3 Tips to Build Your Own Video Marketing Strategy

Do you ever wish you could be in two places at once?

That’s definitely the case for anyone running a business on the east and west coasts. While big corporations do it all the time, any advisor operating this way will admit it’s not easy.

Just ask Margaret Starner, CFP® of the Starner Group of Raymond James. She opened an office in Miami then expanded to L.A. That kind of distance is a challenge for any business. The COVID-19 pandemic made it even more challenging.

Video marketing was one solution for the Starner team, and it started in a small way… a holiday video. It was a way to deliver their holiday message – at a distance.

“Trying to stuff and mail holiday cards with everyone working remotely was a challenge. Doing a holiday video with cheers from each team member just seemed more fun. Clients/friends loved the holiday video,” explains Margaret.

The Starner holiday greeting met two goals. It was a personal way to greet clients, COIs, and prospects. And it gave the team a chance to let their personality shine through.

In the same way a Zoom meeting adds personal connection to your prospective client calls or internal team meetings, video can help you connect with clients and prospects.

Video is a great way to bridge the gap – allowing people to engage with others – no matter the distance. It allows you to connect with your existing clients and build trust with potential clients. But, just launching headlong into video isn’t your best bet. You need a plan.

WHAT KIND OF VIDEO MARKETING STRATEGY WILL WORK FOR YOU?

Here are three key steps to get you where you need to be in your video marketing strategy.

  1. Clearly identify your audience – be it clients, prospects, or COIs. Your message may be different for each one, so it is important to know who you’re targeting before you hit record.
  2. Set some measurable goals. Write down what you want to accomplish with video marketing. It could be that you want to establish yourself as a thought leader in the industry. Or maybe you want to connect deeper with your clients. Or there’s a revenue target you’re working to hit. Set measurable goals and check in on the regular.
  3. Be patient. Don’t abandon marketing initiatives in a few months if you don’t see results. Expect it to take 12-18 months to get traction.

 

DON’T LET FEAR HOLD YOU BACK

That fear of making mistakes or being anything less than perfect can stop you in your video-making tracks. Margaret’s advice to other advisors, “You will make some mistakes, but you can’t let that hold you back. Just Do It!!”

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Chris Lapins: Video Editor + Future Pool Shark

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