Often, your ideal clients don’t know that your solution or services exist. In fact, your ideal clients may not yet have a name for the problem they are experiencing and that you could solve for them. That is where a defined marketing plan comes into play. Through strategic and purposeful marketing, your ideal clients will come to find and recognize you as the VCFO solution provider for their pain points. One medium that should be included in your firm’s marketing plan is video marketing.
Through the use of video, you can reach your ideal clients in platforms they are already using daily. YouTube, Facebook, LinkedIn, and TikTok are just a few of the places where your target audience may consume video. As a firm owner, you can grab your ideal client’s attention through the implementation of a video marketing strategy. The result may be that your calendar begins to fill up with appointments made with video as the referral source. How do you make that happen? Read on to find out.
Build Trust First, Sell Last
The trick to your firm finding success through video marketing is focusing on providing value and building trust rather than selling right out the gate. Take a moment and consider the accounts you follow on social media. Your favorite author on LinkedIn, for example. This individual likely provides you with many tips and tricks that you can use in your daily life, whether professionally or personally.
This person likely does not sell their products or services in every post they make. Rather, they provide educational content first and build authority by doing so. Over time, you have come to trust them and chose to buy their course, product, or service due to this trust.
That is the secret sauce for video marketing. Create video content that will resonate with your audience and build their trust over time. Eventually, they will come to see you as a trusted advisor and authority. The result? Your ideal clients will turn to your service offering once they are ready to make a purchase.
Make Imperfect Momentum
As an expert in your field, you may feel that you must make perfect video content. Naturally, you and your team want to put your firm’s best foot forward. However, imperfect action breeds momentum.
You don’t need the perfect studio room, the latest video technology, or the best speaking experience to begin making video content. Your audience needs to hear from you. After all, you are an expert in your field, and you know how to solve your ideal clients’ problems. Your future clients need to find your advice more than they need to see a perfect backdrop or hear a perfect, curated script.
Over time, you can invest in new technology or a better setup. Eventually, you will become a natural in front of the camera and become confident in your speaking ability. For now, take comfort in the fact that people will enjoy finding solutions to their problems coming from an industry expert who truly understands their pain points. Start where you are now. Find perfection later.
Start Small, Aim Big
When firm owners begin implementing video marketing into their marketing plan, they can run into action paralysis. Often, firm owners don’t know where to start when it comes to deciding which video sharing platform to begin with, what equipment is needed, the types of content they should produce, and far more decisions that need to be made.
The reverse may also happen. It can be natural to want to jump onto every video sharing platform and try many tactics. As previously mentioned, YouTube, TikTok, and Instagram are only a few of the popular video sharing platforms each with their own implementation strategies. However, it is often better to start with a select mix of platforms and strategies, so results can be measured and scaled. The same goes for the type of video content you would like to produce. Decide whether you would like to start producing a webinar, workshop, video podcast, or guest interview.
Master one video sharing strategy and then add in another. This prevents overwhelm while allowing your firm to deep dive into the tactics that work within each platform or strategy. Quickly, your brand will seem like it is everywhere, and your ideal clients will begin reaching out to you for help solving their pain points.
Research Your Target Audience
When beginning your video marketing journey, it’s important to have a defined target audience. One mistake owners make is assuming that their audience is everyone. Having an impact on a broad audience is difficult. Your services are aligned with a niche audience and defining what they are looking for in a partner will help your marketing make a greater impact. If you don’t truly understand the needs and pain points of your target audience, your video content will fail to connect with them. Defining these needs and pain points is much easier when you are consistently working with a niche audience.
Begin your audience research by defining what your target audience is looking for in a service offering. Furthermore, define the specific transformation they are hoping to have by using a service offering such as yours. A few other features you should know about your target audience include:
- Specific industry events your target audience frequently participates in
- Specific habits your target audience generally exhibit
- The jargon or speech patterns of your target audience
- Demographic or geographic characteristics that may be relevant to your services
Define Your “Different”
Once you have a complete picture of what your target audience is like, consider what sets your firm apart from others in your industry. Do you serve a specific niche? Do you have a strategy that is unique to your firm? Do you have an entirely remote team? Consider the unique qualities customers or peers have mentioned that makes you different in your space. Communicating these differences through your marketing initiatives will give you a leg up over your competition.
Video content can help increase your firm’s brand awareness by getting your company in front of ideal clients. By using video sharing platforms to jump right in front of your target audience, you will showcase your authority and ability to solve their problems. It is the brands that clearly showcase their skills and impact that draw leads in from their video marketing efforts. Start by taking small steps towards your video strategy, and you will begin seeing an impact in your sales funnel before you know it!
At Summit CPA our marketing efforts have been successful because we found our niche, determined our market verticals, and tried to grow within those select spaces. The idea is to be as efficient as you can with your marketing dollars by identifying areas of the market where your firm has ample room to grow. For more information, contact our office at 866-497-9761 to schedule a consultation today!