How to Grow Your Financial Business with Strategic Video Marketing
Time is money, and people in finance are more than aware of that. You must be brief when promoting your financial business and go straight to the point. They say a picture is worth a thousand words; a video may as well be worth a million. So, to ensure your message gets across as efficiently as possible, you must use video marketing.
Now, whenever you’re using video to promote a business, this can be considered video marketing. Adding a video to your landing page, sharing it via social media, or promoting it by any other means will all help you get there. Finding the optimal way to do so means applying an appropriate strategy.
Here are a few strategic tips to help you get the most value from your video marketing campaigns.
- Make different formats for different platforms
How to Grow Your Financial Business with Strategic Video Marketing
How many videos have you watched today? It’s probably hard to tell without reviewing your browser/app history. You probably remember one or two longer format videos you’ve watched, but what about stories and reels/shorts? How does one even start counting them?
In other words, people consume video content in all forms and formats available. It would be a lot easier for you to just stick to a single design. This way, you could use templates and facilitate production/editing to an absurd degree. However, this is not a good idea.
Branching out as a brand
Even full-time content creators renowned for their activity on a single platform (YouTube, Twitch, or TikTok) will mix up their content formats and platforms. As a business, you’re less constrained to the public perception of your video content activity (they have no reason to expect to see you on one platform and not the others). So, make sure that you’re everywhere.
An important thing to note is that there’s an old marketing principle known as the rule of seven. This concept implies that to interact with your brand; an average customer needs to encounter your brand seven times. This is much easier to achieve if you go out with different formats and on other platforms.
Catching up with the content quantity
For this to work, you need to learn the rules of each format. You don’t have to produce all your content from scratch. You can always take short clips from your longer videos and turn them into stories, reels, or shorts. This way, you’re:
- Recycling your content
- Becoming present in other formats
- Promoting your longer content formats
Just think about all the podcasts you’ve listened to after watching a two-minute clip on YouTube or a quote on someone’s story.
It’s also important to make an editorial calendar for each platform. Each social media has a time when it’s ideal to post. Just taking a look at this timetable can increase your engagement rates.
- Think about how people use your videos
How do people watch videos? Do they use their phones, laptops, or tablets? What’s their average screen size? Do they have the sound on or off? By answering some of these questions, you’ll have a much easier time making a more engaging video marketing strategy.
Mobile devices are your priority
According to some of the most recent data, about 70% of all YouTube consumption comes via mobile devices. Also, about 90% of people watch videos on their mobile phones, making it the single most popular device for video content.
Sure, people aren’t watching just on phones, but with such overwhelming numbers, it doesn’t hurt to prioritize.
Also, these numbers can be a bit misleading. The fact that mobile is 90% doesn’t mean that all the other devices have to fit in the remaining 10%. Why? Well, it’s not like people watch content on one device type.
Ideally, you want to prioritize mobile, but make sure your videos are also responsive to other screen sizes.
Include and edit subtitles for those who watch without sound
According to some estimates, three in four people keep their phones muted while watching videos. While taking public transportation or on a break at work, they can’t blast the video or story at full volume. Many people won’t turn the volume up even when returning home.
Unfortunately, this means that they skip videos that don’t have subtitles or require sound to make sense.
You need to make subtitles to ensure your video doesn’t end on this list. Now, this process can take forever. You can speed it up if you edit subtitles with an advanced speech-to-text tool. These tools are not that hard to find and quite easy to adopt.
Keep in mind that many people have trouble hearing, and adding subtitles can make your videos more inclusive. It’s a huge win for your reach and your image as a company.
- Improve your landing page videos
One statistic implies that landing pages with videos increase conversion rate by as much as 86%. Still, landing page videos are not the same as social media videos.
First, there’s a statistic that people will give your site two to nine seconds before giving up. You will get more than that if you add a video to your landing page. The rule of thumb is to make the video 60 to 90 seconds long.
This is great because it’s short enough to make them stick around. This also works wonders for your SEO. After all, if the average amount of time an average person spends on a new site is under 9 seconds, imagine what 90 seconds average retention rate will do for your rank. This is provided that they just watch the video and leave, which should never be your main objective.
You should learn about video storytelling to get the most out of this video. Start with a strong hook. Second, remember that it’s a video for a reason. So, make sure that you use visuals as much as you can.
Lastly, don’t focus on features; talk about benefits instead. Your audience is self-centric. In other words, they want to know what you can do for them, not what they can do for you (which is only natural). Instead of trying to persuade them, give them enough material to convince themselves.
- Think outside of the box
Just because a format works for someone else doesn’t mean you’ll have the same experience. Humor works great in some fields, but topics and audiences require a more somber tone.
Since you’re in the financial industry, you fall somewhere in the middle. On the one hand, you’re talking about numbers, and a good joke isn’t going to make any conversions. People want to talk numbers, so you need to be professional and talk about the savings you can help them achieve and the increase in productivity that you can make happen.
At the same time, you want to be extra creative. Let’s be real and admit that both you and your competitors all talk about, more or less, the same numbers. While you may be at the top of your field, it’s not like you can offer 50% where your competitors offer 10%. You can spark their imagination through videos and smart animation and use graphs to see your USP.
Regardless of whether you’re talking about the performance of cryptocurrencies or the downfall of the US real estate market, you’ll be more effective at sending the message with the right visual stimuli.
When looking for inspiration, you can sometimes repurpose your old content. This work is simple – you turn a blog post into a video. Even a simple voiceover with some animated graphs can make a difference with the right presenter. That’s why it’s important to learn how to add a voiceover to Adobe Premiere and other video-based programs.
- Learn how to make better CTA
Making CTA in a written format is much simpler than doing so in a video. First of all, you need to understand your audience. What would make them engage?
Next, you need to be extra careful how you do this. Sure, you want to be assertive, but you don’t want to be too pushy. Defense mechanisms are powerful, and we usually become reluctant toward people pushing us too hard.
At the same time, you want to use psychological phenomena like FOMO and positivity bias to your advantage. You should try making people want to click. This way, it will seem like engaging was their idea all along.
Making better CTA and integrating it into your video will make your campaign far more effective.
In finance, efficiency reigns supreme, and no form of expression is more efficient than video
By being present on multiple platforms and in multiple formats, you’re organically expanding the reach of your content. You also need to understand how your audience is consuming content, not just research the topics they may be interested in.
Adding a video to your landing pages is vital to achieving better conversions; the same could be said about your CTAs. Finally, whatever you do, look for a way to stand out.
By Srdjan Gombar
Veteran content writer, published author, and amateur boxer. Srdjan is a Bachelor of Arts in English Language & Literature and is passionate about technology, pop culture, and self-improvement. His free time he spends reading, watching movies, and playing Super Mario Bros. with his son.
