There is an awakening occurring for tax professionals in how they are marketing their tax services. While a herd of marketers rely on clicks and impressions they receive to determine results, we are showing tax firms an entirely new way to get results in new client acquisition. We have always been of the opinion that you cannot establish a relationship with a two second click or an impression. If you are surrounded by marketing teams focused on how many clicks and impressions, you need to refocus on how you are building trusted new relationships.

Executives share with me privately how they dislike being targeted and followed around by ads. They have turned their ad blockers on in the masses. We just went through a research project of the marketing folks in the top 100 law firms and public accounting firms. What we discovered was stunning! More than 70% of the marketers for these firms were gone after three years. This number is huge and significant. The turnover was high because the results of marketers were not there, or the marketing professionals in the firms were so challenged by constant rejection they simply left for a more enjoyable experience. What is happening with marketing tax services today? Why should you change how you market your tax services?

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