Did you know 4 times as many clients would rather watch a video about a product than read about it? Videos have a compelling way of capturing attention and helping make difficult concepts easier to explain versus consuming it via text. It also humanizes your financial planning or management firm, helping to quickly build trust and credibility.
As more people are viewing videos from their mobile devices, your financial advisor marketing plan should include this valuable form of media. You’ll create more opportunities for clients to find and learn more about your brand. Ranking as the 2nd largest search engine and owned by Google, YouTube is the perfect platform to grow your presence and share useful content relevant to your audience.
So, whether you need to dive deep into a topic, educate potential clients on how a product works, or share your brand’s story, you can be as creative and illustrative as you want leveraging videos.
Here are 8 tips on how to energize your financial advisor marketing by adding more videos to your strategy.
How-to videos are perfect for offering value to your audience. By sharing useful ways to achieve a specific goal or outcome, you’ll further your own credibility and be viewed as a reliable source in the industry. People are likely to remember your brand because you showed them how to solve a problem or meet a need.
Using a tool like Screencast-O-Matic allows you to video record your screen to demonstrate spreadsheets, charts and other content pieces that will be useful to your potential clients.
Consider the common questions that current and prospective clients typically have. These are excellent content topics to highlight on video and share with your followers. Shorter videos are best and they perform exceptionally well on social media.
Answer your frequently asked questions on video. Keep it concise by addressing one question per video, then add this content to your social media and email marketing to continue educating your audience. You can also refer new clients to these videos to help reduce customer service calls while improving your digital marketing (i.e. traffic generation and SEO ranking).
Your clients will be at different points in the buyer’s journey. Some may be seeking general financial advice whereas others may be actually searching for financial products and services to meet their management and investment needs. It’s important to create content that speaks to each stage of the buyer’s journey so you appeal to everyone in your audience.
This includes the Awareness, Consideration, and Decision Stage. Publish videos that provide information (i.e. addresses common questions, educational content), offers options on how they can solve their problems (i.e. instructional and how-to’s), and ones that help consumers make an informed decision about their next step (i.e. customer testimonials, product videos).
DOWNLOAD E-BOOK: How to Create Buyer Personas for Financial Advisors
When producing your videos, be sure to give great eye content by looking into the lens versus yourself on the screen. You see, you want to have a genuine conversation with your audience. Starting directly at your viewers makes it seem as if you’re having a one-on-one discussion with them. Your message will appear more genuine and authentic, creating a better connection.
Repurposing content is working smarter with your digital marketing. By converting your popular or evergreen content into other formats, you significantly extend your reach and influence. You’ll appeal to different audiences as you create content that caters to their learning styles and preferences.
With that said, convert your most-trafficked blog posts into a video for YouTube and social media. On YouTube, be sure to optimize your videos by including the keyword in the title, meta description, and tags. Also, include a link to the original article to drive traffic back to your website.
Finally, leverage live-streaming video on social media with Facebook Live or Instagram Stories to share your content and engage with your audience in real-time.
Simply creating a video is not enough to attract viewers to your message. You must promote your video or be intentional about getting it in front of your ideal client.
Create a promotion plan for your videos. When publishing on social media, be sure to tailor the headline for each network so you appropriately relate to that audience. Include a video in your email to boost open and clickthrough rates while nurturing leads with amazing value. Finally, embed videos in your blog content to improve user experience and drive more exposure to your content.
Your story and brand’s personality helps separate you from competitors, giving you the slight edge. Video gives you the complete freedom to be you, thus, attracting clients who connect with your style and enthusiasm. Therefore, be authentic in your videos by showcasing your personality. Make sure your messaging is consistent across your other marketing channels as to not confuse your target market.
The ultimate goal of your video content is to drive favorable behaviors that result in traffic to your website, opt-ins or viewer engagement. Since video has the power to increase your lead generation and sales, it’s crucial to optimize your content to achieve these goals.
So, always end your video with a CTA, telling your audience what to do next. This can range from clicking on the link, sharing your video on social, or posting a comment or question below to boost interaction.
Videos are highly effective for increasing brand awareness, capturing attention, fostering engagement, and moving people to action. Using this tool will amplify your financial advisor marketing while giving your audience more of what they want. Implement these tips to add zest to your marketing efforts…and create favorable results from your digital strategy.
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Download our buyer persona ebook to know what client needs you can address in your video.
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