But on top of that, again, there’s that concept of the nonlinear path. And this is something that isn’t talked about a lot by a lot of gurus because they want to give you the easy button, they want to lure you with, you know, the silver bullet, that’s going to add an extra hundred thousand dollars guaranteed to your bottom line. So what Google is seeing with their data on the back end is that customer intent is redefining the marketing funnel. Again, I’ve said this on webinars, they posted this over a year ago, and what it means is that marketers can no longer plan on a linear journey and that consumer choice heavily influences reach and frequency. What that means is the modern prospect is scattershot all over different platforms before they’re making a decision. And that’s just for even small level choices, like buying a particular product, let alone working with a CPA or tax practitioner to hand over the most sensitive details of their financial life. So this particular avatar that Google sites and, you know, the actual URL for this piece is available on the slides. I’ll get that to you again later on. But look at 375 touchpoints before they made a decision, so again, the online marketing relationship journey recognizes that that’s reality and doesn’t have to try to shoehorn the modern prospect into one medium. So alternative kind of path for from cold, to warm, to client, is this, and this is a lot more common now from the data we are seeing that there’s a business owner, which by the way, is the best kind of client to be finding right now for a variety of reasons, not just because of the commodification of 1040. But also because they respond to their higher-paying clients, they respond better to a year-round pitch, if that’s what you’re doing. There’s a whole host of reasons why that’s the case. But usually business owners, they’re coming to the internet’s and they have a problem to solve. And so they’re searching for a particular keyword. And that’s usually where the thing begins. Now, it could be I mean, there’s a lot, this is just one example of a pathway. So I, you know, I’ll kind of walk you through this in just a second. But there’s actually about like, 12, or 13, different pathways, one of the pathways that is a referral, and how does the referral gets taken online, I mean, that’s something that you need to should be thinking about. So if one of your clients refers one of their friends, do they just pick up the phone and make an appointment? – sometimes, or they check you out on all the various platforms online. And if all you’ve got is like a squeeze funnel to put people through, more often than not, that’ll turn off a referral client. Not always, of course, because referrals are awesome because they come very, very warm. But usually what happens is they’ll check you out on your reviews, your Google My Business, they’ll check you out on social media. But what we’re seeing, so goes back to this example, this pathway, this is just one of many, and I’m developing a new presentation about these various pathways based on the data that we’re seeing some of which we’re going to be sharing with you today. But a client will search for you, maybe they search for something best accountants in the Peoria area, and you’re in Peoria. So maybe your website comes in, maybe you’ve got a piece of content on there that says something like, “Hey! If you’re looking for the best accountant in the Peoria area, look no further”, and you’ve got a blog post about that, which is something that we should work into the blog post that we do for our clients. And so it’s got a localized keyword, and it’s, you know, speaking to the long tail search results, and if I’m getting too jargony, please tell me in the chat, but… and then they come to your website. But for whatever reason, maybe they get distracted, and they close out the browser tab. Or maybe they’re one of these people like you maybe that has 30 to 40 tabs open, they go to another tab and it just gets buried in the, you know, the tiny little tabs on the top and they just forget about it, right? Well, the good news is if you got set up, right, you’ve got a retargeting pixel on there, so that maybe they go look to this one of these other tabs and there’s suddenly a Google Display Network ad that shows up to them on cnn.com. And they go, “Oh, golly, that’s right, I was looking at that website. So I’m gonna go back to the website because I click on that retargeted ad, I’m gonna dive a little deeper. And maybe I’m going to opt-in for the lead magnet, or the kind of the white paper about what’s happening, (you know) in the tax situation right now.” So then the relationship has moved along. But notice that this wasn’t like, this is all on the beginning stages of the relationship, then they go through an email sequence, they start to see what they like is, again, this is a savvy, kind of like, got their hands up sort of prospect, they’re not just going to jump at the first girl that, you know, makes eyes at them, you know, at the dance, so to speak. And they check you out on your email sequence that you’ve got, you start building that relationship, but then so they check you out on the socials, they’ll go to LinkedIn, they’ll go to Facebook, they’ll see what kind of stuff is on there, maybe you haven’t posted in six months to your Facebook page, and they might leak out of the funnel there. By the way, every one of these stages, they can leak out of the funnel. And that’s what’s really important to understand is that you’ve got to have a strategy in all of these different components because the nonlinear nature of the modern prospect journey is such that they’re constantly leaking out of the quote-unquote, funnel, the quote, unquote, you know, journey, so to speak. So they check you out on the socials and they’ll go, they’ll look for your reviews on the Google My Business listing, and they’ll see what other people are saying, because, you know, everybody knows that the best kind of advice is to find it from random jokers on the internet who like to post stuff, right? That’s obviously clearly the most important, you know, source of information. But do you know what? Over 85% of people who read online reviews, trust those reviews as much or more than what their referred friend might have said? So you’ve got to have a strategy for reviews? Maybe you’ve got a bad review. Have you replied to it? So maybe there’s no reputation management happening? Are you seeing what I’m talking about here? You’ve got to have more covered on your online property and maybe finally then they have you open on their cell phone and they hit the call button on the Google My Business listing because you got it set up, right, and you call her office, and hopefully you’ve got a script to bring him in. And in the journey begins. Okay. Now, that sounded complicated but in point of fact, it’s actually not that complicated when you set up these various properties with a conversion orientation. So again, we’re gonna dive into some of these different things that we’re seeing. Christian Jones is here you see his, at all point of fact, a lot more handsome face. In fact, we had a new employee that we hired, three or four months ago… …who his wife was saying the Christian was the most handsome person I’ve ever seen, I was a little bit offended, or she’s ever seen, I was a little bit offended, because, but it’s okay. Anyway, that’s a great way to lead in. So Christian, in case you don’t know him, he’s been with us, gosh, almost five years now. He’s got his own business on the side that he runs a couple of weeks a year, been running firework stand for 15 plus years, they dominate. It’s a high revenue, a side business that he’s built. So he’s actually putting a lot of stuff into action in there, as well as on behalf of our clients. He leads a team of seven who are on our team here Tax Pro Marketer, who are constantly optimizing and looking for different ways to build better results for our clients. So, what I think we’re going to talk about first Christian, if I’m not mistaken, is advertising, right? Because one of the things we’ve been doing for the last, gosh, 18 months or so, 18 months golly! Time flies. We have been running these Google Pay Per Click ads on behalf of clients. So Christian why don’t you take it away. And I will just make snarky comments.

Christian Jones  16:46

Yeah. Glad to be with you guys and, you know, if you’ve heard our webinar before you’ve probably heard it I’ve mentioned that I run some retail fireworks ends in Kansas City. And to be honest, like a lot of the stuff that we do for Tax Pro Marketer clients I’ve done for my business. And that would maybe be a fun case study to do some time and show you what can happen in a vacuum. But first advertising, okay, so this is kind of zooming back, COVID-19, we’re really not going to talk about this beyond this slide. But this is the environment we’re currently in. So this is hard data from a couple of different industries on advertising. So the search advertising, click-through rate, the conversion rate, and the cost per click. So if you’re somewhat familiar with marketing and advertising metrics, then you get what this means. But generally speaking, let me just tell you that the cost to advertise has gone down due to COVID and I actually have more slide data or data on different slides later on discussing kind of general marketing trends. But none of that should be surprising. A lot of people because of COVID-19 and the insanity of it, man, what’s one of the first things to go? Marketing and advertising. Where does that leave us as we talk today about mental level tactics, no matter what it is on advertising, generally speaking, and our data from our clients will support this, it’s cheaper than it was last year. It is cheaper than it was last year because not in every market but generally speaking, there’s just less competition. There’s less money going in and that’s how these systems work, is a supply and demand.

Nate Hagerty  18:20

By the way, everybody, just so you can see the man behind the curtain… Hi! All right. So do you want to drive? Do you want me to drive?

Christian Jones  18:28

I’ll drive. Okay. Is this guy hooked up? 

Nate Hagerty  18:32

Yep.

Christian Jones  18:33

All right. All right. So if we’re talking about advertising, and that means nothing to you, there’s a lot of places you can advertise. Yelp, Bing, Facebook, may talked about the carnival barker, this squeeze funnel approach that usually lends itself to Facebook. And I’ve actually talked, which is okay to kind of tell stories on this webinar, in addition to tactics, because I think the story is can be helpful to allude why we’re talking about these things. I’ve talked to multiple people that have surfaced up on our radar. We walked through the analysis with them. multiple people in the last week, who in the last 12 months have dropped five figures high, mid five figures on Facebook advertising with zero results. Zero! Zero traceable trackable results. And so it’s not that Facebook advertising is impossible to get results from but when we talk about advertising. One of the biggest reasons we focus on this, and again, this is somewhat ninja tactics, somewhat just orientation and bringing you guys into why we talk about Google advertising. For 18 months now we’ve been running a Google advertising program, we got very highly certified to do it- it’s because, on Google, there’s intent. There’s an intent on Google that there isn’t on Facebook. Someone is not on Facebook, to search for an accountant, a tax professional and there are industries and there are even ways for this industry to do Facebook advertising well, but really, the industry is at work, well, Facebook advertising or not financial services of any type. So Google, people are looking for you and we’re talking about ranking here. Okay, I’m going to talk about the section beneath this the organic maps listing in the second half. But the first half is going to be advertising, I want you to think about how to rank here, what we’ve done, and what’s worked. So this is, again, a little orientation on the data that I showed you before, people are looking even more so now, because of the pandemic, because of the craziness of the last year for experienced help online, period. And if you see at the back end of the sentence, I didn’t highlight it. But I’ve seen cost per clicks fall, and really pressure from normally competitive industries, that’s ours. Ours is a very normally pretty competitive industry in most cities. And so again, orientation ninja-level perspective, number one is, it’s a great time to advertise. And I’m gonna walk you through just a few examples of ad campaigns that we’ve launched and the results that came from them. And so this campaign is targeting kind of two different prospects, which we’ve talked about before, hey, when you do advertising, don’t just have one catch all ad for your different services are different prospects really segment have different ads, and you’ll see some of our ads here momentarily what they actually look like. But you should have multiple ads addressing different prospects. And so for this person, it’s business owners, and it’s tax resolution. And this is from June 1st to September 15th. Okay, so you can see the start date back in June. And what happened since then, in and out of tax season, these numbers are fairly consistent. Obviously, this is post, actually not post tax season, because until July 15th this year, but you can see, obviously, towards the end of this extended deadline tax season, a bit of a dip, but generally speaking, a lot of engagement for both tax resolution and business owner related ad campaigns, all of its combined in this data report. And so some of this might just feel like you know, another language to you. Generally speaking, if you’re above a 1% click-through rate, which in this case, we’re at a 2.91% click-through rate, that’s pretty killer. That’s amazing. The overall average cost per click of $3 and 17 cents, 522 clicks, a part of me giving you this data is we get the question all the time, like expectations, if I do advertising, what should I expect? This is like really clear data of what happens for a client that did advertise with us. And here’s maybe some of the Ninja level information on advertising as of course, there is so much low hanging fruit in the ad world around SBA loans and PPP loans and stimulus fill in are all of those clients exactly aligned? No, there’s definitely just like with anything, you’ve got to be able to sort through some of the clutter. But generally speaking this year, and I don’t think it’s going to change, I don’t have a crystal ball. But I would assume the chaos and the change both from a legislative perspective, the government making big shifts and election year taxes, and next year might not be, you know, run of the mill like this one wasn’t generally speaking, this whole new area of SBA, PPP, any of that has been crushing it for our ad campaigns, which is what you’re looking at here. You’re looking at various different campaigns and keywords that we’ve targeted.

Nate Hagerty  23:24

So let’s come let me just pipe in and say that this necessitates that you’ve got content oriented to these keywords and that you’re driving prospects to content that actually lines up with what they’re looking for.

Christian Jones  23:41

Yes! Yes. And hey, this is always in the context of lightning hammered at the beginning, you can’t just do ads, you really do have to have, for us blogs, it’s pages that we build that drive our ad traffic that represents. Hey, you click this ad asking about this thing, we have a follow-up page to discuss and describe how we can help fill some information. But for this person, not going after tax preparation, going after a specific business client, and some tax resolution work. They’ve had 29 conversions from one of their campaigns over a three month time period, and it is different client by client. I’m going to show you one in a second that’s had like hundreds of conversions. But what would that mean for you to spend, like this person did 1600 bucks over three months on an ad campaign and get 30 pre-qualified prospects, who are basically raising their hand saying, I’m ready to go, this is what I’m looking for. Here’s the type of data that our clients get. So like I said, You drive ad traffic if you’re going to do ads by yourself, which is kind of what we’re talking about here just to teach. If you’re going to do it, you must, in the conversion process, collect key information that’s going to help you sort through the clutter because that’s a big part of advertising is sometimes people raising their hand that just should not be reaching out to you. This is our weed out process.

Nate Hagerty  24:59

So, one of the things that we do here is we put the lead magnet behind some pre-qualification questions that we built out on these folks. And you can see some of these pre-qualification questions, you know, if you own a business, you have back taxes, what’s the approximate amount? You have an income in house bookkeeper or accountant. Do you own it?… That way it kind of weeds out the cruddy tire kickers, and it’s actual good leads, rather than the people who are just, you know, ready for the party or whatever.

Christian Jones  25:32

Yeah, here’s some real call data. Because for all of our Google search campaigns, which I’ll talk about display probably a little bit too. But there are different ways you can advertise on Google searches, the most prevalent option, that’s the one that shows up on the Google homepage. There are ways to add extensions, which I won’t explain that we track calls up. And so we’re looking at an average of a two minute talk time for 18 calls for people that came from this campaign as well. And so those are additional conversions from the number 29 I just gave you, those are people who filled out the form. And then also or separate people who clicked call. So the point being, we’re getting great engagement, for it’s not nothing, you’re not spending 50 bucks, but over a period of months, like 1600 dollar investment, a couple of grand people spending way more, but this is just kind of an example of someone who has only been running ads for a few months. And what have we done and what’s happened, you can get excellent results from your ad campaign, because again, costs are lower, there’s a lot of low hanging fruit, and a lot of your competitors are pulling out. So again, here’s the high-level data that I just talked through 17,000 impressions, 522 clicks, that’s a 2.9% click-through rate. And all of these people that we track and show them, here’s who’s reaching out to you now, this isn’t on my slides. But I would be remiss not to share this with you if you’re going to do this on your own. Or if you do this with us, either way, this is really relevant to kind of mention at least name, we don’t need to flesh this out fully. But if you don’t have a clear path or process in your office, whether it’s you answering the phone, or your gatekeeper or your admin, you must be ready to receive phone calls from prospects if you’re going to advertise. Now, if you’re like, listen, I’m Kath, I don’t want to advertise, I don’t want a new business, not talking to you. I’m talking to the person who likes, with my online, whatever I’m doing organic, which I’ll talk about what advertising if you’re not building in and planning and putting time before craziness descends on us. And I know it’s been a crazy year for you guys in general, planning for how to receive a prospect who finds the stuff you’ve put out there that you’re paying for if you’re running ads and walk them through a clear process that lands them. Because there’s a problem that I see commonly, even with these people that come in and throw out a number, I’ve dropped 10 grand on Facebook ads in the last two months, nothing’s worked. But when I call them for that meeting, and I try to get on the phone with them, it was a hassle. It was some robo, you know, VA type thing that really didn’t land and wasn’t helpful, you must think about your phone onboarding. If you’re going to go this route.

Nate Hagerty  28:20

On our membership site, we actually have a sample script. I believe it got put through. We’ve completely redesigned our membership site. So if you haven’t checked that out at TaxProMarketer.com and go to more resources, we have a script that you can use. And if it’s not there, just make a note to make sure that it’s up there, I’ve given it out in the past a great intake script to make sure that you are actually capturing people who call because this really, really does matter. All right, gone, sorry. 

Christian Jones  28:52

Yeah, we can kind of cruise through the rest of this because, you know, combining the 18 and the 29. These are 46 real, pre-qualified prospects, and this person had to pay money to get an ad campaign going. But what would that mean for you, if you’re targeting similar type services, whether it’s for business owners or tax resolution, I’m hoping that this sounds as really lucrative, this could be a game-changer, you’ve got to think about your back end processes. You can’t just throw money at the wall. That’s kind of like what we’re talking about in general. That’s why we usually don’t just talk about ads in isolation, because without a more robust website, process, email, follow up, ads don’t work as well, without email follow up. It just doesn’t. But, this is available to you. This is real data that we’re really seeing and hopefully, you can evaluate if this is something that again, would be meaningful.

Nate Hagerty  29:43

Hey, before we get into some more results that we’re sharing, we’re gonna be talking a little bit more about like some local SEO also. And Christian is going to be sharing some of what we have seen work. Some new things that we’ve been discovering over the last few months that are brand new. We’ve never talked about some things on reviews, I’m going to share some email marketing examples that you’ll see not just stories, and what makes those work. But I also wanted to highlight, we don’t have a slide for this, but we are actually giving away for free tools that we’ve developed and had access to now, I’ll explain more of what they are at the end. And I’m going to put in the chat window, the URLs actually they go to the same place taxproleads.com you see that on there. I don’t want to spend a lot of time talking about this now, but, or it’ll take you to taxpromarketer.com/flow. And on that, you’ll see if you do not sign up for a lead flow session. But this is a different page that we’ve set up for this webinar, where you can get access to these for free tools when you answer some of the questions and fill those out, that’s gonna be for the first 20 people who sign up for a free lead flow acceleration session, which is actually its own value, where we go over the report on your local market area and hand you a blueprint for what needs fixing for your online marketing. And that’s whether or not you use our services. So this is not a glorified sales call this is an actual timer that will consult with you on your goals for your business give you the blueprint and we’ll walk away. If you want to talk to us about what it looks like for us to do all these things that we’re talking about. Of course, we’re not a charity, we’d love to have you as a client if you’re the right kind of client but you get that at taxproleads.com. So again, Christian, want you to keep ongoing.

Christian Jones  31:40

Yeah. So you’re gonna see some very similar data from the last ad group. This is just a different client, different area of the country. And here we go, so- at roughly the same amount of advertising spend…

Nate Hagerty  31:54

This one I put in the email if you guys can see this.

Christian Jones  31:57

Yeah, this one’s fun. This is a juicy one. Although, not completely uncommon for our clients. It’s just, again, it depends on scope, depends on a few factors, but roughly the same spend. So the last one was about 1600 and changes when 1700 and change over the same time period. 29,000 impressions, 22,00 clicks, 7.63% click-through rate, bucks or 0.79 cents, 79 cents cost per click…

Nate Hagerty  32:23

What do you think that accounts for the differences in these numbers? They’re both very good. This is like very, very good. 

Christian Jones  32:29

Yeah. I honestly think that the first slide leading into the advertising data really plays into this guy’s results, because he’s in Los Angeles. He’s in a very big market. And I think, generally speaking, especially a city like Los Angeles has experienced, huge crackdown a lot of businesses have shut, and what’s the first thing to go? Marketing and advertising budgets, especially for this industry, right?

Nate Hagerty  32:54

So you feel, you say the field has cleared a little bit for this? Yeah, this client.

Christian Jones  32:58

And there’s obviously a whole host of reasons but generally speaking to do this, well, in a city like LA, Chicago, New York, is impossible.

Nate Hagerty  33:10

These particular clients have been with us for about 16 months also. So we’ve had a more of a retraction on the search side.

Christian Jones  33:19

Yeah. Hey, I’ve seen a question from Tyrone and John. I don’t see the links yet. We’ll make sure, did you send those to all panelists? Or to…

Nate Hagerty  33:29

Oh, you know what, I sent it…

Christian Jones  33:31

We’re gonna drop the link soon to all attendees, we got a panel. Sorry guys 

Nate Hagerty  33:35

Just sent it to Christian. That’s fun. 

Christian Jones  33:37

I have the links, you guys. 

Nate Hagerty  33:38

Thank you. 

Christian Jones  33:39

There you go. So those are the links they talked about. I’m gonna give you Tyrone and others who are probably asking the same question. How do I get click-through rates like that? I’ll give you some ideas. But it’s more of, again, like a plan that you have in place before you need to require. I think so, Tyrone. I think you’re a client. Tell us if you are. So what’s going on with this kingdom? Yeah, thanks for support Tyrone. This campaign again, I think I’ve got this data. Can you click on the screen for me? 

Nate Hagerty  34:10

Yeah.

Christian Jones  34:11

Oh, there we go. Here’s an example of some of his various keywords we’ve targeted. Tyrone, this is a huge part of getting better click-through rate. This is like page one of 19. You can’t see it at the bottom. There’s like 19 pages of keywords that we’re targeting. Some of them have very little engagement or cost. You can see that on the far right-hand side. Like obviously, some of these keywords are eating up more of his budget than others. But generally speaking, we find those high performing keywords, which is probably back to make your question why are we finding such good data? We’re finding it because we keep fishing for keywords. We keep fishing and we adjust. We do not set it and forget it. We are manipulating what keywords we’re targeting. We’re manipulating the content that’s being delivered, and we’re playing with both cost per click and conversion. And if you do that with a level of expertise, if you know what you’re doing, or have someone that knows what they’re doing, oh my gosh, you can absolutely, maybe not get below $1 in cost per click, or 7% click-through rate, but you can get above the benchmarks.

Nate Hagerty  35:17

So-

Christian Jones  35:17

…below them. 

Nate Hagerty  35:18

Let me speak to the question, David Feeny. Hey, David, wants to know why the local focus versus focusing on a niche in a more broad market? There’s a quick answer to your question, not everybody has a niche business, most people their primary market is their local market, we actually are capable of working with niche-oriented tax and accounting firms. That’s a whole different kind of strategy. But because there are a niche and specialty focus, you can still dial in some pretty good content and advertising, you know, click-through rates, or cost per click on that. Most of the time when people are targeting nationally, depending on the niche, the cost per click gets pretty high. But some niches, it really isn’t as intense. So where we would want to focus on niche-oriented firms is content and also making sure that the targeting of that niche is specific enough that we’re able to dial in that cost per click properly. And so the assumption there is that when there’s a more specific keyword focus, the cost per click can go down. Now, sometimes it can go through the roof, depending on the particular niche. I know some, I was talking to a marketing agency owner, a friend of mine, they do H FAC agency stuff. And they’re looking at like $100 per click…

Christian Jones  36:56

Right.

Nate Hagerty  36:57

…in their industry. So you’ve got to have a lot of things dialed in to make sure that those clicks are turning into clients. So it just depends that there’s such a wide variation. But the vast majority of our clients and the people that are on this webinar that we spoke to in the industry, David, to answer your question, do have more of a local focus on a niche focus, but niche can really work. So that’s definitely something that we could work with.

Christian Jones  37:27

Yeah, great question. So we’ll skip through this hard data, we will just pull up the phone calls, he had 123 phone calls from June to mid-September. And then again, he had other people reach out to them. But I’m going to shift to local now, perfect transition David and Nate, because if you’re going to do niche, or if you’re going to advertise in a market outside of your backyard, you can do it. But there’s a lot of prospects in your backyard that you actually, you don’t even have to advertise to reach. Now, this process I’m about to talk about if it’s unfamiliar to you is not as immediate as advertising. What we’re talking about is the way we describe SEO is sending signals to Google. So you want to send positive signals to Google. And what you’re looking at here on this list is one of the most relevant sheets on how to rank that I’ve gotten this is from Moz Local, just to give them credit, a wonderful resource site. And this is like, how do I get myself to rank on page one of Google and you’ve got a variety of different areas that are all relevant kind of back to this digital dominance method. You have to do a lot of things to play into Google’s good graces, but at the very top of the list, let me point out maybe the first three, Google My Business elements, okay, Google reviews, which we will talk about here today. And then the proximity of the searcher to the place of business. That’s third…

Nate Hagerty  39:00

And the physical address in the city of search.

Christian Jones  39:03

Right. Right. So these location proximity things are two of the top four elements for rank.

Nate Hagerty  39:10

Let me read these out for people who might be listening to the podcast live. So Google My Business elements are 7.4, Google reviews are 6.5, and this is a 10 is the most important, one least important. So this is a sending down from order of most important, to least, to lesser important but still important proximity of searcher to the place of businesses is 6.4, physical address in the city of search is 6.1, consistency of citations on primary data sources such as directories, aggregators, and platforms. We talked about this in when we’ve referenced cleaning up the junk that’s out there, on-page SEO elements. This is referring to your website affects your local listings, your local listings, engagement, ie the if there’s actually click-through rate clicks to call or direction requests. Here’s a ninja tactic that I highly recommend that you implement because we’ve actually seen this work. If you’ve got employees in your office, or the people who come to drive to a physical location, and are able to in this environment, COVID environment, if that’s happening, if it’s not, you can’t do this right now. Have them navigate via Google Maps to your office, and you know, using directions and go there, because what that does, everything that is done is a signal to the algorithm. And if more people are navigating to your location using the Google product, it sends very positive signals. And so every day, you know, have people navigate to the office. And even if you’re meeting a client, send them the shared, you know, Google My Business listing, so that they use the Google navigation. And I know that sounds crazy, but it actually affects your rankings, because it sends signals to the algorithm that people are going to this place and it’s happening. So that’s 5.5, organic user behavior, you know, on the website, that’s like the click-through rate, the bounce rate, time on site, etc. and the quality authority of inbound links to the domain. Notice that last one, the quality and authority of inbound links to the domain, it used to be this was like at the top of the list for search engine optimization, but for localized businesses, you’ll notice that the Google My Business and how these things play together matters more for the ranking than anything else. 

Christian Jones  41:38

Yeah. Hey, John Cane raised a good question and it’s really only pertinent to our existing clients. But it is pertinent to you if you’re doing these things on your own well, or another company, do it for you. Or if you ever have us do it for you in the future. JOHN asks, hey, I get people calling me all the time saying my Google listing is messed up. I want to fix it. And what’s funny about those people who call whether it’s our clients, or if you’ve ever experienced this, it only starts happening once you get a profile properly set up, they’re scraping the internet, they’re scraping new profiles, and they’re trying to pick off unsuspecting people who are like new to Google My Business…

Nate Hagerty  42:19

Yeah. 

Christian Jones  42:19

…and so you can 1,000,000% if you have trust in who you’re working with which our case, I mean, yes, you’re okay, John. But if you’re working with anyone that’s really credible that you trust, ignore all of those spam calls, because they are spam. 

Nate Hagerty  42:34

Yeah. 

Christian Jones  42:34

Period. Good stuff. So again, this is kind of back to our visual, I was showing you how to rank in the ad section and what we’ve been doing there, what I’m talking about now, and that last visual is about how to rank here, I want you to rank in the map section, right? So there’s a whole lot of things on that list that isn’t here in this kind of section of three things I want to cover. If you want to talk about the basics, grab a call with us and be glad to go over them. They are some of the more substantive than these things. But these are newer things. Some of these within the last two days, part of are shifting in the content is some new stuff that came out like it’s very brand new that I think, pertinent for you guys to think about as we approach another busy season and the first is Google reserve. Not everyone has access to this yet. Google reserved is something that been soft-launching through the pandemic, to create your Google My Business Page as more of a homepage, where everything for your business can happen. And why is that? I’ve said this before if you’ve heard me speak, Google is greedy. If Google keeps you natively within their interface, their Google My Business platform, they get more ad revenue, they get more user engagement data, they don’t send you elsewhere to either your website or some other profile or some other scheduling software. So what they’re trying to do, although it’s okay to do, it’s not a bad thing, it makes sense. They’re making it easier for you to connect from your Google My Business Page into setting up a reserve video conference. It’s not for everyone. But I do want those of you who do actually have a good sales process in place or going to have one in place. Getting this set up is something that we can help with if you get there. But it’s also something that you should really strongly consider. Because in the age of people not driving to an actual business, and wanting to kind of pick up the phone and or get on a video chat. Everyone’s becoming quite familiar with zoom. This is a really interesting development that is brand new, like this just dropped specifically to us in the search engine world within the last couple of days. So setting up your Google My Business page for your local business with a video conference scheduling is a process through the reserve with Google integrations. So it’s something that you can add as a feature on your Google My Business Page. Just to be clear, you can set up different features like hey, my business has a ramp if you have a wheelchair, it’s pet friendly. Oh, and I do video conferencing. and you can go the next level down, which is reserving with this, you know, accredited list from Google My Business of different providers. So I kind of mentioned this already, but this was a question asked to a bunch of marketing agencies. Just to be clear, this is marketing agencies being asked the question of, is Google becoming the new homepage for local businesses and 35%? strongly agree, 42% agree. So we’re looking at over 70% of people in this space in the search engine marketing space, who are saying, hey, the shift towards Google being something that kind of attempting to replace your website, even though your website actually has a lot to do with how you rank on Google, it’s fuzzy, I know it’s convoluted, it’s both. And this is where things are going. So if you’re not addressing Google My Business, this is maybe your warning shot, you need to adapt.

Nate Hagerty  45:58

This is something that we will do, which is we do on behalf of our clients. What I am really interested in seeing here is the trend line because a year ago at this point, it was a 64% agreement for all the sharks out there like us who run agencies, and who are professional marketers. Now it’s over three quarters. 77% agree that Google is the new homepage for the local business. So by the way, this is one of the ways that this squeeze funnels failure. Because if you don’t, if you’ve got a squeeze funnel set up linked to advertising and that’s your primary engine, and you don’t address this- This is the primary place that people are finding professional service companies now. And it’s a big deal.

Christian Jones  46:44

It’s a, to me, it’s never going to be a fad or a trend to do ads to Click Funnels but I think the more that we mature into this,

Nate Hagerty  46:54

well, it’s a noisy trend that a lot of people are talking about is Facebook. 

Christian Jones  46:58

It’s definitely trendy right now. It’s relatively trendy in this industry and in others, it’s just a novel thing, and it’s a good…

Nate Hagerty  47:04

Well, can I tell you, let me tell everybody why it’s trendy, okay. Russell Brunson, the founder of click funnels, actually, I’ve known him for quite some years, met him, been in a small group, masterminds with him, before he even founded click funnels, he has spawned scores and scores of guys who take his stuff and they become like, they pretty much cut and paste his advertisements, and a lot of the templates that they built to sell to different verticals, different industries on how to win, you know online, and they, those guys those who scores and scores of guys are getting rich, and their clients are often not. Now Russell’s a good guy, I really like, I do like him if again, the founder of Click Funnels, which is the primary squeeze funnel software out there right now. There are others now that have built their own platform to, but it’s these folks and they do the- Hey, you know, interrupt their Facebook ad and that’s not the kind of ad that a sophisticated service-oriented CPA firm tax professional is going to win with. So it might work with, you know, like pool services and visual oriented stuff, gyms, you know, but for CPAs and tax practitioners, it can work for a certain personality type. But most people in our industry, it’s not the right thing.

Christian Jones  48:32

Yeah. So skipping along, these are, again, this is the space of kind of secondary, or even tertiary things that you should be doing to the primary meet of get your Google My Business Page set up handle it properly. We’re going to talk about reviews in a second. But these are things that we don’t talk about as much, and on our old presentations that also are newer and very much worth considering pointing case, point number two, or Case in point, which is it, point in case, case in point? 

Nate Hagerty  49:03

Case in point.

Christian Jones  49:04

Case in point in Google My Business posting, you need to post when…

Nate Hagerty  49:07

This is why I write the content. 

Christian Jones  49:09

This is why Nate is… (the Egnlish right here) Posting content to Google My Business is something that again, we do for our clients, these posts expire, after seven days different done a post and you can’t find it. It’s because it’s not there. But you can put up content, which again, this is a signal, period. This is a signal to Google, and it gets engagement. It gets engagement. It’s a post that will show up beneath your profile on Google My Business in the map section and is massively important, and it usually comes with a photo. So I’ve included, this is for January to September for a client, or no I’m sorry, this is January to September for one of our clients. His photos on Google My Business, the big number, that’s 33,000. That’s a big number. But look at the percentage. That’s an increase over nine months. So he started this Google My Business posting strategy with us and has seen a nearly 300% increase in visibility. Regardless of those people turning into clients who saw the photo, what we’re getting at here is this is a product of him moving up the rankings.

Nate Hagerty  50:13

So ninja tactic posts to your Google My Business Page with photos content, just keep doing it every week, at least once a week. 

Christian Jones  50:21

At least once a week. Now, reviews, let’s spend some time here. This is the sixth thing, am I reading that right? 

Nate Hagerty  50:28

I believe Yeah.

Christian Jones  50:29

Number six. But this is in relation to rank, I think we can make a good case that Google My Business reviews actually have a lot more to do with conversion than nearly anything else. And I bring up this example of one of our existing clients in their local market, they’re the top option. They’re ranking number one, it’s not just because of their reviews. But my point being, regardless of getting to number one, once you get in this three-pack that we’re looking at the map, it’s a dogfight, if my client or our client was ranking number three, and it was the same three options, who are they going to pick? So ninja-level tactic is, look at the obvious, you need to get reviews because it’s one of the top 10 things you can do to rank locally. And once you get competitive in almost any market unless you’re rural, unless you’re in the middle of nowhere. And there’s no competition to speak of which is some people there’s just, you know, a mom and pop shop and an HR block shop and you already looked amazing most of the time, you’ve got to make yourself look really good to your end prospect. And so regardless of this being the sixth factor, this should be one of your top factors in terms of getting people to say yes to you, you must get feedback on Google tomorrow, you need to start now if you want to get new clients, your next tax season. Really when at any point in time in the future organically without paying for advertising, you must, you must, you must have a strategy for getting review…

Nate Hagerty  52:04

Which by the way one of the tools we’re giving away today will generate reviews on your behalf in a pretty hands-free way. Again, that’s I put that in the chat window taxproleads.com or it’ll take you to taxpromarketer.com/flow and if you fill out the questionnaire there, get to the calendar appointment, we will set you up with those, the tools that generate reviews for you on your behalf. So results, I want to make sure that we get into, yeah, but I mean, it’s worth sharing. Because what’s interesting is the duration that some of these folks have been with us, this client in Norfolk, Virginia. I’m from Virginia, this is… NORFOLK Virginia.

Christian Jones  52:50

Is that right?

Nate Hagerty  52:56

Virgi-Nunion. 

Christian Jones  52:56

Virginunion. 

Nate Hagerty  52:58

Okay. All right. And then Colorado Springs has been with us for eight years, Staten Island about 19 or 18 months or so 19 months, Houston for about six months, five months. So this is Norfolk. 

Christian Jones  53:13

Yeah. 

Nate Hagerty  53:13

So what were you wanted to highlight,

Christian Jones  53:15

What I wanted to highlight here is this could seem really self-serving or vain for us just to put up some guy numbers. What I’m trying to articulate is if you do these things, you can absolutely have visibility. And so this is like, hey, as much as we can, take these tools, do this stuff, grab a phone call with us, we’ll try and help even if it’s not with us. But if you do these things, you will get results like this, because Google is not, you don’t rank on page one by accident. It’s not happenstance. If you’ve never experienced this, you can get there. And you can absolutely start to generate regular leads without paying for advertising. And so I’ve shown clients that have been with us for eight years, man, is this her? Go to Colorado Springs. Eight years, January to September 1500 phone calls without any advertising. This is all organic phone calls, people who find her on their phone, and click call. That’s what we’re tracking here. And if people even issue let’s go to the last one, Houston. Houston this year 635 phone calls from February 1 to September 21. That’s 100% increase from the prior season.

Nate Hagerty  54:25

And two-thirds of those are from discovery searches. So if you look on the far left, on this datasheet, you’ll see the impression proportion for discovery versus direct. The direct search is when people search by name. Discovery is when they search by category or keyword, and they land on a particular listing. And that can be in the browser or on the maps listing. It’s just sort of depends on how they engage. So it’s over two thirds in Discovery Search, almost 100% increase in Discovery Search impressions, whereas direct search impressions are holding steady. So this is one that’s just been with us for four or five months. But this actually shows the picture of the difference between what happens, you know, these would be not doing it.

Christian Jones  55:08

So one thing maybe from this, that I think is also worth pointing out. This data here is tracking results, Ninja level tactic, whatever this is 95, tracking results?

Nate Hagerty  55:22

Yeah.

Christian Jones  55:22

Have a way to track progress, or it’s going to be really hard to make good decisions. 

Nate Hagerty  55:27

All right. Well, I mean, there’s more that we could talk about. But just for the sake of time, I want to share some emails, I talked about email all the time, we’ve been doing email marketing on behalf of our clients since 2008. And from the beginning, we’ve taken a different approach. Now, during COVID, we’re actually doing, I was doing multiple emails each week. For all the different categories, I write these myself, I wanted to, I want to share the recent email that I wrote, actually, yesterday, and I’m seated on a bunch of client lists. And now I want to share this as an example of one of the ways that you’ve got to be kind of setting yourself apart in the marketplace and where email is headed. I’m using this as an example. And I’ll read it to you. So especially those who are listening on the podcast, or maybe are paying attention to their screen. Email is such a relational medium now, it used to be that the way people approached it, it was like kind of memo ish, like, here’s the corporate direction of the company, here’s the article, what have you, but email, you’ll see the ones that do it right. And some of the large brands are starting to do this, where they’re identifying a sender, or even if they’re sending it from the name of the brand, they’re writing in a more casual relationship-oriented style. Now, obviously, it’s tricky to write emails in a way that, you know, our hundreds of clients can feel comfortable putting their name behind. So we kind of have to, kind of like do it delicately. But so you’ll get what I’m doing here. So this is the one that is going out today on behalf of clients with the passing of Justice Ginsburg, 45 days before the election, we’ve officially entered the political crazy season. Now I’m gonna read this to you. And then I’m gonna explain why I did some of the things that I did in this email. This on top of so much conflict surrounding public health measures. It’s also in addition to all the conversation around racial pain, the difficult issues surrounding so many protests, and urban riots. Many are without meaningful work and are dealing with schoolchildren at home while having to navigate all of this. So this little political firecracker landed right in the middle of a dry pile of cultural Tinder and it’s getting hot in here, and that’s why this is a perfect time to do some life planning. Wait, what, Roger, that’s the sender of the email. That’s right, I said it, this is the ideal time to take a hard look at what you were really working and living for. Because when you have clarity about these things, you have the ability to put all of these issues in their proper place. When you get clear on your direction, you have the ability to build a financial fortress, because you can decide what to build on and what to eliminate from your life. And of course, we can help you build the tax-saving walls around that very fortress and its calendar link to a calendar or a phone number kind of whatever your preferences. Now for some portion of my readers, these political and cultural events do have a real impact on their day-to-day lives. For a host of reasons, these things are directly pertinent to their work their families, and their outcomes. But that number might be much smaller than is the number of my readers who are allowing, Yes, allowing these cultural riptides to keep them from moving their lives forward. And today, I suggest that one strong antidote to the feelings of helplessness and anxiety that are running rampant around you, and maybe within you is to take some time to dream. And we talked about kind of some big picture life stage planning on that. So what does that have to do with taxes? Very little. But it does offer opportunities to build that relationship and establish the relationship of trust with your clients. These are the kinds of emails that get forwarded. Now, I also with business owners, we’re taking a different tack. I mean, here’s something that I wrote a couple of weeks ago, related to the rumors of automatic forgiveness, I’m not going to read this whole thing. But I just offered some advice on behalf of our clients that it might make sense to hold your fire on the application process if your PPP loan was less than hundred 50K, and reasons. And obviously, this stuff is changing on a week to week basis, depending on guidance. And so we’re kind of putting out all the newest information as we can. I’m not gonna read the whole thing. But you’ll notice in both of these, they’re written from the perspective of a real person. And it’s not just some dry article about tax planning and what have you, but it’s written from a point of view. Now doing that properly, I require- like I’ve been doing this every week for over a decade, and so I’m pretty good at navigating the different political and cultural hot buttons to make sure that you don’t, like, take off all, you know, happier clients or what have you. We can all agree on certain things, though, and that is that the mental noise is keeping all of us from moving our life forward. And so that’s what we talked about this week related to all this stuff because, you know, a progressive person and conservative person, the left-winger and a right-winger can both agree when they’re thinking clearly that they did the stuff out there is keeping them from building what’s in here. So speak to that, whether you have me do it or my team and I do this for you. I highly recommend that in your email marketing, you have the gumption to write clearly and authoritatively to your clients and write in such a way that gets them to respond. Now look, you run some risks, I’m copied on some of my clients who are like flaming right-wingers and they are writing some fiery stuff. And look, that’s their business, some are on the opposite side of the spectrum, too. And that’s your, you know, that’s your right, but what’s good is, if you’ve got a perspective and a point of view, use it. Don’t be afraid to make recommendations. Now, of course, with FINRA, if you do, you know, some financial stuff on the side, you’ve got to be careful there. And obviously, some, you know, CPA board regulatory stuff, you’ve got to be careful making particular advice, have all the necessary disclaimers, circular bit, you know, IRS circulars, etc. But don’t be afraid to speak clearly. And so look, when you do this kind of stuff, you get high open rates. So this is from our email sender. And this tracks us against thousands of other businesses. This is the app that we use to send on behalf of clients. And the reason why this score is so good, it’s excellent because we’re sending out emails that are getting opened and read and acted upon. Got this email from one of our clients about two months ago now and he said I thought marketing emails were stupid and would never work. But then my clients started responding with stuff like these are great, love the emails, I fully expected snarky responses, but it’s only been positive. That’s because Roland is sending out emails like the one that I just wrote this week, that is actually speaking to the conversation of what’s going on in the minds of your prospects. So also, you’ll notice that there’s a different message for business owners, and there is for 1040 clients that there’s a segmentation to the list, we have a different, you know, content track for tax resolution clients, we also put these in Spanish. But again, the point is, don’t be afraid to take a stand. All right.

Christian Jones  1:02:52

Can I say something about what you just did? 

Nate Hagerty  1:02:54

Sure.

Christian Jones  1:02:55

Because I think, I’m sure a lot of people are thankful for what you just laid out. But you guys just got a quick crash course on how to write an email from someone who is Master Yoda level at writing emails, and I think we might consider spinning that out into its own segment I’ve seen Perry Marshall, one of his…

Nate Hagerty  1:03:20

They don’t know who Perry Marshall is.

Christian Jones  1:03:21

Yeah, that’s fine. Perry Marshall was like a top-level marketer, we love him. But one of the things that he writes a lot about is like, when one of his students finally asked him, you just teach me how to write emails like you. And, you know, obviously, this could sound vain or conceited, but like, truthfully, if you can capture some of what Nate just talked about, in developing voice and confidence, and not being afraid, and going beyond the idea of email, simply being a newsletter or an update, but actually, like developing rapport and relationship, whether you have us do that for you, or you do it yourself, it is effective. It’s highly effective, and Nate is a master at it. And if you get the record, you need to go back and watch that segment because that’s what is winning gold.

Nate Hagerty  1:04:03

So we want to talk to you about these leads and kind of dive into these. Again, that’s it taxproleads.cal or taxpromarketer.com/flow. And once you talk about these, since we haven’t really had the chance to…

Christian Jones  1:04:18

Yeah. 

Nate Hagerty  1:04:18

These are some of our folks, so what’s customer voice? 

Christian Jones  1:04:21

Yeah. So if you’re an existing website client of ours, you’ve already got this. If you’re not a client, you could get this and by the product have been on this webinar, if you want to get these the first 20 who go to that link makes dropping for you guys right now, you’re going to get access to for free tools, and it’s within a dashboard that has a bunch of fun stuff on it. And just by being on this webinar, and signing up, customer voice is probably the main one I want you to take away with. Look at the bottom right of this little slide send request. This is how you’re going to quickly, first name – last name email once you connect your Google My Business Page if you’ve got it, again some basic assumptions that you’ve already got it, but you didn’t unoptimized, again, don’t forget, but if you want to just get reviews? Useless, you can do 15 per month, using our free trial level to get new reviews…

Nate Hagerty  1:05:13

 We do more per our existing clients. But yes,

Christian Jones  1:05:15

Yep. And here’s what it does, it’s gonna lead them to a direct page on Google with your business on the screen is going to auto pop up the place where they start typing…

Nate Hagerty  1:05:26

So the way that you do this is you pick your best clients and send this to them, the ones that you know, will respond positively.

Christian Jones  1:05:32

So it’s a, you’ll be able to see the message in settings.

Nate Hagerty  1:05:35

And then if they do a review, that’s why we’ve got tool number two, 

Christian Jones  1:05:38

Tool number two

Nate Hagerty  1:05:39

Reputation management, which, honestly, some companies charge like $1,000 a month for this sort of service. 

Christian Jones  1:05:46

Yeah

Nate Hagerty  1:05:46

And you get it for free. 

Christian Jones  1:05:47

You get it for free, you can respond to reviews from Google or Facebook with this trial level. So jump on there and connect your profiles and maybe see some responses that are missing. So Google loves when you respond and if you can take the time to respond to your Facebook or Google reviews, it’s not only a great thing as a signal to them, that you’re engaged and active, again, one of thousands of signals you need to be aware of, but it also says a great thing to your prospects about who you are…

Nate Hagerty  1:06:18

By the way, somebody mentioned that taxproleads.com, when they typed it in didn’t work. If that’s the case, just use the second link taxpromarketer.com/flow, it should’ve worked. It worked on our end, it’s we’ve got a bunch of applications already. So, you know, feel free to do it. Now, listing builder, this is an interesting one.

Christian Jones  1:06:36

Yeah. So basically, what this is going to give you with listing builder is kind of an awareness of a few things. It’s first of all going to give you just a free profile. That’s kind of like step number one is just a free authoritative profile with your information for your business. But it also as you can see here is going to connect to a few other things, look at the top, or you listen to accurately on search engines, directories, apps, and GPS and then seeing the data on the screens. And so if you’ve never seen your Google My Business data, go connect your Google My Business Page, look at listing builder, and just look at your actions, your search, you know, types, everything that’s going on. And last but not least, is social marketing analysis. 

Nate Hagerty  1:07:20

We don’t have a screenshot for that.

Christian Jones  1:07:21

We don’t have a screenshot for them. That’s 

Nate Hagerty  1:07:23

Awesome.  It’s pretty awesome. 

Christian Jones  1:07:25

It’s amazing. 

Nate Hagerty  1:07:26

Yeah 

Christian Jones  1:07:26

Might be the best. 

Nate Hagerty  1:07:27

It’s…

Christian Jones  1:07:28

Yeah, honestly, the least of the four that I want you to highlight, but it’s gonna be very similar where you connect your Facebook page, you can get data breakdowns of engagement, how much you posted, what’s going on, all of that will be yours for the first 20 people to go to taxproleads.com. I again just tested that link it was working for me, but taxpromarketer.com/flow if it somehow not working, go there, fill out the form, get free tools, at a minimum, go get reviews and respond to reviews. It’s really important. And if you want help, we’ll chat more about that.

Nate Hagerty  1:08:02

Okay, um, I’m gonna, that’s it for today…