86% of businesses now use video as a marketing tool. More importantly, 93% of marketers who use video say that it’s an important part of their marketing strategy. This is across all industries, but the personal nature of the advisory relationship lends makes video a key tool. In this post, we look at financial advisors and video marketing.
Make sure you have the correct equipment
Determine your camera. If your computer is equipped with a high-definition camera it’s fine to use, however, we usually recommend getting a Logitech 1080p
-Get your lighting right. Usually, a ring light will do the trick, but ensure you have good front lighting, pointing at you. Backlighting is less important. Inexpensive ring lights can be found on Amazon
-A good mic is one of the biggest differentiators in quality of video. You can get a podcast mic, or general mic, that should connect into your computer. There are several podcast mics available on Amazon.
-To edit, you’ll need an easy drag-and-drop software that allows you to swap assets easily in 20-30 minutes.
-To record, you can directly record in Camtasia, Zoom, QuickTime (very good for Mac users for recording)
-Once you have the equipment purchased, make sure you test out your camera, mic, and lighting setup to ensure quality is there. Quality of video is a major differentiator in video production.
Decide upon a content plan
- Each episode will need an objective – so before filming, ask yourself what do I want to drive home in this episode? -Set a high-level objective down on paper so you know what you’re trying to accomplish – the big takeaway
- Script out your introduction and story. Whether you read it or not, the opening is the hook, and people decided to stay or leave within the first six seconds of any video. Your intro should begin with one of three talk tracks:
- Personal experience (i.e., “I was having quarterly check-ins with my clients and a question that kept popping up…”)
- A trending data-point (i.e., “A recent study by XXX said that investors who retire early think about these six topics…”)
- A headline (i.e., “If you haven’t been following, crypto has been in the news in a big way lately due to XXX…”)
- Determine any key talking points within the video. 1-3 key points that you’ll want to cover or make sure you draft up questions if you’re going to have a guest or partner on the video
- Get your shot setup. Ensure you have a nice backdrop. This could include books, plants, a window (balance the lighting). The key to the shot is that you want to fill any dead space within the video. For example, if you have a bookshelf, the bookshelf should be to the left or right of you, with you filling the space in front of the camera
- Do a test recording. Before filming the video, quickly do a test recording to ensure your sound is connected and firing appropriately, meaning the recording will save to the cloud or your computer
- Record your video. People connect with energy, so if you’re low energy, people will disconnect emotionally from the series. Remember, don’t read directly off the script, if you’re doing solo shoots, make eye contact with the camera
Edit, edit, edit
Once you’ve filmed your video, it’s time to edit and launch. Remember post once, promote twice, then twice again. Spread out your promotion of a single episode or video over a week or two, and craft different ways into the video to create interest and highlight the theme.
We hope that you’ve found this post on Financial advisors and video marketing useful. Video doesn’t have to be overwhelming, nor does it have to be something that takes hours of your week – and it should be a part of your marketing strategy.
If you’re a financial advisor looking for help, please feel free to get in touch here. Myself and my team are more than happy to help.
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