April 15 is one deadline that every American knows. Even late income filers know the date and keep in their sights so they be sure to file their necessary extension paperwork. And corporations that file their taxes every quarter look a month earlier and two months later. If you’re a CPA preparing for tax filing season, how to do you prepare?
The first thing to keep in mind is that now is the time to start advertising, if you’re not already. While many people do file in January, the majority of filers are last minute tax document preparers. That means you should see an increase in business from now until April 15. But you’ll see even better increases if you are advertising. Pay per click advertising is the most effective online vehicle for reaching your target market, whether seasonal or year long.
Here are some tips for reaching your tax season target marketing through pay per click:
- Do your keyword research – Searchers who are looking for a CPA to help them file their taxes will use specific key phrases in their search. They are likely not to use “tax filing software”, for instance. But they will use “tax accountant” and “1040 assistance”.
- Target local searchers – While every CPA can get business from other cities, you are most likely to connect with people in your local area. Every city has accountants who do tax work so your field is competitive. It is best to narrow your search to your local region and if you specialize in a type of tax preparation such as solo business filings then target those specific key phrases.
- Prepare your landing page – Make sure that your landing page is ready for the traffic. There is no use in spending your money on advertising if you do not have a landing page that is ready to close the sale and convert the traffic into a revenue stream.
- Establish your budget – Know how much you want to spend on PPC. You can adjust it later, but have it in your head before you start how much you are willing to invest in attracting new business.
- Kill the gimmicks - People are serious about their money. Don’t be too lighthearted or “gimmicky” in your advertising. Be straightforward and to the point.
If you have an accounting practice and you are looking to advertise online this year to attract more business for the tax season, make sure that you use a seasoned professional with experience to help guide to a successful PPC campaign.
