What Professional Service Firms Can Learn About Social Media from Marc Kohler

Marketing Tips for Professional Service Professionals

Marc Kohler, an estate planning expert, may offer other professional services professionals a template to follow to secure additional engagement. The article describes how Marc Kohler has marketed his services.

In the field of tax law and estate planning (where online engagement can be difficult, if not impossible to obtain), Mark J. Kohler (”Kohler”) has built a following that exceeds 500,000 followers; these followers come from various platforms. This reach is something that many in the professional service industries have only dreamed of. As an attorney and CPA, Kohler has taken what could easily be considered a daunting and unapproachable topic and turned it into a vibrant, engaging social media presence through platforms like YouTube, Instagram, and LinkedIn. According to Kohler’s website,[1] these marketing efforts have translated into more than 25,000 engagements to set up LLCs and corporations, more than 6,000 engagements to set up estate plans, and more than 50,000 individual clients served by his team of more than 50 legal professionals. This article describes how he markets his firm’s services.

Kohler’s success did not come from luck; it came from leveraging specific social media marketing strategies that resonate deeply with his audience. He transformed complex legal and financial concepts into informative and highly engaging content. For business valuation and forensic accounting professionals, there are valuable lessons to be learned from Kohler’s approach. Marketing a tax law firm shares many similarities with promoting business valuation, litigation support, or forensic accounting firms.

Using Educational Content

Kohler’s approach revolves around educating his audience, which is a critical component for any professional service firm. In fields like economic damages, forensic accounting, and business valuation, where the information is often technical and the audience’s understanding is key to building trust, education can be a form of soft selling. Kohler does not just tell his audience that he is an expert, he shows them by breaking down complicated topics into manageable, relatable pieces of content. For forensic accountants and valuation professionals, adopting a similar educational focus can demystify the complex world of financial analysis. By offering clear, accessible explanations of business valuation or forensic accounting methods, these professionals can position themselves as trusted authorities, much like Kohler has done in the realm of tax law.

Developing a Conversational and Personable Tone

Another key to Kohler’s success is his conversational and personable tone. Tax law is not typically associated with friendly conversation, but Kohler has turned it into just that. His videos and posts feel like conversations with a knowledgeable friend rather than lectures from an aloof expert. This approach makes the content approachable and engaging, drawing in viewers who might otherwise be intimidated by the subject matter. Business valuation and forensic accounting professionals can benefit from taking a similar approach. Instead of formal, jargon-heavy language, a more relatable and conversational style can help break down barriers and make complex financial concepts feel accessible. Sharing personal anecdotes and case studies humanizes Kohler’s profession, showing the practical, real-world impact of the tax law industry.

Consistency Is Key

Kohler’s social media strategy relies on consistency. He does not just post occasionally; he maintains a steady stream of content that keeps his audience engaged and coming back for more. Forensic accountants and valuation experts can learn from this by committing to a regular posting schedule, whether it is weekly blog posts, monthly webinars, or daily social media updates. Consistent content not only reinforces expertise but also keeps the professional’s brand at the forefront of potential clients’ minds.

Leverage Multiple Platforms

Kohler’s willingness to leverage multiple platforms is another lesson for professional service firms. By not confining himself to a single medium, he meets his audience where they are, whether that is on LinkedIn, Instagram, or YouTube. This multi-platform approach allows him to tailor his content to the strengths of each platform; short, punchy videos for Instagram, longer educational content for YouTube, and professional updates for LinkedIn. Similarly, forensic accounting and business valuation professionals should consider diversifying their content distribution. LinkedIn might be perfect for detailed articles on valuation trends, while YouTube could host instructional videos on financial analysis techniques. This strategy ensures that the content reaches a broader audience and engages different segments of the market.

Utilize Video Content

Kohler mainly utilizes video content to share his message with his audience.[2] Videos do not have to be “just one more form of content” to create and schedule, but can be a great way to connect with audiences on a personal level. For business valuation and forensic accounting professionals, video can be an excellent medium to explain complex topics visually, making it easier for clients to grasp intricate concepts. Short explainer videos, live Q&A sessions, or even client video testimonials can go a long way in building credibility and trust.

Include Clear Calls to Action and Build Community Engagement

Kohler’s use of calls to action and community engagement is something every professional service firm should replicate. Kohler does not just educate, he prompts his audience to take the next step, whether that is signing up for a webinar, booking a consultation, or simply engaging with his posts. Forensic accounting and business valuation professionals should ensure that their content is not just informative but also includes clear calls to action. Whether it is encouraging potential clients to download a free guide, subscribe to a newsletter, or schedule an initial consultation, these calls to action guide audiences towards deeper engagement.

Conclusion

Kohler’s success in marketing a firm in the niche tax law market demonstrates that professional service firms do not have to shy away from social media marketing. By embracing education, adopting a personable tone, maintaining consistency, diversifying platforms, utilizing video, and including calls to action, business valuation and forensic accounting professionals can build a strong, engaging online presence. Kohler’s approach shows that with the right strategy, even the most complex and technical fields can find their audience and thrive in the digital world.

[1] KKOS Lawyers: https://kkoslawyers.com/

[2] Kohler’s YouTube channel had 731 videos at the time this article was written: https://www.youtube.com/c/markjkohler.

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Miranda Kishel, MBA, CVA, CBEC, MAFF, supports the completion of business valuations, business calculations, forensic accounting, economic damages, and asset tracing engagements, focusing on in-depth financial analysis including modeling, forecasting, research, and report preparation. Her previous experience lies in small business consulting, commercial lending, accounting, real estate development, and economic development.

Ms. Kishel can be contacted at (218) 404-4877 or by e-mail to mkishel@litcpa.com.