It’s no secret that adding video to your website can make a big impact! For financial advisors, video is a simple way to bring your expertise to life and keep visitors engaged. This guide outlines two approaches to creating custom educational videos or using high-quality, pre-made videos that are ready to go.  

The Benefits of Video Content and Marketing for Financial Planners  

Video content can make a difference on your website, keeping visitors engaged and helping them connect with your firm on a personal level. The advantages extend beyond client relationships. Video content boosts your search engine rankings, making it easier for clients to find you online. It also strengthens your brand identity, giving clients a consistent, compelling message about who you are. It’s a simple addition with significant benefits—clients stay engaged, your brand looks sharp, and you’re more likely to get noticed online. 

The advantages of video content on a website are undeniable, so let’s dive into how to implement video effectively. Whether through custom educational videos or ready-to-use pre-produced content, each approach offers unique advantages to meet the needs of your firm and audience. 

Option 1: Creating Custom Educational Videos 

Creating custom educational videos tailored to your firm’s branding and expertise is an excellent way to stand out and connect with your audience. These videos allow you to break down tricky topics, control your messaging, and present your firm in a way that resonates with potential clients. Here’s how to approach the process: 

How to Create Custom Educational Videos 

  1. Define Your Goals: Decide what you want the video to achieve—whether it’s explaining a complex financial topic, building trust with clients, or driving leads through a call to action (CTA). 
  2. Choose Relevant Topics: Focus on subjects your clients care about, such as tax-saving strategies, retirement planning, or common financial mistakes to avoid. 
  3. Script Your Content: Write a concise script reflecting your expertise and brand voice. Use plain language to ensure accessibility for all viewers. 
  4. Invest in Quality Equipment or Services: If you’re filming in-house, ensure you have proper lighting, sound equipment, and a professional background. Alternatively, hire a videographer for a polished result. 
  5. Engage Your Team: Feature key team members in the videos to add a personal touch and showcase your firm’s unique personality. 
  6. Optimize for Online Viewing: Ensure the video is mobile-friendly, loads quickly, and includes captions for accessibility. 
  7. Incorporate a Strong CTA: Guide viewers on the next step, whether contacting your firm, downloading a resource, or booking a consultation. 

Quick Tips for Success 

  • Keep videos short and focused, ideally 2-3 minutes. 
  • Use visual aids like charts or graphics to simplify complex concepts. 
  • Repurpose your videos across multiple platforms, including social media, email campaigns, and newsletters. 

Custom videos are a fantastic tool to keep visitors engaged, enhance your SEO, and reinforce your brand identity. While they require time and resources, careful planning can help maximize their impact and ROI. 

Option 2: Using Pre-Produced, Compliance-Approved Videos 

Pre-produced, compliance-approved content can be a convenient alternative for firms that may not have the time or budget to create custom videos. While these videos are less personalized, they still provide professional-quality content with minimal effort. 

How to Use Pre-Produced Videos Effectively 

  1. Identify Client Needs: Choose videos that align with your audience’s most common questions or pain points, such as understanding tax law changes or retirement planning basics. 
  2. Select Quality Content Providers: Work with trusted providers that offer compliance-approved videos specifically designed for financial advisory firms. 
  3. Customize Where Possible: Add your firm’s logo, colors, or intro/outro slides to personalize the videos and align them with your brand identity. 
  4. Plan Strategic Placement: Embed videos on high-traffic pages like your homepage, service pages, or FAQ sections to maximize visibility and engagement. 
  5. Leverage Analytics: Use your website’s metrics to track how viewers interact with the videos. Are they staying on the page longer? Are they converting? Adjust placement or content as needed. 
  6. Incorporate CTAs: Even with pre-produced content, include calls-to-action on the webpage or video player to encourage viewer engagement. 

Best Practices for Success 

  • Pair pre-produced videos with written content to provide a comprehensive client experience. 
  • Rotate or update videos regularly to keep the content fresh and engaging. 
  • Use pre-produced videos as a steppingstone to more personalized content once your budget or resources grow. 

Pre-produced videos may not offer the same level of personalization as custom ones, but they’re a practical solution for firms looking to enhance their online presence quickly and effectively.  

Deciding the Right Approach for Your Firm 

Choosing between custom and pre-produced videos ultimately depends on your firm’s goals, budget, and client base. Investing in custom videos can provide greater returns if your primary goal is to build strong client relationships and boost engagement. However, if cost and time constraints are significant factors, pre-produced videos can elevate your site without a heavy investment. 

Whichever you pick, set up a post-launch review to track how well the videos are working and adjust if needed! 

Closing Thoughts  

Incorporating video content into your website can be a highly effective way to engage clients, communicate complex topics, and strengthen your firm’s brand. Custom and pre-produced videos have advantages; the best choice depends on your firm’s unique needs and resources. 

 Quick Recap: 

  • Custom Videos give a personal touch and can strongly impact client engagement. 
  • Pre-Produced Videos are easy, compliance-friendly, and a solid choice if you’re short on time or budget. 

Ready to discuss how video can enhance your website development for financial services? With strategic outsourced marketing for financial advisory firms, you can amplify the impact of video on client engagement and brand presence. Contact Align Marketing Group today to determine the best video strategy for your firm’s digital presence!