After many years of controversy, the accounting sector has, for the most part, adopted online marketing. Today, the lion’s share of firms have – not only a website – but LinkedIn profiles for at least a number of its key players.
Few have yet to give any serious thought to video, however.
Nonetheless, of all the online marketing opportunities available today, video is the closest to the experience of meeting someone face-to-face. It’s just a matter of time before it becomes an integral part of the qualifying process. Those that jump on the bandwagon now will generate equity for years to come.
So, how can accountants use this relatively new tool to stand out from the crowd and connect with their respective markets? Here are just a few examples:
- Corporate videos on how the firm works with its clients
- Video blogs to inform viewers about newsworthy updates that may have an impact on them
- Webinars on educational topics, specifically tailored to one’s audience
- Video biographies for accountants that are looking to bring more of their own style to the forefront
- Recruiting videos that focus on promoting the firm’s culture and value to its employees
What makes accounting firm videos compelling?
Deciding to develop video, however, is the easy part. The challenge is resonating with your audience. But how?
The same way a great accounting website, logo or tagline does. By beginning with a clear and compelling strategy focused – not on yourselves – on your bull’s eye target audience. Remember, nobody has to watch your video. They will only be compelled to watch it, if it helps them feel better about their problems, gives them confidence in a solution or connects them to someone they can trust.
“…Sandra has brought a high level of professionalism, knowledge and marketing expertise to our organization. She always takes the time to listen to our goals and objectives and works with us to design and implement effective communication strategies.…” Comprehensive Benefit Solutions Limited, Michael Trowell, Vice President
Video isn’t just a production or Search Engine Optimization exercise. It’s virtual ambassadorship. Ask yourself if you really want to use video, not just because you feel you should, but to get more out of your accounting marketing plan. If your answer is yes, go beyond the standard self-promotional, talking head video. Create a vision for something thoughtful and engaging. In doing so, you will maximize the possibility your market will watch, share and, most importantly, act.
Marketing and management for accounting firms:
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