Podcast

Summary

  • How to Get Over Social Media Gitters By Scripting Your Videos
  • What to Include in Your LinkedIn Posts
  • Why TikTok Might Be a Good Platform for Your Business

Helpful Resources

Meet Stephen G. Pope

Stephen G. Pope is the founder and CEO of SGP Labs, which helps CPA and accounting firms get clients that best match them through strategic video marketing. Stephen will work with firm owners to think through a marketing strategy and help them implement it, all while making it efficient and effective.

In today’s Growing Your Firm Podcast, Stephen will explain why video content marketing is important and how to make it effective. 

Get everything you need to manage projects and meet deadlines.

Subscribe to our weekly newsletter, and get 32 free accounting workflow templates today!​​

sign me up!

Stephen frequently runs into firm owners who are interested in getting the most out of social media but turn away because they either: a.) become overwhelmed from a lack of strategy or b.) aren’t good on camera. To combat their roadblocks, Stephen works to help them reframe and understand their purpose by figuring out who they are trying to help and find the most effective ways to articulate their information. 

This tactic helps firm owners share their standards and present their knowledge in a way that is easy to understand and helpful for their audience.

Stephen suggests creating a script before recording a video because it helps focus your energy and thoughts.

When you write a script, you are able to ask yourself how you can make the viewer glad they watched the video, and go from there. 

Book recommendation from Stephen: Building a Story Brand by Donald Miller is a great resource explaining some of the best tactics for sharing quality content.

Here are a few aspects each script or social media post should include to be effective:

  • Get to the point
  • Relate to the listener
  • Establish the desire to watch
  • Establish credibility
  • Deliver the information
  • Provide a call to action

Stephen says sticking to this structure will give you the confidence you need to get on video and convey your thoughts more easily.

What to Include in Your LinkedIn Posts

The goal with social media, especially LinkedIn, is to get real traction on your posts. To do that you must create strong content for your platform. You should structure your posts in a way that is easy to digest, captures attention, and is simple to understand. 

If you currently lack a social media presence, Stephen says LinkedIn is the perfect place to start. It’s easy to use and lets you connect with like-minded people who are interested in your business/topics. It will give you the experience you need before you start building on with a podcast, youtube channel, and eventually written content. LinkedIn is also for interacting with your audience. It’s easy to do and shows you are interested. 

As far as what to include in your content, Stephen says to talk about things people are interested in, diversify content, and tell them how you got your business to where it is today. Each of these builds credibility and shows you are really trying to connect with your audience.

Oftentimes, people will look to other firms or businesses to see what is working for them on social media, while this can be good for ideas, Stephen recommends forging your own path. He says by creating unique, different content that you enjoy, you will stand out from the crowd, which is the primary goal in the end. 

Why TikTok Might Be a Good Platform for Your Business

TikTok has taken the world by storm and while many people believe it is primarily an app for kids, the age range of users is growing and it’s becoming a valuable tool to receive information. 

Its’ simple design allows users to easily create and view videos. It truly is a great tool for delivering quick content. You can watch other videos and keep up with the recent trends to help your videos stand out and reach as many viewers as possible. 

Once you’ve created a video and shared it to TikTok, you can repurpose that video by posting it to your other platforms, which keeps your content fresh and provides your audience with info in an easy-to-digest format. 

As a final tip, Stephen suggests taking time to learn each platform. Because they all have different contexts, you may need to tailor your topics or delivery to get the most out of your content. 

To learn more from Stephen about the top tricks to sharing valuable video content to social media, listen to the full podcast above! If you love what you hear, share it with another firm owner!

See Jetpack Worflow In Action

Get under the hood of Jetpack Workflow’s accounting workflow and project management platform. See some of the top features and how it helps your firm standardize, automate, and track client work more efficiently.

Building a team can be one of the most challenging aspects of growing a firm. Your team drives your firm’s success, so it’s essential everyone works well together and can produce positive results. 

While there are plenty of resources around critical areas like creating a strong culture, team building, leadership, and what makes a good team member, there’s a lack of resources about which types of team members can be toxic for your firm. 

Knowing how to pinpoint and manage what team members are doing more harm than good can be just as important as knowing which members are best for the team. We’ve put together a list of the 5 most common types of team members to avoid (or coach back into the firm). 

1. The “Yes” Person

When you hire a new team member, especially one that doesn’t have a lot of experience, it’s easy for them to say “yes” or “got it” to everything you ask them. This is because they don’t want to deliver bad news, appear incapable of completing the work, or disappoint in any way. 

You can avoid the constant yes by rephrasing how you ask for comprehension. For example, instead of saying a yes/no question such as “Do you have any questions?” or “Do you understand,” try rephrasing by saying something like, “What questions do you have?” or “Just to make sure I didn’t miss anything, can you repeat the instructions back to me?”

Simply adjusting the way you ask a question can make a huge difference in the way you communicate with a team member. Remember, you’re the manager, and it’s your responsibility to manage your team well

2. The Client Downer

This is a dangerous team member because internally, they’re likely very good at what they do. However, your business thrives on relationships, not just delivering work, so their lack of client engagement skills can carry many negative results. 

Therefore, it’s important to rely on client satisfaction reports, as well as work 1-1 with your team to improve interpersonal communication and client engagement skills. You should work hard to ensure each member of your team is upholding the level of standards you’ve set for your firm. 

Get everything you need to manage projects and meet deadlines.

Subscribe to our weekly newsletter, and get 32 free accounting workflow templates today!​​

sign me up!

3. The “It’s not my job”

Especially for a small firm, the “it’s not my job” attitude can be extremely toxic. In many small businesses, it’s likely required to wear a few different hats to ensure each task is being completed. Even for larger firms, you need your team to contribute to strategy and ongoing feedback on the firm, instead of just clocking in and clocking out.

An “it’s not my job” employee can also negatively impact the rest of the team. It shows a lack of care and respect for the task at hand, and the bad attitude can even start to rub off on other employees, creating an “I’m not doing it if they aren’t doing it” attitude. 

Upon hiring, make sure your new team member is aware they may have a few tasks to complete outside of their regular list of responsibilities. Inform them this is an essential part of being a member of your team.

4. The Lone Ranger

AKA, not the team player. This is the team member that does not like to work with others, can be rude, short-tempered, and closes themself off to other team members (or to clients). 

They may think their work is more easily completed on their own, but in many firms, mistakes can be made, and a team effort is often required to best serve your clients. You also have to keep your culture in mind when you run into this type of employee. If your firm is built upon working as a team, a lone ranger can greatly affect the overall culture

5. The Not-So-Good Ring Leader

The not-so-good ring leader is one that when something goes wrong, or they don’t agree with something, instead of speaking to a partner or owner, they rally one (or more) team members to join in on their frustration. From there, a minor issue can turn into a larger issue, disrupting not only their own productivity but everyone else’s around them. 

Whereas the previous four toxic team members were somewhat isolated to the individual (although can still affect the team), the not-so-good ring leader loves a good rally and will typically bring others to their side, even for minor issues. Like most of the other toxic team members, this one can really cause a rift in the productivity and culture of the team. 

In the end, building a team is an ongoing investment of time and resources. You’ll have to coach, do one-on-one’s, and make sure each member of your team has the resources they need to best serve the rest of the team. 

Your Growth Depends On Your Team

When an accounting firm focuses on growth, the tendency is naturally to look at efforts to bring on more clients. While predictable growth in leads and sales is essential for expansion, it’s not the most critical component of the equation. 

True, profitable growth happens when you’re able to hire the right people. With the right team, you’ll create a better client experience, have more referrals, and a better overall work environment.

Make it a priority to remove/avoid toxic team members and build a culture you are proud of in your firm. It’s rarely (if ever) easy to build a great team, but the rewards are obvious… you grow faster than you ever thought possible.

See Jetpack Worflow In Action

Get under the hood of Jetpack Workflow’s accounting workflow and project management platform. See some of the top features and how it helps your firm standardize, automate, and track client work more efficiently.