ADVISOR MARKETING

Susan Theder

People get nervous around tax time. With the right marketing, you can hold yourself out as a trusted guide.

AX SEASON ISN’ T JUST ABOUT COMPLIANCE AND PAPERwork— it’ s a great opportunity to attract, engage and convert prospects into clients. Tax guidance is a top interest for people seeking financial help— in fact, according to Edelman Financial Engines’ 2024“ Everyday Wealth in America” report, people are even more interested in the subject now than they were last year.

In this article, I’ m sharing some tips that can help you turn tax season into a marketing advantage.

What’ s On Your Website?

Your website is one of the places where you can explain your tax expertise and clearly communicate your value as an expert. Here are some things you can do on the site to guide clients and prospects:

• Create an FAQ page: You’ ll want to anticipate the top tax-related questions and list them here. Not only will that help prospects find you, but you’ ll also be ranked in AI-driven search results. The more comprehensive your answers, the more likely you are to be discovered by those seeking guidance.

• Talk about your tech: When you’ re discussing your expertise with taxes, talk about the tools and software you use to streamline tax preparation and financial planning.

• Use video: You can also add a short, engaging video that explains the value of your service and makes prospects feel more confident working with you.

• Capture leads: By using“ lead magnets” such as tax checklists and webinars

Short explainer videos on tax-saving tips or industryspecific tax strategies will drive more engagement and help you establish yourself as an expert.

( more on that later) you can collect the email addresses of your prospects. Your follow-ups will keep them engaged and nurtured beyond tax season.

An Email Strategy

Your email marketing strategy should go beyond simple tax reminders— you should use these communications to demonstrate expertise and build trust. You’ ll want to explain to clients and prospects how you help them manage their assets in a tax-efficient manner and incorporate tax planning into broader financial strategies. You’ ll also want to send them timely updates, giving them checklists and information about when to expect their 1099s, insights on topics like tax changes, warnings about what the common mistakes are, and things they can learn from a tax return. The bottom line is that tax time offers you an opportunity to share valuable information with clients and potential clients while positioning yourself as a trusted resource.

Social Media

Tax season is often stressful for clients, and you can address their pain points in your social media content while promoting your services and attracting the right audience. You’ ll want to acknowledge their stress in your messages and show how you can make their lives easier. But it helps to target specific niches— tailoring your content to business owners, execu-

14 | FINANCIAL ADVISOR MAGAZINE | APRIL 2025 WWW. FA-MAG. COM