When was the last time you gave some thought to your CPA newsletter strategy?
How well do you keep in touch with your contacts? If you’re only talking to them during busy season or when they encounter a problem, then you’re missing out on a big opportunity. Regular communication with your important contacts has a number of advantages, such as:
- Clients are more likely to turn to you for advice
- Prospects are more likely to seek out your business
- Referral sources are more likely to recommend you
An effective CPA newsletter comes in many forms. But what it boils down to is this: you want to regularly remind your contacts that you’re thinking about them—and about the issues that matter most to them. Here are some suggestions to consider, as you develop your CPA newsletter strategy:
1. Segment Your Contacts
It’s difficult to come up with a CPA newsletter that will be relevant to all of your contacts. Rather than attempting this task, consider breaking your contacts down into different segments or groups, divided by interests. Say you want to keep in communication with 50 contacts, perhaps you do so in five groups, for example:
- Ten contacts receive a newsletter concerning new trends in the manufacturing industry;
- Ten contacts get a note about how new tax legislation might impact their small business;
- And so on and so forth.
Keep in mind, you don’t have to send all of your communications out at once! Perhaps plan on sending a newsletter to one segment of contacts per week.
2. Consider Your Contacts’ Perspectives
Put yourself in their shoes. Ask yourself what questions they’re wondering about. Try to think of what might be keeping them up at night. Pay attention to the trends impacting their industry.
Once you have a good idea of what might be on their minds, reach out to them to show you that it’s on your mind too. Imagine how much trust you can build by demonstrating to your contacts that the issues they face are what you have on your mind—without them even asking!
3. Communicate Regularly
It’s not sufficient to just reach out once. Make a plan or schedule for communicating regularly with your important contacts. Decide how often you feel each contact should hear from you, then stick to your plan. Nurturing relationships takes time, but the payoff is worthwhile.
4. Employ Technology Tools
Like we mentioned above, nurturing your contact relationships via CPA newsletters takes time. However, there are technologies available that can make your task easier. You could consider subscription to an email marketing tool, such as Mailchimp. Perhaps you would find it helpful to have a task management tool, such as Google Keep.
ABLE is an all-in-one CRM, marketing, and business development tool that can make your CPA newsletter efforts a snap. It offers built-in one-to-many messaging capabilities and a content library full of helpful items to share. Use ABLE’s CRoPs Dashboard to keep your most important contacts top-of-mind—and to remind you when it’s time to reach out again.
Are you ready to position your accounting firm for sustainable, profitable growth? Do you want to strengthen your contact relationships and expand your practice? Learn how ABLE can help. Sign up for a no-obligations demo today.