Marketing Strategies for Accountants that Keep Clients Engaged
Did you know that it saves you both time and money to keep the clients you love, instead of constantly chasing new ones? The best way to build client retention (and your bottom line) is through building real relationships with consistent connection all year long. We will share tips and we’ll also show you how Practice Panda has solutions to make it easy for you to execute them.
The first thing to remember when improving client retention is this: clients are more than a tax or accounting transaction. If you treat your clients like a transaction, their loyalty to you is fragile at best. They can easily be stolen by a lower cost tax preparer, the flashy marketing of the big-box software company, or nationally branded tax preparation services. Even the latest software to DIY their taxes with some flashy AI banner to help them out.
On the other side, relationships are built over time with consistency and connection, strengthening your clients’ trust and loyalty – to both you and your practice. When clients feel connected to you, their loyalty and trust in you often outweighs other firms’ attempts to win them over – because you’ve earned that relationship, making it easier to stay with you for known support than to leave for an unproven resource.
Creating a world-class client experience
Regardless of how big your practice is – whether a new practice, a solo practice, or a mid sized firm – you can deliver the same high-quality experience by giving your clients role clarity they can count on. The client experience starts with setting clear expectations, so that clients know exactly what you do (and what you don’t), how you will communicate with them, and when they can expect to hear from you.
You can keep this simple like using an onboarding checklist and sending timely reminders, so clients always know what is coming next. Practice Panda’s monthly client newsletters keep your clients informed on important dates and deadlines, so you are always one step ahead of their questions. When a client feels cared for – and looks to you to keep them on track with deadlines – he or she will stay with you longer.
When and how to “wow” your clients
You don’t need to spend a lot on big, grand gestures to let your clients know you are thinking about them. There are many ways to make an impression all year long, including:
- Personal digital cards to say “Thank You”, “Happy Holidays”, or “Happy Birthday” can make a difference throughout the year.
- A tax tip or video on a topic your clients hadn’t realized they needed or a go-to resource like a college savings calculator increases your value far beyond the annual tax return.
Practice Panda has a full library of topics ready to share with clients from planning retirement to college planning and business tax prep to paying off debt. When you proactively share information that shows you are looking out for their best interest, you move from being clients’ “tax preparer” to trusted advisor. And as a trusted advisor, you become someone your clients will want to keep in their circle through every stage of life.
Ask for feedback to improve (or upsell)
Your clients want to know that their input is considered. Checking in with a simple “How are we doing?” often opens the door to a client need you didn’t realize existed – a natural opportunity to offer other services as well!
It’s always good business to understand where you can improve, and it keeps your firm from growing stale. Asking your clients for feedback (and making the necessary improvements) shows your clients that you are future-focused. You are growing along with them as they evolve, too.
Make it easy for clients to refer you
Your clients would love to refer you – they just need it to be easy for them to do! Providing them with helpful resources – like Practice Panda’s expert created videos or tax tips – makes it easy for them to forward or share you with their network.
When your clients send referrals your way, be sure to thank them personally. A thank you note (like the one you can send with your firm’s branding) helps them to feel noticed and more likely to share your practice with others again in the future.
Stay in touch consistently all year long
Retention is something that is built throughout the year. Are you showing up consistently on social media with valuable content? Are you sending email newsletters to stay in front of your clients each month with the latest in tax news? Are you offering quarterly reviews to check in on clients and assess where they are in their tax planning?
Automate email campaigns and billing wherever possible with systems like Practice Panda. You can also offload tasks like website articles and social content creation. See how Practice Panda can help you make all of this happen every week with a touch of a button.
