{"id":17711,"date":"2019-10-14T08:00:08","date_gmt":"2019-10-14T13:00:08","guid":{"rendered":"https:\/\/taxprocenter.proconnect.intuit.com\/?p=17711"},"modified":"2021-10-20T12:10:45","modified_gmt":"2021-10-20T17:10:45","slug":"4-surprisingly-simple-low-cost-tips-to-grow-your-tax-and-accounting-firm","status":"publish","type":"post","link":"https:\/\/accountants.intuit.com\/taxprocenter\/practice-management\/4-surprisingly-simple-low-cost-tips-to-grow-your-tax-and-accounting-firm\/","title":{"rendered":"4 Surprisingly Simple, Low-Cost Tips to Grow Your Tax and Accounting Firm"},"content":{"rendered":"<p>Can you spend just a little on marketing, and <i>still<\/i> build a steady client base and marketing presence? The answer is YES, and I can show you how I grew my practice in my first year in business. Let me share with you a true marketing story about how I took advantage of several free and\/or low-cost marketing techniques to create an online presence that increased my client base and brought in additional revenue streams to grow my practice.<\/p>\n<p>Just a few weeks before I started my practice in May 2009, I was living a comfortable, two salary household lifestyle, supporting a family of five in a California suburb. Without any notice on the last Friday in May,\u00a0I was abruptly laid off. My husband and I needed to quickly figure out how we were going to replace half of our income and get us back on track. We took the weekend to think it over. It was a good thing that it was Memorial Day weekend; we had an extra day to ponder our dilemma.<\/p>\n<p>Today, with more than 10 years under my belt in the accounting and tax profession, and an undeniable passion for entrepreneurship, we made the decision to take the leap into business ownership, and just like that, <a href=\"https:\/\/mariettemartinez.com\"title=\"\"  target=\"_blank\" rel=\"false noopener noreferrer\" data-wa-link=\"body_mariettemartinez\" target=\"_blank\">Mariette F. Martinez, EA<\/a> was born. Needless to say, since this was a completely unplanned business adventure, I definitely needed to bootstrap this entrepreneurial path and the marketing expenses related to it. I knew I had to be creative with my marketing dollars and also take a step back to understand what marketing really meant.<\/p>\n<p><b>My Marketing Strategy and Marketing Plan<\/b><\/p>\n<p>Aren\u2019t the marketing strategy and plan the same thing? Many new entrepreneurs use these terms interchangeably, but they are two completely separate and critical marketing areas.<\/p>\n<p>Your marketing strategy answers the \u201cwhat\u201d you are trying to achieve with your overall marketing efforts. The practice of creating a marketing strategy helps you to discover and define a few key strategic marketing areas in your business, including:<\/p>\n<ul>\n<li><b>Why <\/b>you\u2019re in business: Your purpose, values, <a href=\"https:\/\/accountants.intuit.com\/taxprocenter\/practice-management\/advisory-services-creating-a-compelling-vision-for-your-tax-firm\/\"title=\"\"  target=\"_blank\" rel=\"false noopener noreferrer\" data-wa-link=\"body_tpc-advisoryservicescompellingvisiontaxfirm\">vision<\/a>, and intentional message or voice.<\/li>\n<li><b>Who<\/b> you want to serve and work with, and who you don&#8217;t want to work with: What\u2019s your ideal client persona?<\/li>\n<li><b>What<\/b> services can you offer to stay true to your why and serve your who?<\/li>\n<li><b>What<\/b> will be the <a href=\"https:\/\/accountants.intuit.com\/taxprocenter\/client-relationships\/how-to-make-sure-your-pricing-is-effective\"title=\"\"  target=\"_blank\" rel=\"false noopener noreferrer\" data-wa-link=\"body_tpc-effectivepricing\">pricing<\/a> model for your services?<\/li>\n<\/ul>\n<p>What\u2019s missing in the marketing strategy above? The \u201chow,\u201d which is the marketing plan, an action process that puts your marketing strategy in motion. It contains the answers to a few critical marketing questions:<\/p>\n<ul>\n<li><b>Where <\/b>do you market your business?<\/li>\n<li><b>Where<\/b> can your ideal customer persona be found? Is it through online efforts, local networking, sales funnels, or printed, email or social media ads?<\/li>\n<li><b>How <\/b>do you market your business? This is where the marketing dollars are allocated.<\/li>\n<li><b>When<\/b> do you want to market your business? This is when you track the best timing to spread your message.<\/li>\n<\/ul>\n<p>What does all of this have to do with my true marketing story? I had to learn these essential marketing techniques before I could decide where to spend money for my new firm. As a result, my marketing strategy looked like this:<\/p>\n<ul>\n<li><b>Why: <\/b>I believe that everyone should have a fighting chance to reach financial happiness. That\u2019s why I chose to serve my ideal client as their small business advisor and accounting\/tax partner who leads with financial education, first.<\/li>\n<li><b>Who<\/b>: I want to work with tech-forward, location-independent, service-based micro-businesses, with an emphasis on start-up women entrepreneurs and self-employed parents.<\/li>\n<li><b>What:<\/b> Using a flat-fee pricing model, I will provide bookkeeping, tax preparation, small business advisory and financial education targeted to my ideal client.<\/li>\n<\/ul>\n<p>Once I went through this deep discovery, it was time to create and execute a marketing plan that would meet the needs of my marketing strategy, keeping in mind I wanted to spend as little money as possible.<\/p>\n<p><b>Four Low-Cost Marketing Techniques<\/b><\/p>\n<p>Here are four marketing techniques that worked for me in my first-year plan. Over the years, the plan has evolved, but all four techniques still work.<\/p>\n<p><b>#1: Get on <\/b><a href=\"https:\/\/www.yelp.com\/\"title=\"\"  target=\"_blank\" rel=\"false noopener noreferrer\" data-wa-link=\"body_yelp\" target=\"_blank\"><b>Yelp<\/b><\/a><b> and\/or place yourself on social media platforms where your ideal clients reside.<\/b> We know that individual taxpayers and small business owners use <a href=\"https:\/\/accountants.intuit.com\/taxprocenter\/practice-management\/embrace-your-client-reviews-to-improve-your-practice\"title=\"\"  target=\"_blank\" rel=\"false noopener noreferrer\" data-wa-link=\"body_tpc-embraceClientReviews\">online reviews<\/a> to look for professional services. This was a huge lead generator my first year. It&#8217;s absolutely free for business owners to be listed in this app and most other social media.<\/p>\n<p>Three key tips to master social media as an option in your marketing plan:<\/p>\n<ol>\n<li>Choose the social media platform where your ideal \u201cwho\u201d hangs out.<\/li>\n<li>Start the conversation to build the \u201cknow, like, trust\u201d online relationship with your audience.<\/li>\n<li>Keep messaging clear, consistent, and creative to keep your audience interested and engaged.<\/li>\n<\/ol>\n<p><b><img loading=\"lazy\" decoding=\"async\" class=\"alignright wp-image-17725\" src=\"https:\/\/taxprocenter.proconnect.intuit.com\/wp-content\/uploads\/2019\/09\/Speaking-Example-Mariette-Martinez.jpg\" alt=\"\" width=\"366\" height=\"144\" srcset=\"https:\/\/taxprocenter.proconnect.intuit.com\/wp-content\/uploads\/2019\/09\/Speaking-Example-Mariette-Martinez.jpg 468w, https:\/\/taxprocenter.proconnect.intuit.com\/wp-content\/uploads\/2019\/09\/Speaking-Example-Mariette-Martinez.jpg?resize=150,59 150w, https:\/\/taxprocenter.proconnect.intuit.com\/wp-content\/uploads\/2019\/09\/Speaking-Example-Mariette-Martinez.jpg?resize=300,118 300w\" sizes=\"auto, (max-width: 366px) 100vw, 366px\" \/>#2: Attend small business events and workshops, and connect with nonprofit and purpose-driven organizations. <\/b>Learn and grow with other business owners. It\u2019s amazing to be in the room with passionate people who want to help others and looking for help for their own business situations. There\u2019s no better way to market yourself than through personal connections. Many times, scholarships, special pricing and giveaways are available for new entrepreneurs to participate in these in-person opportunities; all you need to do is ask. One of my favorite small business events is <a href=\"https:\/\/accountants.intuit.com\/taxprocenter\/practice-management\/quickbooks-connect-2019-something-for-everyone\/\"title=\"\"  target=\"_blank\" rel=\"false noopener noreferrer\" data-wa-link=\"body_tpc-qbc2019somethingforeveryone\">QuickBooks\u00ae Connect<\/a>, but there are probably lots of events in your local community.<\/p>\n<p>One of the most valuable aspects of connecting at events is learning about free resources to help market your firm. A few of my favorites include the <a href=\"https:\/\/quickbooks.intuit.com\/accountants\/resources\/marketing-hub\/\"title=\"\"  target=\"_blank\" rel=\"false noopener noreferrer\" data-wa-link=\"body_accnt-marketinghub\">Intuit\u00ae Marketing Hub<\/a>, <a href=\"https:\/\/core.score.org\/marketing\"title=\"\"  target=\"_blank\" rel=\"false noopener noreferrer\" data-wa-link=\"body_corescoremarketing\" target=\"_blank\">SCORE Marketing Hub<\/a> and Buffer\u2019s article, \u201c<a href=\"https:\/\/buffer.com\/library\/free-marketing-tools\"title=\"\"  target=\"_blank\" rel=\"false noopener noreferrer\" data-wa-link=\"body_buffer-freemarketingtools\" target=\"_blank\">The $0 Marketing Stack: 41 Free Options to Popular Paid Services and Tools<\/a>.\u201d<\/p>\n<p><b>#3: Take it up a notch and become an educator and\/or active participant at one of your favorite small business events<\/b>. Early on in my business, I realized that to brand myself as a leader and subject matter expert, I would need to step out of my comfort zone and begin actively participating in live events. I wanted to differentiate myself to my target audience in a more massive scale.<\/p>\n<p>I chose speaking engagements, <a href=\"https:\/\/web.archive.org\/web\/20201203032105\/https:\/\/training.masteryourbooks.com\/\"title=\"\"  target=\"_blank\" rel=\"false noopener noreferrer\" link=\"body_trainingmasteryourbooks\" target=\"_blank\">public education<\/a> and <a href=\"https:\/\/youtu.be\/xJY3MA6HSNs\"title=\"\"  target=\"_blank\" rel=\"false noopener noreferrer\" data-wa-link=\"body_MeetMarietteMartinezPublicEducator\" target=\"_blank\">online video<\/a> as my primary techniques to spread this marketing message. This has been the greatest accelerator in my business growth, and provided me additional income revenue streams and business opportunities that I was not exposed to using my traditional marketing plan. Best of all, I built some of the most valuable relationships with amazing people in my profession. Using this strategy, you can actually get paid for marketing yourself, instead of paying for your own marketing!<\/p>\n<p><b><img loading=\"lazy\" decoding=\"async\" class=\"alignright wp-image-17726\" src=\"https:\/\/taxprocenter.proconnect.intuit.com\/wp-content\/uploads\/2019\/09\/Family-Example-Mariette-Martinez.jpg\" alt=\"Family Example Mariette Martinez\" width=\"287\" height=\"192\" srcset=\"https:\/\/taxprocenter.proconnect.intuit.com\/wp-content\/uploads\/2019\/09\/Family-Example-Mariette-Martinez.jpg 468w, https:\/\/taxprocenter.proconnect.intuit.com\/wp-content\/uploads\/2019\/09\/Family-Example-Mariette-Martinez.jpg?resize=150,100 150w, https:\/\/taxprocenter.proconnect.intuit.com\/wp-content\/uploads\/2019\/09\/Family-Example-Mariette-Martinez.jpg?resize=300,201 300w\" sizes=\"auto, (max-width: 287px) 100vw, 287px\" \/>#4: Marketing should be fun and the discovery process should be enlightening<\/b>. Do not be so hard on yourself the first year. Start testing the waters and see what works best for you.<\/p>\n<p>One of my favorite first techniques was to bring my kids into my marketing messaging, which enabled me to connect more closely with working families and women entrepreneurs. Allowing myself to be vulnerable and share the essence of who I am directly impacted my clients, community and partners. I was also gifted some lifetime marketing memories that I will forever hold dear to my heart. <a href=\"https:\/\/youtu.be\/T8hcNXNPdLc\"title=\"\"  target=\"_blank\" rel=\"false noopener noreferrer\" data-wa-link=\"body_MarietteMartinezMompreneur\" target=\"_blank\">Check out this Intuit-sponsored video<\/a> I was asked to participate in to share a day in the life of an accountant and mompreneur.<\/p>\n<p><b>Choose Your Path<\/b><\/p>\n<p>I challenge you all to take advantage of the tips in this article and have fun with your marketing discovery. Take action, create a marketing strategy and a plan built on your why, who and what. Time is of the essence, and as my daughter puts it, <a href=\"https:\/\/youtu.be\/7pLMXnWjZ7U\"title=\"\"  target=\"_blank\" rel=\"false noopener noreferrer\" data-wa-link=\"body_GetOnWithThoseTaxes\" target=\"_blank\">\u201cGet on with those taxes!\u201d<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Sometimes, the basics are better! Get expert advice from Mariette Martinez, EA, on how to find clients without breaking the bank.<\/p>\n","protected":false},"author":107196149,"featured_media":703,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"rkv_browse_by_id":0,"rkv_cta_id":0,"rkv_optimize_for_pagespeed":false,"jetpack_post_was_ever_published":false,"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"useModifiedDate":false,"customPublishDate":"","_jetpack_memberships_contains_paid_content":false,"footnotes":"","jetpack_publicize_message":"","jetpack_publicize_feature_enabled":true,"jetpack_social_post_already_shared":true,"jetpack_social_options":{"image_generator_settings":{"template":"highway","default_image_id":0,"font":"","enabled":false},"version":2},"_wpas_customize_per_network":false},"categories":[507998780,116807],"tags":[646041692,605132289],"intuit_collection":[],"intuit_series":[],"coauthors":[509474172],"class_list":["post-17711","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-grow-your-practice","category-practice-management","tag-firm-of-the-future","tag-marketing"],"header_image":"","yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.3 (Yoast SEO v27.6) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>4 Surprisingly Simple, Low-Cost Tips to Grow Your Tax and Accounting Firm - Tax Pro Center | Intuit<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/accountants.intuit.com\/taxprocenter\/practice-management\/4-surprisingly-simple-low-cost-tips-to-grow-your-tax-and-accounting-firm\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"4 Surprisingly Simple, Low-Cost Tips to Grow Your Tax and Accounting Firm - Tax Pro Center | Intuit\" \/>\n<meta property=\"og:description\" content=\"Sometimes, the basics are better! Get expert advice from Mariette Martinez, EA, on how to find clients without breaking the bank.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/accountants.intuit.com\/taxprocenter\/practice-management\/4-surprisingly-simple-low-cost-tips-to-grow-your-tax-and-accounting-firm\/\" \/>\n<meta property=\"og:site_name\" content=\"Tax Pro Center | Intuit\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/IntuitAccountants\" \/>\n<meta property=\"article:published_time\" content=\"2019-10-14T13:00:08+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2021-10-20T17:10:45+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/taxprocenter.proconnect.intuit.com\/wp-content\/uploads\/2016\/06\/apple-e1508454187778.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"700\" \/>\n\t<meta property=\"og:image:height\" content=\"393\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Mariette Martinez, EA\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@IntuitAccts\" \/>\n<meta name=\"twitter:site\" content=\"@IntuitAccts\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Mariette Martinez, EA\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"6 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/accountants.intuit.com\\\/taxprocenter\\\/practice-management\\\/4-surprisingly-simple-low-cost-tips-to-grow-your-tax-and-accounting-firm\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/accountants.intuit.com\\\/taxprocenter\\\/practice-management\\\/4-surprisingly-simple-low-cost-tips-to-grow-your-tax-and-accounting-firm\\\/\"},\"author\":{\"name\":\"Mariette Martinez, EA\",\"@id\":\"https:\\\/\\\/accountants.intuit.com\\\/taxprocenter\\\/#\\\/schema\\\/person\\\/ef24e5086ffbbadca88b7ff6151fe795\"},\"headline\":\"4 Surprisingly Simple, Low-Cost Tips to Grow Your Tax and Accounting Firm\",\"datePublished\":\"2019-10-14T13:00:08+00:00\",\"dateModified\":\"2021-10-20T17:10:45+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/accountants.intuit.com\\\/taxprocenter\\\/practice-management\\\/4-surprisingly-simple-low-cost-tips-to-grow-your-tax-and-accounting-firm\\\/\"},\"wordCount\":1293,\"commentCount\":2,\"publisher\":{\"@id\":\"https:\\\/\\\/accountants.intuit.com\\\/taxprocenter\\\/#organization\"},\"image\":{\"@id\":\"https:\\\/\\\/accountants.intuit.com\\\/taxprocenter\\\/practice-management\\\/4-surprisingly-simple-low-cost-tips-to-grow-your-tax-and-accounting-firm\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/accountants.intuit.com\\\/taxprocenter\\\/wp-content\\\/uploads\\\/2016\\\/06\\\/apple-e1508454187778.jpg\",\"keywords\":[\"firm of the future\",\"marketing\"],\"articleSection\":[\"Grow your practice\",\"Practice Management\"],\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\\\/\\\/accountants.intuit.com\\\/taxprocenter\\\/practice-management\\\/4-surprisingly-simple-low-cost-tips-to-grow-your-tax-and-accounting-firm\\\/#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/accountants.intuit.com\\\/taxprocenter\\\/practice-management\\\/4-surprisingly-simple-low-cost-tips-to-grow-your-tax-and-accounting-firm\\\/\",\"url\":\"https:\\\/\\\/accountants.intuit.com\\\/taxprocenter\\\/practice-management\\\/4-surprisingly-simple-low-cost-tips-to-grow-your-tax-and-accounting-firm\\\/\",\"name\":\"4 Surprisingly Simple, Low-Cost Tips to Grow Your Tax and Accounting Firm - 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