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New Twist on Video Marketing

New Twist on Video Marketing


by Hugh Duffy

New Twist on Video Marketing

Great video has the ability to stop your prospect in their tracks and pay closer attention to your message. And lousy video (or boring video) has the potential to hurt your reputation and push prospects to never work with your firm.

Most importantly, it's all about the contextual relevance. In other words, video is the icing on the cake that pulls the prospects eye in for a closer examination and then the content around the initial video needs to close the sale. In your case, motivate the prospect to call your office.

Example of lousy video - What Not to Do

In today's marketplace, you want to project an image that your accounting practice is technologically savvy, cloud focused, and maybe even paperless. This accounting firm paints the opposite image which is old file cabinets, paper focused tax preparation, cheap office space, and not technologically savvy. This is the kinda of video marketing that creates negative persuasion and hurts your image rather than enhancing it.

New Twist on Video - Contextual Relevance - Eye Stopping

Let's assume that you are a orthodontist located in Central Florida (say Orlando area) and your orthodontic practice is doing well but you need better financial guidance from your accountant. The current accountant has been adequate but does not have the time to provide value added guidance like benchmarking because they only service 2-3 dentists. In other words, the accountant is a generalist and this orthodontist needs to find a specialist accounting firm who focuses on dentists and charges more annually. The orthodontist does not care about paying more because the benchmarking guidance is well worth the extra fee. At the same time, the current accountant can't dedicate the time to provide benchmarking for an industry that represents less than 2% of their overall revenues.

So the orthodontist goes to Google (or Bing or Yahoo) and types into a keyword search like "cpa firm for dentists Orlando" or "cpa firm for orthodontists Orlando" or "cpa firm for orthodontists florida" and lands onto a website that makes the light bulb go on. The home page video knocks his socks off and makes him jump for joy. This is contextual relevance that excites a prospect into making that phone call.

Dental Web Video2

And after 1-2 clicks, this orthodontists stumbles onto a page that rocks his world. This CPA Firm not only caters to dentists, it has a page dedicated to orthdontic accounting. This is how video, when used in conjunction with your overall message, makes the phone ring.

If you are still kinda skeptical on the power of video to create that aha moment, below is the email:

Email from PF

If you'd like to learn more about how video can be integrated into your online marketing message, call Build Your Firm. We have over 35 niches to help you improve your marketing message and turn on the light bulb for business owners who are looking for a needle in the haystack (not shopping on price).

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Hugh Duffy, BYF CEO and Co-Founder

Hugh is the consummate marketing coach for accountants and takes pride in the impact that it has on their practice, and lives. Hugh has more than thirty years of marketing experience. Since 2003, he has been teaching accountants on how to improve their marketing and make more money from their accounting practice.