Financial Advisor Marketing Videos are getting competitive. Wanna know why?
Up until now, networking and referrals have been the most common way Financial Advisors attracted new leads.
But all of that has changed.
Now, the most common way people find Financial Advisors is to search Google, check your site, and watch your video. (This way is easier for your prospect.)
This means that being found on google, and having a strong video that clearly explains your impact, is absolutely critical to the survival of your business in 2020 and beyond.
As video production quality gets better and better, Financial Advisor Marketing Videos are becoming one of the most powerful tools you can leverage.
Videos rank you higher on Google, and quickly boosts interest and excitement in your prospects.
If you have a strong video, you can position yourself as an authority, and win more clients than your competitors who aren’t leveraging video the right way.
You may already have a great ranking, and a sexy looking website. But what about your video?
First, do you have one? Second, is it converting well?
If the answer to either of these questions is a No, or Maybe – this blog is a MUST READ.
What steps can you take to ensure your video closes more visitors to your website?
At UpMedia we’ve been making Financial Advisor Marketing videos for many years, and have cracked the code!
Let’s look at 5 simple and effective tips to get you a cutting edge financial advisor marketing video, so you can do more of what you do best!
1 The Mentor VS The Hero
One of the most important marketing principles that gets overlooked in Financial Advisor Marketing videos is the concept of being the Mentor, instead of the Hero.
Often the Financial Advisor feels compelled to talk about themselves, and their value.
The problem with this is it’s hard not to come off as bragging. Oh, and it’s not as interesting to your client you’d hope.
The truth is, people don’t really care how much you know until they know how much you care.
So put your video’s focus on your clients.
Talk about their pain points. Identify what they struggle with. What’s out there they need to be aware of?
When you speak on what your clients need to overcome to succeed financially, you invite them into a narrative that they emotionally connect with.
In essence, make your client be the Hero of your story.
This is way better positioning, and is FAR more interesting to the person watching your video.
Then comes the part you’ve been waiting for…
After you’ve established that you understand your client’s struggles, show how you help them when you become their Mentor.
NOW the door is open to brag a little!
Show how you are an advocate for your client. Discuss what tools or strategies you have in place to help them overcome their “financial villain”.
This makes for great content!
Here’s an example of a Financial Advisor Marketing Video that takes on the role of a Mentor instead of a Hero:
2 Leverage Your Client’s Success Story
One way you can create a great Financial Advisor Marketing Video is to focus on a powerful client success story.
If you’ve been in the industry for a while, you’ve likely got a great story or two.
Just telling a story in full can give you great video content.
It’s simple, easy, and still impactful.
Recently we worked with Dane Young from London Life Financial, and he had some very powerful stories.
We decided it would be best to have him narrate one of his own client stories, instead of using scripted content.
We used very minimal B-roll, and mostly asked Dane to talk as naturally as possible.
Take a look at this one!
3 Show Your Credibility
Another great way you can make a strong Financial Advisor Marketing Video is to film an event where you are presenting.
This is great because it shows your credibility.
If people can get watch you in an authority position before they meet you, they will definitely appreciate you more.
When you get seen on video, you gain celebrity status!
For decades, we’ve watched people on TV and Movies and we’ve given them celebrity status because of it.
Ironically, that same ‘celebrity effect’ takes place on the internet with videos, to some degree.
So if you’ve got an event you’re presenting at, make sure you record it, and turn it into a video.
Want a great suggestion for this one?
Use your presentation footage as B-roll and edit it together with some client testimonials.
Now you’ve got a video with you as an authority, and clients singing your praises. Great combo!
Here’s an example of this:
4 Address A Specific Pain-point
If you want your video to really stand out, you need to get super clear on the biggest financial pain point of your ideal client, and address that in your video.
This will not only grab attention, but will also make you highly relatable.
Financial Planning and Insurance is pretty scary to people. Money is scary to people.
Show them that you understand that, and that your here to help!
If you can appropriately address your client’s biggest fear, your video will be a success!
We recently did a video for Mike Reilly from Freedom 55 Financial.
He has developed a very cool and unique approach to making Financial Planning more interesting.
Take a look (and keep an eye out for the pain points):
5 Target A Niche
One of the WORST ways to approach a Financial Advisor Marketing Video is to keep things too generic.
There’s a great marketing statement that goes “If you try to talk to everyone, you talk to no one.”
If everyone else is doing it, it’s harder for you to stand out.
If you really want your video to stand out, speak to a specific niche.
For example, your video could target newly married couples, business leaders, startup entrepreneurs.
You can also narrow it down with Age, culture, foreigners, career path, etc.
The main point is to get really clear on a niche, and dominate it.
This gives you authority and specialization.
Now, it doesn’t mean you can’t take on other client demographics. You still can.
But niching down your marketing communication is a great strategy to get the upper hand on attracting your ideal clients.
It gives you a competitive edge.
Here’s a great example of a young Financial Advisor who’s speaking directly to young families and entrepreneurs.
This is a perfect amount of niche-ing. (Not too general, not too specific.)
All the content points were crafted around speaking to his chosen niche.
Anthony is the Creative Director at UpMedia Inc and a rapidly growing expert in Video Marketing. He’s spent 12 years in creative production, from award winning television shows (appearing on Netflix) and movies, to producing marketing content for large corporations such as Toyota, Flight Centre, Great West Life, and BC Lottery Corp. His mission is to help your videos gain more leverage and impact online!
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