Video is everywhere! Between social media, websites, and apps, the average person consumes nearly 6 hours and 48 minutes of video content every week 1. This powerful medium has quickly become the favorite type of online content for consumers 2.
As a financial professional, video marketing is one of the most effective tools you can use to engage your existing clients and attract more qualified leads. With 1 in 3 Baby Boomers saying they use YouTube to learn about products or services, according to a recent Google study, it’s worth considering video as a viable and valuable marketing strategy for your practice 3.
While developing a video marketing campaign may seem like a lofty goal, it’s easier than you might think to get started. With just a phone or computer camera and some simple video content ideas, you can easily get your video marketing strategy up and running.
Here are some easy-to-execute video content ideas we recommend for marketing your practice:
Client Q&A Videos
Question and answer videos tend to be short, simple, and to the point, making them a great starting point for anyone looking to dip their toes into video. Consider making a series of 1-to-2-minute videos that answer some of the frequent questions you receive from clients about financial and retirement planning. Share these videos on social media to help engage your current clients and attract leads.
Pro Tip: Record multiple Q&A videos in one sitting to save time and energy. This will also help you to build up a library of content that you can easily pull from and post throughout the month.
Customer Testimonials
Do you have any loyal clients who are always singing your praises and/or referring new people to your practice? Ask them to sit down for a short testimonial video the next time they stop in for a meeting.
Be sure to ask them about their experience with your practice and how you’ve helped them achieve their financial goals. Use a free video editing software like Vizmato or Magisto to cut the videos into smaller segments that you can post on your social media pages, as well as upload to your website.
Instructional Videos
There is a reason YouTube is the second largest search engine 4 - people like watching content that provides them with helpful information, advice, and step-by-step instructions. In fact, Baby Boomers make up roughly 24% of YouTube views (roughly 31 million people), while those 40-55 years old log nearly 1.5 billion views per day 5.
Establish yourself as a go-to resource for your clients, by recording and sharing quick, informal videos on your social media and website that showcase your financial knowledge and expertise. This could be a screen recording that walks your clients through a financial planning worksheet, a video tutorial on how they can access and manage their online accounts, or even a stand-alone video where you discuss recent financial trends and opportunities.
Pro Tip: Check out our library of free, downloadable resources for some great ideas on how to educate your clients on the benefits of annuities in a retirement portfolio.
Video Presentations/Seminars
People love learning from experts about complex topics and ideas, as evidenced by the thousands of TED Talk videos online. While these more in-depth educational videos typically require more planning and production quality, they are a fantastic way to get your clients and prospects thinking more in-depth about their financial and retirement concerns.
Turn any in-person presentation you’ve done for a local group or organization into video presentations. Or consider hosting a live virtual seminar on Facebook Live, LinkedIn, or through a video conferencing platform like Zoom or Microsoft Teams.
If you’re looking for a turn-key option, WealthVest’s Virtual Client Seminar program provides everything you need to host a successful virtual event, including promotion and planning support, a dynamic presentation on retirement challenges, and an interactive platform. Watch a preview of the presentation at www.wealthvest.com/virtual-events.
Product Videos
Lay the groundwork for your next client meeting by recording brief videos introducing all the products and services you can offer your clients. These short, simple videos can help to not only inform clients and prospects about what products and services you offer but can also give additional details into how those offerings can support their financial and retirement goals.
Email Videos
Did you know that including a video in your email can increase your open rate by 7% - 10% and increase your email click-through rate by up to 300% 6?
Incorporating video into your email marketing campaigns is a great way to build stronger connections with your clients and further engage them in your marketing efforts. Overall, viewers tend to respond more favorably to a product and brand after watching a related video 7.
Consider using videos, or even gifs, to reinforce your message, highlight an important point in your content, or add some fun and excitement to your emails. You can easily add videos to your email marketing campaigns by sharing the link in the email, using a thumbnail image, or with Drift – a video processing tool we utilize at WealthVest to record and embed videos into our emails. Learn more about this great tool in Lesson 4 of our Video and Virtual Selling University Course.
If you’re looking for a way to help your practice stand out, video marketing is a great place to start. With just some simple equipment and a bit of planning, you can start producing content that will keep your clients engaged and informed about your practice. Be sure to check our Video and Virtual Selling University Courses for more best practices on video set up, conferencing, and recording.
Related: How Advisors Can Capitalize on Seasonal Marketing Opportunities and Events
1 The State of Online Video 2019. (n.d.). https://www.limelight.com/resources/white-paper/state-of-online-video-2019/.
2. O’Neill, Megan (2018, October 23). 2018 State of Social Video: Consumer Trends [Infographic]. Animoto. https://animoto.com/blog/business/2018-social-video-consumer-trends.
3. Ackerman, B. (2019, January). Baby boomer YouTube behavior - Think with Google. Google. https://www.thinkwithgoogle.com/marketing-strategies/video/baby-boomer-youtube-trends/.
4 Wagner, A. (2017, August 23). Council Post: Are You Maximizing The Use Of Video In Your Content Marketing Strategy? Forbes. https://www.forbes.com/sites/forbesagencycouncil/2017/05/15/are-you-maximizing-the-use-of-video-in-your-content-marketing-strategy/?sh=374877f23584.
5. Raghavan, R. (2021, March 11). How Different Generations Consume Video Content on YouTube. Lemonlight. https://www.lemonlight.com/blog/how-different-generations-consume-youtube-baby-boomers-gen-x-millennials-and-gen-z/.
6. 18 Marketing Statistics And What It Means For Video Marketing. Video Brewery. (2020, May 4). https://www.videobrewery.com/blog/18-video-marketing-statistics/.
7. Ritchie, J. (2019, November 18). 5 Reasons Why Video Is More Effective than Text. IdeaRocket. https://idearocketanimation.com/17385-reasons-video-effective-text/.