Let’s develop a Q1 2022 marketing plan for your business

If you specialize in taxation, this is probably on your mind. If you provide other services, tax season is a great time to promote it as people are already looking for CPAs and accounting firms.

Here are a few things you should consider putting in place right now before the year starts to slip away.

Prepare advertising campaigns for the busy season

If your business has a personal income tax return service line, prepare to launch your campaign in January. Keep in mind that the cost of tax conditions increases exponentially the closer you get to the filing date. So run your campaign from mid-January to mid-March to control these costs.

If you ran ads on Google, Bing, or social media in the first quarter of 2021, take a look at the costs and identify what worked and what didn’t. Reuse ad creative that worked well. Then get ready to increase your budget by up to 12% for the first quarter of 2022, says AdAge.

Review 2021 website analysis

This data can help you formulate a plan for 2022. Here are a few things to check:

• Demographics: This will help you assess whether the people attracted to your website are your target market. Otherwise, adjustments must be made to achieve your goal.
• Geography: This also supports your target market. Are visitors coming from the locations you are targeting?
• Acquisition channel: How do people find your site and which tools generate the most traffic, for example, emails, social networks, advertising, search engines or referrals from other sources?
• Site content: what interests people the most on your site. You might be surprised by the data. It might help you create new content.
• Site Speed: The loading speed of your website has an impact on your search engine rankings. The slower the site, the less likely a search engine, like Google or Bing, will place it on the first page.
• Search Terms: Search terms on the site also help you create content for the New Year.

According to Website Builder Expert, even a one-second difference in load time can have a huge impact on performance. Webpages that load in two seconds have an average bounce rate (entering and leaving the same page) of 9%, while pages that load in five seconds see their bounce rate skyrocket to 38%.

Create a 12 month content calendar

In an Excel file or similar product, each month identify at least one area that your business needs to focus on to help it meet its business goals.

For example, January – Google Text Ads campaign; February – Promote the webinar reading series; March – Share the eBook download. Each of these elements is designed to generate leads. Include the subject, industry, and / or department in your timeline so that it looks like this:

End the rest of the year based on your business goals. Once this activity is complete, you will need to consider additional website content, such as landing pages (e.g. pages with forms), and the method by which you will promote the content, such as social media. , print / online advertising, email. , etc.

Content of the reservation

If Q1 is your busy time, now is the time to store some content and schedule it for your social media profiles. Avoid standard tax messages. Liven things up with accounting humor (Pinterest and Robert Half are great resources), add some tips from your staff, and incorporate fill-in questions into your social media program.

Filler content is also a good way to maintain engagement on social media when you’re busy. Try to use jokes, like Ageras’s.

Happy birthday!

Is your company celebrating a milestone in 2022? If so, make sure that the signature of emails is updated, that company history web pages are created, that anniversary emails are sent to customers, and that the celebrations are dispersed throughout the year. Encourage media coverage by alerting local journalists to your events once the schedule is set.

Prepare for the second trimester

Before you know it, the first trimester will be past… hence the 12 month calendar. In the first trimester, you should plan for the second trimester. If you don’t have the time, you should start planning now.

• Prepare landing pages.
• Prepare emails and newsletters for distribution.
• Request to speak at a spring or summer conference.
• Schedule team members to record one or two short video segments to share on social media.
• Contact business owners for a busy postseason event, like a document shredding party.

In short, here is your checklist. Be prepared, the journey will get bumpy.

• Prepare advertising campaigns in high season
• Review 2021 website analytics
• Create a 12 month content calendar
• Content of the reservation
• Happy birthday
• Prepare for the second trimester

If you need help, contact an accountant marketing consultant who can help you reach your goals.