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Video marketing is something that scares most accounting marketers. There are a lot of unknowns as the “cost to entry” for an unproven tactic is one that scares away even the bravest of us. There are many accounting marketers that have considered the tactic but have not moved forward. After all, the firm would need to invest in some equipment, find the right partner or manager to speak, find interesting topics, present them in an engaging way, and do it in a way that represents the firm’s brand. I’ll admit, taking the leap of faith is not easy, but it’s also something that offers a big return. According to ComScore, adding video to your website can increase the chance of a front-page Google result by 53 times. This is a significant number that accounting marketers looking to cater to their target audience cannot ignore. Since most of us have likely considered all the negatives to video marketing, FlashPoint Marketing has created a brief list of some positives.

Benefits to Video Content

1. More Visibility – We have all conducted a search in Google, or other search engines, and amongst the sea of words, a video appears. Our eyes are drawn to it because the preview image is one of the few images on the page. It’s different and it stands out – it calls to us, enticing us to read the description and see what it’s all about. In fact, many people prefer videos over other content because less effort is required of the user to get the answer or information they seek. You simply press play and let the magic happen. Video is far more engaging and interactive than words or words and images alone.
2. Higher Engagement – It’s important when producing content to not only offer information of value but to also present it in the most engaging way possible. This is where video can make all the difference, especially when it comes to social media and social engagement. It is no surprise that the content that goes viral or is shared the most are often image-based or video. According to the Content Marketing Institute, audiences are about 10 times more likely to engage with, embed, share, and comment on video content over blogs and other content.
3. Emotional Connection – Video offers the opportunity for the user to experience an emotional connection with your brand and content. There are many opportunities with video to create a connection including voice, facial expression, mannerisms, joking (my favorite), and music. Although making a positive emotional connection isn’t going to sell tax, audit, or accounting services today, it does allow your prospect to “experience” what it’s like interacting with your firm long before they walk into the office.
4. Positive Impact on Email Marketing – Most accounting firms have a monthly e-newsletter program where they send important updates to clients on a variety of topics. Since tax reform just passed, I have no doubt most accounting marketers reading this article have sent out a few emails on the topic. It makes sense that including a video in the sea of text would stand out and attract the user’s eye. According to the 2015 Online Video Marketing Survey and Business Trends Report, 60% of marketers say that video improves email conversion rates. In addition, 60% also confirmed that video has a positive effect on email conversion rates. It’s clear that video has a positive impact on email marketing opens, conversions, and engagement.

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Although venturing into the unknown can be challenging, there are many benefits, a few which are outlined above. If you have questions about video marketing, content development, or need assistance with SEO, FlashPoint Marketing can help.