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Why Video Marketing for Financial Advisors?
When it comes to creating meaningful connections with prospective clients, you must be able to put your best foot forward. Your website is your storefront, and it has the ability to attract and impress new clients on your behalf.
The key? Infuse your website with personality while demonstrating the qualities every visitor needs to see—trust, sincerity, honesty, and everything else that makes you stand out from the crowd.
But when you only have seconds to connect with your audience, how can you pack a big punch in a short amount of time? That’s where video marketing comes in.
Human beings are visual learners… and while words are powerful tools for nurturing new relationships and connecting with interested investors, video provides a powerful and memorable hook that words alone just can’t compete with.
Case in point? A recent study found that viewers are able to retain 95% of a video message—as compared to only 10% of the text version (Speach).
You have something important to say, and video can help you get your message across more effectively than any other form of communication.
How to Incorporate Video on Your Website
In a recent study, 82% of respondents said video has helped keep visitors on their website for longer—for gaining SEO momentum, this is a huge advantage (wyzowl). The more time somebody spends on your website, the more a search engine finds it to be a relevant and valuable resource for others (meaning your site is likely to rank higher).
While there are plenty of ways to incorporate videos on your advisory firm’s website, one of the most impactful placements is right on the homepage (it’s the most visited page on an advisor’s website, after all!). As soon as visitors (aka your future clients) land on your site, your welcome video helps them put a face to the firm name—something text alone can’t do.
Your welcome video should help visitors understand a few key details about you and your firm, showcasing what makes you different and how you deliver an exceptional client experience. Give them enough of an “inside look” so they can visualize themselves as your future client. Before they ever pick up the phone or send an email, they’ll already feel connected to your business and your team. That’s the power of video marketing.
Video Marketing FAQs
Including a video on your website encourages visitors to stay longer on your site, and it enhances the user experience by providing a visually appealing alternative to text. Considering visitors spend less than 60 seconds on a financial services website, video is an effective tool for grabbing attention and making a positive first impression in a visually striking way (Hubspot). While search engines are always changing their algorithms and priorities, websites that incorporate video are typically more likely to rank on the first page.
The ideal length of a video on your website’s home page should be between 30 and 60 seconds. This is just enough time to keep a visitor’s attention without overwhelming them. Keep in mind this is a general guideline, and there may be specific use cases for longer videos (say client testimonials, case studies, financial literacy videos, etc.).
Creating a high-quality, custom video for your website can be a time-consuming (and sometimes overwhelming) process for busy financial advisors. From script writing to filming in-office and editing post-production, there are many steps involved in creating a professional-looking video for your website. Managing the video creation process in-house may not be feasible for most advisory firms, but it ultimately depends on your marketing resources and budget. Outsourcing video marketing services can help advisors capture the benefits of incorporating video on their websites without having to invest too much valuable time and energy into the process.