Nearly 65% of people are visual learners, making visually appealing content crucial for service professionals. Financial advisor marketing videos connect with your clients and prospects in an engaging way that is unmatched in digital marketing. In only a few minutes, you can educate and inform clients on industry topics and concepts. Along with being visual learners, people have ever-shortening attention spans, so it is crucial to create compelling content that tells your story in a unique and interesting way. With personal financial planning videos, you can demystify complex financial or insurance topics and maybe even make them interesting. Read on to see how you can become the best financial advisor on Youtube.
How Powerful Are Financial Advisor Marketing Videos for Social Marketing?
According to a recent report featured by Wyzowl, video is an essential social marketing tool that marketers and online audiences agree is the best way to engage. Here are the three key takeaways:
- The use of video for marketing continues to increase in both usage and spending, and most marketers plan to increase their use of video in 2021.
- Prospects consider video to be a critical element in their client journey, and they are increasingly demanding the medium from the brands they use.
- 87% of marketers report that video produces a positive ROI — an increase of over 50% from 2015.
A survey conducted by CMO Council & Pitney Bowes provides insights on video marketing and consumer behaviors that can help financial advisors meet viewers’ expectations.
- 48% of viewers want videos to reflect the specific products and services that interest them.
- Almost half of consumers want interactive features that give them control over what and when they watch.
- But personalization, which is so vital in other marketing mediums, isn’t necessary for a positive video user experience. Only 12% of those surveyed reported that video with their name and other personalization influenced their engagement.
With all the emphasis being put on social efforts, wouldn’t you like to see better results from your social media efforts? Financial advisor video marketing could be the answer you’ve been looking for.
5 Important Benefits of Video Marketing for Financial Advisors
1. Added Value
The primary reason to invest in financial advisor video marketing is its unmatched ability to communicate complex and high-level concepts in a digestible and straightforward manner. Because video is so easy to understand, many internet users turn to video when they want a better understanding of a concept or service.
Consider that people online watch over 500 million hours of video every day on YouTube, and you can easily see the power of video. According to Zenith Media, the average person will spend about 100 minutes watching online videos per day in 2021, or the equivalent of viewing 25 straight days of video. That’s plenty of opportunities for financial advisors to provide valuable content.
2. Likeability
With all the talk in the digital marketing world about establishing your authority and building your brand, one of the oldest and most potent forms of marketing gets little press, and that’s likeability. People do business with people they like. Financial advisor marketing videos let financial advisors put their personality front and center to create trust and greater interaction. There’s just something about putting a face to a name that seems to put people at ease.
3. Top-of Mind Awareness (TOMA)
We inundate people with an enormous amount of information with a minimal amount of retention. You’re not just competing with other financial advisors online; you’re competing with everything from funny videos to events and news from around the world. Top-of-mind awareness, or TOMA, is defined in the book Marketing Metrics as “The first brand that comes to mind when a customer is asked an unprompted question about a category. The percentage of customers for whom a given brand is top of mind can be measured.” Video helps you get that elusive top-of-mind slot.
4. Increased SEO Benefit
Forrester Research found that your content is 50 times more likely to make it to the first page of Google results if it includes video. The popularity of video means that your viewers will spend more time on your pages with video. This increased time on the page is a key factor for page ranking with Google and other search engines.
When viewers spend more time on your page, that tells search engines that you are creating valuable and relevant content for your visitors. In fact, Moz found that incorporating video into a blog post attracts three times as many inbound links as blog posts without video.
5. Better Social Media
You already know how engaging video can be, so it’s no wonder that you’ll get better results when you include video in your social media marketing. After all, social media gets its name because social media platforms are social in nature. Financial advice videos help create that social factor because it lets you engage your viewers with a relaxed and comfortable approach.
Using Financial Advisor Marketing Videos to Build Your Brand
Video marketing for financial services can be done in-house with a small budget and could be a great way to ease into your video content marketing campaign. Smartphones and other affordable video tools can produce an entry–level video (think financial planning on YouTube) and help you learn the ropes. Even if you farm out your video production to freelancers or agencies, the cost can be well worth the investment.
While we have a sizable team behind our video productions, our strategies can inspire and guide you as you embark on your video creation efforts. An even easier way to get started with videos for financial advisors is to take advantage of FMG’s content library. When you use our website platform, you have free access to hundreds of financial videos that you can share via email, social media, and on your site.
Video Marketing for Financial Advisors on a Budget
Put Your Smartphone to Work
Just like with social media efforts, producing short, engaging videos using a smartphone won’t be seen as amateurish but as a signal that you are tech-savvy and understand how your potential clients prefer to be engaged. With a little practice, you’ll come across as a genuine person while you build your authority. Here are some tips from Loyola University’s Office of Marketing and Communications:
- Enhanced audio using an external microphone is an easy way to improve the quality of marketing videos, whether you’re using iOS or Android.
- Give video viewers the familiar framing they are used to. When you’re filming yourself, your head and upper torso need to fill most of the frame.
- Don’t film against a window or light-colored wall. Instead, use interesting backgrounds that add an appealing element without distracting from the message.
Rent Equipment
If you’re serious about creating high-quality video, rent video equipment instead of buying it. It’s much less expensive, and you don’t have to worry about upgrading your equipment when the newer video technology rolls out. Most video professionals that rent equipment will be happy to answer questions and steer you in the right direction.
Live Video Streaming
Using the camera on your smartphone or computer and a live streaming service like Facebook Live, you can create financial advisor marketing videos to share with your social media followers. There are no do-overs or rewind buttons, so be sure to consult your broker-dealer to ensure you’re compliant. Practice with some offline productions until you feel comfortable. You want to come across as a professional, but you also want that genuineness that your prospects demand.
Whiteboard Videos
Sometimes called “explainer videos” or simply motion graphics, whiteboard videos are those animated videos that are becoming more popular. Ninety-four percent of people report watching explainer videos to learn more about a product, and 84% report whiteboard videos enticed them to buy. These explainer videos are less expensive than live–action videos, and they have been proven to be very effective regarding attention spans and retention. You’ll easily find a variety of options online to help you get started, like Sparkol and Powtoon.
Video Marketing Best Practices
The following best practices can help you get more out of your video marketing strategy.
1. Use video across multiple channels
One of the great things about video is that you can use it almost anywhere in the Digital Universe. You can link two videos through your email; you can send them out as posts; you can even put them in greeting cards and send them through the mail.
If you have a social media presence, you will post your video on several platforms. Make sure that you’re posting schedule and posting protocol are set out. For example, do you set posts to Facebook and Instagram and link in the same amount? At the same time? Or does each platform have a different Cadence?
2. Use videos as high-value posts
Marketers are now finding that public sentiment has switched from posting two fewer posts with higher content quality. As a result, video marketing is not as complicated or as time-consuming as you might think.
This is why we find videos to be so influential on social media. A video that is only a few minutes long can deliver more rich content than a 20-page eBook. Therefore, it is important that videos are well-designed and well-crafted.
3. Connect with your audience through video
Video provides advisors with one of the best ways to connect with their audience at Large on a one-to-one level. So much of our communication is the non-verbal aspect of looking at another person. When clients and prospective clients see your face hear your voice, and get to know YouVideos must be better; they are more likely to trust you with their business. Even a video taken with an iPhone gives your online audience a more intimate view of your life.
4. Include closed captions
85% of videos on Facebook are viewed with the sound off. If you are using your videos for social media posts (which you should be), one way to make your video much more successful is by adding closed captions.
The video description can also include these closed captions in liner notes to help with search engine optimization.
5. Use animated videos as awesome infographics.
However, explaining complicated ideas or changing Market situations is often best communicated through an animated video. For example, watching an infographic in motion can help share complex ideas by making them visual.
6. Show authenticity and personality
One of the best ways to make your clientele feel more part of a team than by introducing them to your team. Videos that show your office has other members of your team and even your family can make your audience feel like they are part of your extended group. And helps create a tribe and invite your ideal clients into it.
Even a simple video of you talking to the camera can be like a one-on-one conversation between you and a client. This is an excellent chance to establish rapport and build your relationships.
7. Case studies and testimonials
Recent SEC changes have made it possible for advisers to use testimonials in their marketing. While this ability changes from broker-dealer to broker-dealer, most advisers now have ample opportunity to start using this powerful marketing tactic.
Videos that showcase a client or present their case study are compelling in that they provide investigators with hypothetical situations they can compare to their own lives. It can also help clients visualize how they can use your services better and engage with you in ways they hadn’t considered before.
Examples of the Best Financial Advisors on YouTube
Example 1. Adrian Rowles Financial Advisor
The Adrian Rowles Financial Advisor YouTube channel does a great job of showing off Adrian’s uniqueness as an advisor. Offering an insightful look at what’s going on in the industry and how to get financial things taken care of.
Example 2. Streamline Financial
Streamline Financial’s YouTube is all about making your retirement the best it can be. Offering information, updates, and tips about how retirees should go about planning their retirement. With great financial advice and a spokesperson, you know you can trust.
Example 3. Wealth Factory
Wealth Factory’s YouTube does a great job of showcasing many different professionals in the financial industry. Giving viewers various unique outlooks on the industry and the best ways to keep your finances in order. There’s something for everyone here thanks to that.
Creating Your Video Content Plan
Even the best video production in the world won’t help you succeed if your videos don’t have anything of value to share.
Capturing your content marketing strategy in the form of a content calendar is the secret ingredient that turns good intentions into a well-executed plan.
Step 1. Decide on Your Topics
Your blogs and social posts do much more than just provide your online audience with an exciting read. These are the pieces of content that define your brand, piece by piece.
They will be the signals to search engines like Google that your site holds the answers for specific questions.
They will show potential clients that you share their values and are specialized to address their concerns.
To create your calendar, answer these questions:
- What are the topics that would hold the most interest for my ideal customer?
- What words and phrases do my clients use when describing my services?
- What topics will be taught in my offering?
The answers to these questions will become your topics, keywords, and video titles. They will guide your video content production.
Step 2. Commit to a Cadence
Content marketing is a great long-term strategy. But it is a marathon, not a sprint. Many advisors start off trying to produce too much content and soon lose steam. Burn-out is even more likely when it comes to creating video content. Their enthusiasm starts to wane when they don’t see the kind of results they hoped they would.
Marketing experts call this phenomenon “The Gap of Disappointment.” Months 2-6 take a lot of effort to get through and often don’t show the kinds of returns an advisor hopes. Only once the marketing effort and returns enter equilibrium can a strategy find its long-term stride.
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Answer these questions to help set a cadence that will carry you through “the slog.”
How often do you want to publish an article? Would you consider hiring a copywriter?
Step 3. Create a Feedback Loop
Have you ever been driving and seen one of those radar signs that flash your speed at you if you are going too fast? When you know that you are going too fast, you instinctively slow down to the posted speed.
Fun fact: The digital readout of your speed on these signs blinks relative to how fast you are going. As you slow down, the number blinks more slowly until you reach the legal limit, and it stops blinking.
The radar sign is a feedback loop. It lets you know how your efforts are going. You can see the gap between expectations and results.
The best way to create a feedback loop for your marketing is to schedule regular analytics reviews.
Take time to determine which Key Performance Indicators (KPIs) you will review each analytics meeting. Some video KPIs you may want to consider are:
- Video Views and Unique Views
- CTA Clicks
- Total Watch Time
- Impressions
- Audience Retention
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