Video marketing is just like a financial plan.
That’s right. With both, you have to lay out where you’re trying to go. Otherwise, how will you know when you get there?
STEP 1: PLAN
Creating a video that gets the job done starts with deciding what you’re trying to accomplish.
Are you trying to:
- Establish yourself as an expert?
- Help nurture your relationship with clients so that another advisor can’t replace you?
- Connect with prospects in a way that other advisors aren’t?
Once your goal is clear, you can start planning the right messaging to connect with that audience. Writing a script that focuses on your viewers’ needs and speaks to them in a one-on-one way will help keep your audience engaged.
STEP 2: RECORD
Recording can be as simple as grabbing your phone or as complex as hiring a crew. Obviously, you need to consider budget, but to decide what’s best for you, circle back to those initial goals. How much is a new client worth? How much is it worth to keep existing clients from being lured away?
Editing isn’t for everyone, but there are plenty of ways to polish up your raw recording. Tools like iMovie are intuitive and built for beginners. Vimeo has a video maker with templates to help you create content. And check out Soapbox by Wistia for editing and sharing if you want to record your videos with a webcam.
Consider adding captions to your video if you plan to share it on social. An estimated 80% of video content on Facebook is viewed with the sound off, so having on-screen text helps your viewer get your message.
STEP 3: SHARE
Congrats! Your video is finished and ready to be unleashed on the world.
First, consider where your video is going to “live.”
- YouTube is worth considering since it is now the second-most-popular search engine on the planet, topped only by Google.
- Your website might also offer video hosting within the platform.
- Wistia and Vimeo are two other hosting sites to consider.
Make sure to find a home for your video by embedding it somewhere on your website. Having video on your website helps with SEO, but more importantly, it does the job of introducing you to people who Google you before they pick up the phone or click the button to set up a meeting.
Then, take that video and share it on the social platforms you’re using for your business. Is Snapchat the right spot? Only if your target audience is using the platform. For most advisors, LinkedIn and Facebook make the most sense – and possibly Twitter if you have a following there.
Pro Tip: Never link your video from another site to social. Always directly upload your file to each platform so the video autoplays.
The most overlooked (but for many of our clients the most powerful) way to use video is in email. If you have an email distribution list of clients, COIs, and prospects, make sure to use it.
- Craft up a message that will make them want to watch.
- Next, add an image with a play button from your video that hyperlinks to YouTube or wherever your video is posted. People are much more likely to click on an image with a play button than just a URL, so don’t skip this step!
Want more DIY tips on creating and sharing videos? We’ve created a few videos on that! Check out this playlist with easy tips to help you become a video marketing pro: