If you want to grow your firm, and if you want to narrow down your niche by specialising, then one of the best ways to attract new clients is content marketing.
You need to be creating content and putting it out there for clients to see to build up your positioning, build a reputation as the expert and win new customers.
I put out one YouTube video and one blog post every single week.
In fact you can check out the video here.
You may be wondering how I do that. Perhaps you feel you are too busy to write a blog post every week. The truth is - so am I.
I haven’t got the time to film a video every week. I batch it.
I will typically, once or twice a year, do everything in one go. I will make 12 months worth of content in a couple of days.
I start by spending a day of preparation. I brainstorm and come up with 26 topics. I think of all the things I can teach, in my case I consider what it is that accountants and bookkeepers can teach to their ideal markets.
I come up with 26 titles and jot down a few bullet points of what to say for each topic. Usually 3 things.
I spend the next day in the studio filming the videos. Then my job is done because I delegate and outsource the rest.
When you are an expert, when you want to teach people stuff, what’s important is getting what’s in your head out as fast as possible. Whether that’s through an audio file, or a video - writing generally takes too long.
Once the videos are done, they’ll go on YouTube, but we also get a transcription made and my team turns that into a blog (that’s what you’re reading right now).
It’s my words, and my knowledge, but my team will take the main points and the best bits and turn it into a short blog (we aim for around 500 words).
We have a whole system set up. The blog gets made, then someone will write a bunch of social media promotions for Twitter, Facebook, Linkedin and Instagram.
Finally, once we have published the video and blogs we take the URLs and put those into the social media promotion. We then use a scheduling tool - we use MeetEdgar, but you could also use Hootsuite or Buffer. The social media is set up to go out on a regular basis. Once they have been posted once, they will get saved and automatically reused later.
If you want to learn more from me, I run a free online monthly training session with a different topic every month. You can attend and ask me questions which I will answer live. Click here to register and I’ll send you an invitation to the next session.
And if you would like to join a community of like-minded accounting professionals learning to price more effectively and confidently, you can join my Facebook Support Group here.
Wishing you every success on your pricing journey.
Chartered Accountant, Public Speaker and Author of Amazon #1 Best Seller “Effective Pricing for Accountants”
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