5 Ways Video Content Will Transform Your Marketing
When it comes to content marketing, no format beats video. Until it is possible to post immersive virtual reality experiences on your LinkedIn page, video is the most engaging content type available (rest assured, when social VR is available to the masses, we will be on it). But for many advisors, utilizing video in your marketing plan can feel like a big step. We understand. That is why we are so excited to continually point out the benefits of employing video to help you build your brand, generate new prospects, and engage with your clients.
Here are five benefits of using video in your marketing:
1. It will add value to your content offering
The number one reason to add video to your marketing effort is its tremendous ability to communicate complex and high-level concepts in a digestible and straightforward manner. That is why when it comes to getting a question answered, an enormous amount of internet users turn first to video. There are over 500 million hours of video consumed every day on YouTube. Just to put that in perspective, that is 57,000 years. Imagine all of the things humans have learned in 57,000 years. We didn’t even have Netflix back then!
Another reason video is so good at delivering value is the fantastic ability of moving images to communicate with our minds. There is a statistic floating around the internet that visual images are processed 60,000 times faster than written text. Forrester Research suggests that 1 minute of video is worth 1.8 million words. While the veracity of such claims seems pretty impossible to verify, the overall conclusion one must come to is that video has tremendous potential for delivering communication.
The amount of information, specifically actionable insight based data, which you deliver to your audience is directly related to the efficacy of your marketing efforts. In highly complex fields like finance, this need for high bandwidth communication is even more crucial. Video is an elegant solution to the problem of how best to deliver such information.
2. It will make your prospects like you
One of the most enigmatic challenges of branding and marketing revolves around rapport building. While it is important for prospects to perceive your expertise, your professionalism, and your acumen, it is equally (if not more) important that they like you. How can an advisor who is looking to expand their client base best communicate their personality to strangers investigating them online? The answer is (not surprisingly) video. Video is one of the highest bandwidth communication mediums for personality. From your body language to the tone of your voice, video’s ability to help a remote viewer feel like they are having a personal 1:1 interaction with you is unmatched.
In a recent survey, over half (57 percent) of all consumers agreed that video content gives them the confidence that they need to make an online purchase. That confidence arises from a series of subconscious signals that are communicated when we interact with a person. These signals are not present in written communique. If you are worried about your ability to broadcast the right signals over video, we suggest reading The Like Switch. The book contains incredibly practical information from a CIA interrogator who became famous for getting high profile prisoners to not only trust him but to like him enough to confess to their crimes. If you follow even 1/10th of the advice he presents in this book, viewers of your videos will be overcome with a positive feeling towards you that will help build that all-important relationship of trust.
3. It will keep your expertise top of mind
In case you haven’t noticed, the current human ingests a lot of information. In fact, one study (not even that recent of a study) estimated that we consume over 100,000 words of written information every day. While none of this is news, it is worth pointing out to illustrate the challenge of delivering a message that will remain top of mind. Top of mind awareness, or TOMA, is defined in the book, Marketing Metrics, as, “The first brand that comes to mind when a customer is asked an unprompted question about a category. The percentage of customers for whom a given brand is top of mind can be measured.”
When it comes to improving the TOMA of your prospects and clients, video is an incredibly powerful tool. 80% of customers remember a video they’ve watched in the last month. These facts are even more important for financial advisors than many other professions. There is often an extended period between when a potential client sees a message from an FA and when they actually have a need arise for that advisor’s services. If you are looking for a strategy that can help keep your branded message intact and ready for recall in the minds of your target audience, consider delivering that brand message through video.
4. It will improve your SEO
Last month, we dedicated our marketing broadcast to the topic of SEO and the strategies advisors could employ to help improve the search engine ranking of their sites and the content that lived there. It won’t surprise you that video had a tremendous role to play in that effort. In fact, Forrester Research found that your content is 50 times more likely to make it to the first page of Google results if it includes video.
So how exactly does video help SEO efforts?
While many people think of incredibly technical techniques when the letters S, E, and O are mentioned together, our main point in the broadcast was to illustrate practical strategies available to people of all technical backgrounds that could help them be found more easily online. Video increases that chance by improving the user experience (UX) of a website. When someone follows a link to a page on your site and encounters a video, chances are they will spend a great deal more time on that page than if they had merely encountered a wall of text. This increased time on the page is one of the metrics that search engines like Google take very seriously when considering what page to suggest in their search results. The more time users spend, and the less of them that ‘bounce’ off your page (i.e., leave after just a few seconds), the more confidence search engines has in sending people your way. In fact, Moz found that incorporating video into a blog post attracts three times as many inbound links compared to blog posts without video.
5. It will add fire to your social marketing
We at FMG Suite are big believers in the power of social marketing. Our Social Foundations Campaign is one of the more popular aspects of our service offering, and our Custom Social Builder has been one of the most popular features we’ve released in the past few years. We are continually looking for ways to help advisors increase the efficacy of their social media marketing. Video plays a unique role when it comes to social. It is one of the most powerful ways to turn up the heat on your social engagement which will lead to increased reach, expanded audience, and more meaningful online engagement.
How powerful is video when it comes to social marketing? Consider these stats: Consumers are 39 percent more likely to share content if it’s delivered via video and 36 percent more likely to comment. Even if you are looking for a simple ‘like,” your audience is 56 percent more likely to give it to you if the content of your post includes a video. With all of the emphasis being put on social efforts, wouldn’t you like to see a little more success coming from your own? Video could be the answer you’ve been looking for.
Is it obvious that we are fans of video? We hope that something in this article has inspired you to think about how you could better incorporate video into your marketing strategy. Whether it is taking advantage of our high-quality video content that we offer with our product, or whether it is producing your own video (either on your own or with our help), we believe that integrating video in your online presence will have a massive effect on the success you are experiencing in your marketing efforts.