{4:30 minutes to read} Very often, during the barrage of business, there isn’t as much time or energy for marketing. Yet, the busy season doesn’t literally happen all at once: It happens sometimes over the course of 3 or 4 months, which means someone in that 2nd or 3rd month is very often being affected by the people who “pulled the trigger” during the 1st month.
For example, some clients wait until April to contact their accountant to file their taxes. Others, who may be ready and are much more organized, approach their tax preparer in February or even during the fall to plan for the end of the year; they are very often the ones leading by example for those who are coming in March and April.
Someone at the tail end of the season may not take action on something that feels “3 months away.” They may be procrastinating very much because it was a bad experience “last time” and thus more willing “to switch” or try someone/something new. This is true for tax professionals, but also for ADR mediators and others.
While marketing for a tax professional is extremely important during the fall (before the extremely busy season), marketing may be even more important during the busy season. The fall is a precursor to the busy season that occurs in January and February for those in family law. The slow seasons are great opportunities for building a bank of content & a bank of relationships, both of which can then be withdrawn from during the busy seasons.
This all requires some type of month-to-month planning around content & word-of-mouth marketing. One of the ways we do this at phoneBlogger.net is to have a publishing schedule, using BlogBrainstormer.com. Amazingly, even though the busy season is annual, or repeated within a year, somehow it seems to always catch people off guard. Coming up for air, even for a few minutes – which is all phoneBlogging takes – is very difficult.
You can rely on Mark or me to predict busy times. Then work with your Editor in order to ensure your marketing is done consistently, in the pre-busy season and especially during the busy season. This ensures you’re not out-of-sight & out-of-mind when your peers (competition) are. (Yet during the fall or pre-busy season, you’re “yet another” professional offering similar services in a crowded inbox.)
The post-busy season is a chance to clean up the mess, and follow-up with the VIP relationships for which you did not have the time. A post-busy season is referral development time. It’s an opportunity to make current and former clients realize that, while you were able to help them with their own specific issue or scenario, your practice goes beyond that and offers other services. Educating clients & VIPs about this is what email newsletters, LinkedIn posts, and blog articles do.
In sum, there are 3 reasons why you should be marketing your services during the busy season:
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Those at the tail end of the season can be referred to you by those who worked with you at the beginning of the season.
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Those waiting may be procrastinating due to a negative experience, thus more open to someone new.
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Since many professionals take a hiatus from marketing during the busy season, you can stand out much more easily.
By planning & preparing, like blog banking with an Editor, your practice can be poised to grow even more during & after the busy season.
Vikram Rajan, Co-Founder
Telephone: (888) 952-4630
Email: Vik@phoneBlogger.net
Website: phoneBlogger.net
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