Tax Firm Marketing - Examining the Lead Generation Process

Measuring return on investment (ROI) on a lead generation campaign is a challenging process. It is not just about tracking the numbers. To ensure that your campaign is successful, you must develop a strategic plan and monitor its progress.

Any successful marketing campaign is structured to take advantage of key performance metrics within the organizational structure. Campaigns should begin with dynamic planning and utilize objective measurements. Additionally, should the campaign be internet based, you must have a thorough understanding of the internet optimization process with an extensive knowledge of online marketing.

But how does this all impact the lead generation process in tax firm marketing? Lead generation is more complicated than it seems. The problem is that leads are often "passively" generated. What I mean by this is that someone searching the internet may go to a squeeze page or some sort of landing page. This page is not branded by you nor does it contain any of your contact information. The prospective client merely is hoping to find a tax accountant close to their home who charges reasonable fees.

The result is often a lower quality client who is often very price sensitive. Sensitivity to price obviously does not result in the ideal tax client. We know that pricing as it relates to tax and accounting services is very subjective. The tax professional may charge one client $200 for a tax return and the client believes that they are being ripped off. The tax professional then charges a different client $600 for the same return and the client believes it is a bargain. Perception becomes reality in tax firm marketing.

At the end of the day, make sure that you have a lead generation program that is generating "active" leads. These will yield your best results.

John Harkin is with Tax Lead. Through it's online accountant marketing solutions, Tax Lead provides lead generation for the accounting profession. The company's services include tax leads, accounting leads, and tax firm marketing. For additional information, please Click Here.