The Power of Video Content Marketing

Nearly 65% of people are visual learners, making visually appealing content crucial for service professionals. Financial advisor marketing videos make it possible for you to connect with your clients and prospects in an engaging way that is unmatched in digital marketing. In only a few minutes, you can educate and inform clients on industry topics and concepts, educate them so they can make more informed decisions, and establish your authority and credibility.

Along with being visual learners, people more than ever have shorter attention spans, so it is important to create compelling content that tells your story in a unique and interesting way. With video, you have an opportunity to demystify complex financial or insurance topics, and maybe even make it interesting.

How powerful are financial advisor marketing videos when it comes to social marketing?

Consider these stats from Entrepreneur.com: Consumers are 39% more likely to share content if it’s delivered via video and 36% more likely to comment. Even if you are looking for a simple ‘like,” your audience is 56% 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 better results from your social media efforts? Video could be the answer you’ve been looking for.

video content marketing website financial advisors

Benefits of Video Marketing for Financial Advisors

Added Value

The primary reason to add video to your marketing efforts is its unmatched ability to communicate complex and high-level concepts in a digestible and straightforward manner. Because video is so easy to understand, many Internet users turn to video when they want a better understanding of a concept or service. Consider that over 500 million hours of video are consumed every day on YouTube, and you can easily see the power of video.

Likeability

With all the talk in the digital marketing world about establishing your authority and building your brand, one of the oldest and most potent forms of marketing gets little press, and that’s likeability. People do business with people they like. Financial advisor marketing videos let financial advisors put their personality front and center to create trust and greater interaction. There’s just something about putting a face to a name that seems to put people at ease.

If you are worried about sending the wrong message or mixed signals via video, we suggest reading The Like Switch. The book contains field-tested and practical information from a CIA interrogator who gets high profile prisoners to like him enough to confess their crimes. You’ll find plenty of useful tips for building rapport and trust.

TOMA

Today more than ever, people are inundated with an enormous amount of information with a minimal amount of retention. You’re not just competing with other financial advisors online; you’re competing with everything from funny videos to events and news from around the world. 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.” Video helps you get that elusive top of mind slot.

Increased SEO Benefit

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. The popularity of video means that your viewers will spend more time on your pages with video. This increased time on page is a key factor for page ranking with Google and other search engines.

When viewers spend more time on your page, that tells search engines that you are creating valuable and relevant content for your visitors. In fact, Moz found that incorporating video into a blog post attracts three times as many inbound links than blog posts without video.

Better Social Media

You already know how engaging video can be, so it’s no wonder that when you include video in your social media marketing, you’ll get better results. After all, social media gets its label from the very fact that social media platforms are social in nature. Video helps create that social factor because it lets you engage your viewers with a relaxed and comfortable approach.

Using Financial Advisor Marketing Videos to Build Your Brand

Video production can be done in-house with a small budget and could be a great way to ease into your video content marketing campaign. Smartphones and other affordable video tools can produce entry level video and help you learn the ropes. Even if you farm out your video production to freelancers or agencies, the cost can be well worth the investment.

FMG Suite is a big believer in the power of video. In the video below, we explain our own process for creating our award-winning videos.

While we have a sizable team behind our video productions, our strategies can inspire and guide you as you embark on your video creation efforts. An even easier way to get started with video marketing for financial advisors is to take advantage of FMG Suite’s content library. When you use our website platform, you have free access to hundreds of financial videos that you can share via email, social media, and on your site.

Video Marketing for Financial Advisors on a Budget

Put Your Smartphone to Work

Just like with social media efforts, producing short, engaging video using a smartphone won’t be seen as “amateurish” but rather as a signal that you are tech savvy and understand how your potential clients prefer to be engaged. With a little practice, you’ll come across as a genuine person while you build your authority.

Rent Equipment

If you’re serious about creating high-quality video, rent video equipment instead of buying it. It’s much less expensive, and you don’t have to worry about upgrading your equipment when the newer video technology rolls out. Most video professionals that rent equipment will be happy to answer questions and steer you in the right direction.

Live Video Streaming

Using the camera on your smartphone or computer and a live streaming service like Facebook Live, you can create financial advisor marketing videos to share your social media followers. There are no do-overs or rewind buttons, so be sure to consult your broker-dealer to ensure you’re compliant. Practice with some offline productions until you feel comfortable. You want to come across as a professional, but you also want that genuineness that your prospects demand.

Whiteboard Videos

Sometimes called “explainer videos” or simply motion graphics, whiteboard videos are those animated videos that are becoming more and more popular. These explainer videos are less expensive than live action video, and they have been proven to be very effective regarding attention spans and retention. You’ll easily find a variety of options online to help you get started, like Sparkol and PowToon.

We can’t argue enough for video because it’s transformed our business, and it’s a marketing tool that produces some incredible results for financial advisors. We hope that this article has convinced you of the power of financial advisor marketing videos and given you the inspiration to create a video marketing strategy.

Whether you take advantage of our high-quality video content, use our custom video production service, or produce your own video, we think you are going to be amazed at how video can help you grow your business.