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When I started my coaching practice, my focus was on converting prospects into clients. That’s where I believed most advisors could use help. Recently, however, advisors have asked for assistance in generating more leads.

Let’s take a look at video, which should be a critical part of your marketing plan.

Why video?

The data supporting the use of video is overwhelming. YouTube receives over one billion unique visitors every month. According to Forrester Research’s Dr. James McQuivey, "a minute of video is worth 1.8 million words."

While this assessment strikes me as overblown, there’s no doubt that video has an enormous impact. Its usage is growing exponentially. Surveys confirm it has a positive impact on marketing results.

Why advisors need video

It’s entirely appropriate for you to note on your website that you are fiduciary to your clients, have no conflicts of interest, sell no products and are transparent about fees. But that’s not what differentiates you, since many advisors do the same. Here’s what does.

You. You are the only firm where an investor can retain you.

Video is the ideal medium for showing who you are and how you really are “different.”