Secrets for Successful Video Marketing
The value of incorporating video into your overall marketing strategy cannot be understated. No matter the platform, video outperforms every other advertising medium by a longshot. In fact, simply including the word “video” in the subject line of an email has been proven to increase open rates. And those with videos embedded in the email can significantly boost conversion and click-through rates. Those who use video on social media and websites find equal, if not greater success, when compared to text and image-based messages.
While marketers across the board have come to rely on video, it is becoming increasingly more prevalent for advisors. According to a study by Wibbitz, those working in the financial industry are leveraging video marketing more than those in any other industry but manufacturing. So, have you jumped on the bandwagon yet?
You don’t have to look hard to find an endless list of stats and surveys that support the hype surrounding video marketing. However, the answer to why video is so effective can be summarized in one word – psychology. Televised messages have become so commonplace in our society that we often look for any sort of connection that might exist between ourselves and the person we see on the screen. This is a level of emotional engagement that isn’t as easily or quickly found with other mediums, especially in regard to advertising. And when targeting people with services that relate to their finances, retirement, and families, trust and confidence are key elements to conversion. If you think about it, one of the goals during any one-on-one interaction with a prospect is to earn their trust, isn’t it? Why should your marketing approach be any different?
If a picture is worth a thousand word, then a video is worth far more (1.8 million words, according to Forrester Research). While that doesn’t mean the articles you write and/or share on social media and your website aren’t an important part of the overall process; a short, but sweet video message can be a much more effective way of capturing consumer attention. This is especially true for those living faster-paced, “time-is-money” lifestyles, like the nearly 60% of executives (a.k.a. high-end clients) who stated they prefer video over text, when given the option (Forbes). Are you convinced yet?
Those working with a limited marketing budget might think that video production is too elaborate and expensive of an endeavor to attempt. While this is true if your goal is to shoot a sleek, pro-quality TV spot, producing a decent online video is much easier than you think. Most mobile devices today come with cameras that can hold their own against those used by pros, in regard to overall quality. The rest of the equipment needed – a tripod, mobile device mount, and clip-on microphone – can all be purchased for $100 or less. Set it all up in a well-lit, professional setting, and you’re ready to roll.
If you’re a little shy about stepping in front of a camera, don’t feel bad. Some of you might take it right away, but many people are intimidated by the thought of being on a video that’s blasted out across social media. It might sound cliché, but pretending that you’re in front of a client, not a camera, is a great way to relax and present yourself as the same well-spoken and knowledgeable advisor you are in the “real world.” Composure and confidence are the two of most important elements to delivering a good performance. The third piece of this puzzle is practice (practice, practice). If you’re not the type who can memorize lines verbatim, you should at least have a good grasp of your talking points before shooting. Using cue cards or reading from a script while shooting might be necessary but doing so can make your performance seem unnatural and distracted. A video of an obviously nervous person uncomfortably reading from a script while their eyes dart back and forth is a video nobody wants to watch. Run through the spot a few times, critique each take, make note what worked, and identify where you need to improve.
While you want to put your best and cleanest take out there, it’s the quality of your content that matters most. Great content makes up for average production every time. As popular as live streaming media has become, the “DIY” vibe is becoming the trend to follow. If you’re comfortable going out there without a net, Facebook Live is the way to go. By the end of 2017, 20% of all videos on Facebook were live streams. Those videos were watched as much as three times longer and received around 10 times as many likes and comments as uploaded videos. With a little promotion and planning, a lengthy Facebook Live Q&A session can be a great way to drive traffic to your social media pages, while giving you the chance to strut your stuff in front of an engaged audience.
As we move farther into the age of streaming media, advisors who utilize video can expect increased engagement, interaction, and conversion rates. And, of course, with all that, more business. So, are you ready to roll? It’s time for your close up.