Market Your Accounting Practice with a Client Newsletter

January 2, 2018    By Steven Klinghoffer ()

Market Your Accounting Practice with a Client Newsletter

Marketing is not a four-letter word; but sometimes, accountants are suspicious of marketing. Maybe you’re among those who view this discipline as disingenuous and perhaps even “beneath” the standards of your professionalism.

I am sensitive to this, and surely some marketing methods and messages are below the standards of a high-quality accounting firm. However, with many years of experience in marketing for professional services firms, I certainly believe that marketing can be effective—and highly appropriate—for even the most sophisticated accounting firms.

Marketing is an important and essential practice-building tool for accountants. Consider a newsletter with timely and relevant content regarding tax savings before tax season, tips for parents sending children off to college or the latest on a new state or federal tax law.

The truth is, accountants who use content-forward, relevant, professional newsletters know that they work. Let’s explore some of your accounting newsletter marketing options.

Digital or print newsletters?
Should your accounting firm use a print or digital newsletter to reach your clients and prospective clients? Let’s explore both methods:

Advantages of a print newsletter

A good example of a quality print newsletter marketing program for accountants is Client Information Bulletin, which provides valuable, applicable, current information about tax developments, general business principles, estate planning, financial planning and more.

Advantages of a digital newsletter

These WPI Communications, Inc., newsletters are available digitally:

In either format, newsletters get results
An accounting practice newsletter is one of the best ways to keep your clients engaged with you. The influential Content Marketing Institute has determined that newsletters are one of the top three tactics used by marketers.

If you’re not using this powerful method of accounting marketing, why not?
Consider the impact in cross-selling with your client newsletter.

Cross-sell your accounting services
We can say with confidence that beyond tax preparation, your clients do not all know about all the services you offer. Newsletters provide an ideal and ongoing means of educating your clients about the ways your firm can help them, as well as keeping them abreast of the latest services and your most recent certifications.

Earn more revenue with cross-selling
You certainly have your unique client roster, but consider this: What if just a couple of existing clients requested additional services? What would that do to your bottom line? I suspect it would more than pay for the cost of an annual accounting newsletter program. At the same time, you would continue to build loyalty with those clients. And they would continue to work with you instead of going to another practice.

Dear reader, marketing matters for accounting firms.

For more ways to grow your accounting firm with a newsletter, download WPI Communications’ free Complete Guide to Newsletter Marketing for Your Professional Practice, send us an e-mail or call 800-323-4995.

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