It's well known that video marketing is effective. It can increase your search engine rankings and the amount of time people spend on your website. Studies have also shown that video clips are shared 12 times more often on social media than simple text and links alone.
The problem is that many advisors are falling into the trap of doing videos just for the sake of doing videos. This only creates more noise and does not really serve the advisor as well as it should.
There are two main questions advisors should be asking themselves when it comes to videos:
- How can I create videos with purpose?
- How can I incorporate video into specific client communications and/or prospecting efforts?
The answers to these questions should be woven throughout your marketing strategy by using videos in the correct way.
Videos With Purpose
Always consider the audience you are trying to reach before you make a video. Then think about your goal: What does this video need to accomplish? Finally, think about where this video will be viewed. Will it be on the homepage of your website? On social media? On a landing page? For video marketing to be effective, the right kind of video must be used in the right location.
For instance, the purpose of the video on your homepage should be to address the needs and concerns of the clients you want to attract. The goal here is to show that you understand them.
An example of when advisors get video wrong is when they put an animated explainer video on the homepage of their website — for instance, a generic animated video that talks about stock market performance. That's the wrong use for that type of video. Animated explainer videos are good for explaining simple concepts but should be embedded deeper in the hierarchy of your website to help answer specific questions.
Another use for video is when something urgent happens in the economy or the markets. Instead of trying to call every single client, you can record a simple video of you, personally providing insights and education. Talk to the viewers just like you would if you were sitting across the desk from them — so they can pick up on your reassuring tone and the warmth of your facial expressions. In this instance, that is the primary purpose of the video. It doesn't need to be fancy or a high-end production — just make it clear, be articulate, passionate and authentic.
As a MarTech entrepreneur and marketing consultant, Robert Sofia has served over 1,000 companies since 2005. His list of clients includes solo advisers, ensembles, RIAs, family offices, BDs, GAs, BGAs, custodians, investment companies, and insurance companies.
