In this webinar, Twenty Over Ten Chief Marketing & Business Development Officer, Samantha Russell and Director of Marketing, Amanda Larson take a deep dive look at how to successfully implement video into your marketing strategy from start to finish. Even though it’s always been a great idea, COVID-19 has really shown people how much they need video, so let’s dive right in!
- Best Practices For Recording on a Budget
- Adding Captions and Getting Transcripts
- Uploading and Optimizing YouTube
- Sharing Video Content
Quick Success Story [5:46]
Ryan Scribner is a great example of how you can record video in an economically friendly way just by using your smartphone and create a whole YouTube channel. He just started a few years ago back in 2017 and in just three years, he grew his channel to 625,000 subscribers. His videos aren’t high-production quality. The thing that has helped him grow is because his content is hyper-specific, as they all focus on investments. So, hyper-focus on one key topic.
Let’s Start by Addressing Some Myths [8:30]
If you want to record, it’s too time-consuming. You can block off just 30 minutes once a week to record a video.
It’s complicated….no it is not. You can use a ring light. We did a study that said advisors who were getting 11 or more clients a year, were most likely using video in their strategy.
It’s too expensive
It won’t pass compliance.
Effectiveness of Digital Marketing for Financial Advisors
How to Record a Video: Our Process [9:47]
Sam records a video and uploads it as private to our YouTube.
Intern goes into YouTube and optimizes for SEO and transcribes the video.
Use Canva to create a custom Youtube thumbnail and template for sharing on platforms with subtitles.
Assets share with the social team to put in the queue for posting on Monday.
The video goes public on our YouTube channel and gets shared on social media platforms.
If a video is private nobody can see it unless they have admin access.
If you want to gate a video, so record a video and only clients but not prospects, you can gate it. You can schedule out when you want them to go live, you should pay attention to when you want to release them. We used to release on Friday, but we weren’t getting as many views as when we release on a Monday.
Play around to when you release them and see how many views you get.
Tools + Equipment
Find a really great light source that will illuminate your face the best so you play around and see what works best with the ring camera. You want the light to be coming from behind your camera, that will always be the best possible lighting that you will get.
If you slip up, you don’t need to start completely over all the time. You can have a corkboard behind the camera so you can see it with all the things to say. Try and be somewhere soundproof.
Avoid anything super distracting, and if you are recording on your camera, you can record in the horizontal, you don’t want to stare in the middle of your camera because your eyes will look like they are going to the left or the right. You will want to stare right where the camera is.
People will decide in the first 8-15 seconds if they want to keep watching, so when you start recording the video and you want to hook people in the first 15 seconds. Don’t make the introduction too long, as you will lose people.
State what you’re going to talk about right off the bat.
If you are looking for more professional recordings, then the article from Bill Winterberg will be helpful.
The Secret to Getting People to Watch [20:57]
- Have a great thumbnail
- Hook people within the first 15 seconds.
- Use the PPP Formula, which means:
Proof-Either you have used this strategy or worked with someone else who has used it.
What makes a good long-form blog post doesn’t always make a good video. There are two kinds of videos that you can create.
How Do You Integrate Graphics Into The Video?
Recording a Webinar or Screenshare [24:53]
- We like to use Zoom for longer-form webinars
- We like to use Loom for screen sharing, and it gives you the option to show your screen AND face or just one over the other. Loom is more for demonstrations and tutorials.
If you want to share a talking head, we would recommend under 4-5 minutes. When on social keep it shorter and for Twiter, it can only be 2 minutes and 12 seconds.
What if You Need to Factor in Compliance?
You should “batch” record them and then create a transcript.
It will allow you to submit the transcript to compliance. You can give them the video to watch then you can give them the transcript. Keep in mind, a lot of the best videos don’t have anything to do with compliance.
In Headliner, you can choose your orientation, the horizontal, square or portrait. You can upload the raw video file. You have the option to go through the transcription, and keep in mind it’s AI-powered, so sometimes it doesn’t pick up on things. So, make sure you double-check before uploading.
You shouldn’t copy and paste the transcript word for word. Google crawlers cannot crawl a video file which means not any of the words will automatically boost your SEO. You need to tell Google What it’s all about it, so you can create time stamps and summarize what your video is al about. You don’t want to just completely copy and paste.
On the left, will be your actual transcript and it goes by time stamps. So you can play each section through just to relisten to it. It’s pretty easy to pull the transcript and share the subtitles. It will send you an email once it’s ready to download. You can get the transcriptions and add captions.
YouTube Studio [34:25]
It is free if you have a Youtube and Google account, so you can see that we are logged in with the Google account.
Use 100 characters max in the title, so use any keywords to entice them and use keywords that people are searching or in a Google search. Any time you can use numbers or questions in your titles is a good idea too. We usually like to add a brief introduction about what ht video is about and then a spot for them to subscribe to your video. In the transcription, you only have 5,000 words, so if it’s short such as a short tip, you can add the videos in and add in the SEO. You can add the different points that you are making in that video.
It’s a good idea to include a link to an applicable blog post. What will people be reading after the thing? Add links and hashtags as well. We like to add three hashtags to the very bottom of the description and they should tie back to the topic that you are discussing.
Check out this great comprehensive Guide to YouTube for Advisors:
A Financial Advisor’s Guide to YouTube
Is Using Youtube as the Platform Better Than Using Vimeo?
Yes we think so because it allows you to get found – it is the second-largest search engine after Google
The only time you shouldn’t use YouTube is when you are on a static page of your website If you want it to recommend and sleek and don’t want anymore recommended videos, then don’t use it.
We use different templates at Twenty Over Ten and make sure you are picking certain tags when you are uploading your videos. We typically recommend using at least 10 but they should be specific but you should add brand tags, as well. You start typing and just create your own. Don’t think about what terms you should use, think about what terms your potential clients would search for. Think about the wording they would use, not their peers or colleagues.
You should still upload the video to YouTube though! And then just share the raw file natively. Anything that you reference, you want to put it in your replay. If you want to use video to create webinars, the strategy we suggest you use is
- Take the actual video put it on Youtube and then imbed it in your actual blog or website.
- We also suggest that you also add the slide deck. Add it to LinkedIn Slide share and then embed it.
They can find you on Slideshare, YouTube and blog.
You can always go back into a YouTube video and optimize it further. Which we recommend doing for old videos too.
https://slideshare.com is connected with your LinkedIn account
Just because someone is subscribed to your channel, doesn’t mean they all will watch your video. Don’t worry about the number of subscribers you have right out of the gate.
YouTube Analytics [46:43]
Do not worry if right out of the gate you have no subscribers. You should still be creating video because you start to see over time the exponential nature of views when you check your YouTube analytics. If you look, 96% of people who found the video were not subscribers. So, don’t worry about the number of subscribers that you have right out of the gate.
Adding the Video to Your Website or Your Blog [48:00]
If you have a Twenty Over Ten website, then you can go into your blog. Come in and go into Content Assist. Take the insert video and copy and paste the URL, go into the editor, paste in the URL and click insert. This is why it’s so important to have these really nice thumbnails. Now its added into a blog post.
If you want to add to another part of the website, and without a platform, its always going to match the layout. When you insert it, it will always fit the column width and completely match. You can give compliance time to review it, then hit publish. If you arent connected to the broker-dealer that way, then once its approved, the site will be published.
If You Are Using the Lead Pilot Platform [51:25]
Lead Pilot does have a video already in the platform that is “out of the box” and you can still customize by creating a draft. Those videos are already made for you, so you can use them right away or add them.
If you want to actually start generating leads, then with Lead Pilot you can come in and create a landing page for every page that you have. You imbed the video, then at the bottom, you have a call-to-action.
You can start collecting leads and people’s information from the landing pages when you want to promote content. This is a great option if you want a one-stop-shop.
Check out leadpilot.io. We offer free onboarding sessions where we help you set up your account and then you can start capturing people from the landing pages. You can filter content by all different topics. You can come in and start pulling content for your niche.
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