There are many advantages to using video in your marketing strategy. And as advisors adopt video, one challenge remains the same:

Where do you start?

There is an abundance of tips online, and many of them can be overwhelming. Expensive equipment lists, software, and setups that take extra time. This makes many guides complicated and less relevant to financial advisors.

Luckily, this guide was written with advisors and other financial professionals in mind.

So, if you’re just diving into video marketing, this is the place to start. We’ll cover the basics of video production for financial advisors, from equipment and recording to editing and distribution.

Let’s jump in.

1. Preparing To Create Your Video

You’ll want to set a few things up before you start recording. For your first step, you’ll need equipment, a script, and a recording location.

Equipment You Will Need

  • Camera:
    You don’t need a fancy camera to get started. The camera built into your smartphone or the webcam you use for meetings is perfect.
  • Tool/Place To Set Your Camera:
    You will want your camera to be eye level. You can buy a tripod and phone attachment online or stack objects on your desk. Just make sure your camera is secure once you have it in position.
  • A Change of Clothes:
    Wear something business casual. You want to appear professional but still relaxed on camera.

How To Write Your Script

Your script should be short, 1-2 pages work well. You’ll want to cover a topic relevant to your clients.

To find a topic, think of the most common questions you receive. What questions are you always asked? If you’re stumped, check out this quick video on the best types of video content for financial advisors.

Once you’ve brainstormed your topic, it’s time to start writing.

Start by listing off the relevant topics you would like to cover. Then, write your script in a conversational tone. You want viewers to feel like they are in your office speaking to you, so every day, conversational language is best.

If reading from a script would feel unnatural, then consider writing a bullet point list that you can reference when filming.

You may need to send your script over to compliance before you film. If you are starting a video strategy for the first time, consult with your compliance officer to learn their specifications and approval process.

Finding a Recording Location

Where you record makes a big difference in the quality of your video. You should find a place that is:

  • Quiet. You don’t want extra sound in your video.
  • Not in front of a distracting background. Your viewer’s attention should be on you, not what’s going on behind you.
  • Contains a source of natural light. A large window is perfect for recording. You’ll want to set your camera and chair so you are facing the window, window, and make sure you are well-lit.

Luckily, most offices fit these requirements.

Once you have your equipment, script, and location, you’re ready to record.

2. Recording Your Video

This step is often the most intimidating. But don’t overthink it.

Start by reading your script a few times to get comfortable with it. If you chose a bullet point list, do the same and think of what you might say.

Once you’re ready, you can start recording. This step will depend on what camera you are using.

If You’re Using Your Phone:

  1. Open the camera app.
  2. Click the “rotate camera” button to see how you will appear in the recording (or rotate your phone)
  3. Secure your phone to its recording location.
  4. Select Video mode.
  5. Press record to start and stop your video.
  6. Remember to look at the camera while speaking, not your own face on the screen.

If You’re Using Your Webcam:

Video recording on a Mac computer
  1. Open your computer’s recording software (Mac is Photo Booth, Microsoft is your Camera app)
  2. Turn on your audio and video:
  3. When you’re ready, click record to start and stop your video.
  4. Remember to look at the camera while speaking, not your own face on the screen.

Locating Your Video File

Once you’re done recording, your video will be stored in one of a few locations.

  • If you record on your phone your video will be stored in your camera app.
  • If you record using your webcam, the file will live on your recording app, and perhaps in a “Movies” file.

You’ll want to record several versions of your video. Once this is done, and you know where to find them, you’re ready to move onto the next step.

Exporting video file on a Mac computer

3. Finalizing Your Video

This step involves determining which of your videos is best, performing some simple edits, and saving it.

Select The Best Recording

Start by choosing which of your recordings is your favorite. Watch each one through, but don’t worry about small issues.

If you are well-lit, the camera is stable, and the information is clear, then you’re good to move onto editing. You can always ask a colleague for a second opinion if you’re not sure which version is best!

How To Edit Your Video

Keep your editing simple. You don’t need to cut in between different scenes.

As for software, Mac and iPhone users can edit videos using iMovie while Windows users can use Windows Movie Editor. If you’re unsure of how to use these programs, watch this tutorial for iMovie , and this tutorial for Windows Movie Editor.

To edit your video:

  1. Import your video into the editing software
  2. Drag the clip into a new editing project
  3. Click and drag the clip from the start to remove any dead space from the beginning
  4. Click and drag the clip from the end to remove any dead space from the end
  5. Export the file
Editing a video on a Mac computer

If you’re interested in more robust editing, then it may be worth it to invest in a program like Adobe Premiere. But unless you are ready to invest extra time and money into your video making, then we would recommend the default programs to start. You can also hire a freelance editor (via something like Fiverr or posting a job listing at your local college)

Once your video is edited, export it, title it, and ensure that it is an MP4 file in the largest possible file size/audio quality. When this is done, you’re ready to distribute your video to your viewers.

Sharing a file from iMovie on a Mac computer
Saving a file on a Mac computer

4. Distributing Your Video

Before you begin distributing your video, make sure to send it to your compliance team (if applicable).

Once it has been approved, you’re ready to distribute it. Feel free to use whichever method you prefer, though we do recommend using as many as you can to utilize the advantages of video marketing and ensure your video is receiving views.

YouTube

Create a YouTube channel and upload your video. This will give you a location to store all of your future videos. And as an added benefit, YouTube is the second most popular search engine in the world, meaning the content you create will also help with your SEO.

Upload To Your Blog

Uploading your video to a relevant blog comes with several benefits. Follow this guide to learn how to upload your video to a blog on your FMG Suite website.

 

Share It in Email

Take advantage of the engagement a video receives, and send it out over email or in your next newsletter. Make sure to mention “video” in your subject line before you click to send to help improve open rates. Remember: You cannot send a video file in an email. Instead:

  • Take a screenshot or create a thumbnail image of the video
  • Upload it to your email builder
  • Take the link to the video on YouTube or your website and hyperlink the image in your email
  • Optional: Add a button to click to watch the video
Adding a video to an email

Share It On Social Media

Share your video on your favorite social media channels. Make sure to include some context in your post and the benefits of watching your video.

Improving Your Video Strategy

Once you’ve created and distributed your first video, it’s time to start the process again. And, as you become more familiar, you may wonder, “how can I improve?”

Our Video Marketing 101 Webinar replay is a great place to start. Using the tips within, you can begin improving your video strategy to help improve searchability and engagement for your advisory firm.

Feel free to consult FMG Suite’s other sources for more in-depth information, and remember to keep this guide in mind as you begin to leverage video in your marketing strategy.