Hi, Dan Sheehan from Social Merlin back again for another Marketing Minute. Today’s topic: “What video content will interest financial advisory prospects? “
My answer to this question will give you some valuable insight into what kind of video content will interest your audience. For you to attract ideal clients every month, you’ll need to gain their trust, and video is a help to gain trust and your key to digital marketing success.
So, what video content do your prospects want to see? As always start with your niche or target market, yes, your avatar, and style your content according to their interests and needs. Make it short, around 5 minutes unless there’s training or detailed information they want and/or expect. Then consider creating two or three different videos, so you can test and track which one gets the most views and best responses. More detailed information on data, including testing and tracking results, in future blog posts. And remember, you’re using social media, therefore, a hard sell would be inappropriate.
People are naturally drawn to videos that provide them with interesting information and ‘know-how.’ Your prospects will be interested in relevant financial tools and explanations, tips on sound investment opportunities, or how to spread their risk, as well as other interests that you know are meaningful to your avatar.
You could also share your insight into the future investment landscape or any new legislative updates on topics such as, social security benefits, for example. You want to offer information that will trigger more questions around their own financial and other needs. You want to motivate them to start a conversation with a familiar face and voice – you! When they’re ready to seek outside help to meet their financial goals they will naturally contact you.
Another important aspect of your video content is to keep it personal and relatable. People want to know more about you. They want to know why you do what you do, and what motivates you. I cannot emphasize enough how important it is for you to be relatable to your audience.
There has been a massive shift towards authenticity, in other words – the real you (warts and all!) vs. slick, professional, impersonal, flawless perfection. The latter being regarded with skepticism and distrust nowadays. People are drawn to someone who’s comfortable in their own skin. They want to see that you’re passionate about what you do and the value you bring to people’s lives.
Think outside the box a bit and develop creative, personal, and relatable content. You have a vast potential audience of perfect prospects whose lives would be enriched by your services, and video marketing is an excellent way of leading them to your doorstep.
If you’d like to get more information, click the link below. Thanks, and see you next time.