Attention–it’s limited. And when it comes to your website, you only have a few seconds to grab a prospect’s attention before they get interrupted by the torrent of notifications, emails, texts, and other messages rushing their way.
What addition can you make to your online marketing toolkit that would be powerful enough to make people stop and take notice?
If video is so great, then why aren’t more financial advisors using it to communicate their message and provide greater value to prospects and clients?
Why aren’t you using video?
Some of us get defensive when we try to answer this question:
- “Well, I can’t afford video without a Hollywood budget.”
- “I’m not good-looking enough for the camera.”
- “My site is already #1, so no thanks.”
- “I don’t know where to begin.”
- “People aren’t interested in watching a video from a financial advisor.”
There are many important reasons why you should be investing in video right now. And if you’re on the fence about it, if you have similar excuses like the ones listed above, then this will shift your perspective.
Video gets attention
It’s true. People have short attention spans. There’s a lot to be distracted by, especially online: social media, email, games, news, blogs, ads, etc.
A prospect ends up on your website (either through a search engine or the prompting of a friend), what do you think will entice them to find out more about you:
A big block of text?
Or a featured video?
A recent comScore study showed that “188.2 million Americans watched 52.4 billion online content videos in December.”
Yes. People are watching video online, and not just Netflix or funny clips on Youtube. This is why video has garnered the attention of marketers.
It increases human connection
Most advisors are still off-camera when it comes to marketing.
At least, for now.
The obvious point here would be to tell you that video will help you stand out from your competitors, but that is a given.
Video does something else for you that is remarkable:
It introduces prospects to a real person: You.
An easy way to get started with video would be to take several minutes addressing prospects and clients with a simple market update.
Prospects get to hear the nuances of your voice, see your facial expressions and gestures, and that will forge a stronger connection with people before they’ve even walked into your office.
To view the video scripts we provide for our advisors, sign up for a demo. Once you’re in, search for “video”, and you will be able to see and download the most recent video scripts.
Earn more favor from search engines
Here are 2 big reasons search engines favor sites with video:
- Search engines (like Google, Bing, or Yahoo) reward sites that add unique, useful content consistently. Those sites are seen as more relevant and more valuable for users. The fact that you’re including different formats like text, pictures, and video shows your commitment to reaching people in different ways.
- One of the other factors search engines use to gauge the value of a website is measuring the average length of time people spend on your site. If you can increase interest in your site and get people to stay on it longer, it sends an important signal to search engines that your site matters.
Persuade more effectively
One of the best ways to market and to persuade people is to teach them. You already do this whenever you sit down with a client, or chat with one on the phone. You’re educating them–about issues that matter to them, problems they may have, and how you fit in as a solution.
There’s a generous byproduct of educating people: It creates a strong perception of authority.
It’s time to start…
Prior to the new year, I published 14 Mistakes Advisers Will Make In 2014.
Number 10 was “Not Using Video to Market”:
When it comes to being on the cutting edge of marketing, video is where it’s at! The average user spends 88% more time on a website with video, and e-mail marketing featuring video can increase click-through rates by more than 90%. Video attracts two to three times as many monthly visitors, doubles their time spent on the site, and has a 157% increase in organic traffic from search engines. Need I say more?
Video marketing doesn’t have to be difficult. If you can’t afford a recording studio or don’t have the expertise to operate one, just buy a good quality webcam, spend two minutes recording a stock market and economic commentary for your clients, then email them the link and embed the video on your website.
Video is not something you can afford to mull over until the “time is right.” The timing couldn’t be better right now. You need to start.