At FMG, we believe it’s important to let clients and prospects know who you are and what you do. That’s why we recommend all financial advisors work on a website intro video. But what is a website intro video? Well, we’re glad you asked:
What are Intro Videos?
Intro videos are short, three to five-minute videos that complement your online presence. You can use this polished video on the homepage of your financial advisory’s website, on your social media profiles, and on other online marketing materials. Video continues to be one of the most important interactive content pieces, and intro videos make it easy to share a lot of really valuable information with your clients and prospects. Custom video is a great way to get more out of your marketing strategy.
The Case for Intro Videos
The video has been around for a long time, but financial advisors are still hesitant to tackle this media. But videos are valuable for multiple reasons.
First, videos are a quick and easy way to share information. Studies show that people merely skim your website content, but videos have higher completion rates. This means that you can get your main points across quickly and effectively.
In addition, videos can help boost your website’s search engine rankings. Although Google can’t actually “read” the words in your video, these videos help boost your rankings because they increase your visitors’ time on the page. “Time on page” is an important ranking factor that Google values because it shows the algorithm that you have useful content. Videos help decrease your bounce rate and increase this time on the page, both of which will help you with your SEO efforts.
What Should You Include in Your Intro Video?
These intro videos are a great way to introduce yourself and your business. When Kirk was directing intro videos at Elevate, he broke the video down into five sections. These sections can help get you started:
Introduction
The first part of your video should be your introduction. Here, you can talk about how long your firm has been around, your geographical location, and a brief overview of your services.
Brand Promise
The next section of your intro video should be all about your brand promise or unique value proposition. Talk about what makes your firm different, why clients choose to work with you, your unique process, and your guiding ethics at your firm. These are the components that make you stand out.
Your Ideal Client
Next, spend some time talking about your ideal client. This can include demographic information like their net worth, age, or occupation, but it should also include the characteristics that you enjoy working with. Explain the values, demeanor, and priorities that your ideal clients share.
Your Life Outside of Work
Not only does adding a little bit about your life outside of the office add personality to your video, but it’s also a great way to show clients and prospects what really matters to you. You can share information about charities or volunteer work that’s important to you, some of your favorite hobbies, or any boards that you sit on. This personal information shows that you aren’t just a face behind a screen but that you care about the community and the people in it.
Call to Action
The last section of your video is actually the most important. Here, you explain how prospects can take the next step in working together. Whether you prefer an old-fashioned phone call or have a questionnaire on your site, including a clear call to action in your intro video will make it easier for viewers to take that next step. This is key for lead generation and turning a visitor into a long-term client of your advisory.
The Pros and Cons of Using a Script for Your Intro Video
If you are new to video, you may be tempted to create a script ahead of time, but this might not be the best approach, depending on how you want your video to come together. Here are a few of the pros and cons of using a script while recording your intro video:
Pros
- You can have your script approved by compliance before you start recording
- You can get your points across more efficiently because you already know what you’re going to say
Cons
- Recording with a script takes longer and can be more frustrating, especially if you’re trying to get it word-for-word
- Reading a script doesn’t sound as natural
One way to enjoy the benefits of having a script while still making it easy to record is to use a teleprompter. There are many free teleprompter apps that you can download on your smartphone, computer, or tablet to help.
Tips for Recording Your Own Video
If you’re ready to record your own intro video, here are some tips and tricks to remember:
- Make sure your eyes aren’t darting around and that you’re making eye contact with the camera. If you can, have someone sit right next to the camera and have a conversation with them. This makes maintaining eye contact easier.
- Dress up for your video. Men should wear a suit or sports jacket, while ladies should wear a nice dress or blouse and tasteful accessories.
- The color looks better on camera and can make your outfit pop.
- You can host your video on free websites like Vimeo or YouTube. YouTube is very easy to embed into your site or social media profiles (see a tutorial on how to embed a YouTube video here). Tip: when hosting your video on YouTube, you can make it private, change the settings so your viewers don’t get ads, and create a custom thumbnail that will show up before the video starts playing.
- When recording your video, talk slower and clearer than you normally would.
- When speaking on camera, start and end your sentences cleanly. Try to avoid filler words like “um,” “so,” and “like.”
Should You Hire a Professional?
Professional videographers have the skills and technology to produce a high-quality video for your website, but professional videos can run between $500-$1,000. We recommend going this route if you are creating a video that will live on your website because that video should be as professional as possible. Service sites like Fiverr, Thumbtack, and Upwork make it easy to find a professional videographer online. Or, you can do a quick Google search for videographers in your area or even post on your Facebook to see if any friends can help out.
For more casual videos, such as ones you would share on social or in a blog post, you can easily use your smartphone and get stunning videos without having to hire a professional. All you need is a nice background (such as your office), a tripod, and good lighting.
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