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.
Advantages of a print newsletter
- Impact. Good old-fashioned, tried-and-true print newsletters make the greatest impression on readers because they are delivered directly to their mailbox. They tell readers that you care enough about them to dedicate the cost and time to deliver a quality, printed publication directly to them.
- Standing out. In a day when the quantity of print materials has diminished and e-mail prevalence has sharply increased, print newsletters stand out that much more. And no matter what your view of marketing may be, you must agree that standing out in a professional and credible manner is a plus for an accounting firm.
- Shelf life. Print newsletters are more likely than digital ones to be retained. We hear from our subscribers that clients say they keep the newsletters on hand because they contain valuable information. Some even put them in binders and keep them in their home or office. This speaks to the quality of the content and the newsletter itself.
- Distribution flexibility. Accountants send their newsletters in the mail, but some also keep newsletters in their office. We encourage them to share their newsletters at meetings, conventions and in other mailings. This extends the value of the newsletter and the visibility of the firm.
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
- Cost and convenience. These two highly significant factors reveal much about the ubiquity of eNewsletters.
- Pass along. With great ease, digital newsletters can be sent to one or many of your clients’ associates.
- Social media links. You can readily share content from your eNewsletter on any of your social media platforms. And your clients can easily share and otherwise react to it.
- Calls to action. You can—and should—use your print newsletters to share any special promotions or announcements. But with eNewsletters, a simple link makes it very easy for a reader to take an action, such as scheduling an appointment, viewing a social media campaign, downloading a report or more.
These WPI Communications, Inc., newsletters are available digitally:
- Accountant Client eNewsletter, which provides the timely and meaningful content of the print version, Client Information Bulletin, in a fully customizable e-mail format
- The Year-End Tax-Planning Letter in a digital format
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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