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Video marketing is one of the most powerful tools for financial advisors. Learn how everything you need to know about using Youtube to grow your business.
We keep hearing that video is on the rise as a key digital marketing tactic, but research shows it has surpassed “up-and-coming.” However, many financial advisory firms have hesitated to start utilizing video marketing – either not knowing how to start or believing that it wouldn’t be a good investment of their time since their prospects aren’t spending time on Youtube.
They couldn’t be more wrong. As of 2019, 58% of those 56 and older use Youtube, and YouTube is the 2nd most used social media platform after Facebook for those 50+ and older.
Percentage of US internet users who watch Youtube, by age group, according to Statista
Why Should Financial Advisor’s Create Youtube Videos?
There is no question, your clients and prospects are heading to Youtube to be entertained, educate themselves, and research products and services. In fact, in May 2019, YouTube CEO Susan Wojcicki revealed that the platform currently counts 2 billion monthly active users – a 5% increase on the 1.9 billion logged-in users reported in July 2018.
And the PEW Research Center found last year (2019) that YouTube users outnumber those of any other social media platform in the U.S. with 73% of US adults using the platform. Only Facebook, at 69%, comes anywhere near.
According to HubSpot, 4 times as many customers would rather watch a video about a product or service than read about it. This is not something financial advisors can ignore and it’s important now more than ever to understand how to best share your videos.
Chad Chubb, Twenty Over Ten client and founder of WealthKeel, said it best in his interview with Financial Planning:
"No one ever says, ‘I want to work with you because of your video.’ But it gives people a higher comfort level, because it gives them a sense of the planner."
There’s no doubt that YouTube rules the online video world with over 2 billion users – but did you know it is also the 2nd-largest search engine after Google? That’s right – not only are you providing content in the format your clients and prospects want most when you create a Youtube channel – but you are highly increasing the possibility that completely new prospects (who have never heard of your firm before) – will find you online.
It is important to understand how your clients and prospects are using Youtube. Prospects who are searching for videos on YouTube are likely not there to learn about your brand specifically. They are there to find value in the information that they are seeking – here are some of the most popular questions investors are searching for right now, according to Google Trends.
Because YouTube is essentially a search engine for videos, it functions very similarly to Google. This also means that you can optimize your YouTube channel and reach prospects by creating videos they are searching for. As a financial advisor, there is a ton of content that elicits emotion and would provide users with educational information. Consider the below list of topics to get you started. And, if you don’t have a channel yet – here are our quick instructions on how to set up a Youtube channel.
How to Get Started Recording Videos For A New Youtube Channel
Before we dive into ideas of what types of videos you might create for your channel, you might be wondering “but how do I record the videos?” We’ve got your covered. Use our 3 step, quick-start guide “How to create videos on a shoestring budget, right on your smartphone (and still look professional).”
Video Content Ideas for Financial Advisors
As for what types of videos you should create, there are a variety of types (and you can have multiple playlists to make it easy for visitors to filter and find what they are looking for – for example, your playlists might include “Budgeting”, “Smarter Investing” and “Interviews”.)
Our best advice is for you to simply keep a list on your computer of all the questions your clients and prospective clients ask. Each time they ask you a question, write it down! If they have the question, that means others do to – and it could be a great piece of content for you to record a video answering.
Keep in mind, some questions will lend themselves to quick, under 5 minute videos (perfect for “talking head” videos where it is just one person looking at the camera) while others will be better suited for screen-sharing. For those types of videos, consider using tools like Zoom or Loom to record both your desktop AND share your camera at the same time.
Client Questions
We’re sure you get asked a ton of questions daily by clients. If you get a question more than once, not only do you know it will probably be asked again, but it is a topic that clients are interested in. Those questions are fuel you can use for videos! Some examples include covering topics such as:
- “How much should I be saving for retirement?”
- “How to reach your retirement goals”
- “How much should I be saving for retirement?”
And don’t forget about your prospects too! They may be wondering:
- “What is a fiduciary financial planner?”
- “What to look for in a financial planner?”
- “What does a financial planner do?”
Twenty Over Ten client and founder of Forward Thinking Wealth Management, Dan Johnson answers frequently asked questions, as well as highly searched topics to better connect with prospective clients.
Behind-the-Scenes
Just as you would for your social media channels, consider creating videos that give users a behind-the-scenes look into your business. This could include:
- “A day in the life of our CEO”
- “Meet our team“
- “Welcome to our new office”
Transparency is everything in the financial services industry and what better way to do that then to give users a glimpse into your office’s life? Not only do they learn more about your firm and work, but it gives your brand a personality and relatable human characteristics that attract clients and prospects.
Free Knowledge
Maybe you provide free consultations for prospects or have offered free seminars in your local community. Why not translate those teachings into a video format? Your knowledge can live on YouTube, become a source of information for prospects and clients alike, and show your expertise in the industry. By producing these videos that feature your skills, you can build trust with viewers who are in need of financial services.
Product Reviews
As an advisor, it’s likely you offer your clients access to a portal. Consider creating a video using a screen share to review the client portal you’ve chosen to use for your practice. You can discuss how clients can access it, log in, navigate their account, analyze reports, and more.
To see more examples of advisors that are doing a great job creating videos and posting them on Youtube to educate current clients and allow new prospects to find them, see our post “5 Examples of Financial Advisors Using Video To Communicate Well During the Coronavirus Pandemic & Market Downturn”
7 Ways to Optimize Your YouTube Videos
Okay, so now that you’ve got some great content how can you ensure users find your videos on a crowded platform like YouTube? Today we’re sharing our seven top tips to help optimize your YouTube videos for better ranking.
1. File Name
Believe it or not, optimizing your YouTube channel and videos begins with how you name your video file on your computer before uploading it. Video file names are considered an “invisible” ranking signal for YouTube, so be sure to name your video file appropriately. Use a simple but descriptive title that summarizes your video. If possible, use relevant keywords, as they help YouTube better categorize the content.
2. Optimized Video Title
Your video’s title should be a few short words – max of 60 characters. Similar to the file name, titles should be descriptive and summarize the video in a captivating way. Again, be sure to include the keywords you’re hoping to rank for.
Dan Johnson at Forward Thinking Wealth Management uses titles that intrigue prospects, as well as boost his YouTube and Google rankings.
3. Tags
Tags help YouTube associate your video with text and ultimately connect searchers with your video. However, this doesn’t mean you should go crazy with tagging! If you abuse the tag feature, it will hurt your ranking. You should only use relevant tags and 6-8 tags are thought to be the ideal amount for each video.
When picking tags for your videos we recommend check YouTube’s most popular tags to find trending topics. Aligning both your video content and tags to those top tags can boost your ranking and better connect you with prospects.
4. Video Transcript
Uploading a written version of your video only helps YouTube better identify the content in your video. This will increase your chances of showing up in relevant searches and connecting with more prospects.
Simply type what was said in the video in a plain text file (.txt) like Notepad or convert your Microsoft Word file before uploading. Format your text with blank lines for new captions and add >> before a new speaker begins. To upload the video transcript, follow the steps below:
- Go to your Video Manager by clicking your account in the top right > Creator Studio > Video Manager > Videos.
- Next to the video you want to add captions or subtitles to, click the drop-down menu next to the Edit button.
- Select Subtitles/CC.
- Click the Add new subtitles or CC button.
- Select Choose file > Upload
- Use the editor to make any needed adjustments to the text and timing of your new subtitle or closed caption.
- Select Publish.
Remember, as a financial advisor, your video marketing will also need to be approved by compliance. To play it safe, you can always write your video script and share it with your compliance team for approval prior to filming.
5. Thumbnails
Thumbnails are the picture viewers see before they click to watch your video. They are one of the first things users see when searching on YouTube and can often determine if the user will click to watch or not.
YouTube will auto-generate thumbnails for you from throughout your video that you can choose from but you may also create your own using a tool like Canva and upload your own custom thumbnail. If you go with the second option, you may want to add text over an image to further entice prospects to watch your video. Whatever you choose to do, your thumbnail should be clear and relevant to the content of your video but somewhat intriguing to encourage views.
6. Description
Your video descriptions are unlike the file name in the sense that they are “visible” ranking signals for YouTube. You have roughly 5000 characters to play within a YouTube video description. However, only the first 100 characters or so will be visible to users as they land on your page before viewers have to click “read more” so use your introduction area wisely.
Consider who you are targeting, what they are looking for, and how you can attract them. Additionally, this is a great place to link back to your website, blog, and landing page for even further reach.
7. Sharing and Subscribes
Lastly, getting people to share your videos and subscribe to your YouTube channel can make a huge impact on your overall online presence. This is an indicator to YouTube and Google that you and your video content are authoritative, which increases your chances of ranking higher.
To attract more shares and subscribers, always share your published YouTube video links on your social media channels and blog. You can also consider asking clients and prospects to subscribe to your YouTube channel for tips, tutorials, workshops, and announcements via a newsletter. Lastly, produce great content that makes viewers want to utilize your video and share it with others.
Related: What Advisors Getting 11+ New Clients per Year Have in Common