Tax Pros: Your Marketing Should Answer Questions Before People Even Call You

One of the biggest struggles I hear from business owners when it comes to social media is:

“I don't know what to post.”

Tax Pros, sometimes we're making content creation harder than it needs to be.

You don't always need to search for the latest trending topic.

You don't always need a brand-new idea.

And you definitely don't need to sit in front of your computer every morning wondering what you're going to talk about.

Start with your clients.

Because if you've been preparing taxes for any length of time, your clients have probably already given you hundreds of content ideas.

Your Clients' Questions Are Content

Think about the questions taxpayers ask your office every year.

“How much do you charge?”

“What documents do I need?”

“Do you prepare business returns?”

“Can you help me if I haven't filed in a few years?”

“Do I have to come into the office?”

“How long does it take?”

Those aren't only customer-service questions.

That's marketing content.

Every question gives you an opportunity to educate someone who may be considering doing business with you.

And chances are, if one client asked the question, there are other people wondering the same thing.

Your Marketing Should Educate Before the Phone Rings

Marketing isn't only about telling people:

“Come file your taxes with me.”

Good marketing helps people understand your business before they ever contact you.

Your content can explain your services.

It can explain your process.

It can tell clients what documents they should prepare.

It can address common misconceptions.

It can answer questions about virtual services.

It can explain how you help taxpayers with prior-year returns.

It can help someone determine whether your company provides the service they need.

That means your marketing can start doing some of the educating before your staff ever answers the phone.

Turn One Question Into Multiple Pieces of Content

Here's another mistake I see business owners make.

They think every post needs a completely new idea.

It doesn't.

Let's say clients regularly ask:

“What documents do I need to file my taxes?”

That one question could become several pieces of content.

You could create a Facebook post explaining the documents taxpayers commonly need.

Turn that information into a checklist graphic.

Expand it into an email.

Write a detailed blog.

Add the question to the FAQ section of your website.

Create a Story answering the question.

Record a short Reel or video discussing it.

Now one question has given you content across multiple platforms.

You don't always need more ideas. Sometimes you need to do more with the ideas you already have.

Listen to What's Happening Inside Your Office

Your content strategy shouldn't only come from the person managing your social media.

Your entire team can help.

Ask your receptionist:

What are people calling and asking about?

Ask your preparers:

What are clients confused about?

Ask whoever manages your inbox:

What questions keep showing up in messages?

Pay attention to your consultations.

Pay attention to comments on social media.

Pay attention to emails.

Pay attention to the questions people ask when they walk into the office.

Those conversations can tell you what your audience needs to understand.

Keep a Running Content List

Create a simple document or note where your team can add questions throughout the year.

Don't worry about turning everything into content immediately.

Just collect the questions.

Then when it's time to create your marketing calendar, you're not starting with a blank page.

You already have topics based on real conversations with real taxpayers.

And that's important.

Because you're no longer guessing about what your audience wants to know.

They're telling you.

Don't Be Afraid to Answer the “Simple” Questions

Sometimes experienced tax professionals overlook basic content because the information seems obvious to us.

Remember:

Your client doesn't do this every day. You do.

Something that feels basic to a tax professional may be exactly what a taxpayer needs explained.

What is an extension?

What happens if I'm missing a W-2?

What's the difference between a refund and a credit?

Why do you need my child's information?

Why do you need last year's return?

Can I file if I owe the IRS?

Those may seem like simple questions inside a tax office.

But they can become valuable educational content for taxpayers.

Use Questions to Improve More Than Social Media

There's another benefit to paying attention to recurring questions.

Sometimes repeated questions reveal something that needs to be improved inside your business.

If clients constantly ask where to upload documents, maybe those instructions need to be clearer.

If everyone asks whether you prepare business returns, maybe that service isn't visible enough on your website.

If clients repeatedly ask what happens after their return is completed, maybe your process needs better communication.

A frequently asked question can become content, but it can also reveal a communication gap.

Use the information both ways.

Build a Content Bank Before Tax Season

October is a great time to start doing this.

Don't wait until January when you're preparing returns, answering phones, managing employees and serving clients to decide what you're going to post.

Start building your content bank now.

Write down the questions you've heard over the years.

Ask your team to contribute.

Review old messages and emails.

Look at comments you've received on social media.

Then organize those questions into topics.

By filing season, you'll already have a bank of relevant content ideas waiting for you.

Your Clients Have Been Giving You the Ideas All Along

Marketing doesn't always require you to come up with something new.

Sometimes it requires you to listen.

Listen to the questions.

Listen to the confusion.

Listen to the concerns.

Listen to what taxpayers want explained.

Then create content that answers those questions.

The next time you catch yourself asking:

“What am I going to post today?”

Stop.

Write down the last 10 questions your clients asked you.

There's your content calendar.

— Dr. Gwennetta WrightXpert Business Solution

For tax business education, resources and professional development, visit Xpert Business Solution.

Connect with Dr. Gwennetta Wright on Facebook and join the Women Taxpreneurs United community.