Do your customers understand your services?

customer-undestand-services_LI-532x266 Do your customers understand your services?

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If you offer services that client’s may not fully understand, consider making short, explainer videos to highlight your firm’s services and how each might benefit clients.

What is an explainer video?

These specific videos are short, online marketing tools used to explain a product or service.

Types of Explainer Videos

There are three basic, explainer video types, including:

  1. Live Action: In these non-animated videos, a person tells the listener about a service. For example, explaining the difference between a review, compilation, and audit.
  2. Animated: These videos use illustration to demonstrate a service or process. A good example might be how a client portal works. This is also a great tool for QuickBooks, Excel, accounting software, or other technical demonstrations.
  3. Whiteboard: As it implies, you use a whiteboard to diagram a process or service a client might use. In this case, consider topics such as what are the benefits of having an outsourced bookkeeping service, or the pros of leveraging a part-time CFO.

How to make an Explainer Video

  1. Start with a script. Video Brewery’s “How to Write a Killer Explainer Video Script” is a good starting point.
  2. If you don’t want your voice on the recording consider, Fiverr, or your computer’s voice-over options.
  3. Create the video. You can use a professional production company, leverage an animation or video tool like Pow Toon or Design Wizard, use your cell phone, or hire a freelancer, whichever works for your budget. WordStream offers this list of the “Top 10: Best Video Editing Software for Beginners” or this one from Beebom, “Top 15 Best Video Editing Software You Should Use.”
  4. Music and Sound Effects: Avoid getting yourself into copyright hot water. Go with music and sound effect resources that are royalty-free or offer one-time use licenses, such as MusOpen, Free Sound, Audio Jungle, and Audacity. Read the use policy fine print before imbedding anything into your video.
  5. Review the video, share with friends, and get some feedback before unleashing it on your target market. Ensure the tone and branding of the video “feels” like your company.

Next Steps

Once the video is created, what should you do with it?

  • Post it online with a publicly-accessible link. If you have a YouTube channel, post it there. If not, post the video in an online location, such as your website or video-sharing tool, like YouTube, Vimeo, Wistia, BrightCove, Facebook Live, Instagram Stories, Periscope, or Snap. ConvertKit shares this list of pros and cons for each.
  • Post it on social media platforms, along with relevant hashtags to draw interest.
  • Include it in client emails.
  • Have it running or available for play at your next tradeshow or event booth.
  • Encourage your sales team to leverage it at pitch meetings or other client-based meetings.
  • Share it over and over on social media channels throughout a period of weeks or months.
  • Promote (paid) it on social media platforms, like Google, Bing, Facebook, LinkedIn, Twitter, and Instagram.

If you want to track the video’s success metrics, add these steps to your process.

  • Create a trackable URL for each platform it’s shared on, e.g., Twitter, Facebook, email, and events – each has a unique URL to track clicks to the website. Learn more about URL builders from Google.
  • Implement event tracking mechanisms on your website to determine play length, shares, behavior flow to and from the video, and more. This article from Optimize Smart walks you through the process.


  • Lancelot Studios created this animated video about challenges a business owner faces when doing her own accounting or taxes. ]
  • Jervis and Partners shared this video about a business owner having an accounting firm by his side.
  • M-Accounting posted this video about using online accounting tools to ease clients’ paperwork burdens.

Now that you have the why and the how of an explainer video, you’ll need the what. Consider questions clients have asked in the past that you can answer with sound bites, with animated steps, or with a whiteboard demonstration. They are perfect for your next explainer video.

What will your topic be?

Additional Resources


Disclaimer: This post originally appeared in the CPA Client Bulletin Resource Guide, © 2018 Association of International Certified Professional Accountants. Reprinted by permission.


  1. Hey, there user, I was reading this article and coming down about making the users understand about their services and how their audience saw and understand them, you have really explained it very well in detail for the needy one.
    For the video editing section, I have found another article where it is more up-to-date and classified into categories. You can find it here – – If the admin is seeing this, maybe you can include this one in the article.

    • Thanks for the tip. I added it to the blog post in the editing section. Great list by the way.

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