Video Marketing For Accountants. How To Create Good Video Content And Attract More Clients

With mobile video consumption doubling every year, video content has become the crème de la crème of advertising. But does it work? Absolutely. People who watch a video for the service they’re interested in are 181% more likely to commit than non-viewers. It’s undeniably effective if you’re looking to attract more clients. If you’ve been avoiding it because you don’t like the idea of getting on camera, not to worry, infographic videos are a great alternative. And for those who don’t think they have the time or skills, it’s much easier than you think – we’ll prove it.

Video for growth and conversion

A video is a form of marketing content that can inform, educate and entertain your target audience without actually feeling like a sell. When done right, a marketing video can increase conversions, explain your service more thoroughly and improve your credibility and traffic to your website. 

To attract more clients, serve the people what they want. Video content is hands down the most popular way to learn about a new company, with 54% of consumers preferring it over all other marketing media. In 2021, 86% of marketers said video content helped bring in new leads. It will increase your engagement and help educate your audience. 

Choosing the right genre

As an accounting firm, you offer your target client advice, expertise and confidence in your service – video content lets you do that. We recommend starting with these three video styles:

1. The explainer

96% of consumers say they have watched video content to learn more about a company. An explainer video does just that. Try detailing a solution to a common accounting problem your clients deal with. If you don’t like being on camera, why not try an infographic explainer video with an app like Doodly or Vimeo?

2. The demo

A demo is a step-by-step video guide explaining how your accounting service works. Walk viewers through the process of becoming clients and what they need to do on their end so you can help their business thrive. It’s a great place to subtly explain why becoming your client would benefit their bottom line. 

3. Client testimonials

Recent statistics show that after watching positive testimonials, two out of three people will be more likely to become clients. Show real clients and how you solved their problems. When nine out of ten people say they trust a customer’s opinion over a standard campaign, asking your clients for feedback is always worth the effort. 

How to make video content

You don’t have to be a fancy videographer to create stellar video content. Online tools such as WeVideo or Vimeo are great for beginners and let you focus on the content. Once you’ve chosen a platform, here’s a step-by-step guide to get started:

1. Plan, plan, plan

If your goal is to gain more clients, decide how you’re going to convince them you’re the real deal. Here are some points to keep in mind:

• Write the script. Start with a concise introduction to your firm, clearly explain how you can solve one of their main problems and finish with a good call-to-action – offer a free consultation, for example. 
• Keep it short. Attention spans are getting shorter, and nearly two-thirds of consumers prefer videos under 60 seconds. 
• Keep it interesting. Whatever the topic, your script will need to be engaging. To do this, speak directly to your target clients about issues you know they’re facing. 

2. Choose a suitable template

Online platforms offer many amazing templates so you can choose by aesthetic, layout and rhythm. Check out this brand introductory video on Vimeo (especially handy if you’re not keen to be on camera). Once you’ve chosen, you can get creative and personalise the copy, colour, fonts and music. 

3. Record the video

If you’re going to do a recording of yourself, we recommend using a tripod, microphone and good lighting. Then dress to impress, check your teeth and try a few takes. Once you’re happy, upload your best cuts.

4. Edit the video

To make your video more appealing, add branding, graphics, music, subtitles and a great call to action. Then, go back and remove any unnecessary wordiness to keep it engaging. Double-check that the video flows nicely and that your central message comes across.  

5. Share your video

Once you’re happy with your video, save it as an .mp4 and upload it to your social media platforms. Fortunately, because of video’s popularity, all social apps have made this super straightforward. To boost engagement even further, why not embed the video on your website and include it in your next email marketing campaign? 

Capturing the lead

So many potential clients could benefit from your expert advice – video is an effective way to get it to them. Thankfully, online platforms have made it easier than ever to create professional videos. By linking video content with BOMA email campaigns, you’ll have consistent, quality engagement with clients for minimal effort. Try BOMA for free today.