Accounting Firms Obtain New Clients w/ Video!
By Benson Fischer
Do You Want To Increase Your Accounting Firms Client Base?
Research has revealed, at a minimum, that your accounting firm should have a 2–3-minute introductory video on your firm’s website’s home page above the fold because it will increase the firm’s conversation rate by 80%. In addition, individual accountant introduction-bio videos of all the firms’ accountants placed on their bio pages are 88% more effective than a headshot from 10 years ago with text. In today’s world, potential clients want to see and hear you before they engage. Video combined with social media marketing is the 2 key elements of a successful marketing strategy.
Accounting Firms utilizing video marketing combined with social media will increase a firm’s revenues on average by 24% to 36%. Video now makes up over 80% of all social media and viewers retain 95% of a message when they watch it in a video compared to 10% when reading it in text. Bottom Line: video delivers substantial results for individual accountants and small and large firms.
There are many good reasons to create an introduction video on your firm’s home page. You want your introduction video to be part of your firm’s revenue-generating process that will help you engage potential clients and turn them into actual clients. There needs to be a video on your home page (above the fold) that will increase the time that people spend on the page and help engage your first-time visitors. There is an 80% increase in conversion rate when a video is added to a landing page. Also, having a video on a landing page makes it 53% more likely to show up on page 1 on Google or other search engines. Keep in mind that upwards of 82% of executives and decision-makers would rather watch a video than reading text and nearly 70% of consumers say they have been convinced to use a service by watching a video.
Accountants Introduction-Bio Videos Of The Firms’ Accountants Are Extremely Effective!
These short 60-second introduction-bio videos should be placed on each accountant’s bio page on the firm’s website and utilized for advertising and marketing on business platforms and social media to drive new business to your firm. These short bio videos combined with the firm’s website videos are extremely effective on social. Imagine the impact of all the firms’ website videos together with accountant’s bio videos (with the firm’s branding) floating all over social media with a link to funnel viewers back to the website. Your staff of accountants along with the firm’s website will be seen by thousands of potential clients daily at little or no cost!
A large accounting firm placed a well-crafted 2-minute introduction to the accounting firm video on the firm’s home page and had short 60-second accountant introduction-bio videos produced with each of the firm’s 85 accountants outlining their background and specialty with a call to action. All the introduction-bio videos utilized the firm’s branding, and the videos were placed on each accountant’s bio pages on the firm’s website. The accountant’s introduction-bio videos together with the firm’s website videos were all uploaded to several business platforms and placed on each accountant’s social media pages. The result of the video marketing program produced a 26% increase in revenue for the first full year the video marketing was implemented and there was a 32% increase the following year.
Key Points To The Firm’s 2-3 Minute Introductory Video
Why are people visiting your Accounting Firms website? Depending on what your firm specializes in, it is either to avoid some sort of pain or loss or to gain pleasure or find some sort of insurance service that solves a problem.
Most Accounting firms exist to solve some sort of a problem: Your firms’ video should start by identifying the problem the potential clients may have as it relates to your firms’ services, the solution to the problem. For example: Are you expanding your businesses and require audited statements?? Or, are you thinking about selling your company and need an exit strategy?
Now that you have identified the problem, you must provide the solution. Your solution is not your Accounting Firm, your solution is the way you solve the client’s problem. The more unique your solution the better.
Add a testimonial or success story to add credibility: Having someone else say how great your firm is, has much more impact on a viewer than if you said it. If a client says it, it sounds natural and more important, believable.
The final step and most important, a call to action: You need to tell the clients what to do next, they may not do it at that very moment, however, you have educated them to know what they need to do when they are ready.
Focus on the needs of your clients and know that people do not care about your firm: What clients care about is solving their problems. It is also important to make sure the video features real people. You also need to humanize your firm because people want to do business with real people. Most Accounting Firms create videos and websites that are faceless. This neglects the opportunity to obtain new clients entirely. It is important to give clients several accountants to connect with, whether it is your Managing Partner or a top accountant in the firm, featuring real accountants in your video is especially important.
The Impact of Video & Social Media on an Accounting Firm
Videos combined with Social Media improve your online reputation: Having branded social media introduction video along with the firm’s accountant’s bio video with engaging content can make your firm appear more reputable in the eyes of potential clients. To optimize your social profiles, make sure they have information about your firm and practice areas, and individual accountants share positive past client testimonials to provide social proof.
Videos combined with Social Media can establish your firm as a leader: Sharing your expertise on social media doesn’t just establish you as a thought leader it can also help you attract followers who are interested in hearing your views. For example, commenting on a high-profile case in your community or sharing your thoughts on new bills that affect your practice areas shows that you stay up to date on Insurance news that can affect your clients. People choose an accounting firm that can get the results, so showing your expertise through thought leadership is a great way to improve your trustworthiness.
Videos combined with Social Media help you connect with your community: How does your accounting firm show up for your community? Whether you give a yearly donation to a nonprofit, participate in a monthly service day for a local cause or sponsor the town’s little league, use social media to share how your practice cares about your community. Staying active on social media also lets you follow prominent leaders and businesses in your community. By engaging with other people’s posts through comments, likes and conversations, you can help boost your firm’s awareness by building social relationships.
Videos combined with Social Media make your Accounting Firm feel human:
Oftentimes, people need that an accountant that are in vulnerable circumstances and wants someone by their side who can empathize with what they’re going through. Giving your social followers an inside look at your firm utilizing video is a great way to show the human side of your practice.
Hire A Qualified Video Production Company
Anyone with an iPhone can make a video for next to nothing. However, that is not what you are paying for. You are paying for results and a return on your investment! A qualified video production company knows how to write an engaging and compelling script that will deliver a return on investment and fantastic results. Finding a video production company that provides the ability to write a great script, obtain experienced talent, shoot, edit, add a soundtrack, and add all the bells and whistles to your video is well worth the money. Don’t cut corners, engage a video production company that has the experience, references, and a track record of success, like ZivZo (ZivZo.com)