Tax practices make some fundamental mistakes in their marketing -- but they can correct them, according to Chuck McCabe, CEO of The Income Tax School Inc., in Glen Allen, Va. Among the marketing errors and the solutions:

• Not tracking feedback to marketing or advertising campaigns. Practices also often fail to track sources of new clients, said McCabe, who recommended using a code to track where the client came from. The code, he added, could be printed on a coupon included with a mailer or in an e-mailed coupon. “Identify where the new clients came from and how much revenue they generated compared with what you spent on the marketing campaign,” McCabe said.

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