Drive sales by adding video to your marketing campaigns

By nathan.lee

The Impact Partnership


Embedding a video into your email campaigns can create greater responses and a better reason for your clients and prospects to remain engaged with your message. Think about the emails, either solicited or unsolicited, that you receive every day. Given the option, aren’t you much more likely to click a button to watch a short video rather than read through pages of dull text?

How do I increase responses to my email marketing campaigns? How can I create more personal connections with my clients? How can I establish myself as a “trusted advisor” and not a “salesman?"

As a consultant to financial advisors and planners nationwide, I am asked questions like this every day. One of the growing trends that I see and recommend more and more often is the addition of video to an advisor’s marketing efforts. This can be done more quickly and easily than one might expect and will have a dramatic effect on your practice.

We have all heard of the need to establish a unique online presence through the use of websites, social media, blogging, email marketing, etc. One of the best ways to do this is by adding video to your efforts. Videos can be added to your existing website, posted to your LinkedIn and Facebook accounts, you can create your very own YouTube channel, or even embed them in your email marketing campaigns. Websites with video are much more likely to show up on the first pages of a Google search too.

I have personally created videos for my company website that have shown up on the first page of Google when using simple searches like “CD rollover.” Embedding a video into your email campaigns can create greater responses and a better reason for your clients and prospects to remain engaged with your message. Think about the emails, either solicited or unsolicited, that you receive every day. Given the option, aren’t you much more likely to click a button to watch a short video rather than read through pages of dull text?

One of the most difficult tasks in our industry is to convert wary prospects into lifelong clients. A video also allows you to establish yourself as a “person” in the mind of your clients or prospects rather than just a nebulous email or website.

Utilize the videos to create a 30 second ad about you, your practice and how you stand out from your competition. Interview other professionals that work in your market, such as estate planners or CPAs, to establish yourself as an expert in your field with far reaching influence. One of my partners recently helped one of the advisors that he consults with create a video tour of her office. This allowed her prospects to see behind the scenes, catch a glimpse into the inner workings of her office, and feel more comfortable with their surroundings when they meet with her.

Creating, editing and adding video to your marketing efforts is much easier and less time consuming than you may think. Today, most digital cameras, laptops and smart phones are capable of shooting video if you don’t want to invest in a dedicated video camera. Shooting a video can be as easy as sitting down in front of your desk and turning on the webcam, placing the camera on a tripod or ledge, or even using a friend or colleague to act as camera person. Once you are happy with the content of your video, simply upload it to your computer. Most computers contain simple editing software which will allow you to remove unwanted portions of your video. You are now ready to upload the video to your website, YouTube channel, Facebook or LinkedIn accounts, or embed it in your email marketing campaigns.

Next time you ask yourself how to create more activity from your online marketing efforts, try adding video. I’m positive that you’ll see great results.