In the past year and a half, the world has changed massively. We’re not having as many face-to-face meetings and interactions. Instead, the need to stand out and communicate with confidence online is rising as our interactions increasingly move online. And this online world isn’t going away. So, we have to learn to adapt so that we can be seen as the experts in our field and stand out from the competition in this new online world.
In the last blog post, I covered 7 key areas for better communication in the online world. Now that you know the basic standards for creating online content, I want to share with you the 9 different kinds of video that you can utilise to stand out online and position yourself as the expert.
You may already know that video marketing is one of the most powerful forms of marketing, particularly in this profession. That’s because we’re in the people industry. The reason your clients buy from you is because of your personality, because of YOU. Video marketing allows prospective clients to see you, get to know you, hear your energy, personality and message, and, ultimately, helps you to stand out from the crowd.
You might be worried about creating videos, and that’s natural. But if you’re currently doing online meetings on Zoom or whatever platform you use, delivering value to your clients that way, then you are already doing video. You might not have thought about it that way, but if you’ve been giving great advice and content on webcam, then you’re already making video. So you can do this!
A hugely powerful thing to do is to create a YouTube channel so that you build your brand image, reach new audiences and come across as highly professional and expert.
You can use video on your website so that prospective clients who visit your site can see you, hear you, and get to know you. You stand out from everyone else and get to introduce yourself and what you do.
When you sign up a brand-new client you should have an onboarding process, and as part of that you can include a video to welcome your new clients, thank them for joining, and explain the next steps to take.
To grow your accounting firm you need a system for winning new clients. A critical component is systemising the process of getting appointments with prospective clients; a system which:
This is one of the most important systems every accounting firm should have in place (but almost none do!)
A video can be incorporated at various stages of the AGS process to convey your personality so that people get to know you.
If you have a marketing system where, perhaps you’re giving away free copies of eBooks or are running a free webinar, you’ll have an opt-in or lead page. When people then register to claim whatever you are offering, you collect their name and email. Videos are so powerful to include on this lead page, because you can use video to really reinforce the benefits of what you’re offering. Prospective clients then get to see you, your passion, your enthusiasm, and understand more detail about what they’re receiving, so they’re more likely to sign up.
Think about how you can use video to add value to clients. Maybe you’ve done some work for them, so you do a video to talk them through the numbers and what you’ve done for them. This will make you stand out as someone different, someone who cares and goes the extra mile for clients.
Sometimes writing out a long email to explain to someone on your team how to do something takes way too long and doesn’t get the point across very clearly or effectively. A great way to improve communication is to use a tool such as Loom where you can record your screen and your voiceover to quickly record and send how-tos or tasks to team members.
Video is a great way of creating your own internal systems, so that your team members are all following the same system. Yes, you can just write out a series of steps or a checklist, but using video avoids miscommunication and allows you to demonstrate visually exactly how to do things.
To take this a step further, you can then create training courses. This could be a training course to onboard your team members, or a course that you actually sell to clients.
Now that you know the different kinds of video you can create and their value, my next blog post will go through taking the next step in this process and the benefits of going LIVE through webinars and live streaming.
Watch the full video on becoming more confident online and how to utilise video effectively to stand out here: How to Use Online Meetings to Grow Your Accounting Firm
The world has changed. We have all gone online. We are living with Zoom and Microsoft Teams every day. And it’s changing the way we communicate. You need a different set of skills to communicate through a webcam or camera, and when you master these skills, you will stand out from the rest of the profession, win more work and have more success.
If you found this content helpful and want to build your confidence in online communication, enrol in the Online Live Academy to get live training every month, plus additional video training, systems, tools and resources designed to get results FAST!
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Wishing you every success on your pricing journey
Chartered Accountant, Public Speaker and Author of Amazon No.1 Best Seller “Effective Pricing for Accountants”
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