october2021 - 11

MARKETING YOUR FIRM
HOW TO
BENEFITS OF YOUTUBE
FOR B2B MARKETING
When your video channel is optimized-meaning
with keywordfocused
titles and descriptions-you
can reach a wider audience than with
traditional marketing efforts.
In addition, video marketing
helps you strengthen your brand and
boost search rankings (Google owns
YouTube).
BEFORE YOU BEGIN
Before jumping on your phone and
creating video content, consider your
audience and their pain points. Also,
consider how often you plan to generate
content. Posting once or twice a
year isn't going to give you the boost
you're expecting.
For example, if you want to
increase leads in a real estate
market, consider the pain points in
that industry. Then define how you
can help brokers and agency owners
relieve those pains. Look at the content
you already have, maybe a blog
article or two, case study, tip sheet,
or checklist. Those items become the
foundation of your video and script if
you plan to do a voice-over.
A SIMPLE VIDEO
EXAMPLE
I took high-level information about the
Child Care Tax Credit and used Canva
to make a video presentation. Then
added some music, branding, and a
call to action. View the sample video
here (https://youtu.be/1UdgRr-xHyY).
Create a Lead-Generating
YouTube Channel
IF YOUR FIRM isn't leveraging a YouTube channel for its
brand, you may be missing out. According to HubSpot, in
2021, " 84% of video marketers say video has been effective
for generating leads. "
BUILD YOUR CHANNEL
YouTube is unlike any other social
media platform. It's more like a
website, where you'd showcase your
brand with a profile image, powerful
banner, video thumbnail, thoughtprovoking
channel description, and
keyword-centered playlists.
Once you have a series of videos
posted, share it with your audience
in other media, such as email
signatures, newsletters, other social
media platforms, conferences, and
advertising campaigns.
KEEP SEARCH IN MIND
With billions of videos uploaded to
YouTube each day, help people find
your content organically by focusing
on channel optimization. Here are
some tips.
■ Choose a URL with your brand
and business keyword in mind, for
example, the brand acronym and
accounting or CPA firm.
■ Include keywords in the channel
profile description
■ Identify the country location to assist
with ad campaign targeting (if you
plan to monetize by accepting ads)
and organic search.
■ Engage with other brands and
" favorite " their videos. Also, include
influencers in your client's industries
or high-profile accounting resources.
■ Upload content on a schedule, e.g.,
weekly, semi-monthly, or monthly.
■ Optimize each video with a keyword
in the title, description, category,
and tags.
PROMOTION
But how do you generate
leads? There are a few
tricks you can use to
generate leads, including:
■ Cards: Preformatted
notifications that appear in the top
right corner of the video. It's best to
coordinate it with a call to action
on the screen, such as contact us
or learn more. They give the viewer
an option to click. If they don't, it
disappears from their view. Use it
to link to other videos, playlists, or
a website.
■ End Screens: Direct viewers to
something next at the end of your
videos. They appear only in the last
5-20 seconds of the video. Similar to
cards, it can direct viewers to other
videos, a playlist, or website.
See how both options work in the
YouTube Creator Academy (https://
creatoracademy.youtube.com).
FINAL TIP
One of the best ways to appeal to a
prospect is with storytelling. It gives
your brand a chance to become
humanized, which resonates with
your clients, eh-hem...humans.
Create videos that tell a story
about your brand, the firm's culture,
its community involvement, and
staff. Withum does a nice job in their
annual culture videos (https://www.
withum.com/withums-culture/).
HOW MIGHT YOU HIGHLIGHT
YOUR STAFF?
Create a monthly theme and ask for
volunteers. Here is a year's worth of
ideas:
■ Tell us about a hobby you have and
how it helps you in your career.
■ Do you have a pet? Be in our highlight
OCTOBER 2021 ■ www.CPAPracticeAdvisor.com
11
By Becky Livingston
reel featuring our staff and
their pets.
■ Why do you work in the
accounting profession-no
matter your role? We'd love
to hear from you.
■ If you could tell your younger self
one thing about taxes, what would
it be? Wrong answers only.
■ Seeking QuickBooks Quick Tips -
What is one QB tip clients will love?
■ It's National Volunteer Day at our
firm. Where will you be volunteering?
Tell us about it and why you
chose that organization.
■ We're recruiting new talent. Tell us
why you joined our firm.
■ What do you love most about working
here?
■ What is one thing you wish more
people knew about the accounting
profession?
■ What do your kids think you do all
day at work? Let's ask them.
■ What's your favorite local landmark,
park, or museum, and why?
■ Tell us one piece of money advice you
would tell your younger self.
LOOKING FOR
INSPIRATION
Feedspot highlights the top 20 CPA
YouTube Channels, including how
often they post; their focus; length of
time on YouTube; and a contact link.
Now's the time to create video that
will help you generate leads, increase
brand awareness, influence search
rankings, and engage prospects.
What are you waiting for? Lights,
camera, action! ■
Becky Livingston is the president and
CEO of Penheel Marketing, a NJ-based
firm specializing in social media and
digital marketing for CPAs.
https://creatoracademy.youtube.com https://creatoracademy.youtube.com https://www.withum.com/withums-culture/ https://www.withum.com/withums-culture/ https://www.youtu.be/1UdgRr-xHyY http://www.CPAPracticeAdvisor.com
october2021

Table of Contents for the Digital Edition of october2021
