The rise of video as a powerful marketing medium hit turbo speed during the pandemic as the majority of the population shifted to a remote landscape. The urgency to stay connected to clients and to continue building connections with prospective clients pushed advisors to reach beyond their comfort zone and create an online presence that broadened their impact and helped them hone their digital brand.
Call it a silver lining, but during a time of great challenges, advisors proved themselves to be incredibly resourceful in finding ways to take care of their clients through digital communication. Video became a communication and information lifeline for many of us, so it’s no coincidence that today, YouTube is the most used platform as well as the second largest search engine after Google.
FiComm and FMG are proud to partner on this topic as part of our joint marketing program to help advisors drive organic growth. Our special guests for this article are Susan Theder and Samantha Russell, two video marketing rock stars at FMG who have proven how impactful video can be for an advisor’s marketing strategy.
How To Get Started
When we think of creating videos or “vlogs”, our mindset has shifted considerably from the days of power suits, green-screen city backdrops and a news anchor desk. Back then, the goal with video was to create credibility, project ourselves as “experts,” and to come across as buttoned-up professionals. Today’s videos are much more focused on driving human connection, speaking conversationally, and most importantly, being our authentic selves.
Your video marketing strategy need not be overly produced or even prohibitively expensive to create. Here are just 3 easy steps to get you started with video that hits the right notes for today’s audiences:
- Incorporate the New Skool mindset. No, this doesn’t mean an age group but rather a frame of reference in how to move away from unapproachable and overly professional communications to a state of approachability and vulnerability. Authenticity trumps production value any day of the week, and video should be used to drive human to human connection in a language that isn’t peppered with fancy jargon or buzzwords.
- Skip the Fancy Gear. Now that you are focusing less on production and perfection, let’s talk about the gear you actually need. We find that the less barriers there are to using video, the more likely you are to use it! You don’t need a crazy camera, expensive equipment or professional lighting to create good video. Today’s mobile phones and webcams have come a long way, and paired with great natural light and a solid lavalier microphone, you’re good to go.
- Leverage Tech to Simplify Post-Production. There’s a myth that you have to spend hours during post-production to edit a video before it’s ready to publish. The truth is that there are plenty of simple technology programs that do the work for you, like Loom and Soapbox by Wistia. Using these simple tech options helps you record yourself, your screen, create libraries for your content, and even do quick edits!
Where Can I Easily Implement Video?
“Video is such a powerful tool but the idea of getting started can often feel overwhelming and you may be asking yourself, ‘How and where can I use video in my marketing?’” Samantha says. “The answer is ANYWHERE you want to communicate.” Here are some ideas for videos and where to use them that we recommend:
- Introduce Your Firm. One of the most popular videos advisors like to make is an introductory video for the website homepage. It can feel more natural and engaging to welcome newcomers to your website via video.
- Add a Video Bio. Your story and your people are unique. Create a welcoming video bio for your “about us” page or even individual bio videos to make a fantastic first impression that goes beyond a bulleted list of your credentials.
- Create Video Blogs, aka "Vlogs". Content today isn’t limited to time-consuming blogs nobody has time to write. Why not create a video blog instead and post these to your blog or “insights” pages? These can also be posted to a YouTube channel and reposted across your social media.
After almost three years of virtual interactions, webinar, and video conferencing, incorporating video into your marketing approach should be much less daunting than it was in previous years. “Technology has come a long way in helping make the path to video much easier, and taking small steps towards incorporating video into your practice that can make a big difference,” Samantha says. “Just remember three key steps: Start small, be consistent, and improve. Keep those in mind and get ready to unleash your inner video rock star!”
FiComm is so excited to be partnered with FMG to bring you more insightful resources and content! Stay tuned for more information on how you can apply our tips and techniques to your marketing strategy and drive organic growth!
Interested in getting expert coaching on how to become a video rock star? Sign up for our 1-Day DIY Video Workshop here.