Today’s guest blog post comes from Jill Addison. She is a Digital Marketing Expert & Video Specialist who has helped thousands of small business owners and financial advisors like you generate hundreds of thousands of dollars in new business by leveraging cutting edge video marketing strategies (powered by YouTube, Social Media and Email Marketing) to grow your practice quickly.
Jill wrote this book, Financial Advisor’s 7 Steps to Video Marketing Success, to help financial advisors quickly get up to speed with video marketing to attract new clients online and cultivate relationships with current clients to turn them into raving fans who refer often. She’s the founder of FA Client Machine and the Co-Creator of the Turnkey Video System, which includes a library of highly engaging and entertaining whiteboard videos financial advisors are using to nurture relationships with prospects and clients.
Jill lives in San Diego with her husband, who is also in the video production industry. Her favorite hobbies are reading, cooking, and spending time with her husband and toddler boy & girl twins.
Many advisors have been asking us about whiteboard videos, so we’re doing a deep dive into this topic to show you how whiteboard videos are producing results for advisors today. We’ll also take a look at how you can incorporate this strategy into your marketing in an easy, turnkey way.
And by the way, it’s not only advisors who are asking about whiteboard videos, but it’s also your clients! We’re hearing from advisors that their clients are actually requesting whiteboard videos to help them understand complex financial topics. For instance, one advisor recently showed a whiteboard video about Social Security to his 65-year-old mother and she was glued to the screen. After the video finished, she said she loved it and it helped her understand things much better. He said, “Mom, I’m a financial advisor. Have I not been explaining these things to you well enough?” She said, “It’s just different when it’s a video like this. It just helps me understand it so well.”
Why whiteboard videos work so well for financial services
Some of these facts will surprise you.
1. One of the biggest reasons whiteboard videos work so well is that they actually alter the viewer’s body chemistry.
That’s because when people watch images being drawn in whiteboard videos, at the moment they realize what’s being drawn, they experience a burst of dopamine, the chemical in our brains associated with delight at something unexpected. These videos actually make people happy. And when you’ve put your prospective client in a happy state of mind, they’re much more likely to take the next step toward becoming your client.
2. Whiteboard videos are especially well-suited for financial information because they help make complex concepts simple.
Financial information can be intimidating and overwhelming. When you make it simple and visual, that helps your clients and prospects not feel so dumb. This, in turn, lowers their defenses and helps them feel more comfortable talking with you.
One financial advisor said that several prospects came into their office and mentioned that they loved the whiteboard video on his website. They said the light-hearted tone of the video helped put them at ease and made them feel more comfortable with coming in for an initial appointment since meeting with a financial advisor can be an anxiety-provoking experience. So whiteboard video actually helped bridge that critical gap between those prospects just vetting his firm online and them actually coming into the office, sitting at the table with him and becoming his client. Both the prospects who mentioned the video became clients, and the Average Lifetime Value of those clients is $125,000. So this one video helped this firm generate revenues of $250,000.
3. Whiteboard videos are built to educate
When you package educational information in this entertaining and engaging format, you fulfill on your promise as an educator in a new and novel way. This creates a signature client experience that your clients love. Here’s feedback one advisor got from her client:
I’ve enjoyed your one-minute videos. I appreciate that they’re short, to the
point, and still offer a good tip. Nice work!
These educational videos also automatically attract your ideal clients. When they vet you online (as they certainly do before coming in for an initial consultation), they experience a taste of the kind of educational value they’ll receive from your firm, and that helps draw them into your office.
4. There’s something about the forward movement of whiteboard videos that makes it impossible to stop watching them.
Psychologically, you have to see what comes next, and that makes these videos one of the most engaging marketing tools available today.
5. Whiteboard videos make it easy for you to incorporate regular video content into your marketing strategies with a minimum of time and effort.
You don’t even have to get on camera, which is nerve-wracking, time-consuming, and often not even the best way to present yourself to the world since it’s easy to seem unnatural in front of a camera.
How do whiteboard videos produce results for advisors like you?
Watch these case studies in easy 1-Minute Videos below.
Summary of Video: This advisor, Mychal Eagleson, has a niche of working with teachers, so he’s built a robust online presence to target that niche. In one 30-day period, he got 9 new clients from all over the nation, all in his niche: teachers. He said all the online pieces have really come together, and “it’s nice when you’ve done the work in the past and then you just watch it roll in.” Having YouTube whiteboard videos has been a vital component for him to be found online on Google. That’s because Google owns YouTube, so when you consistently put fresh new YouTube video content on your website, Google is going to rank you higher and higher in search engines.
Here are the 3 reasons why consistent YouTube videos help you be found online:
- Google has always loved fresh consistent content, and so when you’re posting fresh content on a regular basis, they’re going to rank you higher.
- Google knows that people want to watch videos, and Google wants to give people what they want. So when Google sees the YouTube embed codes on your blog on a regular basis, they’ll rank you higher in search engines results for that reason as well.
- Google owns YouTube. So when Google sees that you’re “keeping it all in the family” by using YouTube embed codes, they’ll reward you for that on top of the first two reasons.
Mychal has been embedding his YouTube videos on his blog, then sharing those blog pages on social media. He’s also boosted the videos on Facebook, which got people commenting on his videos, and he could then engage with them in the comments section and start a conversation to provide even more resources to attract new clients.
See his videos on his website here: https://anexceptionallifefinancial.com/knowledge-center
Summary of Video: Here’s how one professional got a 10X ROI on her videos. One of her clients runs a payroll company. He saw her video on social media and shared it. That triggered comments and questions from his clients which led to him hiring her for more services. Her video created new business for her, just from posting it on Facebook. See how this spreads online? Her return on investment from just that one client and one video was at least 10 times what she invested in her whole series of videos.
She also noticed that when she sent out email newsletters, five times more people were clicking on her video links, compared to articles. People want to watch video. So she started incorporating video into ALL her weekly newsletters.
More people were engaging with her content on her blog and social media as well when she posted videos. They were making comments, asking questions, and even emailing her and calling her with questions generated from the videos.
Here’s one last way she uses her videos: When people reach out for a consultation, she emails them a video related to their concern before the consultation. This positions her as an expert and triggers deeper thinking so she and her prospective client can talk more seriously about engagement. So not only have her videos helped her attract new business through people engaging online with her videos, but they also help turn prospects into clients more quickly and easily when she meets with them in person. Many advisors use this strategy to create a signature client experience for both prospects and clients.
In this book, you’ll find step by step instructions and video tutorials on the exact 7 Steps to take to get results with your videos marketing. Download your free copy here: https://faclientmachine.com/
Here’s a quick roundup.
Post your videos to:
2nd biggest search engine in the world. This will help you be found online, even through Google searches.
When you embed YouTube videos on your blog on a regular basis, Google will rank you higher and higher in search engines.
- Social Media
Upload your video files directly to each social media site for the highest number of Views.
- Email Newsletter
Get 5X more people engaging with your email content when you put the words “1 Minute Video” in your Subject line.
- Email Signature
Passively promote your videos each time you send out an email by putting your video link in your email signature.
- LinkedIn Profile
Stand out from the crowd with a custom branded series of videos, displayed on your LinkedIn Profile.
- Email Automation
Automatically follow up with new prospects and new clients with a series of educational and entertaining videos sent via email.
How do I get whiteboard videos without a big investment of time, energy or money?
Video creation is definitely something that should be left to professionals. Making a video is surprisingly time-consuming, and there’s a long learning curve to get it right. As with most activities that are not core to your practice, it’s best to delegate or outsource your video production.
To see an example whiteboard video and learn about a turnkey and affordable solution to get whiteboard videos for your practice, click here: https://faclientmachine.com/whiteboard-video-about-turnkey-video-system/
To do an even deeper dive into video marketing, watch the webinar here: www.FAClientMachine.com