Videos – Vanity or Value?
In this latest post in our series of “12 StepChanges to a better business”, we briefly set out our thinking on the benefits of video marketing.
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 video style, 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 60 – 90 seconds.
StepChange works with financial advisers and other organisations in developing excellent scripts that will achieve real “cut through” with your audience. We also regularly collaborate with a leading video production company to bring these scripts to final production, using a variety of different video styles. These videos can then be used across all of your digital platforms.
Should you want to add this engaging medium to your marketing mix, maybe it’s time to get some expert help with it? We look forward to your call.