[IMGCAP(1)]YouTube is the second largest search engine in the world for a reason: people like video. It’s more engaging than reading a document and often quicker. Today, video is becoming another tool firms can use to  communicate what they do to the marketplace with a lot of great benefits. Here are five ways to consider using video to grow your accounting firm and the resources you need to make it happen.

1.    Professional bios
In addition to your traditional professional biographies on your website, consider interviewing all of your listed professionals and including a short video clip. Some topics you might want to cover: how they approach serving clients,  how their background gives them a unique perspective, how long they have been with the firm, some of their unique skills or experiences, and something personal.

2.    Capture thought leadership
If you are already conducting a seminar, webinar, or speaking on a topic, record it and edit it down to smaller topics or consider posting it as a whole on your website. You can also create short series where your professionals speak on a given topic.

3.    Blogging
Some of us have avoided blogging because we are more gifted in front of an audience than writing an article. Video blogs are another way to share what you do with the world. They are quick and easy to do yourself and can even include others via interviews.

4.    Services
Instead of just relying on your website or marketing collateral to share what you do, consider using video to talk about what you do. Video is now being used in everything from pharmaceutical sales to consulting to talk about what companies do.

5.    Attract new talent
Almost anyone you would want to hire is interested in knowing more about your firm and your culture. Using video to showcase your people, culture and firm is a great way to give potential candidates an inside look at your firm.

In addition to being more engaging, video provides a lot of other great benefits. First, like many other digital communications, it can be tracked. Second, video naturally attracts new, relevant search traffic.  Finally, it helps you build trust and credibility because it humanizes you. Consider incorporating video into some of your marketing efforts.

Sarah Johnson is the chief growth strategist with Inovautus Consulting, a firm that works with CPA, Law and professional service firms to help them grow more effectively, and author of Practical Ideas for Growth, a blog dedicated to growing professional firms. Her counsel and strategies have helped move firms to the next level in their marketing and sales efforts. Connect with Sarah at 773-634-9902, sjohnson@inovautus.com, or www.linkedin.com/in/sjjohnson.