(This is Part 2 of “VIDEO BLOGPOSTS FOR ACCOUNTANTS – Getting It Right.” You can read Part 1 here.)
How Do You Get Your Content Right?
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:
What do you want to achieve with video?
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.
First Principle: Your Message
- Your content has to be adapted to your goal.
- Keep it simple and stick to the point.
- When you present your content, step back from what you know and embrace what your clients want to know.
The brutal truth of the market place is that no one is interested in you, your qualifications and achievements, but only in what you can do for them. Get this principle right and you’re well on your way.
Second Principle: Your Messenger
- Whoever brings in new clients must be the public face of your business.
Buying into a professional service requires first and foremost trusting the service provider. Your videos allow you to start creating this trust 24/7 without you, the partner, director or business owner, having to do any of the extra work provided you are the presenter.
Separating the presenter in the video from the person who welcomes new clients to the firm or business destroys the video’s magnetic advantage.
A Case Study:
A few years ago, one of my clients reported a drastic decline in effectiveness of his videos. His conversion rate had dropped from 60 percent to the market average for his industry of 20 percent.
When we finished our investigation, we had discovered why:
He was and still is the star of his videos, which had originally tripled his conversion rate.
Regrettably, he had changed his practice and hired someone to replace him as contact for new clients. Now, instead of him visiting prospective clients, this new person dealt with enquiries purely on the telephone and by email.
This rationalisation of client acquisition had resulted in a costly divorce:
He had divorced his company’s online public face, that is, himself who had inspired trust, from the person new clients now got in touch with. The consequent loss of trust had driven his conversion rate and thus his revenue potential from lofty heights down into the bargain basement where everyone else was.
Don’t make the same mistake.
Finally, the Third Principle: Your Medium
- You have to push your videos out to pull your visitors in.
The old saying, “when you build it, they will come” is no longer true for the online world.
Publishing your videos online and just leaving them there is the same as opening a brick-and-mortar store in an area without any footfall.
No one will come and see your store or your videos.
Fortunately, generating relevant online footfall is perfectly feasible:
- Grow your contacts and followers.
- Tell everyone about your videos.
Once they know about and are captivated by your videos, they will come back for more. You’ll have generated your own online footfall, and you’ll be in charge of it.
Meanwhile, if you want to take a correctly formatted video and its accompanying content for a test drive on your accountancy website, I’ll gladly offer you this opportunity with my compliments and at no cost nor obligation on your part. All I’ll ask from you in return will be some feedback if you feel like it.
Just follow the arrow, download and enjoy.