Embrace video marketing

You’re great at talking to clients, right? Now you need to make that skill translate for the camera.
“We live in a video age,” says Craig Faulkner, chief executive officer of digital marketing firm FMG Suite. “Your web and social sites need some great footage of you, introducing yourself, discussing your business philosophy and talking about financial concepts.”
Video can be a way to save time, enhance communication and stand out from competitors, says Bob Veres, a Financial Planning columnist, industry expert and Inside Information publisher.
VIDEO ANSWERS
Specifically, Veres recommends creating a “video FAQ” library by having staff identify the most frequently asked questions and then creating quick videos with the answers. Instead of calling and tying up a staff member with a common question, clients can refer to the website for an explanation, Veres says.
Another advantage: The video explanation may actually be better. “The answer is probably going to be clearer when it is produced than it would be with an off-the-cuff answer to the phone request,” he says.
And perhaps the most compelling reason to consider online video is the impression it leaves on prospective clients. “When new client prospects visit the website, chances are they will have, in their minds, some of the same questions that clients have been asking the advisory firm,” Veres says. Clearly promoted videos can answer their questions on the spot.
“It's like the firm is able to read their minds,” he says. “What better way [for advisors] to set themselves apart from the competition?”
FOCUS ON QUALITY
Beyond the video content, Faulkner says advisors also need to consider the level of production quality. He recommends working with a professional to get the most of out of video content.
“A poorly lighted recording done with your camera or flip phone will not bring you the level of client you are seeking,” he says. “Get it done right.”
But remember, you don’t need to look like Maria Bartiromo. “The best videos now are candids, not high production videos,” said Cynthia Stephens, vice president of marketing for data aggregator ByAllAccounts, when she spoke at a recent industry event.