don’t wait for that clever newsletter to be finished. (started?)
by sandi leyva
the complete guide to marketing for tax & accounting firms
one of the most valuable assets i have is my list of clients. i wouldn’t be in business if it weren’t for my clients, and i am grateful for each of you every day.
more: five skills for emotional mastery | why you need a link-in-bio tool | transform your marketing with crm | five kinds of small thinking | five tests: how open are you to change? | maybe price isn’t the problem | three thoughts for a quiet morning
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keeping a formal list of clients and subscribers in a list management system is often overlooked and frequently underutilized, especially in our industry. there are a couple of reasons for this. one is that some accountants are just beginning to understand the five big revenue-building reasons to understand the power of email marketing.
some of the many benefits include revenue improvements and reduced costs in these areas:
- client retention
- upsell opportunities
- lead nurturing
- educational selling
- recovery of lost clients
and much more.
another reason that lists are overlooked is that there is a learning curve to get started. it’s really quite simple to get started, especially if you use something like constant contact for your list, which we recommend in most cases for the solo practice. once you know what you’re doing, it takes less than an hour to set it up and get it running.
don’t i need a newsletter first?
the biggest objection to getting started on your list is likely because you think you need to have a newsletter before you can start on your list. i made this mistake when i first started out, and i can’t tell you how much that cost me. if i had to do it over again, i’d get my list started the day i open my business. it’s just that important.
when you begin to get signups for your list, it will motivate you to find content that you can share with your new leads. it’s kind of like putting the horse after the cart, but i’m all for whatever gets accountants unstuck and moving toward implementation in this high-payback area.
untapped potential
once you have started to build your list, several doors of opportunity open up for you depending on what your business model is. you may want to simply stick with newsletter delivery and periodic business announcements and reap all of the rewards listed above.
you may want to sample email marketing and see how it works for you. this is where the real learning curve comes in, and there is a deep science to this whole area. you can combine email marketing with other marketing channels to improve your overall results.
the opportunities are endless. but first, you have to get started on that list.