We have been living in a digital world for some time now with much of our daily lives conducted online. From the personal to the professional, education to entertainment, so much of our attention is focused in the palm of our hands or on a desktop.
So, it’s no surprise that top-performing advisors are those meeting their prospects where they spend so much of their time—on mobile or in front of a screen.
But, showing up is just the first step. How do you connect with people when you can’t see them? How do you forge a relationship with someone you’ve never met?
The financial advisory business is one that is built on relationships, so making this connection is crucial.
The answer is with video.
Videos build strong prospect and customer relationships because they foster the one thing people need to have with you before they sign over their life savings—trust!
In Video We Trust
Whether you’re writing blog posts or streaming a webinar, your goal is to build trust. Why should a prospect come to you for help? Why should they believe your claims? Your content should answer these questions.
But if a prospect knows nothing about you, they have no reason to believe you (let alone trust you). So sharing or selling what you’re offering can be very hard. This isn’t unique to you or to financial advisors, either. It’s a problem that many entrepreneurs face, especially those who are just getting started.
While written content is still super effective (you’re reading this right now, aren’t you?), video bridges the digital gap between creator and viewer in a way that mimics meeting in real life. More than any other medium, video helps people empathize with what they see on the screen. Because it’s an emotional medium, it’s perfect for building the foundation of a relationship, even if you’ve never met.
Videos “Hit” Differently
It is for these reasons that videos are incredibly effective at helping convert. Hope Horner, the founder and CEO of Lemonlight, a video production and marketing company, recalls what happened to conversions for one of her clients when they incorporated video into their digital marketing strategy:
“When we first started Lemonlight, almost all of our commercials had voiceovers instead of interviews. Although voiceovers seemed polished and resulted in very refined commercials, we weren’t seeing the desired number of conversions when the ads ran online. Shifting to videos styled like mini-documentaries in which we interview founders yielded a dramatic increase in conversion rates. The cinematography tells the story, and the personal story helps viewers relate to Baker’s passion for creating culinary experiences.”
Videos help people relate. They help them feel the creator’s passion for whatever it is they’re talking about. It is this authentic view—this human view—that makes video so much more personal than a static image or words typed on a page. There is an authenticity that can’t be duplicated. It’s real, it’s raw, and its where personal connections are made.
Who is Behind the Curtain?
People do business with people, not businesses. They want to know who will be handling their money, and quite frankly, if they like that person or not. That’s one of the true benefits of creating advisor videos. They allow prospects to self-select a relationship with you.
Will some people watch your videos and decide not to work with you? Yes. But, that’s a good thing. You don’t want to work with someone who doesn’t like you anyway.
The flip side of this coin is that the leads or prospects that do download your lead magnet or schedule a call with you are people who (1) have a good idea of who you are and (2) like you enough to continue down the prospecting journey. It saves everyone a lot of time and effort in the long run. Plus, it means you’ll have more of your ideal clients coming through the door.
You Can’t Replace the Human Element
Video lets you engage with your prospects and showcase your personality in a creative way. You can use them to educate about your business, provide entertainment, or promote important ideas or events all while humanizing the brand and establishing credibility with the user.
But no matter the topic of your video—whether it be to explain how your advisory firm operates or when electing to become an S-Corp is beneficial to business owners—the main benefit of the videos is the same. It provides an unmatched way to connect across the digital and geographical boundaries that divide us. It gives you as an advisor the chance to become relatable, trustworthy, and first pick.
What will your videos say about you?
Related: Help Prospects Better Understand Fees by Tying Them to Your Value