This article was first featured in Financial Advisor Magazine on Nov 1st, 2022.
Video is undoubtedly one of the most powerful marketing tools. In fact, research from HubSpot shows that 54% of consumers want to see more video content from the brands and businesses they support.
And if you’re a financial advisor, video can help you elevate your brand and connect with clients and prospects. Still, despite the many benefits of video marketing, most advisors are intimidated or unsure of where to start.
I’ve compiled this quick guide to help you get over your hesitancy and begin your video journey.
Why Video Works For Advisors
Advisors can use video on nearly all of their marketing channels. On your website, it provides a personal touch that’s key to your marketing, allowing you to put a face on your company, build your brand, and make your business more personable.
On social media, it can help you stand out from the crowd. And in emails and blogs, it can add to your communications by offering an alternative way to engage.
But above all, video lets prospects know who they’ll be working with, which can help dissipate any hesitations and contribute to them taking action.
What Tools Do You Need?
Many advisors believe you need expensive tools and equipment to start marketing with video. Fortunately, technology has become so advanced that most people with a smartphone can create high-quality video content with minimal additional cost.
Most modern phones, computers and web cameras offer workable video quality. And with a quiet space or a simple microphone, you can record your audio.
However, if you want to improve your video recording, there are a few additional tools to consider, including:
- A tripod to stabilize your phone if it is your preferred recording device;
- Appropriate lighting, whether from a device or location; and
- A microphone for higher-quality audio.
Of course, these extra devices are not necessary. They can indeed help you create a better recording, but what’s far more important is the content you choose to record.
All About Filming
The first thing you will need to figure out is whether you want to make a scripted video or something more spontaneous. At FMG, we recommend ditching the script. We think that it’s better to have a checklist that you reference to keep you on track while recording. You want your videos to feel as natural as possible. And in many cases, reading from a script will prevent this. The checklist, however, not only keeps you on track but allows you to speak naturally—as you do in a client meeting.
But even with a checklist to reference, you might feel strange speaking to a camera, and that could ruin the natural feel. To overcome that, you can ask a team member to record with you. Have them sit off-camera and ask you questions from the checklist. Then, speak to them directly as you would a client.
Lastly, you can edit your answers together to create a complete video. Just be sure each section transitions smoothly without the questions to initiate it.
Focus On Popular Topics
Financial advisors have a massive pool of topics to choose from. All that matters is finding the right one. It’s natural to want to choose something a little more complex—complicated topics can sometimes benefit from the visuals that a video offers. But sometimes simple is the better choice. Complex videos will likely require a more detailed script and can take longer to record and edit. Take into consideration the amount of time you want to spend and the number of resources you have available.
But it’s important when you’re covering your topics, even popular ones, that you add your own perspective and expertise to stand out.
To find popular topics, we recommend using keyword tools specifically for platforms like YouTube. Our favorite is TubeBuddy, which can help you gauge the searchability of a video topic. But it’s not just popular topics you’re after. You’ll also want to make videos that highlight your team or business. That’s beneficial to brand building. So, don’t limit yourself to just popular topics.
Where To Share?
Now that you’ve completed your video, you need to get it out there and share your masterpiece. The question that will most likely come up is where to share it. What is the best platform to gain the most traction? With so many different hosting sites and social media sites, the choice can be a little daunting.
One place you can never go wrong is YouTube. The site makes it easy to upload and share videos with anyone. Not only does it make sharing simple, but it’s also the second-largest search engine, which will increase your visibility. Vimeo is also another option if YouTube isn’t your cup of tea.
Remember, once you’ve uploaded your video, you can easily copy and paste the URL to share on your website and any social media platform you want. Don’t overthink it—and remember, authenticity trumps perfection. Video gives your audience a chance to know you and your personality. Let that shine and don’t worry about little things wrong with the production. Like everything, you’ll get more comfortable and better with practice, but if you follow the tips in this article, you’ll be off to a great start!
