How to build a simple and coherent marketing plan that supports the strategic growth of your business

You have streamlined your systems. You have set up a smooth customer experience. You have used your data to refine the services you offer.

Now what?

Tax and accounting is not really a “if you build it, they will come” environment. If your business plans to grow, potential customers need to know about you and existing customers need to know how you can help them.

Incompatible marketing priorities

In a 2021 survey by Accounting Today for Wolters Kluwer, 96% of companies, unsurprisingly, said they plan to grow their business. But less than half (43%) cited increasing their marketing efforts as a way to achieve this goal.

How do the other 57% of companies think they reach new customers?

Marketing is essential to strategic business growth, but it’s not a skill that most tax and accounting professionals learn in college. As a result, many business owners feel ill-equipped to market their services.

Marketing doesn’t have to be flashy or have a big budget to be effective. But it takes a good message.

Before your business invests time or money in marketing activities, carefully craft your message.

What differentiates your business from your competitors?

What keeps your long-time customers coming back?

What problem can you help individuals and businesses solve?

Understanding your company’s key selling points will help clarify your marketing message, which can lead you to how and where to share that message. Keep in mind that you can have multiple marketing messages, depending on the type of customer.

Thorough analysis of your data can help you create customer segments with specific marketing messages that address their unique pain points.