Why Video Marketing Is Important For Financial Advisors And Three Things To Get It Right

Authenticity and belief issues in wealth administration so companies to ought to embrace video advertising and marketing however it’s additionally essential to not get it mistaken

If there was one lesson discovered over the past three years of the pandemic, it is that video can handle most — however not all — in-person communication. However one other lesson is that video have to be accomplished intelligently — particularly within the wealth administration trade.

Throughout the years of lockdown, monetary advisors that have been used to quarterly in-person conferences with most of their purchasers have been all of the sudden compelled to conduct enterprise over Zoom and comparable platforms. The early days of Zoom-meetings little question posed some challenges however it additionally opened the door for alternatives to interact with purchasers. Whereas companies might have been within the behavior of internet hosting periodic in-person thought-leadership occasions for purchasers, they may now do streaming occasions, which permit purchasers to view at their very own leisure.

That doesn’t have to alter with the return of in-office communications. Whereas many welcome the return of in-person interactions, video will proceed to be an essential technique to attain purchasers and share their experience. Video additionally permits advisors to attach with purchasers in a fashion through which voice and facial expressions can convey extra empathy for a consumer’s state of affairs than an e mail alone.

Listed here are three issues for advisors to bear in mind when utilizing movies:

Know your viewers. Monetary advisors certainly wish to attain purchasers and prospects however they’ve to know what these constituents wish to see. How an advisor goes to current info in-person may be very totally different from how info is introduced in video. A consumer could also be totally engaged throughout a 30-minute assembly with their advisor, however they’re seemingly much less eager to observe a 30-minute video. Purchasers and prospects participating in movies are seemingly searching for fast, digestible info that may spur concepts for inquiries to ask throughout conferences.

For instance, if there’s a change in market situations or tax rules that may have implications for purchasers’ portfolios, a brief video introducing the subject with a name to motion to study extra is an effective begin. A prolonged video giving all of the ifs, ands, buts, and what ifs of the situations is extra prone to confuse — and doubtlessly irritate — purchasers and prospects.

Additionally, though a video is one-sided, it ought to really feel like the start of a two means dialog with purchasers. The sensation in movies needs to be approachable — deliberate however not scripted. It is a time when an advisor might not wish to seem too buttoned up.

Know what makes for an excellent video. To borrow from communication theorist Marshall McLuhan, “the medium is the message.” In consumer communication, there’s a place for cellphone calls, conferences, white papers, newsletters, and at last, video. Using video is a selection as a result of the data is greatest transmitted in that format. Video is audio and visible, the place tone of voice and visible cues are capable of convey as a lot as a number of paragraphs of copy-writing.

Except we’re speaking about streaming a reside occasion, movies needs to be quick, hitting on three to 5 items of knowledge in bullet level type. Video should even be instantly participating. It might really feel extra pure to offer a prolonged introduction, however bear in mind, somebody participating along with your video is probably going already in your web page or opening your e mail, that means they have already got a way of who you’re. To not point out, textual content on the display screen can deal with a variety of the introductions for you. The hot button is to get proper to the purpose of the message, and the simplest means is by asking and answering a query that’s seemingly on everybody’s thoughts.

Lastly, observe good video hygiene. After years of individuals being accustomed to pandemic video, there is no such thing as a longer an excuse for unhealthy lightning, poor audio, and distracting backgrounds. There isn’t a want for large investments. Many of those points might be taken care of with gear that may be purchased on Amazon
AMZN
for lower than $50. Additionally, whereas folks might wish to watch your video, they will not be in a spot to pay attention, which implies spending the additional time to make closed captioning accessible.

Suppose however don’t over assume. A whole lot of occasions when companies make a push for video communication and advertising and marketing, they begin to fall into evaluation paralysis. Clearly, there is no such thing as a excuse for sloppy execution, however too usually companies let excellent be the enemy of fine sufficient. There needs to be a sense of spontaneity to the video, not one thing that has been endlessly edited and tweaked by committee. Be considerate in your execution however not obsessive.

For monetary advisors, a brief video message generally is a technique to introduce a subject which may be additional explored in an organization e-newsletter or whitepaper.

Figuring out why you’re doing video and specializing in clear, crisp high quality is the essential first step. Graphics and different visuals are definitely essential, however there is no such thing as a have to go overboard within the preliminary tries till you realize what your purchasers are searching for. Realizing meaning taking the plunge and delivering video content material and making tweaks as you see what forms of codecs resonate extra along with your viewers.