How to Improve Business Marketing
Marketing a Tax Return Preparation Business
There is little room for error in marketing a tax return preparation business in today's economy. Fortunately, we have the information you need to stay ahead of the curve and outperform the rest of the field.
If you are a business leader who sees marketing as a path to give your tax return preparation business a competitive advantage you're not alone.
Strategic marketing tactics can help small tax return preparation businesses stand toe-to-toe with the rest of the market. Though small organizations may not have the marketing budgets of large corporations, the consistent delivery of targeted messaging has a cumulative effect on the market's consciousness.
Price Matching
In a difficult economy, consumers expect businesses to engage in a certain amount of price matching. The principle is simple: Since pricing is a primary factor in product selection, your business agrees to match advertised competitor pricing. Without price matching, if they can locate lower pricing from a competing tax return preparation business, customers will transfer loyalty to the competition - and take their friends with them. Survey the marketplace. If competitors have adopted price matching strategies, you have no choice but to adopt price matching as well, even if it means reshaping your business model to accommodate a new pricing structure.
When It's Time to Rebrand
Rebranding can be the cornerstone of a successful marketing strategy. But unfortunately, many business owners choose to rebrand simply because they aren't sure what else to do. Rebranding is an intentional marketing technique designed to deliver long term results. For a tax return preparation business, owners are often inspired to rebrand after analysis has demonstrated that the current brand is losing its impact in the marketplace. Unless you are confident that you possess the skills necessary to rebrand your business, we advise consulting with a professional marketing firm before you introduce a new brand to your customers.
Managing Negative Publicity
Not sure how to handle negative PR? You're not alone. It's a probably faced by many tax return preparation businesses. The worst way to handle negative buzz is to put off developing a response until reporters are pounding on your door, demanding a comment from a company spokesperson. The creation of a quality, crisis PR plan and the adequate preparation of key stakeholders is a requirement for any tax return preparation business interested in controlling negative messages. In a crisis, accurate contact lists can be a lifesaver. A top quality mailing list provider can provide fast turnaround times on up-to-date and filtered lists.
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