Accounting Firm Leads - All Leads Are Not Alike

Any CPA, EA or other tax professional that is in the market for accounting firm leads must make sure that they ask themselves a few questions. Not only do they need to establish a budget up front, but they need to make sure to address the quality of the leads they acquire.

Lead acquisition may sound simple but there are many questions that must be answered:

1) What is the cost per lead?

2) How many will I receive?

3) How is my campaign tied in with other marketing initiatives?

4) What is the demographic or characteristics of the lead (business owner, individual tax, payroll, etc)?

5) Are they exclusive or sold to other parties as well?

6) What is the expected return on investment (ROI) of the campaign?

One of the most overlooked issues when it comes to accounting firm leads is quality. Directly tied to quality is whether or not they are exclusive or sold to other accounting professionals as well. You will find that many are sold time and time again. It doesn’t take a marketing expert to know that these will quickly diminish in value.

The CPA or accounting professional needs to do some research before they implement an accounting firm lead generation system. All leads are not alike and you must make sure that lead quality is consistent with the cost per lead. Only upon monitoring your lead campaign and tracking desired results will you be able to determine if you are hitting your required return on investment.

John Harkin is with Tax Lead. Through it’s online accountant marketing solutions, Tax Lead provides lead generation for the accounting profession. The company’s services include tax leads, accountant marketing, and . For additional information, please .

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