Creating A Multi-Channel Marketing System with CPAs
The Three-Line Fishing Approach
Line 1: The Rifle Shot (CIQ)
The Client Information Questionnaire serves as your precision tool. As discussed in the conversation:
- Target 2-3 specific clients per week
- Schedule dedicated time with CPA to review each case
- Present findings as team approach: "Amy and I will review this together"
- Follow structured process for implementation
Real Example Shared: "We're developing a process for new clients which will involve some version of the CIQ - maybe not the full version, we don't want to scare them to death, but enough to get the information we need."
Implementation Strategy:
- Position yourself as team's advanced planning specialist
- Conduct CIQ via Zoom with client
- Review results with CPA
- Present unified recommendations
- Track implementation progress
Line 2: The Shotgun (Client Needs Review Form)
From Peter's experience implementing this approach:
Front Desk Integration:
- Create specific scripts for staff
- Implement $5 bonus per completed form
- Train on proper collection methods
- Establish clear routing process
Distribution Methods:
- Include in all tax packages
- Send digital versions via email
- Create Google Form version for easy completion
- Follow up system for incomplete forms
Real World Results: "They sent it out in their tax package two weeks ago. We've also put together one where they can email it out - Google form perfect."
Line 3: The Net (Ongoing Marketing)
Content Distribution Strategy:
- Regular educational pieces
- Mix of topics to catch different interests
- Consistent communication schedule
- Professional presentation
Topic Areas Covered:
- Tax Planning Strategies
- Financial Planning Updates
- Insurance Planning Education
- Family Planning Guidance
- Business Coaching Tips
- First-Time Home Buying
- Retirement Planning
- Estate Planning
Real Implementation Example
Peter's Detailed Case Study:
Initial Situation:
- CPA recently purchased practice
- 400 total clients
- 125 retirees
- Weekly meetings for past year
- Bringing coffee regularly (building relationship)
Development Process:
- Started with predecessor CPA
- Maintained through ownership transition
- Building new client processes
- Implementing marketing system
Current Status:
- Access to full client base
- Planning shred party event
- Developing VA bonus structure
- Creating comprehensive marketing calendar
Practical Implementation Steps
1. Initial Setup
Document Process:
- Create clear procedures
- Script all client communications
- Establish tracking systems
- Set measurement metrics
Staff Training:
- Develop bonus structure
- Create clear scripts
- Set expectations
- Regular check-ins
2. CPA Integration
Meeting Structure:
- Weekly meetings when possible
- Clear agenda each time
- Review progress
- Plan next steps
Communication Protocol:
- Script introduction emails
- Provide presentation outlines
- Create closing scripts
- Document follow-up process
3. Marketing Calendar Development
Annual Planning:
- Schedule regular webinars
- Plan content distribution
- Set client event dates
- Coordinate around tax season
As Peter noted: "We want to have that calendar put together for the year because I want to be able to show the CPA these are all the things we're going to do."
Overcoming CPA Resistance
Understanding Common Fears
From real experience shared: "You can see it in her eyes as you're talking to her, just how the darkness comes over her as she thinks about extra work."
Solutions:
- Remove Work Burden
- Handle all execution
- Provide complete scripts
- Manage follow-up
- Run all systems
- Build Confidence
- Start small
- Show early wins
- Document success
- Celebrate progress
- Respect Time Constraints
- Work around tax season
- Keep meetings focused
- Handle details independently
- Make processes turnkey
Managing Tax Season
Strategic Approach:
- Use time for system building
- Prepare marketing materials
- Plan post-season activities
- Maintain light contact
As discussed: "They'll tell you don't bring coffee but they want it anyways when you bring it."
Communication Strategy
Client Messaging
Multiple Touch Points:
- Email campaigns
- Physical mailings
- Event invitations
- Educational content
Content Management:
- Consistent branding
- Professional presentation
- Regular schedule
- Tracked results
Team Coordination
Internal Process:
- Clear roles defined
- Regular check-ins
- Documented procedures
- Measured outcomes
Success Metrics:
- Response rates tracked
- Conversion numbers
- Meeting requests
- Implementation rate
