Engaging Ways to Reach Your Audience During Tax Time

Feb 23, 2022

It’s been a tough couple of years, replete with uncertainties as to the pandemic marches on.
But despite the circumstances, some things never change, and taxes is one of them.


So many people have shifted their lives to adapt to hybrid or remote work environments, while others have chosen to start home-based businesses. The DIY trend is alive and well, which also extends to tax returns. More people are now choosing to do their taxes themselves rather than work with an accountant or tax service. In 2019, 2% of filers decided to file for themselves, but in 2020, that metric shot up to a reported 5%.

For tax companies looking to maintain or recapture that business, it’s vital to ensure you are reaching the right target audience with the right message. For example, our data shows that just over 72% of people will not use a tax preparation service this year. Of the respondents who use a tax prep service, 69% report they will be using the same methods as last year.

That data tells us you’ll need a highly targeted approach to capture that market as most have already committed to staying the course.

According to our survey, even your advertising channels matter. 85% of respondents say they would not trust a tax service that advertises on Instagram. 76% will read reviews before choosing a service, and just over half will be e-filing. H&R Block captures 27% of the market, with others trailing behind by a significant margin.

Tax Prep Campaigns that Really Hit Home

When creating a campaign to capture more business this tax season, the abovementioned numbers should inform your strategy and help you design a message that resonates with your audience. What If Media Group specializes in data-driven customer acquisition, helping you improve advertising ROI and reduce the cost of acquiring new business.

If you need some inspiration, check out these fun examples of what tax brands are doing to connect with their target audience.

H&R Block Is Here to Help

H&R Block’s New Ad Campaign promotes ‘Help Is Here,’ highlighting the hectic pace of life today and how the company meets those challenges with a variety of solutions. H&R Block partnered with creative agency Carmichael Lynch to underscore the idea that they can provide help however people need it. “Sometimes we need a little support, and sometimes we need a lot,” says Marty Senn, Chief Creative Officer at Carmichael Lynch, “and that’s something that H&R Block does exceedingly well.”

TurboTax Embraces the Challenging Tax Life

TurboTax recently launched a new campaign called “You Do Your Thing,” a fun and engaging message that addresses so many common pandemic scenarios, including many hilarious slices of life that many of us will immediately identify with in one way or another. The campaign shows a live tax expert meeting filers where they dwell, from digital nomads to YouTube content creators, failed business owners, families with unexpected dependents, inheritances, and more, highlighting the diversity of life today and encouraging filers to “bring it.”

Jackson Hewitt is Taking a Stand

Jackson Hewitt Online promotes a $25 flat fee that covers all types of filers, including those in the gig economy, who are usually directed to higher-cost options like TaxAct and H&R Block. Your taxes are still done online, but you’ll no longer pay a separate fee for federal and state forms. Other services pitch-free tax services, but the reality is that people are forced to upgrade as they get deeper into the process. “It’s absurd,” says Zach Cohen, head of digital products for Jackson Hewitt, “and we decided to take a stand.”

Liberty Tax Addresses “Taxiety”

Liberty Tax 2022 Brand Campaign addresses “Taxiety,” speaking directly to the growing community of “assertive strugglers” from the millennial, Gen-Z, young Latinx, black, and single parents with stretched incomes. The campaign stresses financial education and leads with empathy. Kyle Sawai, senior vice president of digital marketing at Liberty, says, “empowering our customers with education and sending a message that ‘we’re here for you’” is the priority.

Are You Searching for New Ways to Reach Your Target Audience?

It’s essential to get in front of those DIY filers and show them what they stand to gain by using your services. They’re already sold on convenience, so your best bet is to reach them where they already are—on email, social media, and blogs.

At What If Media Group, we’re able to present the right consumers with the right offers at the right time, and we are ready to help you scale success with new digital performance advertising solutions. Let us show you how leveraging our proprietary media, AI, data science, and highly customized campaigns redefines performance marketing and generates outstanding customer acquisition for brands.

We provide value by connecting our clients with their audience. We capitalize on their interest while they are on your website and provide valuable interaction and interest data that generates leads and drives conversions. Our customers rely on our data to help them reach the people they want to reach. Are you looking to onboard more clients to your tax prep service? Let us find you those people. Want to know how you can better serve your clientele? Let us show you how.

Contact us today to learn how we can help you reach consumers who need your tax preparation solutions now.

About What If Media Group

Founded in 2012 and headquartered in Fort Lee, New Jersey, What If Media Group is an award-winning performance marketing company that enables the world’s leading brands to acquire valuable new customers at scale. Using sophisticated targeting technology, we leverage data-driven engagement and re-engagement strategies across multiple proprietary marketing channels gaining valuable insights based on millions of daily consumer ad interactions.

What If Media Group is a recipient of Crain’s 2019 Fast 50 and is on the Inc. 5000 list of the fastest-growing private companies in America.




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