Do you ever wish you could be in two places at once?
That’s definitely the case for anyone running a business on the east and west coasts. While big corporations do it all the time, any advisor operating this way will admit it’s not easy.
Just ask Margaret Starner, CFP® of the Starner Group of Raymond James. She opened an office in Miami then expanded to L.A. That kind of distance is a challenge for any business. The COVID-19 pandemic made it even more challenging.
Video marketing was one solution for the Starner team, and it started in a small way… a holiday video. It was a way to deliver their holiday message – at a distance.
“Trying to stuff and mail holiday cards with everyone working remotely was a challenge. Doing a holiday video with cheers from each team member just seemed more fun. Clients/friends loved the holiday video,” explains Margaret.
The Starner holiday greeting met two goals. It was a personal way to greet clients, COIs, and prospects. And it gave the team a chance to let their personality shine through.
In the same way a Zoom meeting adds personal connection to your prospective client calls or internal team meetings, video can help you connect with clients and prospects.
Video is a great way to bridge the gap – allowing people to engage with others – no matter the distance. It allows you to connect with your existing clients and build trust with potential clients. But, just launching headlong into video isn’t your best bet. You need a plan.
WHAT KIND OF VIDEO MARKETING STRATEGY WILL WORK FOR YOU?
Here are three key steps to get you where you need to be in your video marketing strategy.
- Clearly identify your audience – be it clients, prospects, or COIs. Your message may be different for each one, so it is important to know who you’re targeting before you hit record.
- Set some measurable goals. Write down what you want to accomplish with video marketing. It could be that you want to establish yourself as a thought leader in the industry. Or maybe you want to connect deeper with your clients. Or there’s a revenue target you’re working to hit. Set measurable goals and check in on the regular.
- Be patient. Don’t abandon marketing initiatives in a few months if you don’t see results. Expect it to take 12-18 months to get traction.
DON’T LET FEAR HOLD YOU BACK
That fear of making mistakes or being anything less than perfect can stop you in your video-making tracks. Margaret’s advice to other advisors, “You will make some mistakes, but you can’t let that hold you back. Just Do It!!”
