The 7ps of Marketing seeks to establish a business’s framework and marketing strategy. In light of the tax industry, the 7 Ps of marketing becomes particularly important as it emphasizes vital areas for achieving success. 

One may ask about the potential benefits of applying the 7 Ps of marketing to businesses that offer tax services. The truth is that this business will experience an increase in clients and an overall better marketing approach.  

This article aims to explore further the 7Ps of marketing: P – Product, Price, Place, Promotion, People, Process, and Physical Evidence while showing how growth in the tax industry can be maximized.  

Product  

This speaks to the goods and services (tangible or intangible) offered to customers by a business. In light of this an understanding of the direct selling area of the product as it relates to the target market is critical.  

In the tax industry, the development of tax education products will aim to grant a better understanding of tax systems and improve the entire customer experience as it relates to their needs and expectations. Possible tax education products to consider are continuing education courses and materials that encourage e-learning. 

For example, as an experienced tax professional, starting a tax school will turn your office into a Virtual Training Center where you could offer tax education training. 

Price 

This highlights the importance of formulating the best price for the product or service. Price transparency and competitiveness are key in the tax industry. Equally important is the perceived value of the service. Even if a service is competitively priced, clients need to see the value they’re getting for it to be a viable choice. 

Great questions to consider are: 

Do you understand what your competitors are charging? 

Do you offer your customers something your competitors can not? 

Is there an opportunity to offer different pricing levels or bundle pricing? 

Place 

The “P” is the Place where your product is displayed and transactions with customers occur, whether that be within a brick-and-mortar storefront, via an app, or on a website. Certain businesses have the physical real estate or digital power to deliver their product/service directly to the consumer. Having a clear understanding of the consumers purchasing patterns and targeting them at the right stage of their buying cycle will make it clear where you should promote and sell your products. This will give you insights into how you want to structure the user experience so the consumer is attracted to your ‘place’ and interacts with the salesperson or call to action. 

In the tax industry, both physical and digital channels can be effectively utilized. Such as a physical location to offer tax preparation services and provide the option to offer the same services virtually during tax season. 

Promotion 

We have the Product, Price, and Place; now let’s Promote it. How? 

Using various marketing channels and communication strategies to make the consumer aware of and attracted to the product. This raises awareness and creates interest in the product or service among consumers. 

The ultimate goal of promotion is to generate demand and persuade potential customers to engage with the business, whether that means purchasing a product, signing up for a service, or even just learning more about what the company offers. 

Promotion can take many forms and the methods used often depend on the nature of the product or service, the target audience, and the overall marketing strategy of the business. 

People 

This P speaks to both the employees and customers of a company. 

The People aspect is significant due to the complex and personal nature of the services offered. Investing in the ongoing training and development of tax professionals ensures that they remain competent. At the same time, understanding and prioritizing client needs and expectations ensures that the services and marketing strategies align with the target audience. 

By focusing on both employees and clients in the “People” aspect of the marketing mix, tax businesses can create a more engaging, trustworthy, and satisfying experience, leading to increased loyalty, retention, and growth in the marketplace.  

Process 

This highlights the importance of having a system in place to deliver the product or service to customers. Referred to the systems and procedures that a business uses to deliver its products or services to customers. This includes everything from the initial contact with a customer through the final delivery of the product or service. 

Key areas would be customer onboarding, service delivery, customer service, payment process, and post-service follow-up. 

The goal of focusing on the process aspect is to create an experience for clients that is efficient, predictable, and reliable. Well-designed processes can reduce errors, improve productivity, and contribute to a more positive client experience. 

Physical Evidence 

In the context of marketing, physical evidence refers to the tangible elements or proof that a service was provided or a product was delivered. 

In both physical and online businesses, elements such as a brick-and-mortar storefront, a dedicated company website, or even the tangible business cards exchanged during networking events all serve as a testament to your brand’s existence. Further evidence comes in the form of physical or digital invoices, receipts, or even newsletters emailed to customers as part of client retention efforts. 

This evidence, however, extends beyond just branding and packaging. It encompasses the strategic display and placement of products within a store, their location, and the context in which they’re presented. The same principles apply in the digital realm too, where the presentation of products on your website and social media platforms plays a significant role. 

Final Thoughts 

The application of the 7 P’s of Marketing, when effectively integrated, can become the cornerstone of a successful tax business. They can optimize marketing strategies, improve client experiences, and ultimately drive business growth. Therefore, all businesses within the tax industry are highly encouraged to assess their current operations and strategies in light of the 7 P’s framework. It is an opportunity to identify areas of strength and improvement, thereby laying the groundwork for a more successful, client-centered approach to their marketing strategies. 

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