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Video communication is transforming the way financial advisors connect with clients and prospects. Beyond just a tool for marketing on platforms like YouTube, Instagram Reels, or TikTok, video are a dynamic medium for personal, direct engagement.
Our clients find that incorporating video into various aspects of their client communications offers convenience, visibility, engagement, and more. This is because, when used effectively, video is one of the most powerful relationship-building tools at our disposal as business owners. Whether it's through real-time conversations or thoughtful asynchronous messages, video communication opens a new dimension of client engagement.
Here’s how you can use video to build relationships with clients and prospects.
Make meetings more convenient
Video might never fully replace shaking hands and pulling up a chair, but many firms are entirely virtual. If you have a physical office, you may not want to cancel your lease yet, but don’t miss out on the advantages of video conferencing.
Given today’s fast-paced lifestyle, it's clear that many clients, including busy professionals and active retirees, value the convenience and flexibility of video calls. As you know, high earners and the affluent are often busy with work, travel, and other commitments. Video offers ease, convenience, and more flexible scheduling without the need to come into the office. Even older retirees are using video technology now to keep in touch with grandchildren and friends. Offering video call options caters to this growing preference, ensuring that your services are both accessible and accommodating.
Marketing includes the way you deliver services and all touchpoints with clients and potential clients. Not only does meeting via Zoom or another platform provide convenience, but it also means you can meet more frequently, and it takes some of the pressure off all parties. You may find that replacing in-office meetings with video helps you build even stronger client relationships going forward.
Give client relations a personal touch
Regularly reaching out to clients and prospects not only serves as a reminder of your readiness to meet their needs but also showcases the ongoing value they receive from your expertise. While email marketing is a reliable method to do this, infusing these communications with video can significantly enhance their impact. A video message adds a personal touch, transforming standard updates into engaging, value-rich experiences. This approach not only keeps you at the forefront of their thoughts but also deepens the client-advisor relationship through a more dynamic and personal form of communication.
While the same video might be sent to everyone on your list, a well-crafted message can make each viewer feel as though it was made just for them. The essence of this strategy lies in providing valuable content that makes the time spent watching your video worthwhile and leaves your audience anticipating the next one. Remember, the quality and consistency of your content are paramount. Production quality, while important, doesn’t have to be at a professional studio level. The goal is to establish a personal connection, not to create a cinematic masterpiece. A simple setup using your webcam or smartphone camera positioned on a tripod is often enough.
Examples of what you could send include market updates, pertinent legislative news, an ongoing series of frequently asked questions, and personal or business updates. Feel free to talk about the same content you’ve written in the message, but you’ll come across as more natural and engaging if you speak off the cuff using a list of talking points. The aim is not to deliver a flawless presentation but to have a friendly and informative check-in with your audience.
Enhance email responses
Turning a routine email response into a personalized video message is an effective and unexpected way to provide high-touch client communications. This approach isn't just about convenience; it conveys a message of dedication and personalized attention. While a video reply to a simple query might be excessive, it becomes incredibly effective when addressing more complex or substantial topics.
Think of it as virtually sitting down with your client to go over the information together. You’ll be able to provide more details, explore nuances, and, importantly, set the emotional tone of your message. Do they need to be concerned? Is the issue nothing to worry about? Video allows you to convey your message more compellingly.
This is asynchronous communication. But it has relationship-building impact that rivals a real-time face-to-face quick consult.
Responding to an email with a video nurtures prospects. If it’s something more than an administrative or booking inquiry, consider sending a reply that provides some insight or points to a specific resource. Doing this via video means you get to introduce yourself. It also gives you a chance to invite them to book a consultation to continue the conversation and discuss potentially working together.
Maximize your growth with video
Embracing video as a strategic tool has consistently been one of my top recommendations for business growth. I’ve seen my financial advisor clients transform their businesses by following some of the simple suggestions outlined above. At Crystal Marketing Solutions, we've integrated these video practices for over a decade, not only in client communications but also within our team. This approach has been a cornerstone of our success in operating as a virtual agency. If you would like help with leveraging video to your advantage, we're here to guide you every step of the way.
Crystal is the founder & CEO of Crystal Marketing Solutions (CMS), a marketing agency dedicated to collaborating with independent financial advisors. To learn more about how CMS can help you, go to: crystalmarketingsolutions.com
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Advisor Perspectives welcomes guest contributions. The views presented here do not necessarily represent those of Advisor Perspectives.
