ADVISOR MARKETING

Susan Theder

Clients might not know their risks . Here ’ s why you should take the lead in the discussion .

DENTITY THEFT IS A GROWING CONCERN , AND AS TAX SEASON APproaches , there ’ s increased risk that people will be victims of tax return fraud — when scammers attempt to file under other people ’ s names and swipe their refunds . Financial advisors are not only uniquely positioned to help clients protect themselves in these cases — but can also use their expertise as a powerful marketing tool . Talking about such topics helps advisors engage with their clients more often and establish thought leadership .

I recently experienced the tax fraud issue firsthand . When our CPA filed our family ’ s tax return , we discovered that someone had already filed using my information . Luckily , the Internal Revenue Service flagged the fake return , but the experience was a stark reminder of how vulnerable we all are . It also shows advisors why they should be proactive talking about this subject with clients — the topic offers them an opportunity to market , educate and better connect .

Understanding The Growing Threat

Recent data breaches , including the massive data leak at background check website National Public Data , have exposed millions of taxpayers ’ identification numbers , making this tax season especially risky . Scammers can use such data to submit fake returns early , claiming refunds before the legitimate taxpayers have had a chance to file . By warning clients about such issues now , you can position yourself as a trusted resource before there ’ s a problem .

I recently experienced the tax fraud issue firsthand . When our CPA filed our family ’ s tax return , we discovered that someone had already filed using my information .

A Content Marketing Opportunity

I believe content marketing is one of the best ways to grow your business over time , and fraud is a particularly relevant topic . Here are some ways you can take advantage of your knowledge and position yourself as a resource for clients ( and prospects ):

• Blogs and articles : You can write posts detailing identity theft prevention and tax return fraud risks , as well as the steps clients can take to protect themselves . These articles can drive organic traffic to your website and establish your expertise .

• Media outreach : You can also offer yourself as a knowledgeable source to local media . Journalists often seek out expert opinions , especially as tax season ramps up .

• Educational webinars : Consider partnering with a CPA to co-host a webinar on tax fraud prevention . This not only provides value but also helps you reach potential clients within your partner ’ s network .

• Email and newsletters : You can include brief , actionable tips about identity protection through these media . This type of content keeps you top of mind and shows that you ’ re always looking out for your clients ’ best interests .

What To Talk About

Here are some of the practical things you ’ ll want to discuss with clients in your blogs , social media posts or short videos on the topics of financial fraud :

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