Video Marketing for Financial Advisors – A Step-by-Step Guide
- National Best Practice Leader at Desjardins
- Published on June 23, 2024
- Updated on August 30, 2024
Table of Contents
Alright, let me break it down why this whole video marketing game is such a clutch move, especially for financial planners like yourselves.
First off, video is simply the most engaging type of content out there in today’s world. People are way more likely to watch a short video than read a dry, boring article or ebook, am I right? Humans are just hardwired to visual storytelling.
It’s the reason TikTok has taken over the world so fast. Short, snackable videos are king when it comes to grabbing attention and keeping people engaged.
For financial advisors specifically, marketing videos give you the perfect virtual stage to break down complex financial planning concepts in simple terms using real-life examples and metaphors.
Prospects get to see the human side of you. That personal connection and trust factor is HUGE for winning over new clients and staying top of mind with existing clients.
Video also just has this incredible ability to tell stories in an authentic, relatable way. And as I always say – stories sell!
Plus, the data doesn’t lie – consumers straight up prefer video for researching any product or service these days before pulling the trigger. You’re meeting prospects on their terms with the content format they want.
Finally, video marketing is an insanely effective way to generate leads consistently without being overly salesy or interruptive.
Here’s how you can get started with video marketing as a financial advisor:
Step 1: Define Your Video Marketing Goals.
Let’s get real here. If you want to be a modern financial advisor and digitize your personal brand, the first step is to identify why the heck you even want to do video marketing.
Now, I know some of you are probably thinking “Well duh Reh, I want to create videos to generate leads and make more MONEY!” But hold up my friends, like my Discovery Series podcast guest Jacky Kuk said, and I totally agree with him on this one, if earning more money quickly is your only priority for making videos, you should not start because you will be very disappointed.
Video marketing can be extremely rewarding, but it does take quite a bit of time to build your audience. Having a clear video marketing strategy is crucial.
Here’s an idea – instead of making your videos one big infomercial, try educating people first! Crazy concept, I know. But build some credibility and goodwill by positioning yourself as a financial expert. Then once you’ve got their trust, slllloooowwwwly work in those self-promotional nuggets.
You can make a joke or casually say “this is what I do with clients in the first few meetings.” Don’t make it an overt sales pitch or else you risk coming across as a money-grubbing hack.
The key here is to create video content that resonates with your ideal client’s interests and pain points. Your YouTube channel should showcase your financial planning expertise in an educational, engaging way.
Showcase your brand.
Create company profiles with custom banners and info-packages tailored to different industries.
Show your contact info easily accessible by your prospects and clients.
Add custom CTAs to drive prospects or clients to your calendar, sign up form, etc.
Collect feedback from prospects and clients. Feedback and reactions are not publicly visible.
Share any existing PDF presentations and documents.
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Step 2: Research Your Target Audience.
“Define your ideal client persona” they say. You know who my ideal client is? Anyone with a wallet! At least that’s what you’d think based on the generic, shotgun approach many financial advisors take.
You can’t just create videos hoping to appeal to every Tom, Jane, and their abuelita.
You gotta know your niche. You gotta know your ideal client persona like the back of your hand. I’m talking demographics, interests, pain points, the whole enchilada. Just like my man Jacky said “… as a financial planner, as a financial advisor, if you’re for everyone, then you’re basically for no one.”
So who are you really trying to pull in with your YouTube videos? The high net worth folks? Young professionals? Corporate ballers? You need to define that ideal persona and then create content that straight up resonates with them. I know, I know, I sound like Captain Obvious, but man, don’t skip on this step!
People want to hear from specialists. None of this generic, one-size-fits-all nonsense. Get deep in the weeds to understand what makes your niche audience tick. What are their biggest struggles and questions around financial planning? What kind of stories and examples will grab their attention? Check with your existing clients and potential clients.
When Jacky created that viral video about passive income that got like 500K views, he didn’t just blindly pick that topic. He knew his target audience, so he found a highly relevant case study about a couple making $250K passively in the US who still couldn’t retire in their 40s. Jacky was like “Oh heck yeah, this will pique my audience’s interest for sure!”
Work smart, not hard!
Step 3: Plan Your Video Marketing Strategy.
When it comes to planning your video marketing strategy, many financial advisors out there are just making stuff up as they go along. They’re like “Oh I’ll just wing it and talk about…ummm…RRSPs? No wait, how about life insurance? Ah, what the heck, I’ll just ramble for 20 minutes about my golf game with a client!”
You gotta plan out what video content you’re gonna serve up to your prospective clients. Creating random videos will get you random results. You don’t want that!
Effective planning is crucial to ensure your video content aligns with your overall marketing efforts, boosting your SEO (Search Engine Optimization) and increasing website traffic.
Take all those juicy insights about their interests, challenges, and pain points, and start mapping out relevant topics to cover. What are the burning questions and situations your ideal clients are dealing with? What advice and knowledge can you impart to really help them out?
But here’s the key – you can’t just regurgitate dry, boring facts at them like you’re Chat GPT. To actually engage your audience, you gotta bring those topics to life with stories, case studies, and real-world examples they can relate to.
Check social media, Reddit, Quora, Facebook groups. See what topics make people tick. Which topics get the highest engagement and get people talking. Not only that, but consider the angle on each topic. You can even test your ideas on those social media platforms before recording videos. See if people engage.
Like Jacky’s viral video about that couple who couldn’t retire on $250K passive income? That dramatic real-life example is way more impactful than just spitting some vague stats from FED or Bank of Canada. Stories sell, baby!
Organize topics into a video content calendar. Have a planned schedule. It will help you stay consistent.
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Step 4: Write Video Scripts.
Here’s how to write video scripts that actually engage people. Never follow these video scripts word-for-word like it’s the Bible! That’ll just make you sound stiff and robotic.
Have a clear structure and conversational flow, but don’t go over 2-3 minutes. Make it snappy and engaging! Use real, no jargon language. The way you’d naturally explain things to a client or friend over beers or wine.
Hook your audience in the first 10 seconds. The rule of thumb for YouTube videos: if you fail to have a good hook, you will lose half of your viewers in the first 10 seconds, half of the remaining viewers in the next 20 seconds, and then half again by the 30-second mark. Think half-life, chemistry 101.
Remember, whatever platform you’re using to distribute your marketing videos (Youtube, Facebook, LinkedIn, TikTok, etc.) tracks viewer’s engagement. So if your videos have a high drop off rate, then these platforms won’t promote them.
Don’t be afraid to work in some personality too! Crack a joke here and there. Casually mention something like “This is what I go through in those first few meetings with clients.” That subtle plug about your process sparks interest from potential prospects.
The script is just an outline to keep you on track. When you’re actually recording, treat it like a fun conversation. The quality of the video created is crucial, so ensure it’s professional and engaging to retain viewer interest.
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Step 5: Record Your Marketing Videos.
Many financial advisors think they need to spend a fortune on video equipment right out the gate. Because clearly, the more expensive the camera, the better advice comes out of your mouth! Nah, keep it simple to start. Use what you got – your smartphone, a laptop webcam. If you have good natural light, even the lowest quality video camera out there will record decent quality videos.
The production value doesn’t matter yet. What really counts is nailing that quality video content and engaging personality we just talked about in the previous section. It’s also important to consult your compliance department to ensure your videos meet regulatory guidelines.
Think about it, some of the biggest YouTubers and podcasters started just recording on their cheap laptops or phones. All that mattered was they were providing value that resonated with their target audiences.
Once you start building a following and see the potential, that’s when you can start investing in upgrading your setup. Grab a nice camera, proper lighting, good audio rig to get that crispy sound quality.
But don’t put the cart before the horse. Start barebones and focus on just showing up with fire video content first. If your videos are gold, viewers won’t care if you’re recording on a potato.
If you need to practice recording marketing videos, you can use DeckLinks. They have a neat teleprompter which comes in pretty handy.
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Step 6: Edit and Optimize Your Video Content.
Don’t hit publish your video just yet. You gotta do some polishing and optimization first. Jump into whatever basic video editing software you got. iMovie, Adobe Premiere, whatever works. Even video editors on your phone can do the trick when you’re starting out.
You don’t need anything fancy. Half these financial advisors think video editing means going wild with cheesy transitions and graphics until their videos look like a PowerPoint presentation from 1997.
Just trim the video here and there, man. Clean up any umm’s, ahh’s, awkward pauses. Tighten up the pacing.
Also, make sure you use important keywords strategically in the titles, descriptions and tags. Just like my man Jacky said, YouTube’s algorithm actually listens to the audio and prioritizes videos based on that more than text keywords alone. Crazy, right?
Basically, keywords are just the important words and phrases related to the topics you’re covering in your videos. For example, if you’re making a video about retirement planning strategies, you gotta say “retirement planning strategies” and its different variations throughout your video.
Make it easy for the video algorithms to understand what your marketing video is all about. That way YouTube can push it to the right audience. Other video sharing and social media platforms work very similarly.
Optimizing your videos is crucial for Search Engine Optimization (SEO). By nailing your video content, you can improve your website’s ranking, increase traffic, and reach your ideal client.
Step 7: Publish and Promote Your Marketing Videos.
Promoting on social media is essential! So you share your latest video on Facebook or Insta. A week later, your mom is still the only view and comment: “Nice sweater, but you should smile more!” Don’t give up!
You gotta amplify that video content everywhere. Embed the latest videos on your website and landing pages. Blast that video content far and wide across every social media platform like LinkedIn, Twitter/X, Facebook, Insta, TikTok to maximize eyeballs. Share them in marketing emails to your prospects and client list. Optimize your video content for search engines to ensure that prospects can discover your videos and website.
Don’t just set it and forget it. Engage with the viewers in the comments section.
The “secret” to promotion is cutting snappy 30-60 second teaser clips for Instagram and TikTok, wherever your target audience hangs, to drive traffic to your main channel like YouTube or website, because modern attention spans are… oh squirrel!
Finally, keep obsessively analyzing your video metrics and engagement. Look at the view counts, watch times, audience demographics, traffic sources. See what topics is really resonating and sparking interest.
Video Content Types for Financial Advisor Video Marketing
Now that we’ve gone through the whole creating videos process, let’s talk about what actual kinds of video content you should be putting out there.
You’re gonna need a few different flavors in your video library.
First off, you gotta come in hot with an intro video that grabs attention. Give a little taste of your background, expertise, things like that.
Don’t be humble about your accomplishments. Brag a bit about your biggest wins and client success stories. You can pin this video in your social media profiles.
From there, you’ll want a solid library of educational videos created to teach key financial planning and investing concepts. I’m talking videos breaking down complex concepts into simple, easy-to-understand chunks. Use all the analogies, metaphors, examples.
Mix in some happy client testimonial videos for that sweet, sweet social proof.
If you’re really feeling spicy, don’t be afraid to drop in a few lightly promotional videos too that highlight your specific services and areas of expertise as a financial advisor. Just don’t go too aggressive with the sales pitch.
Finally, knock out some quick FAQ videos giving snackable answers to all the common questions and pain points you hear from prospects and clients.
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Keep Improving Your Video Marketing Strategy
Don’t be afraid to straight up ask your prospects and clients for feedback. What kind of video content did they love or want to see more of? What was a snoozefest that bored them to tears? Get that direct feedback from the people watching.
Just open that direct line of communication. And they’ll keep that feedback coming if you actually implement the good suggestions.
Study those YouTube analytics like a hawk! Look at watch times, video completion rates, traffic sources, audience demographics. Which videos are getting the most views and engagement? Just as importantly, which ones aren’t getting any attention?
Finally, don’t be afraid to experiment with different video content formats. Maybe some casual day-in-the-life vlogs to show your personality. Continuously improving your financial advisor video marketing is crucial. The possibilities are endless. But you’ll never know what works best until you actually try new things. Don’t be that financial advisor who gets stale sticking to the same ol’ same ol’. Cheers!
FAQs
How can financial advisors optimize videos for search engines?
Financial advisors can optimize videos for search engines by strategically using relevant keywords in titles, descriptions, and tags. But more importantly, say those keywords naturally throughout the video content itself. Search engines like YouTube prioritize videos based on analyzing the actual audio, not just text.
How long should videos be for financial advisors?
Financial advisors creating video content should keep individual videos relatively short and focused – 5-10 minutes max. This allows you to thoroughly explain a specific financial planning concept or strategy without losing the audience’s attention. Be sure to cut snappy 30-60 second teasers to promote on social media.
What compliance issues should advisors consider with video marketing?
When creating video content as a financial advisor, it’s crucial to avoid giving any specific product advice or recommendations. The focus should be on providing educational content that highlights your expertise, philosophies and financial planning process. Build trust through advice, not promotion.
How can financial advisors get more YouTube subscribers?
To gain more YouTube subscribers as a financial advisor, consistently create video content that provides value. Embed videos on your website, share on social media, and email. Optimize videos with relevant keywords for search engines. Engage with viewers. Collaborate with advisors or companies for cross-promotion.
How often should financial advisors post new videos?
For financial advisors leveraging video marketing, posting new content consistently on a set schedule is ideal for building an audience. A weekly cadence is optimal, but at minimum aim to publish videos twice per month. Having a planned content calendar makes it easier to stick to your schedule.
Disclaimer: The following information is being presented on the understanding that it is intended for information purposes only. None of the presenters or Desjardins Insurance has been engaged for the purpose of providing legal, taxation, or other professional advice. No one should act upon the examples/information without a thorough examination of the legal/tax situation with the appropriate professional advisors.
About the Author
Reh Bhanji (Certified Financial Planner, Chartered Life Underwriter), a veteran in the insurance and financial advisory industry, boasts over 25 years of experience. His journey began in 1998 at Imperial Life Financial in Toronto, ON, where he managed over $40 Million in annuity assets. His prowess quickly earned him a promotion to Team Leader in 2002, where he led a team of financial advisors. In 2005, Reh’s expertise propelled him to the role of Regional Sales Director at Desjardins Financial Security. In this role, he was responsible for training financial advisors and driving life and health insurance sales through strategic marketing and business development. His commitment to financial advisor education was further exemplified between 2007 and 2009, serving as Vice President for Education at Advocis Toronto (The Financial Advisors Association of Canada). In 2012, he became Senior Regional Sales Director at Desjardins Financial Security. At Desjardins, he managed the company’s largest account and developed key sales strategies and business building techniques for life and health insurance solutions. His exceptional leadership skills led to his 2020 promotion to National Best Practice Leader at Desjardins Financial Security, where he spearheaded the coaching and development of sales processes across the national network. In 2021, Reh expanded his influence as the host of the award-winning Discovery Series Podcast by Desjardins, providing a platform for industry-leading financial advisors to share their strategies, success stories, and industry leading insights.
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