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How Accountants Can Stop Wasting Money On Poor Lead Generation Tactics

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Accountants struggle each tax season to come up with the best marketing tactics, always experimenting, and testing. And, each year, even though they see they numbers go up, in customer count and in revenue, there is always that nagging question of whether they could have done better.

 

All the gurus have great boot camps and strategy planning sessions, and each has what they think is the best tactic (they call it a strategy, but it’s just a marketing tactic). But, no matter how they slice the tactic, its not for everyone.

Here’s the facts.

The best lead generation tactics are the ones that fit with your strategy and your business model, and are not something you can just pull off the shelf, or pick up at some boot camp.

You have to remember that these gurus are running a business, just like you are, and it is in their interest to maximize their revenue and minimize the effort expended in developing one to fit your market and business.

So, since you have to develop tactics that fit your practice model and your business strategy and target your niche or market, how do you figure out the ones that are best for your practice?

Well, dear friend, the first step is to figure out what kind of customer you are targeting, and what they are looking for. As we spelled it out in the Rainmaker Marketing Protégé Course, you have to develop your target market persona.

For example, suppose you were to describe your typical client as 35-50 year olds, who are actively planning for retirement. You might even narrow it down a bit and say they are 35-50 year olds, who are actively planning for retirement and live withing two miles of your office.

Your next step is to create an offer.

Your offer is whatever you are offering the prospect in exchange for them setting an exploratory appointment with you, giving you the opportunity to display your knowledge and expertise in an attempt to get them to hire you for their tax preparation needs.

The third step is to create all of your conversion assets, the assets you use to attract their attention and generate interest. It can be anything – your website, brochures, postcards and mailers, flyers, newspaper space ads, press releases, anything.

The fourth step is to determine the proper channel for each of the messages you wish to deliver to your prospect. This step is not about getting your message out in front of everyone, it is about getting your message in front of your target market, the 35-50 year olds, who are actively planning for retirement and live within two miles of your office.

Your fifth step is to track your results, and determine which tactic, or combination of tactics is driving prospects to your door. Is it your web content, your referral network, your premiums or giveaways, or what?

It’s important to note that you can get good results merely by targeting your message and channels, but by measuring each component, next year you can get a better return on your marketing investment by only using the high performance tactics, while testing some new methods and channels. Keep track of your method with the highest performance, it becomes your control, or standard, against which all other methods are measured.

This explanation of lead generation is pretty simplistic, and fairly straightforward from a conceptual point of view. The tricky part is deciding which lead generation tactics to use, and which channels to use.

Tomorrow I’ll walk you through the questions that will help you choose, and I’ll break each of those questions into the five steps I just laid out.

Join us here at Practice Builder Publishing and become a part of the community, whether you become a contributing author, a peer recruiter, or merely a raving devotee of the Practice Builder Publishing resources, I'll work with you personally so you can reach the goals you set.

Best to you and yours,

kirks-sig

 

Kirk

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