Using Video in your Marketing Strategy
If you aren’t using video to help market your accounting firm, then you’re missing a big opportunity.
Video is really effective on may levels. It enables you to communicate complex topics in an interesting and engaging way. It helps you to build trust and stay top of mind with your clients. And, it helps to provide a more personalized approach when marketing. In this article, I am going to show you four different ways that you can use video to better serve your clients, generate more revenue and attract new employees.
Let’s face it, most accounting topics are complex and boring, but those same topics may be incredibly valuable to your clients. Plus, they can generate more business for your firm by uncovering additional client needs. If you’re like most firms, you convey important information during one-on-one meetings or perhaps through a periodic newsletter. Unfortunately, one on one meetings are infrequent and newsletters rarely get read. But, you can use video to quickly communicate important information to your clients and prospects in a really engaging way, just like I’m doing in the video you’re currently watching.
Educating Clients and Propsects
My suggestion is to create short videos, no more than 3 to 5 minutes long. Each video should cover just one topic; keep it concise. Provide enough information for the viewer to get a basic understanding of the topic and how the topic might apply to them or their business. If the viewer wants more, they can contact you to discuss it.
You can then use your videos in email marketing, social media postings and a resources section of your website.
Video can also be used effectively in your recruiting strategy. People rarely change jobs just for a raise. No, most people are looking for jobs that offer purpose, a career path, and a great work environment. There is no better way to showcase what makes your firm so great than by using video.
For these types of videos, it’s important that they are authentic. Don’t worry about spending thousands of dollars producing something professional fee of any defect. No, simply have your employees record themselves describing why they love working at your firm. Maybe show some shots of the office or give a quick tour. Have the managing partner discuss your core values and the vision of the firm. Be sure to also discuss the type of candidates who would fit in perfectly with the environment. Overall, the goal is to attract the right type of candidates while filtering out the wrong types of candidates.
A Culture Video can be used on the homepage of your website to help prospects get a better understanding of your firm. Clients work with you because of who you are, not what you do. There are plenty of firms that offer similar services and it’s important to showcase your culture to separate out your firm from the others. Take some time with a culture video and let the personality of your firm shine. It may be worth the time and money to work with a local Marketing Agency so your Culture video is done in a professional, entertaining and engaging way. And a culture video can stand the test of time, representing your firm for years to come. So the investment can be worthwhile.
Don’t tell people how great you are, let your clients do it for you. The majority of your clients come from referrals and a great referral can mean a long term customer. Testimonial Videos are the low hanging fruit of a Video Marketing Strategy. Prepare a few questions and send them to your willing clients in advance. You’ll be amazed at the wonderful things your clients will say about your firm. A good post-production editor can turn it into Video Gold.
If you would like help with marketing for your accounting firm, just let us know. If you have any questions, just post them in the comments section below and I’ll answer them. If you liked this video, please be sure to share it using the social links on this page.
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