Two major topics formed the basis for discussion at the last TaxTech roundtable: CRM systems and advertising. The participants exchanged views on questions such as „Which CRM system ensures smooth processes?“ and „To what extent can social media be used for advertising?“ – though they did not always find a suitable answer.
Paul Liese from hsp and Philip Hellmig from kanzlei.land moderated the discussion, which began straight away with a lively debate about CRM systems. Who uses which system? How does it integrate with other systems? And does it all work smoothly? It soon became clear that: Everyone takes a different approach, and very few have yet found the ideal solution for themselves. CRM systems such as Salesforce and HubSpot appear to be all-rounders, but are too complex for smaller businesses. The systems offer many features, but not all of them are relevant. And sometimes, even these solutions lack one or two of the tools that are actually needed.
As a result, in practice, numerous interfaces between the existing CRM system, the ticketing system, the financial accounting system and many other systems are constantly required. However, this is often precisely where problems arise, as communication between two disparate systems does not always run smoothly. That is why the participants are looking for software that eliminates data silos. However, they have not yet found such a solution.
Data protection is a particularly relevant issue for tax advisers
Also the issue of data protection plays an important role, particularly for those software manufacturers who work with professionals bound by professional secrecy – and this includes tax practice firms. With large systems in particular, specific roles and permissions must be assigned. After all, not everyone is permitted to access all data at all times. This can also make the use of cloud solutions difficult at times. Depending on the location of the data centres, data protection is not always guaranteed to the extent that firms’ software providers would like.
One suggested solution for finding the right CRM system and all other systems required for one’s own workflows was to draw up a clear requirements profile: to set out exactly what is needed and then use this profile to consult an IT selection adviser. One objection here is that, on paper, systems can always do everything and have great features that work seamlessly. The reality, however, is often quite different.
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From the CRM system to social media advertising
The discussion then moved on to the second topic, focusing on the HubSpot CRM system, which also offers a social media management tool. The subsequent discussion centred on social media – or, more specifically, how it can be used to generate attention and promote products.
Is automated posting possible? Is there a suitable tool for this? The participants answered these questions with a resounding ‘no’. Admittedly, there are a few tools on the market designed to make manual posting redundant. However, as with CRM systems, these solutions do not always offer everything. Posting and tagging stories, for example, does not work. Furthermore, some platforms, such as Xing, are opposed to automated posting.
Facebook is particularly relevant for legal practice software providers
However, participants answered with a resounding ‘yes’ when asked whether social media posts are relevant to external perception. hsp, for example, has already had positive experiences with LinkedIn in terms of personal branding and achieves high response rates there. kanzlei.land is also active on social media and has demonstrably generated attention via Facebook and Instagram – which sometimes even leads to specific assignments. Facebook and Instagram are particularly relevant platforms, as many tax advisers are active on them.
It is important for content shared via social media to be diverse. Particularly given the flood of data flowing through these channels, it is essential to stand out and deliver fresh, relevant content.
Paid posts can also be placed on Facebook and similar platforms, whilst Google Ads can be used to place corresponding adverts on Google. When it came to Google Ads, opinions in the TaxTech group varied widely: some use this advertising option. However, some participants found Google Ads off-putting, as they believe that potential customers are more likely to click on organic results than on paid ones. Other participants prefer search engine optimisation (SEO). To achieve good results, it is recommended to consult specialists with SEO expertise. Optimised pages can sometimes see a significant improvement in their ranking. These then manage to win over even those who are sceptical of adverts.
Save the date for the next TaxTech event
The next TaxTach open discussion session will take place on 9 June at 5 pm. The agenda will feature the fascinating topics of staff motivation and team-building – which are more relevant than ever, particularly given the changing working conditions. Join in the lively discussion, ask a question or two, or simply listen – Anyone interested is warmly invited. Here is the link to bookmark: www.taxtech.de
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