VIDEO MARKETING
CASE STUDY

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Sykes & Company, P.A., is an accounting firm in North Carolina that has focused on the needs of independent retail pharmacy owners across the U.S. for over 35 years. Founder and Managing Partner Ollin Sykes saw an opportunity to grow the firm because of its deeply niche-focused work. After a short foray into creating video blogs, Ollin and Ingenuity Marketing Group, LLC saw the power of this medium for his audience and began creating a regular video blog by Ollin as well as a series of onboarding videos for potential and new clients of the firm.

Strategy

As part of a growING™ retainer, Sykes & Company, P.A. has worked with Ingenuity to produce and post bimonthly video blogs and a six-video series to onboard new clients. The video blog is recorded via Skype with Ollin in his office and an Ingenuity senior communications consultant asking questions remotely. Three to four blogs are recorded per Skype session and these are posted roughly two weeks apart so that Ollin only needs to spend 30-45 minutes every six to eight weeks to keep the blog going. Ingenuity edits the videos and adds a beginning and ending sequence before posting them.

Recently, Scotty Sykes, CPA, has joined Ollin as a regular video blogger on the site, to expand his reputation as well.

The videos are posted on YouTube and embedded on the Sykes website in the “news/blog” section. In addition to creating the YouTube description and posting the videos on the Sykes blog, Ingenuity tags the videos and periodically creates social media posts featuring the videos and Sykes’ SEO keywords.

The Sykes & Company, P.A. employees attend approximately 10-12 tradeshows a year in the independent pharmacy industry; Ollin and Scotty are frequent speakers. Ingenuity creates social media updates about Ollin and Scotty’s presentations and posts them during tradeshows to create a seamless flow between the online arena and the tradeshow floor, funneling traffic both to the Sykes presence at the show and to their website and videos during and after the show. Ollin and Scotty mention the videos during his talks and the YouTube analytics show a rise in viewership during tradeshows.

Sykes & Company, P.A. also uses the videos as a way to nurture their warm leads. After tradeshows, leads are entered in their mailing list and are sent email updates when new videos have been posted.

Results

Starting in early 2014, Sykes & Company, P.A. began receiving new clients who mentioned the videos as a factor in choosing to work with the firm. This includes new clients they had not previously met at tradeshows, which demonstrates that the videos have become a viable channel to bring in new business that Sykes & Company, P.A. would not otherwise encounter. YouTube reports that the videos had 11,261 views in 2016 with an average watch time of 3:28 minutes. The videos had 18,659 views in 2017 with an average watch time of 3:31 minutes.

Sykes & Company, P.A. rose to the #1 position on Google for the phrase “pharmacy accounting,” beating out a larger competitor who previously held the top spot. In addition, the phrase also brings up a direct link to one of the YouTube videos.

In 2017, the Sykes & Company, P.A. drew 10,410 users who viewed 2.11 pages per session for an average visit duration of 2:14 minutes. Of these, 6,765 visitors found the site through organic search and those visitors stayed for 2:31 minutes. This shows that the keywords are bringing in potential leads.

As of early 2018, Sykes & Company, P.A. ranks #1 for 18 different keyword phrases that have to do with independent pharmacy accounting. They are 16 other keywords for which they are ranked #2 or #3 in Google search results.

“Although Sykes & Company speaks at many trade shows and is heavily involved in the independent pharmacy industry, we get two to six calls a day, probably more than half of them are coming through the Google searches, through our website, looking at the collateral materials that you helped us develop. What’s really surprised me is how many people are finding us on Google and not hearing us talk, not seeing us at the shows, not getting a referral from somebody – although those are obviously extraordinarily important to us – but the organic finds, through Google, just blows me away.” 

– Ollin Sykes


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