What does the term PROFESSIONAL SERVICES mean to you?
Diplomas and certificates? Expertise?
I have news for you: no one cares about these.
Why?
Because wherever diplomas and certificates are required, say by law or regulations, the public simply takes them as a given.
So, if diplomas and certificates don’t help us here, what defines PROFESSIONAL SERVICES for our purposes?
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Welcome to the A-Z of Video for Professional Services.
You’ve watched the video on this page, so you already know who this video series is for.
My purpose for these videos is not only to provide you with as much value as possible with free information that you can apply immediately but also to lead by example and show you through my videos how all this information can be applied.
It’s done. My website is now right up-to-date. Here it is. Time to celebrate.
What? It doesn’t look all that different to what it was before?
That’s true. You’re right. It doesn’t look totally new but it is very much changed. Those in the know tell me it looks much better than before. Sleeker, cleaner, and, above all, it is much leaner. The latter is due to what happened under the hood. It is not so much a website relaunch than a website transformation.
Let me show you what I did.
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Webinar replay:
Welcome to this webinar replay. It is short and focused and follows up on the survey where I had asked accountants whether they’d want videos with blogposts for their websites.
Even though this case study focusses on accountants, the principles explained here apply equally to all individuals and firms who provide professional services.
In the webinar, I show how a professional service provider can acquire new clients by helping your website visitors, that is your prospective clients solve their problems.
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(This is Part 2 of “VIDEO BLOGPOSTS FOR ACCOUNTANTS – Getting It Right.” You can read Part 1 here.)
In the first part of this article, I answered the technology side of ‘How do I get it right’?
We saw that even technology rests on a fundamental decision:
Whatever the goal, it is absolutely imperative that you pick one goal for each video, not many. Videos cannot multi-task. If they do, they confuse the viewer. And by now, we all know what confusion does: it triggers a rapid departure from your website.
But this is only one component of the 3 fundamental principles that guide you to getting your content right.
The two most frequently expressed concerns in response to my survey were TIME and MONEY involved in creating videos for accountancy and other professional service websites. I dealt with these two issues in the last two articles.
Now let’s turn to another group of questions that troubled quite a number of respondents:
“I simply don’t have the time to create videos.”Isn’t this one of the most frequently heard objections used not just by accountants?
It takes more than time, though, to create your own videos.
But before we hurtle down this road, allow me to introduce one crucial aspect of this argument:
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Creating videos and blog posts will take time and does cost money.
This major concern was clearly expressed in response to my recent survey about Video Blogposts for Accountants.
What, surprisingly, did not seem to have been immediately apparent to many accountants is how best to approach this question. In this article, I’ll deal with the cost of video on your website. The time it takes to create videos will be the topic of the next one.
“Video is expensive.” This is one of the most persistent myths that stops many business people, especially SMEs and professional service providers, from benefiting from the power of video marketing.
Here is a first 90-second stab at it:
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In my last article I promised to answer the most pertinent questions raised by the respondents to my survey (“Do accountants who run their own practice want videos on their website?”). Questions, that is, and objections.
Let’s start with the most fundamental of all objections:
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A couple of weeks ago, I asked a simple question:
Do accountants who run their own practice want videos on their website?
I had a good idea what the answer would be but that would introduce too many things I had to assume. And we all know what assuming does. As I didn’t feel, strictly between you and me, like turning myself into an ass, I set up a very simple, 2-question survey and invited accountants in practice for themselves to participate.
[I haven’t closed the survey yet so you can still participate. I’d appreciate this, and I promise to report any updates. Here is the survey: https://www.surveymonkey.co.uk/r/JDMRSTQ]
The replies so far created the following picture:
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