Staying in touch: a year of client communications.

• Author: Caplan, Robert M.

Year after year, clients return for the valuable services provided by their CPA. To maintain that loyalty, CPAs need to build and maintain strong client relationships, both to expand business and to shore up client lists that experience natural attrition. Regular communication is the best way to strengthen relationships for the long term. Some benefits of planned ongoing outreach are:

* Existing contacts and referral sources learn about the firm's full range of skills and service offerings;

* Clients are prompted to make referrals or pass along the information to potential new clients; and

* Connection and loyalty may increase as contacts learn about a CPA's interests outside of accounting.

Communication takes many forms, so this is a time to be creative. Include, mailings, email, social media posts, blogs, or token gifts. CPAs should target various segments of their contact list. Obviously, more tech-savvy clients may respond to a blog but not a mailing, while others may be more likely to see postings on a firm's Facebook page. Group gatherings, a question on a "New Client Checklist" to determine mail preferences, or tax updates via YouTube are all good ways to stay in touch. Offerings should be posted or published monthly or quarterly. The content should be informative. For example, a tip on a lesser-known tax deduction or credit would highlight the CPA's expertise while providing valuable information to the client.

CPAs can post news about their business on a firm website and appropriate social media outlets. They should not be afraid to promote what they do. Besides the usual updates, the reminders can list special skills or services the firm offers, such as tax issues for foreign nationals with U.S. income or investments. The author's website and business Facebook page feature links to podcasts of his tax expert appearances on a local radio call-in show.

It is all right to share limited social or personal information, too. This can let people glimpse the accountant as a well-rounded professional rather than as a "tax nerd." CPAs can differentiate themselves from other accountants and offer a more human side. For example, the author performs a short standup comedy routine at a local nightclub that incorporates tax-related humor. He invites interested clients and contacts by email and uses Facebook and YouTube to share the performance.

Many CPAs regularly conduct live or webcast seminars on topics of interest such as tax law changes and...