Greetings from Arizona. We spent five months in beautiful Palm Springs and needed to move out before we grew roots! The RV is parked just outside of Mayer where we will be taking in the sights of Prescott, Sedona, and Flagstaff.
I hope you found our last conversation about using writing to build your authority AND deciding what to write about to be useful. If you’re smart about it, writing can mostly be a matter of answering questions about your practice – what you do … how you do it … and why you do it. And that’s what your audience really wants to know.
On to this week. One of my “audience participation” questions asks: I get most of my new work from social networking, LinkedIn in particular. What would you want to know more about using social media to expand your practice? I ask this question because it’s not just me profiting from social media. Others are on to it, too.
And if you’re new to the blog, welcome aboard. This is what we do!
I read two interesting stats about video in two different days from two different sources. 1st – 75% of content currently consumed online is video. 2nd – by 2019 that figure will rise to 80%.
My take: YouTube is the world’s second largest search engine. Here are two search requests that are happening right now. Alexa, find a video that explains why I need a business valuation. Siri, find a video that explains how a medical practice is valued. You may not believe me, but if you don’t get into video, you will be left behind. It’s one of the reasons I started a YouTube channel (after months of dithering) and, trust me, I am late to the game.
Social networking. LinkedIn content. YouTube video. It’s all part and parcel of the social media fabric. And you’re on the sidelines.
The accounting and BVFLS professions are similar enough that you can assume what’s going on in the former is happening in the latter. And so I knew I needed to share this recent article that discusses how some accounting firms are staying relevant and competitive in a rapidly changing environment and what’s hot and what’s not in accounting firm marketing.
As it relates to the intersection of social media and “what’s hot,” here is a compilation of what a few accounting firm marketers said.
- ‘Always On’ Business Development
- Video Marketing and Social Media
- Marketing Automation
- Data-driven Marketing Strategies
- Fun Social Tools to Boost Engagement
- Digital Fills the Pipeline
- NextGen Client Experience
- Digital Communication Tools
- Content That Illustrates Expertise and Solves Problems
Bottom line: here is more evidence that more professional service firms are using social media to find leads and engage with prospects, clients, and referral sources.
I get that you may be undecided about social media … or that it may not be your thing (even if it does work). Stories range from social media being a time suck to a game changer.
Smart BVFLS people on both sides of the fence are avoiding and embracing social media. That said, social media is a tool, and like any tool, you have to invest some time and effort to learn how to use it properly.
Think about how much you invested to master the tools that help us do the work – Word, Excel, CAPM, WACC, CCF, DCF, DLOM. Are you willing to do the same for the tools that can help you get the work?
In real life
At the beginning of this post was my audience participation question. Here is what one person asked me in a recent email.
So on social media – is there any 1 or 2 things you do or is it the composite of all that you think drives business your way? And of all the things you do, if you had to rank them from 1 (most important/most effective) what would that look like.
Here was my response, as it pertains to my LinkedIn efforts.
#1 – Only connect with people who can send you work – not other BV people (follow them instead).
#2 – Connect people in your network to each other – be a matchmaker who will be remembered for the thought and effort.
#3 – Don’t sell – educate and inform your audience about events going on in their business worlds that will impact their business valuations.
#4 – Like, comment, and share what other people in your network post – because you want them to like, comment, and share what you post.
#5 – Give and get recommendations for services and endorsements for skills.
Reading that can help
Better bait boosts BV biz from the March 28 issue of BV Wire, which references and cites the next article …
Marketers Prepare to Act as Change Agents for their Firms in 2018 from the March 20 issue of INSIDE Public Accounting.
PS – I’m a fan of actionable ideas that move you forward, so I hope you find this content useful. If something resonates and you want to reach out directly, you can email me or schedule a call with me!
PPS – If you think we share common interests, connect with me on LinkedIn. If you like my blog, please recommend it to a colleague.