Video Marketing for Advisors: 4 Common Questions on How to Get Started

Over the past two years, our industry has undergone an extraordinary evolution, rising to meet our clients’ needs within an uncharted landscape. We were already living in a digital world, but 2020 forced us to think quickly and accelerate the tools and the means in which we connect with people.

 

Advisors play a crucial part in their client’s lives today, and how we’ve thrived during this time has only solidified what I know and love about our industry. No matter the situation, advisors are ready and willing to meet clients where they are – and today that’s mostly in front of their video screens and on mobile devices. There are so many opportunities to make great connection points in new ways, and that is one of the reasons why it’s essential that advisors prioritize video as the key component of their marketing strategy.

 

Old School Video vs. New Skool Video

Let’s face it. This industry can still be a little old school, even when it comes to video. The Old School mindset is that video is expensive and requires a lot of production. It’s also super formal, features charts and elevator music and canned jargon. The New Skool mindset is agile, DIY, and focused on driving a human connection by creating an authentic experience. Video today helps build trust quickly and offers potential clients a way to get to know you before they even meet you. It creates more meaningful meetings and offers advisors in-between meeting touch points to keep clients engaged and connected. Video is also scalable – one video can reach many and serve multiple purposes.

 

So what are you waiting for? The clients we’ve talked to say it’s not about the desire to create video – it more about where to begin. Here are some of the most common questions we receive about video:

 

What gear should I use?

This is the number one question we get from advisors when it comes to video. Our approach is to just keep it simple. The more complicated the equipment, the more it can be a barrier to actually following through with creating video.

 

So skip the fancy gear and shoot with your phone or with your webcam. Your phone is ideal for shooting on the go and when you’re away from your computer. Your webcam, paired with video hosting software, is the perfect setup for advisors shooting videos from their desk or laptop.

 

How can I shoot quality video?

Technology offers lots of opportunities to make the video creation process easy. Soapbox by Wistia and Loom are just two examples where you can shoot video on your webcam and then edit and distribute. Keep in mind:

  • Camera Angles – Try to shoot at eye level or slightly above eye level. Use a stand, stack books, puzzle boxes, printer paper, whatever works to adjust the height of your laptop. There are also affordable tripods you can use for videos shot with your phone.
  • Lighting –Natural lighting is the best. Experiment with light during the day where the window is in front of you.
  • Backdrop and dress – the experience your clients have with your video should mirror what they would have in person with you. So keep it professional, but authentic.

How do I edit video?

When people hear video editing, it can be really intimidating. It doesn’t have to be. The goal is to keep it simple and take a minimalistic approach using applications that make editing very user friendly. Mainly:

 

  • Trim the front and back end of your videos.
  • Make sure your bumper (your intro logo or other branded clip) is no more than 5-7 seconds max.
  • Skip the elevator music in the background if you can. It’s distracting and it competes with people speaking.

 

How do I get more engagement on your videos?

Now that you’ve created your videos, it’s time to distribute them and start tracking user engagement. Recently we spoke with Samantha Russell, Chief Evangelist at FMG Suite company (formerly Twenty Over Ten) about how advisors can make the most out of the videos, and she offered us her top tips based on platform.

 

YouTube:

  • First and foremost, every business should have YouTube channel. Why? Because YouTube is the second largest search engine after Google! It’s one of the easiest ways to distribute your videos and be found.
  • Don’t worry about subscribers. The vast majority of users who view your videos – up to 80% – aren’t subscribed to your channel. YouTube Studio will help you better understand your analytics.
  • Pick a regular cadence to post your videos that is realistic for you. YouTube’s algorithm rewards consistency.
  • Consider your keywords – in the title, in the description, in the hash tags. This helps you get found by the right users. Also, YouTube does not like “click bait,” so try to say the words in your title on video.
  • In the description, drive users somewhere – to your website, to a landing page with a lead capture form, or to your social channels.
  • Thumbnails matter – they are the small images that people see when they’re quickly scrolling. CANVA is one program that can help you create quick, easy and branded thumbnails.

 

On Social Media:

  • We recommend uploading video natively to each platform – rather than as a link to another location. The goal is to give the quickest access to your video.
  • Most people are going to watch about 1-2 minutes of your video on social media. If your video is longer, you’ll need to create a clip to fit the specifications of that platform.
  • If you mention partner companies or COIs, tag them.
  • In the comments, offer links to landing pages, your blog or your website for more information.

 

On Your Website or Landing Page:

Websites are 52 times(!) more likely to be found when they have YouTube videos embedded in them. On your website, consider:

  • Embedding 30 seconds to one minute videos from YouTube on static pages like your homepage or your About Us page
  • Transcribe your videos as blogs for compliance approval and use the transcription for an SEO boost

 

In Emails:

Video content in emails can improve click-through rates by up to 300% (Biteable). Here are a few ways to up your engagement in emails.

  • Include the word {VIDEO} before a subject line for higher open rates
  • Don’t actually upload or send the video. Most email platforms won’t allow you to do this. Instead, embed a snapshot image or your thumbnail into your email with a link that will drive people to YouTube.

 

Although I recognize that this is a lot of information, think of it as simply a guide with helpful tips to get you started. The pace is yours to set and you can always begin using content you’ve already created (like a blog that you can turn into a video). Just remember to start small, be consistent, and then get better!

 

Ready to implement your video-first marketing strategy? FiComm has created an informative 1-Day DIY course that offers you lots of helpful tips to getting started and an opportunity to ask questions specific to your business. Learn more and register! 

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