From pop-up ads to social media, and even while pumping gas at your local station, video content is everywhere you look. And while video cameras have been around for over a century, advances in mobile technology have made it possible for anyone with a smartphone to create and view video content.
Learn how to get started with your own financial advisor video marketing strategy!
If you haven’t considered video as part of your financial advisor marketing plan, then it’s time to update your strategy. Or, perhaps you have considered incorporating video content into your financial advisor digital marketing strategy. But, like many other financial advisors in the same uncharted territory, you have questions and perhaps even some apprehension about how video can generate financial advisor leads. If that describes you, then continue reading about the potential for video producing more leads for your advice and services.
Can Video Marketing Produce New Leads?
Diving into a new financial advisor content marketing channel is a big decision, so before they commit money and time, prudent financial advisors want to understand how video content can increase their production of financial advisor leads. There is a one word answer: Engagement.
When compared to other types of content marketing, video content tends to have significantly higher engagement levels. This is because most people are more comfortable watching videos than they are reading large volumes of text. And the more people are engaged, the more likely they are to take the next desired step - contact you to schedule an interview. They are a lead when you obtain their contact information.
Obtaining their contact information can be as easy as providing gated content (registration required), email signups, or Contact Us forms. The key is to provide just enough content to keep them engaged, but also encourage them to reach out for more information.
Does Video Marketing Only Work for Certain Target Audiences?
No, but some audiences are going to gravitate to video content more easily than others. Understanding your audience’s content preferences will help you determine if financial advisor video marketing is a viable approach for generating high quality leads.
If you have multiple target audiences, your research may indicate that your audiences prefer different kinds of video content. By segmenting these audiences, you can deliver personalized financial advisor video content based on their preferences. What this does mean is that the same video content will appeal across the board. In fact, this “one-size-fits-all” approach will likely backfire, because it ultimately won’t fit anyone.
What Content Should My Financial Advisor Video Marketing Feature?
That depends on your target audience(s), and what you know about them. It’s very likely that you have an existing catalog of content in other media, such as whitepapers, blog posts, infographics, etc. Based on how that content has performed in the past, you can turn the most popular written content into video content.
Additionally, if you have a niche within the financial advisory industry, video content is a great way to leverage it. By creating video content that takes a deeper dive into financial advisor topics that are usually covered in a more general fashion, you can provide your audience with a better understanding of what is likely a confusing topic for non-financial professionals, business owners, and retirees.
An additional benefit of creating professional quality financial advisor video content is that it helps establish you and/or your financial advisory firm as an expert or trusted source for high quality content about financial topics and advisors.
Video Best Practices
Don’t Underestimate the Importance of Captions
While video content tends to be more engaging because it features audio and visual content, it’s considered a best practice to produce financial advisor video content that makes sense, even without the audio. Whether it’s to accommodate ADA recommendations for the hearing-impaired community, or because there are times when viewers can only watch a video, but not listen, providing captions for your financial advisor video marketing content will help give context to the content.
As a bonus, providing captions for video marketing content can help boost SEO, since those captions will be crawled by search engines. Keep this in mind when scripting your videos and try to include as many relevant keywords in your captions as possible.
Keep an Eye on Video Content Length
There is a time and place for video content of all sizes, from 10-second clips to long-form informational videos or webinar/seminar recordings. Knowing where and when to share short and long-form video content will help that content perform at higher levels.
Where Should I Share My Video Content?
While YouTube is considered the pioneer of video platforms, there has been an influx of video platforms that make it easier than ever for even the most novice of users to upload video content. Social media channels have become one of the main places where video content is shared, with some platforms featuring only video content.
Because each social media channel has unique attributes and audiences, it pays to do your homework to determine where your financial advisor video content will have the greatest impact on your financial advisor leads.
You may even want to hire a digital marketing agency to do the work for you.
Do I Need Experience with Filming and Editing Videos? What Professional Equipment Do I Need?
Absolutely not. The process is very intuitive.
Does it help? Sure. Due to the availability of filming and editing programs on cell phones and small portable cameras, it’s true that virtually anyone can produce and share their own video content.
That said, not all video content is created equal. There is very often a noticeable difference between amateur video and professionally produced video. For financial advisors who are getting started with video marketing, aiming for that middle ground is a great place to start. A tripod and some additional lighting can be the difference maker when it comes to video quality.
What If I Need Help Getting Started?
It’s not uncommon for financial advisors to want to launch their own video marketing to generate leads, but don’t have the time or even the desire to film and produce their own video content. That’s where a digital marketing partner, such as Paladin Digital Marketing, can be a huge asset. By delegating the more time-consuming elements of financial advisor video marketing, you can retain control without the labor intensive work and specialized knowledge.
This partnership can offer the benefits of producing financial advisor leads with video marketing content and leave enough time in your busy schedule to nurture those leads into revenue producing clients. It’s a win-win for you and the leads that are produced by your video efforts.
