Updated on: August 6, 2021

Do you ever have trouble getting a client to commit to an annual review appointment? Or speak to a prospect that can’t visualize the value you’ll bring to their life?

You can try what you’ve always done – requesting a meeting through email or over the phone – or you can take a different approach.

Today, the human attention span has shortened significantly. Getting your point across in the least amount of time possible is valuable.

The average adult only reads 300 words a minute, while a single minute of video is worth 1.8 million words… So what does this mean for your client retention and prospecting efforts?

It means you have a great opportunity to increase engagement with prospective clients and improve relationships with existing clients by including video content in your overarching digital marketing strategy.

Don’t believe it? Let’s look at the numbers.

• Video included in an email increases the click-through rate by 200% – 300%.¹
• 59% of senior executives prefer to watch video instead of reading text, if both are available on the same page.²
• 65% of executives have visited a vendor’s site after watching a video.²
• Using video on websites can converting prospective clients by 80%.³
• Consumer internet video traffic will be 80% of all consumer Internet traffic by 2019.⁴

So as a subscriber to the eMoney Marketing Solution, the answer to catching – and keeping – your clients’ and prospects’ attention can be easier than you think.

Using Your eMoney Marketing Solution Videos

There are plenty of ways to use your videos to attract new clients and keep current clients engaged. Some of the most popular ways are by highlighting videos in your emails, on your social media profiles, and on your website.

Use videos in email.

Last year, Americans sent over 205 billion emails a day.⁵ So it’s safe to say your clients have seen their fair share of generic, recycled email content. In your next email, try incorporating video. For example, if you want to get together with a client to discuss the possibility of setting up a Trust, include a quick educational video on what a trust is and what it can accomplish for them. This way, the video can act as an educational opportunity and supplement a recommendation or proposal in a memorable and impactful way.

Use videos on social.

When promoting your practice on social media, video is a great way to open a dialog. Present an idea and ask your audience for their thoughts. Social media is about the conversation that develops surrounding your content, and video is an easy way to get people interested and engaged in conversation. In fact, video was a key component in one financial planner’s viral social media marketing strategy.

Use videos on your website.

Conversely, on your website, it’s important that your content demonstrates your value as an advisor and highlights your expertise.

When you provide relevant, directed, and topical video content to supplement your expertise, you’ll increase your prospect conversion rate and strengthen your existing client relationships.

What to Expect in the eMoney Marketing Solution

The eMoney Marketing Solution is constantly evolving to help you capture the attention of your clients and prospects. Watch our webinar, “An Inside Look at Bamboo,” below to see how the tool can help you with your firm’s marketing efforts.

 

Sources:

1. Daniels, David, Bobby Tulsiani, Carlton A. Doty, and Emily Murphy. “As Seen In The Inbox: Assessing Video Email Opportunities.” Forrester, 2009. May 4. https://www.forrester.com/report/As+Seen+In+The+Inbox/-/E-RES54235.

2. “Video in the C-Suite: Executives Embrace the Non-Text Web.” Forbes Insights, 2010. http://images.forbes.com/forbesinsights/StudyPDFs/Video_in_the_CSuite.pdf.

3. “The Benefits of Using Video on Landing Pages.” Unbounce. https://unbounce.com/landing-page-articles/the-benefits-of-using-video-on-landing-pages/.

4. “Cisco Annual Internet Report (2018–2023) White Paper.” Cisco, 2020. March 9. https://www.cisco.com/c/en/us/solutions/collateral/executive-perspectives/annual-internet-report/white-paper-c11-741490.html.

5. “Email Statistics Report, 2015-2019.” The Radicati Group, Inc., 2015. March. http://www.radicati.com/wp/wp-content/uploads/2015/02/Email-Statistics-Report-2015-2019-Executive-Summary.pdf.

DISCLAIMER: The eMoney Advisor Blog is meant as an educational and informative resource for financial professionals and individuals alike. It is not meant to be, and should not be taken as financial, legal, tax or other professional advice. Those seeking professional advice may do so by consulting with a professional advisor. eMoney Advisor will not be liable for any actions you may take based on the content of this blog.

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