Empower Your Accounting Team with a Nurture Marketing Strategy for Accounting

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there is and this is the thing that's holding you back I'm not going to say the word it's not the candle itself there's words on what's up ladies and gentlemen welcome to today's edition of dream firm Spotlight my name is Tyler S Clark co-founder of dream firms where quite frankly we help you to create your dream accounting firm and to help you to do just that I'm going to discuss with you the marketing strategy the best marketing strategy that you are the most likely to ignore and I don't know why you're going to ignore it because here's really what you're looking for from marketing when you're trying to think about marketing it's really just a way to say communication you're communicating in a certain way to a certain person to create a certain image in their mind when they think of you and so when you really Envision that end result you want from marketing you go hm what do I want well I'd like to have as many people that meet a certain set of criteria to be aware of me and want to speak with that's really it right it's a very simple way to think about the end goal of marketing so how do we do that well before we do that I want to I want to share a couple of names and then I want to ask you what do they have in common okay so you might be familiar with me you're probably familiar with maybe someone like Tom wheelright or Jodie padar or Tom hood or Jason stats or Jackie Meyer or there's a whole bunch of people out there that you go you know actually Tyler I do think I know them and you've probably never met me in person you've probably never met a lot of those people in person but you're certainly aware of them in some context you probably think positively about most of them and the question is is what do all of those people have in common and why would you be aware of them well the thing that they have in common is the reason that they are that you are aware of them and that re that thing is we all consistently and regularly produce content online it sounds really simple on its surface because it is simple and so that's not the strategy in and of itself but I have to use that as part of the the launching point to get into the strategy because if you are unwilling to take time and speak your expertise speak your words out into the market it is impossible for you to gain literal brain real estate in your perspective dream client's Minds it's a it's infinitely harder because there's only two ways to do it option one is you're going to go and you're going to digitally knock on people's doors you're going to call them you're going to call message them you're going to cold email them you're going to show up in their Facebook feed you're going to advertise you're going to put things in front of them or the other way is really an advanc referral strategy that's how I want you to think about this strategy it's a super Advanced way to generate referrals and referrals are a way of saying just hey I know this person I think you should know this person too or I worked with this person I think you might want to work with this person too and so this Advanced strategy is in order for you to be someone who is worthy of being referred to in a marketing sense like you should go and listen to this person you have to regularly and consistently produce content there's no other way to get around it and that's why most people will ignore it because as soon I even had someone literally jump off the zoom as soon as I said produce content they they were like nope not gonna do it I L gone and why right like this this fear we have about producing content holds you back and I can go through all the reasons of why you're afraid to do it but you in order to want to do it you've got to Envision the end result you want the most Which is less effort less time to have more people aware of you and aware of your expertise and want to work with you like that's what you want you want as many people to be aware of you in a certain context as humanly possible and when I say this is what you have to do to do that people are like you know I'm just not going to pay attention or I'm not going to do it I refuse to do it because we have a lot of things that hold us back and I'm going to share with you the number one thing that holds you back from basically everything in all forms of success in life but definitely itely for implementing the most profitable marketing strategy there is and this is the thing that's holding you back I'm not going to say the words it's not the candle itself there's words on the candle I hate candles I I don't even I hate the word that's on this candle but I saw this candle in France of all places and I was like I have to buy this candle I have to keep it on my desk it's going to remind me of why it's important to move forward even when we're afraid scared when we think we're not good enough the reason you don't produce content is because you think that you have to be better than you are right now it's unreasonable for you to go oh you know I'm going to be I need the perfect light I need the setup Tyler I need the fancy camera in the background I need X Y and Z before I do the thing it doesn't work like that it doesn't work like that you've got to if I showed you the first video I ever made you would you'd be like that's that's laughable it's laughably bad and of course it is it's the first time I tried you don't you don't you're not Michael Jordan the first time you pick up a basketball why do you think you would be incredible at producing content the first time you do it and so we use that as a reason to not do it at all but every person everyone that I mentioned earlier every person that you know that regularly does this they will all tell you one thing I wish I started sooner and the reason they say they wish they started sooner is your audience builds you get better skills and here's the advanced referral strategy is once you have the audience once you have at least some form of people who are paying attention to you online it it can literally be less than a hundred people it doesn't it doesn't even have to be anything significant they just have to go oh this person regularly does this stuff they regularly promote they have access to the same type of people we would like to work with so we should probably put on something together because there's no way that Their audience has 100% overlap with our audience and so by extension when you go and you partner with someone if I were to go and say Hey jod padar or hey Tom wheelright and I've worked with Tom and I've been on podcast with Jody and and I was like hey we should do something together the odds that they say yes are infinitely higher then if I go to them and I have nothing and I say oh you know I would like to do something they'd be like well what you done before how why have I never seen when I Google you how come I don't see anything can you at least send me a little bit of what you've done or so far and if you if you don't have that base of just proof that you can have a conversation you can share expertise you're not afraid to turn the camera on you're not afraid to publish things then they're not going to entertain the conversation at all but as you do that you'll slowly attract bigger and bigger opportunities with with larger and larger audiences that this is not a long-term thing right like it is this this this can happen so much faster than you realize like this is a marketing strategy when implemented weekly and I'll talk about how to implement it later but weekly 30 minute time commitment per week once a week for six weeks that's going to be like 30 uh 25 videos approximately just that ju Just you do that for six months you'll never stop because you'll already see the benefit of it I guarantee it like I guarantee it a million times over and it does not have to be perfect it won't be perfect because perfect doesn't exist you get started you get better you get better you get better the content you produce gets better you realize things you realize things about your speech pattern the topics how all sorts of insights come from when you start but you never get those insights when you continually push it off it's just impossible and then when you have 25 videos as soon as someone looks at you even if they're low view counts even it does they go this person's consistent they've got something going on here we should want to do something with them why not right like why not because everybody wants more of an audience so this is my point okay once you've done that then you can leverage it and go and ask bigger companies if they want to do things with you right like ignition is a company that is so much larger than me they're they they are way larger than me but I go to them and I say hey perhaps we should do something and sure enough I'm G to be leading two webinar panels in like a few weeks from now on a variety of topics and I I know you hear that you go but you do this you do these marketing things if you're going to just say I can't do it that's a pro like that's the problem you absolutely can do it look at the vast array of accountants that are producing content and I guarantee every single one of them has a significantly easier journey in marketing and a more profitable business I guarantee it it's not even a question whether or not it works it does it's just why aren't you doing it and how can you be consistent with it so what I'd like to do is I'd like to transition to not just talking about why this is so important to do but also how to do it so I'm going to give a very high level overview of a three-part series we have in the dream firms network if you're like what's the dream firms Network buy the practice igniter challenge it's 67 bucks you get a whole bunch of stuff but in the network we have a Content planning session right so like literally how do you plan for the content that you want to create the next thing that we have all for fre free once you spend the $67 right like we have a Content production so it's like how do you actually create the content not just PL for it but how do you do what I'm doing right now and then the final one which I think is the most valuable one because the biggest thing that holds people back is like but how do I get it on YouTube and then on Facebook and then how do I get the Snippets and like they they want to maximize it immediately which is the wrong mentality but I want you to know how to do it which is the content syndication guide and again all these things are available inside the dream firms Network whether you're creat your dream firm program client whether you're igniter client it's available to everyone in the network so let's cover the high level overview of these so content planning is just a way of saying you want to make sure that there is some level of interest in what you are going to be talking about and then you want to make sure that when you get ready to do this weekly you don't show up and be like what am I going to talk about right like I don't know I'm going to say so planning is literally just what's the plan and to really at least have some interest in the topics I'm going to talk about like if I were to create some really obscure topic there's not going to be a whole lot of interest in it but if I create something that I know has interest based on Research then I can do it so I'll give you an example and and and this to me is uh uh one of the Hidden gems I'm going to show a couple of Cool Tools I'm going to show a couple of cool things for you guys here but this to me is one of the the hidden secrets of marketing on the internet if you're already aware of it great if you're not uh buckle up um but this is how we do market research specifically on YouTube okay so if I'm on YouTube there is a platform that I absolutely love it's a free Chrome extension and it's called vid IQ okay it's in the top right uh right here okay and that's vid I okay so you can just type in Chrome extension vid IQ it on your comp uh on Chrome 100% for free and what it does is it gives you all of these delicious statistics on the right hand sideb okay now the reason I'm I'm sh I'm sharing this with you is that this bar here is the most informative bar there is and what you'll see on I could literally pick any search roomm I did accounting for real estate just because and I'm going to zoom in a little bit here because I can see a couple people squinting a little bit so I picked accounting for real estate and these are the the Search terms or this is what comes up okay and so we've got uh you know real estate accounting chart of accounts what do real estate accountants do and then you can see that we've got an overall score here that is high now the reason that this is interesting is the one thing that I'm looking for anytime you do any sort of like keyword research and again we're planning is I'm trying to figure out do is there a High Vol volume and low competition that's the number one thing you should be looking for because if there's high volume it means a lot of people are looking for it they're looking for help on it but the competition is very low which means not a lot of people are taking advantage of it and you might say but Tyler there's a couple of videos here I go yeah but even if you look at most of these videos and they're doing okay right like they're doing all right there's still tons of opportunity available here like an unbelievable amount and the other thing that you can do for for uh like keyword research is I could do account uh real estate and then Google will pull in different things now there's not going to be too much on this one but you could do like real estate tax right and then tax loopholes right tax tips tax deductions tax breaks tax lean investing Taxation and so these are different ways of thinking about topics for videos Google will tell you what is a popular potential topic if you just start to fill in the highlevel overarching topic that you're going to talk about it will it will feed you back popular responses so anyhow that that's the first part of planning is you just go is there a market for this and and again we could we could put in like any we could do a uh cannabis accounting right just and then see like right what what's going on here even lower competition and the volume is almost the same you see what and again I could pick I could pick any like I just picked arguably two of the hottest most popular niches and there is just a tremendous amount of volume and a very low amount of competition okay so uh beyond that for planning the key is keep it simple just use a a Google sheet just get a couple of titles I'm not going to go like in through every single piece of this but main things with titles is you want to keep them short you don't want them to be long you just don't want to show up and not be like what am i g to talk about today just be like oh this one I'm going to talk about affiliate marketing or I'm going to talk about marketing strategies like that's what I do I'm like oh I'm gonna talk about the importance of producing content today that's what I'm gonna talk about or I'm gonna talk about the general ledger or I'm going to talk about the Augusta rule or I'm going to talk about right it's just like what are the topics and then you hop on and you talk about it okay second part here which is content production okay so content production is just how you ultimately start right biggest thing biggest thing is you will second guess yourself like crazy you will stumble over your words you will you will have awkward pauses you'll feel like I use my hands weird you'll have all the I'm laying back too much I'm too loud but the way to prevent any of those things from stopping you is you don't pre-record your content like right now I'm live I can't stop I can't I can't take the time to go back and be like I'm gonna do it again because you have a really finite amount of time as a business owner like it's extremely limited and so the time you try and take to script I'm not saying don't have bullet points I'm not saying like just wing it like crazy like I've got I've got an idea of what I want to talk about but I'm not scripting every word and I'm not prefilming it and then uploading it because the time to do that and this right this thing this will paralyze you because you like oh you know I can do it better and then all of a sudden you got a meeting or oh you have to go or and then you're like I'm just coming back to it and then you never come back to it it's gone right like how many videos have you wanted to start started and then never finished and never uploaded probably it thank you thank you exactly it it's it's natural it's normal so you have to create the environment a production environment in which you can't allow your everyone right your own worst critic to dominate whether or not you make progress okay so very simple production schedule that I like people can disagree with me but whatever you go you you have a Facebook group we're not going to cover Facebook groups right now but you you have a Facebook group you go live on Zoom what's nice about Zoom is then you can send emails to get people to register for people who don't use Facebook right so you can still get people to pay attention to your content so you can pre- promote it with a zoom link via email and say I'm going to be live at this time to talk about General ledgers to whatever right whatever the topic is tax savings for Niche you open Zoom and then from Zoom you go live into your Facebook group so now you've already got it in two places you've got live attendees from your email list then you go to zoom there's a small technical thing just Google how to integrate zoom and Facebook lives it's very simple and now your Facebook group has one piece of content from you per week which is pretty much all there ever needs to be final point is that as every Zoom call you do whether it's a whether it's content whether it's with a client prospective client you should have everything being recorded and if everything's being recorded means you can review it or you can publish it now I'm not publishing anything from clients or perspective clients but if I can publish my this type of content it's much faster right because I already have the recording I did the live and now I just get to repurpose it very quickly and on to YouTube it goes okay some other quick points about production just because I really like this topic um right now and I want to do a quick example I do not actually have my ring light on so lighting is one of the primary uh things you need to consider the camera itself is another one and sound that's pretty much it and of course your background and and generally how you want to look but just look at my face right now now look at my face I'm probably a little bit brighter I probably look a little bit livel I look a little bit like a corpse a minute ago but now I have my light on and I totally forgot to turn it on like it happens sometimes so ring light is an absolute must it's like 50 to 100 bucks depending on the size of the light you get generally bigger is brighter brighter is better for video uh there's another light back here but you definitely don't need that one it just it just makes the sign look a little bit cooler or the the award you know 100K club for our clients camera uh hopefully I can bring this over here it's sort of all right I can kind of you can kind of see it but not not really this is a logic capture there it is logic capture uh I'm not using this but it is the goat webcam uh it's literally listed in the uh production guide I give all the links to all the all the all the gear we recommend in there so again if you want to like know specifically but logy capture got a built-in mic which is great but if you want to upgrade the mic you can get a Blue Yeti uh which is like 100 bucks and uh makes the sound a little bit crisper but that's it right like from production standpoint the main thing to pay attention to is just how you do it and I think I've given you a pretty good way go live Zoom Facebook then just pay attention to your gear and once you do it consistently my the rule of thumb I give my clients is like if you've done this for three months every week for three months treat yourself buy a nice new webcam don't don't go and buy stuff if you haven't proven you've actually developed the it just use your existing stuff you have right now you can use your phone you can use your your the webcam on your computer like you don't need all of that just prove you're going to do the work and then treat yourself okay final part is syndication which is what I think most people here are like ah you know Tyler how do you get the YouTube shorts Tyler how do you move it from uh from even Zoom onto YouTube how do you make sure that YouTube reads the information the right way uh so I'm going to break this down I'm not going to get too technal on it but there's really uh two things you have to do one you have to recognize you have an incredibly finite resource of time so in order to Syndicate on a lot of places you need help right like you need a social media manager ideally a video editor I think you can get 80 to 90% of our syndication done with one really good vid uh VA because really they're just social media light video editing and that's pretty much it right like that's all they just need to make sure it goes into the appropriate places uh but the other thing that they need are tools right like they need to know how to use software tools to expedite the syndication process uh so I'm going to I'm gonna just use I'm gonna just kind of finish the vid IQ tutorial uh because I think it's just so useful and so for instance just coming back into here one of the things that I think people get hung up on is uh well how do I make it like Google friendly right how do I make sure that there's like SEO associated with my videos and so so if we're going to just kind of like stick with the uh like the Cannabis thing right here uh let's uh I'm just Sam CPA hope I drive some traffic to your brother glad to see you're out here producing some content let's see if I can do a little bit of a little bit of help for you here okay so on the right hand side this is all of the additional data that vid IQ will provide to me right and you can see I can see his total Channel views the number of subscribers the total number of videos he's produced it also shows me is this person following YouTube SEO best practices he's missing some of the harder ones like chapters added which is a little bit more technically complex but it's not that hard it's very easy to add end screen added again just a small process Improvement but the one thing that I'm going to pay the most attention to is I'm going to pay attention to tags so tags are just a way of you telling Google or YouTube what this video is about okay and there are different tag strategies but generally speaking I'm going to take a look at a video that's ranking well on the search term that I want so if I'm looking at cannabis accounting I'm going to say well Sam CPA with video 26 cannabis business accounting seemed to have done a pretty good on job on this primarily because of the title right cannabis business accounting that's one of the major like it's not a tag it's the title of the video so if the title matches the search term you're already doing a really good job right like don't get fancy don't get cute sometimes l Lally just call it whatever the search is cannabis accounting right like you can just literally call your video that as the title and it will do really well the main thing though that I'm uh showing you here is the tags and so you'll notice he's got accountant accounting business cannabis CPA credit cards crypto debit Federal Government Federal level goods sold inventory justifications and you might say well what do all these things really mean and so from a tag perspective you're trying to do two things you want to have some overarching highlevel Concepts like accountant accounting marijuana uh uh anything that are sort of again high level just like broad terms but you only want that to be a few things and then what you want to do is you want to create the tags that are going to be closely aligned with the uh the search term that you're looking to occupy so again cannabis accounting or cannabis business accounting and then I would create VAR ations of those words or terms in different ways so I'd say uh uh how to do accounting for cannabis business uh accounting cannabis uh uh marijuana accounting right like I would do different variations of tags but the cool thing about vid IQ is let's just say you look at this and go these are great tags you can literally just copy them which is crazy like you can literally just like I'm gonna just take these tags and then when you go to use vid IQ as a producer when you publish them you can just literally copy and paste the tags and then change them out now of course I don't recommend that but for people who are are like you know I really am struggling I don't know what to do I'm a short on time you don't have to reinvent the wheel you can just just take what other people have done successfully and you can E I think anyone here could look at this and go well I could probably change out at least a few of these to be more relevant to marijuana and accounting right like it wouldn't be that hard and that's about it and so like that's that's how you get the more technical tagging SEO piece done for YouTube specifically but the main way that you Syndicate and again like Just One Last Time right like if you want like this in way more detail just sign up for the practice igniter challenge like do it you get a whole bunch of more stuff but the main thing is is delegation right like you need to edit the video a little bit you got to know the different parameters for you can only upload 10 minutes a video on LinkedIn for instance this video is already close to 30 minutes so I would need to pick 10 minutes then I need to say watch the rest of the video on YouTube to drive traffic off of LinkedIn to my YouTube channel I need to have a pretty good video editor who could take the best sound bites of each video and create those 10 to 20 to 30 second Clips to then get on to Tik Tok and YouTube shorts and Instagram stories and so that that's really what syndication comes down to there's way too much for you to possibly do but you don't even need to worry about that again until you have 20 30 videos that you've created because what's nice about content in general is that once you do that you have a library right like you never want to hire someone and be like oh man they don't have enough to do right like what are they gonna do like uh I I've got this video editor but like what am I gonna am I going to make like 10 hours of video this week like no you're never going to do that but if You' got a library of videos that's you know 20 30 deep they have a lot to work through to create those shorts to then republish onto other different platforms to get it into 10 minutes and pick the 10 best minutes and then put onto another platform so again there's there's quite a bit here but once you get into the rhythm of this now you get to go and you get to say hey big software company hey other person who also works with my perspective dream clients I bet we could put on something together and I'll bring in more people that aren't aware of you or that thrust my opinion and the things that I like and and are likely to go with those literally the definition of referral is Advanced referral strategy then they do the same thing they'll be like oh yeah for sure we'll bring in a bunch of people that trust what we say and we're going to say they should trust and listen to you too and so by extension both of your audiences grow like this is the fastest most profitable way to grow a business period like it it it I I I can't even like properly communicate the impact it has when you do it one last one last point on this right I think everybody wants more prospective clients of a higher caliber but even if even if even if you just take caliber and quality out of the equation you want more people to show up to calls that respect you just period just like forget the quality of the person for a second what determines whether or not someone shows up and respects you more one thing reciprocity they already feel like they owe you something they already feel like you're an expert and the only way that you can create an expert status is by taking the time to teach and educate people for free it's the only way to do it and so if you want a higher level of respect from everybody vendors clients potential clients employees potential employees again like I can't I can't even enumerate all the benefits that this does for you but once you start you'll start to notice them it'll start to happen you'll just start to realize that are easier you have more respect you have more people buying from you you have more calls on your calendar you have more more advanced referral opportunities this is what happens when you do this and so again if you want more help with this please feel free to check out the practice ignit challenge there'll be links floating around here there a link on our website it's 67 bucks gives you 30 days of access to the green firms Network you'll get these as well in addition to all the things that the challenge itself provides to you my name is Tyler S Clark I'm sincerely hope you do not ignore this strategy and I sincerely hope that you start as soon as possible because its benefits dramatically outweigh any of the potential drawbacks thank you so much for your most precious resource remember that only you can create your dream firm but we are here to help you every single step of the way have a fantastic rest of your work weekend thank you so much talk to You' all soon you