The 2025 Guide to Marketing in the Tax Resolution Industry
- Ashton Boothroyd
- Apr 16
- 5 min read
Why Marketing is Non-Negotiable for Tax Resolution Firms
The tax relief industry is expanding, with over $600 BILLION in unpaid taxes and the IRS’s looming presence, this presents both an opportunity and a challenge; demand is high, but so is competition.
At our firm, we have helped tax resolution businesses double their Return on Ad Spend in 3 months. For longer campaigns, we shoot to get three dollars in revenue for every dollar spent.
This guide is here to let you in on all the signals we see and how to build effective strategies that deliver high quality leads, convert hesitant prospects, and maximize ad spend.
Part 1: Strategy
Digital Marketing: Our Foundation of Lead Generation
Paid Search & SEO: Winning the Right Clients
Tax resolution clients start their search online; if your firm isn’t visible, your competitors are taking your leads.
We have seen high-impact keywords convert at above-average industry rates when paired with strong landing pages.
When selecting keywords, try to prioritize these:
Focus on high-intent searches; “what would a potential client search, then formulate keyphrases?”
Local SEO is often overlooked; see if you can build rapport in your own backyard.
A strong content strategy builds credibility and SEO rankings over time.
Emphasis on “time”, SEO is not and will not ever be a quick fix.
It is the way your website gains authority as a big player in the Tax Industry and takes: time, consistent content, engagement and ultimately form submissions to have a healthy SEO presence.
Email Marketing: The Silent Revenue Booster
A dedicated email and SMS strategy can keep YOUR FIRM top-of-mind.
Email’s strength comes from it recouping ad spend by re-engaging on-the-fence leads.
You may think you’ve already got this covered with standard email communication, but listen up.
We’re not talking about your standard back-and-forth emails, we’re talking about revolutionizing your client communication strategy with automation.
Automated sequences engage with hesitant leads, we ‘ve seen conversion improve rates by 5% or more.
Personalization matters; the more personalization (think beyond just name; case number, situation, etc.)
Combine email with direct retargeting on social media and display ads for maximum impact. (P.s. This is our bread and butter!)
Often overlooked, it is a great opportunity to turn mass media touchpoints (Banner Ads, TV, Radio, Digital, You Name It) into a personalized touchpoint. Gather the right info and turn the focus on their needs and wants.
Because no two clients are in the same situation but they are united by the desire to achieve financial peace.
Social Media & Video: The Trust Builders
We’ll give it to you straight; most organic social media strategies do not deliver a direct return in investment for tax. Yet, it still has an essential purpose in building trust with your potential clients and is an important piece of your marketing strategy.
Your clients need to believe you are who you say you are, and value what you say you value before they pick up the phone and give you a call.
Establish credibility: Informative videos build authority when you answer the questions your clients are asking.
Short-form content (TikTok, Instagram Reels) can reach audiences after they interact with your brand on their primary platforms (not a whole lot of Tax Prospects are using TikTok as their primary social channel).
Live Q&A sessions or client success stories could add a personal touch that stands out amongst the many tax resolution ads.
Pro Tip: Make sure you have someone answer the questions that get directed to your social accounts directly. Why, because the prospect wants to talk NOW.
Direct Mail: The ROI-Generating Underdog
Direct mail is not dead; when done correctly, it still converts at a high ROI.
Hyper-targeted mail lists get 3-5X better response rates than generic mail. When done right, a 3:1 is a reasonable goal with a sound plan.
Multi-touch campaigns (follow-ups over time) outperform one-time mail drops.
There’s a lot of mail out there so frequency and design are imperative to stand out in a mailbox.
IT IS CRUCIAL TO WORK WITH A MAILHOUSE THAT IS PREPARED FOR THIS TYPE OF CAMPAIGN (Don’t have one, we have trusted partners)
We do have to be honest - mail takes investment so it’s in your best interest to budget for it. Without proper consideration, mail can be a cash hog to your marketing.
Radio, TV, and Print: Strategic Amplifiers
Radio and TV still work - to the right audience (imperative). Ask us if you’d like to know the secret to radio and television ads.
We like to blend traditional and digital media to increase margin and have more targeted campaigns.
TV ads build trust; audiences still view television as a credible medium.
Print ads (when placed strategically) reinforce digital messaging.
Local radio drives inbound calls, especially in (REDACTED) markets.
If you have an established digital presence, then finding cost effective traditional channels is a great option.
Part 2: Technical
Data & Analytics: The Key to Smarter Spending
Source Tracking: Know What’s Working
If you’re not tracking lead sources, you’re wasting money.
The key to all of this is to know that the money you are putting into your business is paying you back.
Get deep data insights and know where YOUR Tax Firm needs to be, when, and for how much:
Call tracking, CRM integrations, and UTM links help pinpoint where leads are coming from.
Conversion data allows you to scale up high-performing campaigns and cut low-performing ones.
Don’t assume the status-quo is always better; we have seen radio and direct mail outperform ads in some cases.
There’s a lot of bad math out there in tax resolution. We’ve seen it first hand.
Not being able to track your dollars in and out, at a molecular level is a death sentence. You may have a leak in your sales funnel that is hemorrhaging cash.
Phone Tree Systems & Call Analytics: The Conversion Machines
A strong phone system and call tracking analytics can increase close rates dramatically.
This is detrimental to maintaining consistently reliable reporting.
It is also essential to the sales team to ensure a prospect moves from first touch to client.
Robust IVR systems ensure high-value calls go to the right agents.(And disqualified leads don’t touch the floor)
Analytics can spot issues (bad sales scripts, poor follow-ups) before they tank your conversions.
Speed-to-lead, baby.
Reputation & Trust: The Ultimate Differentiator
Online Reviews: Your Make-or-Break Factor
Reviews can make or break a tax resolution business.
It is the underlying sentiment of your business.
You can ensure your company exudes trust, and we can help.
Google, BBB, and Trustpilot reviews impact conversions more than any ad campaign.
Actively manage and respond to reviews (negative ones included).
Build a reputation by showcasing real success stories.
Are you going to buy a 3.3 star product or a 4.7+ star product? Enough said.
Your 2025 Marketing Playbook: What’s Next?
The tax resolution industry is more competitive than ever, but the right marketing strategy can set you apart.
Here’s the path forward:
Implement high-performing digital campaigns (search, email, video ads, etc.).
Leverage media strategically and intentionally.
Use data-driven decision-making to optimize spending.
Invest in phone and call tracking to maximize conversion rates.
Credibility wins.
Let's make this a really good year!
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