4 Financial Adviser Videos that really work!

Financial advisers often raise the question of the effectiveness of video marketing. Some see it as a vanity project, as an expensive activity that yields very poor results. And sometimes that is exactly the case! But certainly not always…

Video offers a number of great opportunities to financial advisers. First of all, it offers a different, engaging medium to communicate an important message – maybe an overview of your business, your financial planning approach or indeed different aspects of your client proposition. Some visitors to a website prefer clicking on a video than reading paragraphs of text, so video gives you the opportunity to hang on to that visitor to your website a little longer.

Also, YouTube is now the 2nd most frequently used search engine in the world after Google, so video also offers great opportunities as an entry point to your website from searches.

However quality is critically important where video is concerned. To produce a good video takes a lot of time and effort – careful scripting, a lot of thought about production including the location, use of graphics, the cast, the right music etc., and the key messages to be communicated. And all of this to produce a video that should be kept really brief – the preferred length for most videos is no more than one to two minutes.

There are lots of examples out there of average (or worse!) videos. However, here are 4 examples of videos that I believe work really well. I picked from advisers outside of Ireland only, to avoid any accusations of favouritism! I’ve also gone for four very different approaches that hopefully give you a sense of what can be achieved through this medium.

 

Does your Wealth Manager talk too much? (UK)

This video (click here) is the first in a series of four videos produced by Yellowtail Financial Planning in the UK, setting out the benefits of working with a financial planner as opposed to a wealth management company that is selling their own investment solutions.

It’s worth reading their thinking behind the video and the production of it, which can be found here. I’d also encourage you to watch the others in this series too which can be found on their website. What really works for me in these videos is the excellent script, the clarity of the message and the gentle irreverence of the videos – this firm gets a great message across without taking itself too seriously! It all just works really well.

 

The Latte Habit (US)

This video is very different. This video was developed by Michigan Financial Advisors Corp. and centres on a simple message of small amounts of money adding up. Again the script is excellent, the video is kept tight (approx. 2 minutes) and the graphics are really easy to watch and well produced.

To view this video, click here and this will bring you to the company’s video gallery. When you get there, just click on “The Latte Habit” (and then give it a few seconds to load). This one is the best of the videos on that page – some of the others are also worth a view though.

 

Meaningful Money (UK)

Do videos take a lot work to produce? Well this is the guy to ask, a UK Certified Financial Planner by the name of Pete Matthew of Meaningful Money. I’ve provided a link here to Episode Number 288 (!) in his series of videos. He covers a very broad range of financial topics in his videos, one topic in each video and shoots them in a wide range of different locations, many in very scenic spots. He even has a sponsor of his videos now!

What I like about these videos is his commitment to the medium, the range of topics covered which really give him the opportunity to demonstrate the breadth of his expertise and again, that he obviously doesn’t take himself too seriously while getting serious messages across.

If you want to see more in this series of videos, click here and you will see that each item in the main navigation bar leads to a range of videos.

Plan4Life (UK)

This video is a bit longer than the optimal length, but what I like about it is the refusal to succumb to the old adage of “Never work with kids or animals!” This video looks at each of the stages in our lives and the financial objectives of each of them. And using kids to make the video in the process.

What I like about this video is the focus on financial objectives and again, a business not taking itself too seriously in the process. Click on the link here to be taken to this video.

Click on the homepage of this site too – they’ve a nice introduction video to their business using graphics rather than people.

 

And finally, one other video with nothing to do with financial services! You may have seen it already, it was made about 18 months ago, but it’s a great demonstration of how a serious message can be delivered in an engaging fashion. It’s a safety video by Metro trains in Melbourne, Australia that has started a whole cult of copycat videos, online games etc. and has already been viewed by more than 80 million people! Now that’s viral!! Be careful, the tune will stick in your head for ages too…

 

Have you seen any other excellent videos by Financial Advisers? Come on, don’t keep them to yourself, please leave links to them in the comments below!

Why do clients leave you?

We’ve all cheerily picked up the phone at one stage or another when a client calls, only to suffer that sinking feeling as the client goes on to explain that they are in fact moving their business to another adviser. Often you don’t even get a call, the business just quietly moves. So why do clients actually move their business and put themselves through the hassle of agency transfer letters, bringing a new adviser up to date with their affairs etc.

It’s not about price, or at least very rarely.

The management consultancy firm Bain carried out research some time ago among a large group of accountants, 360 of them in fact. While I know they are not financial advisers, it’s a relevant survey as accountants are service providers in the financial space with SME’s and professional clients. When asked, 80% of the accountants felt they delivered above average service. The researchers also asked the same question of 360 clients, one from each accountant. Just 8% of them felt they got above average service. What a perception gap!

They also asked the accountants why clients leave them. The number one reason given was price. This was number 8 on the list of clients. Their number one reason was they just “didn’t treat me right”.

So what’s the lesson in this for all of us service providers? Worry about your proposition more so than your price, and work on effectively communicating your proposition to your clients so that they never forget the value that you are adding. Make your clients feel loved by you!

While we all might go through a short period of reflection when we lose a single client, it may be necessary to take a bit of a deeper look if you find that a steady stream of clients are heading out the door. So what are some of the questions you might ask yourself?

 

How good is your proposition?

Picking up on the Bain findings above, how good really is your proposition? Has it actually kept pace with developments in the marketplace and are you competing with the best advisers out there who may be wooing your clients away? As clients experience the benefits of structured budgeting support and the really valuable insights that future cashflow planning delivers to them, how are you competing with this? At the end of the day, are you really offering true financial planning rather than just a transactional product focused service?

 

How good are you at keeping your clients engaged?

Your clients receive great advice from you at the commencement of your relationship and receive the benefit of a review each year. But what value do they get from you in the other 11.5 months of the year? More and more advisers are making great strides at improving their communication with clients, enabling them to add value to clients throughout the year. However, they also target these communications at prospective clients too – and these might be your clients currently….

Are you satisfied that your ongoing engagement of your existing clients will keep these threats at bay? Do your clients see you as the important cog in their financial affairs?

 

What are your competitors doing differently?

There may be other areas that are influencing your clients to move to a competitor. Are your competitors more active than you at networking locally, or seen as a valued support within the business community? Have they just developed a bigger and better (and more influential) brand presence than you that is swaying clients to move? Are they very clever in the marketing of their business? While their proposition may be no better than yours, does your client as a result of their greater presence perceive them as a better proposition? It might be time for you to revisit your marketing activities and bring more structure and focus to them.

 

Is price a factor?

While price is not the usual reason for clients leaving you, it can be a contributory factor if you are way out of line. You need to satisfy yourself that your price is in the ballpark. If it’s higher than the norm, can you back this up by demonstrating that your proposition is better than the norm? After all, clients will only pay a premium for a premium service.

 

These are just some of the reasons why clients walk. If possible, talk to clients who are leaving you and try and get to the nub of why they are going. They may at first be slow to give the real reason in order not to hurt your feelings. However, if you persist with professional questions asked with grace, you might just uncover some nuggets that will help you avoid the loss of clients in the future.