Five Video Marketing Tips For RIAs

Thursday, July 18, 2013 11:11
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Five Video Marketing Tips For RIAs
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1.       Avoid Overconfidence. Based on my experience in recording advisors on camera for the last few years, about half of all advisors—maybe two-thirds—are capable of making great marketing videos by simply talking into a camera. Over the last few years, I’ve put dozens of advisors on camera to make their marketing videos. Most of them are good presenters and can actually make the case for hiring their firm concisely and in a likeable way with minimal coaching—and a rare few advisors can communicate with charisma, integrity and charm. About a third or 40% really need work, however. Their delivery stinks, and they know it. Replaying their first video is a rude awakening—the pot belly, stumbling for words, reading from slides make for very bad TV. Avoid overconfidence. Prepare diligently before you go on camera. Record yourself and see if you like the way you appear. You will improve enormously by just looking at your own performance. After gaining experience, you probably will not need to practice before every presentation.

 
2.       Buy Your Own Studio. Don’t spend money going to a local video studio. Go to a studio once or twice to make recordings, just to learn about what they do. Then buy your own equipment to make your videos. The worst thing that can happen is that you are among the 15% or 20% of advisors who stink on camera and won’t ever be any good at it, and you wind up with an extra big-screen TV—and who couldn’t use an extra big-screen HDTV? You can book a day with me and I’ll show you how to set up everything so you can do it yourself. I charge $2,000 and you walk away with a series of short marketing videos about your firm and new understanding about marketing effectively on the Web.
 
3.       Aim For One Take. Approach your marketing videos as a series of video clips. Make each video 30-seconds to three-minutes in length. For every three-minute video, you’ll need a 30 second video. Do not exceed three minutes in marketing videos. Short segments can be recorded in one take. Carefully script out what you want to say and create graphics in a PowerPoint presentation illustrating your script. Connect a 60-inch HDTV to your computer using HDMI or DP cables, so you can display your PPTX slides on your big screen TV. Stand in front of the big screen with your slides  displayed on the big-screen TV behind you and talk through each one. Use PowerPoint’s Presenter View to record your presentation, which enables you to display the slides behind you on the big screen TV while displayed in front of you is your script in the Notes section of PowerPoint. See my instructions about using Presenter View.  
 
4.       Content Matters. Maybe 10% of advisors are capable of creating content that is strategic, personal and engaging. Chances are, you are no Michael Kitces. You probably are not capable of producing vast amounts of authoritative content about wealth management to market your firm continuously in order to become an authentic and authoritative voice in the financial planning profession. But you can be the local Michael Kitces. You can be an authoritative source on financial planning in your local area. Google and other search engines let you become a local authority on financial planning if you produce content addressing financial issues facing your community publicly and with integrity. Yes, and I did say if you do it with integrity. Your popularity on the Web is directly related to how trustworthy you are. If you tell the truth about financial issues and focus on ways to boost your search engine visibility locally, you should succeed. But you probably cannot create all the content from scratch yourself. Use the Advisor Products Content Library for your content for about $110 a month. Rewrite our articles, add your search terms, use them in blog posts, or use them as is with our social media content distribution system. But you need great content. And that’s rare. Advisor Products content is for fiduciaries who use low-cost fund and ETFs and provide financial planning. Leveraging an authoritative source for facts, figures, charts, and tables will streamline creation of your own content. You can inject your local search terms and keywords and transform one of our articles into a personalized blog post loaded with your search terms. It’s not difficult. And even if you don’t personalize Advisor Products content by rewriting our articles, using the articles as is can boost your profile with clients and prospects significantly. Clients and prospects don’t expect you to write all your own content but they value intelligent financial content that is curated by you. If you want to learn more about content marketing  for advisors, check out the webinar below.
 

 
5.       There’s Always A Slideshow. I recently videoed an advisor giving his elevator speech who was absolutely terrible on camera. I recorded about an hour of video and most of it was just plain bad. But there were 30-second and one-minute snippets where his message came across just fine. I discarded the video track and just kept his audio. Instead of a video with him on camera, we used his slides as the video track. We edited the file in Camtasia Studio. While the advisor’s on-camera persona was terrible—it was his first video, he did not practice beforehand, and he was overconfident—his audio could be edited down and his slides are used in place of his dismal performance in front of the camera. Post-production work can be really important. You can use sites like eLance and Guru to find editing help. However, as mentioned up above, keeping your marketing videos and blog posts short will help you avoid editing costs and additional overhead.
 

 

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