“You might make a video with 89 views. But one of those viewers could be a producer at CNN. Undervaluing just that one view is a huge mistake.”
-Gary Vaynerchuck, C
EO of Vaynermedia and host of Ask Gary Vee
We all want to produce video content that earns a million hits, right? But if your videos don't go viral, are they less valuable, entertaining or informative? Absolutely not!
They're likely more targeted.
Video content is undoubtedly the most powerful medium in your marketing toolbox. When done effectively, it prompts interaction, it puts a personality with a name, it adds a layer of dimension to your content marketing and it's likely more interesting and more compelling than written content. While the financial services industry is heavily regulated, there is most certainly flexibility in how advisors can - and should! - use video content to market to targeted audiences.
Consider these stats:
So what should you show in your videos? What should your focus be? What content should you present? Here are some ideas to help you get started:
1. Create a vlog to tell a story.
A vlog - or a video blog - is a cost-effective, effortless way to share who you are, to establish a personal connection and to build your reputation as a trusted local expert. Show your audience what matters to your brand, how you became an expert in your industry or how you've helped past clients.
2. Use behind the scenes footage to show how your brand operates.
You have a team who collaborates with you, puts in long hours with you and helps you provide excellent service to your target audience. Use video content to show that to your prospects and clients. Don't give away your secret sauce, but do give your audience a sneak peek into your culture and what makes it, your products and your services unique. Think of this content as the bonus footage on a DVD.
3. Create a themed series to share knowledge.
Share advice on topics that your target audience is concerned with. Present information in a concise, easy to follow and entertaining manner. Show your audience how your advice on these topics has helped clients by including testimonials from them or sharing their stories.
For instance, our The Marketing Minute series focused on providing quick marketing tips to financial services professionals. Here's an example:
They're likely more targeted.
Consider these stats:
- 64% of marketers expect that video content will dominate their overall marketing strategy.
- 78% said video is the most leveraged medium of content.
- 57% of financial brands want to increase their marketing investment in video.
- 57% of consumer internet traffic will be from video content by the end of 2015.
So what should you show in your videos? What should your focus be? What content should you present? Here are some ideas to help you get started:
1. Create a vlog to tell a story.
A vlog - or a video blog - is a cost-effective, effortless way to share who you are, to establish a personal connection and to build your reputation as a trusted local expert. Show your audience what matters to your brand, how you became an expert in your industry or how you've helped past clients.
2. Use behind the scenes footage to show how your brand operates.
You have a team who collaborates with you, puts in long hours with you and helps you provide excellent service to your target audience. Use video content to show that to your prospects and clients. Don't give away your secret sauce, but do give your audience a sneak peek into your culture and what makes it, your products and your services unique. Think of this content as the bonus footage on a DVD.
3. Create a themed series to share knowledge.
Share advice on topics that your target audience is concerned with. Present information in a concise, easy to follow and entertaining manner. Show your audience how your advice on these topics has helped clients by including testimonials from them or sharing their stories.
For instance, our The Marketing Minute series focused on providing quick marketing tips to financial services professionals. Here's an example:
What would you add to this list? Tell us below or tweet us!
@RME360
By: Susan Gail Taylor, Social Media Manager and Copywriter at RME360
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