“We have noticed that more and more people, even though they may be referred, go to the Internet to look for information.” Proclaims Amedeo Luongo, Sr. Partner at CPA firm Mendonca Partners LLP in New Jersey. With hyper-connected consumers in a hyper-competitive marketplace, it is essential that accounting firms quickly build trust and make personal connections. This allows them to win over referrals. One of THE best ways accounting firms can ensure a high referral conversion rate is by using a professional website video production. Afterwards, they should also establish an online video marketing strategy for best results. Accountants and website video communications will be the future.
Online Video Marketing – The Future for Accountants and Website Video Communications
If your business doesn’t think that online video marketing is the future…think again. Industries like accounting and law firms, that have traditionally driven their revenue with face-to-face relationships, are starting to use website video content marketing to drive new business opportunities.
Video can’t quite replace face-to-face interactions. However, it can help in building relationships and trust even before those all-important first meetings with potential clients. Berdon LLP, a CPA firm in New York City, reason for corporate online video production was based on an ever increasing number of clients doing more research way before reaching out to them. “People assume that with a firm of our size, we have the brainpower. But [our clients] need the confidence of seeing the people that are actually doing the work. “By using video we are establishing rapport and business relationships even before they meet with us,” States Jim Termniello, marketing manager at Berdon LLP.
Even though you’ve heard all of this, you’re still not convinced. Perhaps your company has always driven sales with traditional face-to-face interactions meetings to build and cultivate relationships. These relationships are critical late in the sales process. However, a planned flow of ongoing B2B professional website video content will help immensely. You’ll see your accounting firm get more face-to-face sales opportunities.
Your next client is watching online video to make decisions
Consumer behavior is leading they way as we have quickly become a nation of watchers, not readers. ComScore reports that 75 million viewers watch online video per day (YES, that is PER DAY). 40 billion videos are streamed per month (YES, that is a Billion). These numbers are, according to Forrester Research, going to increase over the next few years. So, it’s wise for accounting firms looking to grow their business to add video. Adding website video content will be responding to the behavior of those watching more and more online business video marketing content.
Both Berdon, LLP and Mendonca Partners LLP are offering more valuable first interactions because they are making it easy for their customers to do their research, during off hours and via their mobile devices. (NOTE: Ooyala’s Q4 Video Index reported that time spent watching video on tablets and mobile devices is up an astounding 719% since Q4 of 2011…check out your website on mobile and then watch a video…which one is better optimized?). The net benefit, new clients are able to get enough information and build up a comfort level with the company the need in order to make that all-important phone call to set up an appointment.
Luongo seconds Beredon’s rationale, “Video is a very interactive and very easy medium to use. Today’s busy executives do not have time to go and read through pages and pages of script and if you have a video that gets right to the point and is interesting enough for people to watch it will have a greater effect.”
B2C and B2B sales videos provide numerous business objects. These include better SERP, increase time on website, improved conversion rates and leads, social sharing and engagement, increased trust and rapport that leads to winning new business. People greatly prefer watching video over reading text because of its ability to engage and inform in a short amount of time. So, accountants and website video communications should be the perfect mix.
Your next clients are busy people. Video can give them feel for your company’s personality and how you can solve their problem. Why not make it easy for them to get to know your company better and show them that you’re the right choice? This is why Terminello adds that website corporate video production “is a permanent and long term component of our marketing efforts.” There is no better time than today to convert that next referral checking you out on your website…they are probably on your site right now!
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