Gone are the days when accountants could rely solely on word-of-mouth referrals and traditional advertising to grow their practice. In today’s digital landscape, one forward-thinking firm is proving that creativity pays dividends. Meet the team at Hartwell & Associates, a group of Bedford accountants who’ve cracked the code on video marketing – and the results are nothing short of remarkable.

Over the past eighteen months, this innovative practice has doubled their client roster, with 70% of new enquiries coming directly from their video content. But how exactly are they doing it?

The Video Revolution in Accountancy

Breaking Down Complex Concepts

Sarah Hartwell, the firm’s managing partner, stumbled upon the idea during lockdown when clients were struggling to understand the government’s ever-changing support schemes. Rather than fielding the same questions repeatedly over the phone, she decided to create short, snappy videos explaining everything from furlough calculations to VAT deferrals.

“I was absolutely terrified at first,” Sarah admits. “The thought of being on camera made me feel quite queasy, but our clients’ response was incredible. Within days, we were getting calls from people we’d never met, all because they’d watched our videos online.”

The team quickly realised they were onto something special. Their first video, a five-minute explanation of Making Tax Digital, garnered over 2,000 views within a week and generated twelve new client enquiries.

Finding Their Voice

What started as pandemic necessity has evolved into a sophisticated content strategy. The team now produces three videos weekly, covering everything from tax-saving tips to business planning advice. Each video is carefully crafted to address real client concerns whilst showcasing the team’s expertise and approachable personality.

Junior partner Tom Mitchell handles much of the technical side. “We’re not trying to be the next Hollywood blockbuster,” he laughs. “Our videos are shot on a smartphone with decent lighting, and we edit them using free software. It’s all about being authentic and helpful rather than polished and perfect.”

The Numbers Don’t Lie

The impact has been transformative. In 2023, Hartwell & Associates welcomed 89 new clients – a 112% increase from the previous year. Their YouTube channel now boasts over 5,000 subscribers, whilst their LinkedIn videos regularly receive hundreds of shares.

More importantly, the quality of enquiries has improved dramatically. “People come to us already understanding our approach and personality,” explains Sarah. “They’ve seen us explain complex topics in simple terms, so they trust us before we’ve even met.”

Beyond Client Acquisition

The benefits extend far beyond new business. Existing clients report feeling more informed and confident about their financial decisions. Staff morale has soared as team members see their expertise reaching and helping more people than ever before.

The practice has also attracted top talent, with two experienced accountants joining specifically because they were impressed by the firm’s innovative approach and online presence.

Lessons for Other Practices

Start Simple, Think Big

The Hartwell team’s advice for other accountants considering video marketing? Start small and be consistent.

“You don’t need expensive equipment or a massive budget,” Tom emphasises. “Begin with one video per month addressing your clients’ most common questions. As you get comfortable, you can expand from there.”

They recommend focusing on evergreen content initially – topics that remain relevant year-round rather than time-sensitive updates.

Embrace Your Personality

Perhaps most importantly, the team stresses the importance of being genuine. “Clients don’t want to work with robots,” Sarah notes. “They want to see the real people behind the practice. Don’t be afraid to show your personality – it’s what sets you apart from the competition.”

The Future is Bright

As Hartwell & Associates continue to grow, they’re exploring new video formats including client testimonials, behind-the-scenes content, and live Q&A sessions. Their success story proves that with creativity, consistency, and courage, even traditional professions can thrive in the digital age.

The message is clear: in today’s competitive market, those who embrace change and connect with their audience in meaningful ways will be the ones who prosper.

The Future of Digital Marketing: Trends to Watch Out For

Introduction
The rapid evolution of technology has dramatically influenced the landscape of marketing, specifically in the digital realm. As we look to the future, various trends are emerging that could shape how businesses market their products and services online.

1. Increasing Video Consumption
Video content continues to rise in popularity as a medium for businesses to share their brand story, explain products, and engage with customers. Live streams and interactive video experiences are examples of how this trend is evolving.

2. Rising Importance of AI and Machine Learning
Artificial Intelligence (AI) and Machine Learning technologies are starting to play a significant role in digital marketing, allowing companies to automate tasks, gain deep insights into customer behavior, and personalize marketing strategies.

3. Growing Use of Chatbots
Chatbots are becoming increasingly integral to digital marketing strategies, offering an instant communication channel with customers for queries, achieving higher engagement and improving customer service.

4. Voice Search Optimization
As more people use voice assistants like Alexa, Siri, and Google Assistant, optimizing for voice search becomes crucial for businesses to stay ahead in the digital marketing game.

Conclusion
As we move towards the future, these digital marketing trends point to a more personalized, interactive, and accessible form of marketing. Businesses need to adapt and implement these trends to stay relevant and competitive.

Boost Your Business with These Digital Marketing Strategies

Introduction
In the era of digital revolution, businesses can greatly benefit from employing effective digital marketing strategies aimed at their target audience. However, formulating these strategies can be daunting. Here are some proven methods to help boost your business through digital marketing.

1. Build a Strong Online Presence
In today’s digital age, the first place customers look for a product or service is online. Thus, building a strong online presence on various digital platforms is critical for any business.

2. Leverage Social Media
Social media platforms are effective channels to reach out to customers. They offer businesses the opportunity to engage with customers, gather feedback, and provide customer service.

3. Engage in Content Marketing
Content marketing is about creating and sharing valuable content that attracts and engages your target audience. This strategy not only drives traffic but also generates leads and builds brand loyalty.

4. Optimize for SEO
Search engine optimization (SEO) is a method that increases your business’s visibility on search engine results pages. SEO dramatically impacts your online presence and likelihood of attaining potential customers.

5. Utilize Email Marketing
Email marketing is a cost-effective way to reach out to your customers. Personalized emails can result in improved customer engagement and higher conversion rates.

Conclusion
To stay ahead in today’s competitive market, businesses must embrace digital marketing strategies. Implementing the abovementioned techniques can significantly boost your business’s online visibility, customer engagement, and ultimately, sales.