Top Strategies for Accounting, CPA & Tax Planning Professionals To Master Email Marketing

This is about a marketing battle between two forms of marketing that are always pitching between heavyweight contenders.

On side one is the powerhouse, Social Media Marketing

Climbing into the ring on side two is Email Marketing.

Both undoubtedly have their own strong advantages. But in the race for stronger ties and acquiring new clients, only one champion is there who can rule for all professional services.

So buckle up, because we are about to get into strategies, stats, and success stories that uncover just why email marketing still owns the heavyweight title in marketing.

Most businesses one way or another crave the human touch. In a day and age marked by an endless brigade of automation and communication, email marketing is the golden child, showcasing unmatched capacity for communication personalization. And personalization is king.

The Direct Marketing Association throws a knockout punch of a stat that makes personalization king: email campaigns that use this strategy have a mind-numbling 4400% return on investment (ROI).

What does personalizing your business message mean?

It means placing the name of the client to your mouth when crafting your business message towards their problem. This makes clients have a sense of value toward the services they receive. This custom way creates trust and loyalty so that they may pave the way for customer relationships that last.

Speaking of which, here is a live example that perfectly defines its powers:

Of course, social media marketing has its attractions.

The potential to go viral and reach millions with a single post is something impossible to ignore. Think of it this way: a seemingly one-time tax tip tweet could balloon into a national conference and at least giving your 15 megabytes of social media fame.

Ah, the prospect of social media engagement is like wrestling an alligator.

According to new research, an average tweets lifespan is only 18 minutes. Barely the kind of long-term brand awareness your business is in need of.

In other words, social media can also be a bit of a free-for-all. For instance, the tax planner may go on LinkedIn to connect with other professionals and start branding herself as a thought leader in your field. But how good is she to convert "likes" and "shares" into actual paying clients?

And that is the battleground: cluttered with viral cat videos and meme wars.

Your well-thought-out message would have gotten lost in the noise, drowned out by whatever dance transformed itself into a viral sensation at the time.

Social media algorithms could make someone become a jealous lover. These ever-evolving rules seem to decide who and what shows up on that followers' feed, not always in your favor.

Case in point, as reported by Hootsuite, Facebook's organic reach for business pages has plummeted to a lousy 5.2%.
What that translates into is that a minuscule fraction of your followers is going to see your post, and for the rest? You have to pay. Ouch.

Here's another challenge: social media is an ongoing battlefield in which everyone takes turns trying to capture the attention of people.

Accounting messages, despite being value-adding, might just not be in the same league of entertainment by some video about funny cats or an expensive video about a new influencer event coming up. Distractions bombard your audience and make it really hard for your content to jump up and be noticed.

So, how does email marketing reclaim its championship title?

Let's break down its winning strategies:

Now, just hold your horses there. Instead of outright benching your marketing on social media, view it more in the context of a supporting teammate to your champion, email marketing strategy.

That depicts how social media can be a brand-new powerful engine, shifting more traffic towards your website and finally convert this into an extension of the growth of your email subscribers.

Here's what makes the magic happen:

That championship belt of email marketing goes to...

You. It's now in your possession.

As you've seen email marketing take the championship belt, we've got you ready with the tools to win your own marketing battles.

Below are some strategies:

You are not going to build a list of prospects within your email list overnight. You have to be in an active process of developing content that is pertinent and helpful for your social media pages and website, targeted at your likely potential markets. That could be in the form of free downloadable resources, blog subscriptions, or free consultations. Always make sure to dwell on developing faith of your audience through permission.

Or you could simply buy a list online at one time or create your own using a tool like Apollo.io for B2B leads or LeadScrape for local B2B leads.

But, you have to spend a lot of time (4+ hours) sometimes more to get the leads you want, verify them and add them to a program that will allow you to contact those prospects. I doubt you want to do that or have the time for it.

Engaging content can surely not be constructed unless there is something by way of an engaging campaign for them to nestle in.

Discard all those worn-out templates and write some email that your target group actually wishes to read. It can be anything from industry-specific knowledge bites or tax tips, catering to diverse client segments to solutions that address specific pain points.

Apart from that, make sure your email content is informative, simple, and short.

Always geek out on your numbers. Most email marketing platforms come packaged with robust analytic tools.

And for your landing page I would recommend using systeme.io which tracks and gives you the analytics you need. Or use a simple took called SmartLook which is free, all you have to do is put a piece of code in the header of your website. (they have videos on how to do it)

You'll be able to keep track of all your key performance indicators, such as your open rates, click-through rates, and even your conversion rates.

This way, you learn what is working with your audience and whats not.

But the bottom line is this: email marketing is still the reigning king for most professional service providers. From the ability to convey personal messages straight to the decision-maker, the force of sharply targeted campaigns, and the deliverability of those messages in real-time, email is a strategic powerhouse.

Secondly, fully embrace email marketing as a data-driven strategy towards beautiful content and intense client relations.

Don't forget, in a field like marketing, establishing trust and building long-term relationships is the very best way to win. Get into the ring and start creating knockout email marketing campaigns that spell success for your firm.