The 105 days of tax season are a peak in demand for businesses in the field, like H&R Block. However, it might be tough to have people look forward to it due to the tediousness of the process, and even tougher to sustain the demand throughout the year. In her conversation with Ben Kaplan for TOP CMO, Jill Cress, H&R Block CMO, shares her best strategies to stay as close to the target audience as possible. These are her five top tips.

1. Focus on what matters to them

70% of US taxpayers get a refund once they go through with the process, yet many wait until the last minute to do so. This is due to them finding it overwhelming. So a key tip is focusing your marketing efforts on the outcome: the refund. Alleviate your audience by offering them help to reach the best result at the best price. Make sure they understand the heavy part lies on your company.

2. Fabricate fun

Taxes and tax season are not a particularly entertaining period, especially compared to other seasons. So create the fun yourself! Build excitement around the refunds by comparing them to holiday season gifts. Create campaigns that market it as a thrilling time to celebrate wins like football season. Grant rewards for choosing your business like it’s award season. People will appreciate the positive outlook and will, in turn, be more engaged and participative.

3. Capitalize on exceptions and anomalies

On the one hand, not everyone files taxes under the same conditions. Small businesses, for one, file on a quarterly basis. This means you can be useful to them multiple times during the year, and you can offer other services like bookkeeping and payrolling. That way, your demand remains steadier.

On the other hand, there may be unusual circumstances that extend the filing period. Looking out and seizing opportunities like that allows you to capture demand beyond the 105 days of tax season. By making use of every anomaly, you can manage to expand your coverage.

4. Understand your audience

People go through various changes that alter their tax conditions (for the better or the worse), such as getting married, buying a house, or having children. Being on the lookout and acknowledging your customers’ shifting needs means you can offer your services in moments outside the season. You win while they get assistance in possibly stressful moments of complexity.

5. Diversify your portfolio

Offering more than just help with tax filing is essential to reaching the largest number of people possible. It might be beneficial for you to adopt an always-on strategy where you can provide customers with multiple services during the entire year, way past tax season. Counting with products like a mobile banking app, for example, enables you to establish a tighter relationship with your audience. All the while, this ensures brand awareness so you can squeeze all the juice once the season comes back.

Be smart

People don’t want to think about taxes and the season as much as you may want them to. The process can be stressful and boring, no matter what the outcome is. It’s important to work smart to increase your awareness and draw consumers to you, but without overwhelming them. To sum it up, guide the audience towards the results they care about, create fun alternatives to approach the process, and look out for opportunities to be there for customers throughout their year and lives (past tax season). Trust H&R Block’s Jill Cress’ tips, the experts know a thing or two.

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