Connecting consumers and business owners to tax experts
Connecting consumers and business owners to tax experts
Overview
The Minnesota Society of Certified Public Accountants (MNCPA) is a not-for-profit professional organization with more than 8,500 members working in public accounting, industry, government, and education. It offers services and professional development for CPAs and other accounting professionals.
Approach
Each year, MNCPA hosts its Tax Campaign to encourage individuals and business owners to use a CPA for their tax preparation and planning needs. Digital paid media and public relations are key strategies to boost awareness of CPA tax expertise and drive potential clients to members’ firms.
Solution
Risdall launched a digital paid media campaign incorporating Google Ads, Bing, and Facebook to drive qualified traffic to a landing page, where visitors could search for a CPA. We implemented A/B testing of granular, data-driven keywords and ad copy to help maximize post-click conversions.
At the same time, we worked with MNCPA to identify key tax-related story ideas and build a library of digital content for consumers and business owners. This content was shared with newspapers, magazines, television, and radio outlets throughout tax season.
Results
By combining traditional and digital media programs with targeted content, MNCPA has gained significant visibility, increased site engagement, click through rates, and leads while reducing costs.
