There’s no denying that video marketing for financial advisors is becoming more popular and necessary to reach targeted audiences. And while there are millions of videos out on the internet about everything from how to color your hair at home to how to change your vehicle’s oil, financial advisors are in a unique position. Financial advisors are able to provide important information to clients and prospective clients about the current state of the markets, worldwide health and economic impacts on investments, and much, much more.
Through video, this information can be distributed quickly, which is necessary as this information can change daily. Another benefit of using video for financial advisors is the ability to reach a large audience without a requirement for face-to-face meetings or seminars. In the past, financial advisors used to hold lunch seminars, workshops, or individual meetings as a way of prospecting and introducing themselves to new prospects. Now, with social distancing being of utmost importance, video using some of the new technologies can be the next best way to communicate.
When an investor is in the market for a new financial advisor, seeing a video of the person who could potentially be advising them on their retirement and financial future is a very big deal. Instead of reading a description on a website, they could be seeing your face and hearing your voice and have a better chance of making a personal connection.
This video should be fairly evergreen in content, not mentioning anything specific or current in the markets, and should be brief. The whole point of an engagement video is to introduce yourself and gain interest and lead them back to your website where you have even more content and a means of contacting you to schedule a personal meeting (virtual or traditional).
Educational videos can be an important part of your video library. These types of financial advisor marketing videos are usually on very specific financial topics. For financial advisors, some ideas for educational videos could be explaining the different types of investments, investment philosophies, types of market fluctuations, planning issues, etc.
The goal of an educational video isn’t to make the person watching it an expert, but rather give them a good overview and encourage them to reach out to you with any specific questions. Be sure to include a descriptive title and caption, so the viewer knows exactly what they’re viewing. Also, for topics that take longer to explain, you can make them part of a series and label them as such. That way the information is in smaller, easily digestible pieces and can be watched over multiple sessions.
As a financial advisor, you likely get asked the same questions over and over. By making a Frequently Asked Questions (FAQ) video, you can provide your clients and prospective clients with answers to their most immediate questions without having to wait for a personal response from you. While some FAQs will be more detailed and involve a reply on a case-by-case basis, you can still provide answers to the most basic and general questions.
Consider having a second person, such as another staff member read the questions as if they’re interviewing you. This conversational approach can make the Q&A format more dynamic and engaging than if you were to just read them one by one.
Onboarding New Clients
When you obtain new clients, chances are you have a standard welcome email or letter that you send out. This may include instructions for how to set up online accounts within your system or how to reach you with questions, etc. This video can address those things as well as set your new clients’ expectations for how often they can expect to hear from you specifically about their investment results.
If you have a standard timeline (i.e. once a month, once a quarter, etc.) let that be known so they are confident you are watching their money. This may include a series of videos sent out via email at scheduled intervals once clients have been with you for certain milestones, depending on how you plan your communications.
Going a step beyond simple onboarding, creating video tutorials for how to log in to client-facing databases can help ease new clients into the process. While some of your clients may be experienced web users and need little to no instruction for how to sign up for an online account, others may not be so savvy.
By creating a step-by-step tutorial for things such as signing into their account or to sign in to a “clients only” section of your website, you will be accommodating those clients who need a bit more detailed instruction.
Welcome/Meet the Team
While you will likely have briefly introduced yourself in the engagement video, this video is meant to be a more detailed introduction of you and your team. It becomes an important part of the onboarding process for new clients. This video can be for new clients only and include contact information for members of the team, who to reach out to communicate with newer clients.
If you’re the sole person on your team, make it a warm and friendly welcome to your new clients with a brief intro and a few more details about yourself. If you include team members, consider shooting those as separate segments so that if someone leaves or gets added to your team, you don’t have to shoot the entire video again.
When something big happens in global and national news (think global pandemics), your clients are going to have questions. And rightfully so, given that things that impact the economy can have a major impact on their retirement goals. A quick way to get a message out about anything happening in the markets is to create a video outlining the situation and your take on the situation with regard to investments.
While you will still want to reach out to your clients on a one-on-one basis regarding the specifics of their account, that can take a while so a video can help address the concerns of the masses while you work on the individual outreach.