The Value of Video Marketing

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. The answer to why video marketing is so effective can be summarized in one word – psychology. Televised messages have become commonplace. We tend to look for those connections that might exist between ourselves and the person we see on the screen. This level of emotional engagement isn’t as easily or quickly found with other mediums. A good video marketing strategy will help you tap into the audience’s emotions and establish that sense of trust and credibility.

Why Advisors Need Video Marketing

Video marketing 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?

If a picture is worth a thousand words, then a video is worth far more. According to a report from Forrester Research, one video is worth about 1.8 million words. This doesn’t mean the articles and emails you draft aren’t important parts of the overall process. However, a short video message is a more effective way to capture attention. This is especially true for those who love faster-paced, “time-is-money” lifestyles, like the 65% of senior executives (a.k.a. high-end clients) who stated they visited a website related to a video they had watched (Impact).

Delivering Your Video Message

Not only is video a powerful tool by itself, it adds value to most other digital marketing tools you have at your disposal. Your emails, social media engagement, and website can all benefit by being utilized as delivery methods for your video. Look at the insights below to determine how to best connect your audience with your message.

Email

Social Media

Website

As we move farther into the age of streaming media, advisors who utilize video can expect increased engagement, interaction, and conversion rates. And, with that, more business.

Best of Marketing Corner 2018

Thanks for another great year!

Over the course of 2018, the Legacy Financial Partners team has worked to deliver a treasure trove of marketing collateral. Our guides, sales kits, and blog posts are all crafted to put agents and advisors on the fast track to success.

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Stay connected and keep tuning into Marketing Corner for more kits and tips throughout 2019. Thank you and Happy New Year from Legacy Financial Partners.

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Secrets for Successful Video Marketing

Video cameraThe 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. Using video on social media and websites is far more effective than text or images.

Overall, video marketing 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?

The Value of Video

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 commonplace. We tend to look for those connections 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. 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. Actually, according to Forrester Research, video is worth about 1.8 million words. This doesn’t mean the articles you write aren’t an important part of the overall process. However, 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).

Your Video Budget

Those working with a limited marketing budget might think that video production is too elaborate and expensive of an endeavor to attempt. In fact, 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. 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.

Lights, Camera, Action!

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 the most important elements to delivering a good performance.

he 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.

Quality Content > Quality Production

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.

Marketing Corner – Six Ways to Be More Personal in Your Practice

Marketing Corner – Thursday, June 9th, 2016


Six Ways To Be More Personal In Your Practice

The best advisors know they don’t sell products—they sell themselves. With the rise of robo-advisors and increasingly competitive markets, one of the easiest ways to gain a foothold with your consumer base is to be a personable professional. For some advisors, this is common sense and natural. Others may not be aware of the ways they could sell themselves better. Here are six simple ways to put your best foot forward.

Professional Headshots

Too many times we see advisors that have decent looking websites with poorly shot profile photos, if they have photos of themselves at all. A well-shot photograph allows consumers to put a face to the services or bio they are reading about. Using your image on other marketing materials like fliers or mailers can also serve to make a personal connection.

video13Video

Statistics show that video can increase linger time and conversions for websites. You might find that some advisor websites have explainer videos on every concept or product line. This is great, however you can bring video to your website without huge expense by providing a short introduction clip on your home page. In this clip you should address the consumer, give your mission statement and a summary of your skills/experience. This allows the consumer to see and hear you, further connecting your practice to a real person.

Community/Charity Events

Sponsoring community events can be a great way to get your name out in your area. But to get the most out of this strategy you should actually attend the event and meet members of your community. Consider also creating regular charity events that tie the community together, such as a food or clothing drive, charity sports tournament, or volunteer blitz. This aligns with your passions outside of work and helps you to become a known quantity in your local area.

leadgeneration1Track Details

When you meet a new prospect, you likely have casual small talk before delving into products and solutions. Conversation topics like family, goals, experiences, etc. This information is
helpful to provide a personal touch later on as you drip on an unconverted lead and to reinforce your relationship once they become a client. Within your CRM capture this information and use as you interact with the consumer.

Personalize Marketing

We’ve discussed the importance (and ease) of personalizing emails/subject lines before, but it’s worth repeating here. This is such a simple, low-effort way to provide a personal touch with something that is somewhat impersonal. If possible, personalize mailers and form letters as well.

Tastefully Demonstrate Your Personality In Your Collateral

Striking the right balance between personality and professionalism is a skill. Done well, it demonstrates that you are a human being with a family and interests, not a suit trying to sell
insurance. There are many ways to do this. For example, in the copy on your website or newsletters, use language that has a bit of your voice, while still providing professional and compliant details. You can also consider a hobby or passion and use this as imagery or metaphor in your marketing collateral. Again the key is balance. A little bit of personality makes you relatable and distinguished; too much turns you into a clown.

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