You might use email to keep in touch with clients and encourage prospects. Or you could use a blog or a quarterly report. You might be overlooking an effective content format: video.
You might not think video marketing is necessary if you are a professional in a field other than marketing, such as a financial advisor. Videos are expensive and difficult to produce, right? It’s not true. Videos are now easier to make than ever before. They can help you establish yourself as a leader in your field and allow you to differentiate yourself from the crowd.
What is Video Marketing?
When you hear the term “video marketing,” what comes to mind is YouTube or TikTok Influencers introducing the latest trends or fads. Influencers and trends are only a small part of video marketing. These influencers and fads have very little to do with video marketing.
Search Engine Journal defines Video Marketing as “leveraging video to educate, entertain, or engage your audience to achieve business or personal goals.”
Since the 1940s, businesses have used video to educate and promote their products. This format is now an important part of content strategies. HubSpot reports that audiences watch videos online on average 17 hours per week. Another study revealed that 94% watched videos in order to learn more about products and services.
Video Impact
Video is a great tool to educate your current and potential clients and establish you as an authority in your field. These are some of the other benefits that this format offers:
Select an Agency That Can Help You Define Your Business Goals
Video is a great tool to educate your current and potential clients and establish you as an authority in your field. These are some of the other benefits that this format offers:
What You Should Know About How to Pick a Digital Marketing Agency
Video can increase user engagement
A picture is worth a thousand words, according to science. MIT research showed that the brain can identify images and react to them in just 13 milliseconds. Visuals also remain in the long-term memory of a user. It engages the visual and audio senses of your audience and evokes emotion. You gain the trust of your audience. When a video resonates and is memorable, it will be shared by others. This can help you reach more prospects and clients.
The video can improve SEO and website rankings
Video on your website page increases the quality of that page in Google’s eyes, and visitors spend more time on it. This could result in a higher ranking for a search engine’s results page. It’s good to have a higher SERP ranking. For example, if prospects search for “financial advisors” in a search engine, it is likely that your company will appear near the top or even at the very top.
Use Video to Your Advantage
Video marketing is a powerful tool, but you need to know how to properly use it. Consider the following before you hit that “record button”:
Understanding your audience’s pain points is important
Financial planners are sought out for a variety of reasons. For instance, individuals turn to them when they want to reduce their taxes, pass on assets, or earn additional income. They require financial guidance in order to overcome life events like the beginning of a career, child-rearing, and retirement. It’s your job to understand what troubles clients and prospects.
Learn how to reduce pain with your video
Videos should be informative and show off your expertise. They should also present you as an expert who can be trusted. Building trust will help you maintain your clientele and increase conversions.
Next, you need to turn your knowledge and information into an engaging video.
Choose the right topic
Knowing the needs of your audience will guide you in deciding what topics are appropriate for you. Financial planners can, for instance, make use of subjects like year-end contributions to retirement plans, estate planning, filing income taxes, and determining life-event-related financial needs.
Do not wing it when you record your video. Make sure that you have an engaging script. Instead of stating that estate planning is essential, explain why it is so.
Choose a spokesperson who is appealing
Many people believe they are suited to be a video spokesperson. It’s wonderful if you are one of them. Be careful not to freeze when the button “record” is pressed.
If you are nervous about being on video, ask someone who can speak easily and comfortably to help. The financial advisor should do most of the talking when discussing certain facts, such as market or economic forecasts. If you would rather be swimming with alligators, then find a partner or office manager who can deliver your message better.
Include a lot of visual aids
There is a place for talking heads. Too much talking can make your audience tune out. Use graphs, charts, and other visuals that will enhance your story.
Edit properly
A good editing job is crucial for maintaining continuity and ensuring that your story has a logical flow. It’s not necessary to have expensive editing equipment. Adobe Premiere Pro and Apple iMovie are just a few of the tools available to assist you.
Keep it short
Human attention spans are notoriously short. Your goal should not be to create a long and drawn-out video. It should not exceed five minutes. You have only a few moments to make an impression. A strong “hook” is essential at the beginning of your video.
If you’re sharing a market forecast, for example, you can use a video of 45 seconds to introduce the topic. You can then summarize it in a few keywords and offer a link where viewers may click to get more information.
Use multiple channels
Share it with clients and prospects via email. Email it to clients and prospects. Consider posting it on these sites:
- YouTube
- Reels for Instagram and Facebook
- TikTok
- Webinars
Education and Conversion of Prospects
In the past, making a video seemed difficult and expensive. This is no longer the case. You can use video marketing to improve your website ranking, build trust, and increase your clientele with some careful planning, research, and creative ideas. Contact us at GenTech Marketing for more information.
