Our decades of research created a foundation that enabled content marketing to come to life for the Oechsli Institute, long before it was labeled as such. We had useful information about the affluent and financial advisors, and we gave it away in articles, white papers and speeches.
Over time we’ve added another medium—videos. Currently, we have nearly 500 YouTube videos (you might have watched an Affluent Sales Minute or the Stephen and Kevin Show). I’m amazed at how frequently I hear financial advisors tell me “I’ve been watching your videos—I feel like I know you.”
Well, this is an arena where many, not all (compliance still rules), financial advisors can participate. How do I know? We’ve helped a number of financial advisors develop a media presence using videos as a vehicle for content marketing.
What is content marketing? It’s simply sharing useful information that:
- Positions you as a knowledgeable financial advisor
- Is useful
- Is compelling
- Leaves the viewer wanting to hear more
No different than all marketing, the objective is acquiring new clients. However, content marketing done well transforms you from a financial advisor who’s pitching their services into a professional who is magnetic—prospects call you.
When it comes to video, too many advisors get wrapped up in the production and editing while they should rather focus on their content and delivery. The following tips will help get you started:
- Craft Your Message. This doesn’t mean you need to talk about every aspect of financial planning, rather 3 to 5 key points to be considered.
- Authenticity. Don’t posture, simply be yourself. In addition to providing useful content, you’re letting people get to know you, your personality and your voice. Don’t try to be all things to all people. If you have an opinion (relative to your expertise), don’t worry about offending anyone. Share it and you’ll stand out from other financial advisors.
- Energy. You’ll need to dial it up 10 to 15 percent when you’re in front of a camera, as a certain amount of your personal energy is lost in the transfer. This has been a big issue for many of the financial advisors we’ve helped. It might feel a bit awkward at first, but it doesn’t take long to adjust your energy in front of the camera and still be yourself.
- Concise. Too much detail doesn’t play well in video content marketing as it tends to confuse. Brevity breeds clarity—so get to the point, reinforce your point, and be concise.
- Conversational. Think of this as if you were having a conversation with a friend, rather than talking into a camera. You’ll want to pause, take a breath, and don’t worry about a stumble here or there. You’re not a news anchor, you’re real—a financial advisor who is sharing content. A few “ums” and “ahs” are just fine.
- Confident. You want to portray a relaxed confidence, which is much easier when you’re concise and conversational, but it also includes your body language, your eye contact and your appearance. Sit up straight, lean into the camera, and stay away from the “golf shirt” look—think business casual.
- Feedback. Record one video and then have for your spouse or significant other to view; make certain you explain to them that honest feedback is important. You want someone who will tell you if you’re coming across too scripted, too stiff or that it doesn’t seem like you.
- Practice. There is no substitute for practice. Your second video will be better than your first, your 10th better than you second, and so on. The more you get comfortable with the medium, the better your videos, and the more effective your content marketing.
Done properly, you’ll have people in your community instead coming up to you saying, “I saw your video on XYZ—I feel like I know you.” How can I be so sure? Because it’s been happening to financial advisors who are using videos for content marketing.
Matt Oechsli is author of Building a Successful 21st Century Financial Practice: Attracting, Servicing & Retaining Affluent Clients. www.oechsli.com.
