Find Your Tax Guy...on TikTok?
(8 min read) Duke Alexander Moore on doing Creators' taxes, going deep on community, and ByteDance's answer to Google Workspace
Duke Alexander Moore
Duke Alexander Moore has over 3.7M social followers from educating people - primarily Creators - on everyone’s least favorite topic: TAXES!
By providing useful tax advice that builds his audience’s trust, he’s parlayed his TikTok-heavy audience into a lucrative, subscription tax management business.
Let’s get into it!
Duke appears to buck the “conventional wisdom” that’s been floating around since VidCon 2022 - that TikTok Creators can’t actually drive audience spending.
After all, he’s built a lucrative subscription-based accounting firm.
Despite how effective TikTok has been at driving awareness of his content, though, Instagram has been disproportionately powerful to Duke’s business, driving nearly a third of his revenue despite representing only 4% of his audience.
Duke didn’t originally have his own accounting firm; instead, as he’d refer followers to to another company and get a referral fee. Eventually, the strategy backfired as the firm he’d refer to would do subpar work and make him look bad.
He decided to invest in himself, taking the revenue from a particularly large brand deal and re-investing it to hire a team and launch Duke Tax.
Demand was so high, he couldn’t handle it all.
Since then, he’s developed content and sales strategies to shake the right customers out of the TikTok algorithm.
His content strategy consists of:
General - News and tips that apply to everyone. These are the best performing, but don’t necessarily turn into revenue.
Entrepreneur - Content focused on educating small business owners; these do well and drive the most business for Duke Tax.
Creators - This is his passion; the direct ROI on this isn’t as high as the Entrepreneur content, but he’s influencing the influencers, driving word-of-mouth.
Once a Creator-Entrepreneur is interested in his services, his funnel is a Creator-friendly process that prioritizes mobile communication, video explainers, and even iMessage.
Duke understands his customer better than most Creator Economy startup teams, many of whom are still trying to do screenshares on desktop.
Here’s what the sales funnel looks like for potential Duke Tax customers:
Drive them to WorkWithDuke.com
It’s an application! Serious customers only.
They get a text after filling it out, which sends them to pricing info
Leads get viability scores based on their applications
Referrals are prioritized
They get sent a video explaining what the first call will look like
Less sales, more digging in to tax problems
20% booking rate after that
Duke runs automated follow ups from there
Brand partnerships provide about 11% of his revenue, but he doesn’t think of them as money in his pocket - he thinks of them as investments in his business.
Duke is one of the few Creators I know who actively pays to have publicists on his team. I think publicists are a super underrated investment that more Creators should make.
Between his social content and his PR efforts, Duke is now a bona fide celebrity in the world of tax professionals.
That’s going to come in handy later this year, as he launches a course intended to help tax professionals build out their own practices the way he did.
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CRM, Email, Payments, Operations, Analytics - HubSpot + Stripe + Zapier
Duke is particularly excited about Hubspot’s new AI features.
Website - ClickFunnels
While Duke is currently using ClickFunnels for all his websites, he will be moving Duke Tax over to HubSpot entirely.
SMS - iPhones + Verizon + JustCall.io
Automation - Zapier
Here’s a concrete example of how Zapier connects different software to work together to automatically drive Duke’s business:
Link in Bio - Stan
TaxDome is an app platform designed specifically for tax professionals.
Communication - Lark
Did you know Bytedance has a Google Workspace competitor?
Me neither, but it’s apparently much more robust than Google’s offering, integrates with TikTok, and…it’s free.
Representation - Self-represented
A tale as old as time….
Press and Public Relations - Galvea Kelly and Natalie Thatcher
Thanks to his PR team, Duke has been featured on Good Morning America, CNN, Forbes, Entrepreneur, Reuters, Business Insider, and now Creator Logic!
Video Production - Self + Carl the Editor
Video Distribution - VA (Christina) + Snaptik + Repurpose.io
Comment Engagment - Manychat
If you’ve ever seen big Creators say “comment and I’ll DM you XYZ”, and wondered how the heck they fulfilled sending DMs to thousands of commenters…Manychat is how. It automates the whole thing, which has another big benefit:
Team - 2 employees, up to 14 contractors (during tax season)
Duke has found that the tax professionals that work for him prefer to be contractors, for the freedom.
This is a win-win, since the tax business is seasonal, and hiring contractors allows him to keep overhead low and scale up and down as needed.
Generative AI - Claude + ChatGPT
Duke uses AI and has tried a number of tools. The one he’s currently most bullish on is Claude, thanks to it being able to search Google for information.
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