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Video Marketing 101: Tips for Financial Advisors


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If your firm's digital marketing strategy doesn't include video then you're likely already falling behind. According to HubSpot, 50% of consumers want to see videos from brands … more than any other type of content!

From equipment and editing software to lighting, optimizing and uploading – the barriers to entry for video marketing can seem really high.

However, in the past year alone many great (and free!) tools have emerged to help make your video marketing efforts much easier and more cost effective.

Whether you are completely new to the video world or exploring different ways to attract new clients, this presentation covers:
- Video best practices
- How to record
- Top video tools
- Creating shareable video content
- How to optimize your videos for SEO
- Effective ways to create engaging video content that resonates with your target audience

Published in: Marketing
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Video Marketing 101: Tips for Financial Advisors

  1. 1. Video Marketing 101 Harnessing the Power of Video in Your Digital Marketing Strategy
  2. 2. YOUR GUIDES Samantha Russell Chief Marketing & Business Development Officer, Twenty Over Ten Amanda Larson Assistant Director Digital Marketing, Twenty Over Ten
  3. 3. Housekeeping ● This webinar is being recorded. ● Throughout the presentation feel free to use the chat box for public messages and Q&A panel for private messages with any questions. ● We’ll be launching polls throughout. Responses are anonymous and can be answered by clicking the buttons.
  4. 4. AGENDA What We’ll Discuss ● Video best practices ● Equipment needed / top tools ● Creating shareable and engaging video content ● Adding video to your website/blog/social media accounts ● How to optimize videos for higher search rankings
  5. 5. WHY 📹 More than 500 million hours of videos are watched on YouTube each day. 📹 Social video generates 12 times more shares than text and images combined. 📹 Video drives a 157% increase in organic traffic from SERPs. 📹 Viewers retain 95% of a message when they watch it in a video compared to 10% when reading it in text. 📹 Boomers are 1.3X more likely to prefer watching a YouTube tutorial video than reading instructions.
  6. 6. SURVEY SAYS!
  7. 7. SURVEY SAYS!
  8. 8. ROADBLOCKS Myth #1: Video is too time consuming Myth #2: It’s too complicated Myth #3: It’s too expensive Myth #4: It’ll never pass compliance 📹 According to our study of 200+ advisors in Spring 2019, Advisors getting 11+ more clients per year from digital marketing were most likely to use video
  9. 9. 1 Video Content
  10. 10. CONTENT Have 1 big idea Be authentic Be engaging Be relevant & informative Focus on stories, not sales
  11. 11. CONTENT IDEAS Content Ideas ● Intro/ “About”/ Your Story ● How-to ● Problem - Solution ● Blog teaser ● Case studies ● “A day in the life”/Behind-the-scenes
  12. 12. 2 Tools
  13. 13. TOOLS TO CONSIDER Video Tools You Might Use ● Smartphone (vertical video great for social media) ● iMovie (on Mac) or Adobe Premiere & Shotcut (on PC) ● Gimbal or tripod - to stabilize while you record ● Loom or Zoom - record yourself and your screen (great for webinars) ● Animoto/Promo - turn photos/videos into a comprehensive video ● Headliner - Add captions - a larger percentage of people watch videos in the feed with the sound OFF ● YouTube Studio (beta) ● Bannersnack or Canva - to add cover art to videos
  14. 14. Tools to Consider Where to Host Your Videos: Largest video hosting platform, the second largest search platform and the 3rd most visited website in the world. High quality videos and a more sophisticated, professional audience. Highly customizable video platform built specifically for businesses. Free, must have Gmail account Free account option. Business edition offers more video uploads and extra features specifically for brands for $17/month. Free with 3 video limit or $99/mo for 10 videos
  15. 15. SETTING UP YOUTUBE ● You must have a gmail account in order to create Youtube ● You can have multiple playlists - by topic, by audience, etc (when one video ends, next auto plays) ● One video can be added to multiple playlists ● We suggest adding videos weekly to build your audience and subscribers ● Customize channel with links, cover art, and other settings
  16. 16. Youtube - Cover Photos or Not? ➡ Home Biz Tax Lady: M7w ● 3.7K subscribers ● no cover photos ● videos between 10-25 minutes long ● NICHE: tax advice for those who own a “Home business” ● adds videos every few days Sickle Hunter Financial Advisors ⬅● 5.8K subscribers ● Cover photos with his image ● Videos between 3-10 minutes long ● Financial Planning/Invest Management ● adds videos every few days
  17. 17. 3 Using Video on Your Website & Blog
  18. 18. SHARING - Website Static Pages Websites: 1. Place above the fold/ record horiztonally 2. Don’t set to auto-play. 3. 30- 60 seconds 4. Include supporting text relating to the video content + clear direction for next steps. Average person spends 88% more time on a website if it has video! (Source: wordstream)
  19. 19. SHARING - Blogs or Landing Pages Video Blogs (Vlogs): 1. Can be much more organic looking - could record vertically and use on social media and blog 2. 4 to 20 minutes (longer is better for Youtube Optimization, shorter if also using it on social media 3. Don’t set to auto-play. 4. Embed from Youtube 5. Take a blog you already have and record a short video - keep the video laser-focused on ONE topic 6. Break up larger topics into many videos, or record one longer webinar 7. Transcribe for compliance approval and use transcription for SEO boost Source:
  20. 20. SHARING YOUR VIDEO Let people know it is a video through imagery with a “play” button when you share on your blog, in an email newsletters, etc.
  21. 21. WEBSITE PLACEMENT How to Add Videos to Your Twenty Over Ten Site:
  22. 22. A Website Platform for the Modern Financial Advisor Join the fastest growing and most cutting-edge website platform for financial advisors. Email before Friday, May 31st to receive 1 month of FREE HOSTING (a $109 value)! email:
  23. 23. 4 Share Videos on Social Media
  24. 24. SHARING ON SOCIAL MEDIA Best Practices on Social 1. Record videos vertically on smartphone 2. Upload video natively to each platform 3. Length: 1- 4 minutes 4. Add hashtags 5. Tag @ people/companies you mention or other COI 6. Ask questions that you want people to answer in the comments 7. Link to long-form content in the comments/text of the post (your blog, landing page, etc) 8. Always reply quickly to everyone who comments 9. Feel free to also tag others in the comments to get more exposure
  25. 25. Amplify Your Video’s Reach 1. Ask viewers to subscribe & connect 2. Ask a specific question to elicit comments- respond to each one 3. Hashtags help people find your video 4. Connect with those who’ve engaged Algorithms Matter 5. Posting time - want likes/comments quick 6. the more engagement you get, the more your video will be shown 7. “power users” who engage bump your video faster - help it “go viral”
  26. 26. PROMOTION
  27. 27. 5 Optimization
  28. 28. OPTIMIZATION Search engines cannot “read” your videos! ● Title: Think long-tail keywords ● Description: “Visible” ranking signals ~5000 characters ● Video file: Include at least one keyword before uploading ● Tags: Include 6-8 ● Transcription ● Thumbnail
  29. 29. 5 Compliance Considerations
  30. 30. COMPLIANCE Always Check with your own Compliance Officer/Consultant Before Getting Started! ● Provide transcripts for review ● Consider recording/submitting a few videos at once ● Repurpose content ● Add disclaimer to each blog post ● Add disclaimer to your Youtube Channel/Social Profiles ● You may want to turn off comments on Youtube ● Videos can be made public, private (only available to those you invite) or unlisted (anyone with link can view - link can be shared)
  31. 31. 6 Analytics
  32. 32. ANALYTICS Measuring Video Success ● Track watch time, views & subscribers ● Discover more about the people who watch your videos to better tailor your content ● See how much your viewers watch and what piques their interest within each video to determine engagement, sharing, etc.
  33. 33. ANALYTICS What Counts as a “View”? LinkedIn: 3 seconds or more Linkedin Sponsored Content: when 50% of the ad is in view and plays the first two-seconds Facebook & Facebook Live: 3+ seconds Twitter Ads: when 50% of the ad is in view for 2+ seconds (or when a user engages with a video ad by clicking to expand Instagram: 3+ seconds Instagram Stories/Live: all views/ impressions, no matter length Youtube: 30 seconds or more. Get to 300 or more views on Youtube and you have a chance to start ranking amongst more popular videos
  34. 34. 7 Video Ads
  35. 35. AD SPEND Ad Options: ● Youtube ○ Promote a video already performing well ○ Ad banner ads on other peoples’ videos ○ Create a video ad that plays during another person’s video ● Facebook ○ “Boost” a video already performing well ● Linkedin ○ “Boost” a video already performing well
  39. 39. A Website Platform for the Modern Financial Advisor Join the fastest growing and most cutting-edge website platform for financial advisors. Email before Friday, May 31st to receive 1 month of FREE HOSTING (a $109 value)! email:
  40. 40. Lead Generation. Lead Qualification. The epicenter of your digital marketing. Create Custom Content Launch Brand-Centric Landing Pages Get Your Content in Front of Leads Qualify Leads With LEAD Scoring Compliant, Secure & Archived
  41. 41. The Wait is Almost Over ... Gain early access Visit TODAY to request an invite
  42. 42. Questions? (855) 360-1732