So, right here we nonetheless are. After sheltering in place and dealing with weeks of volatility, we’re capable of get out a bit extra typically because the economic system has began to open. However we’re nonetheless social distancing to maintain our communities safer. Many advisors are nonetheless working from house, as are many consumers, which implies much less in-person communication than you’re used to. How, then, are you able to preserve and even deepen shopper relationships? Maybe it’s time to strive one thing new.
Change Issues Up with Video Advertising and marketing
When you’ve despatched emails and updates out already, why not change issues up? It is a nice time to create a video and experiment with the format. You’ve got extra time to work on it and your shoppers have extra time to view it, making it a win-win state of affairs. The objective is to proceed to strengthen shopper relationships, and there’s at all times an opportunity that somebody forwards your electronic mail or finds you on social media.
Why video? For one factor, individuals prefer it. In keeping with a latest infographic from Social Media Right this moment, 82 p.c of all shopper web site visitors will come from on-line video by 2022. However there’s a extra vital motive. Movies are a good way to inform a narrative, and you may convey much more intangible data in a video than you possibly can in an electronic mail. For instance, if you happen to’re a pleasant particular person, it’s onerous to convey that in an electronic mail, but it surely’s straightforward for individuals to see you smile or hear the heat in your voice in a video.
New to creating video content material? The following pointers may also help you get began:
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Use your cellphone. You don’t want any particular tools for video advertising and marketing—you’ve every thing you want proper in your smartphone, though you possibly can definitely use your high-tech digicam. There’s no want to rent a videographer for this challenge.
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Hold the digicam regular. A number of motion can render the video unwatchable. When you don’t have somebody to carry it regular for you, contemplate buying a stand or tripod.
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Hold it brief. The objective ought to be lower than 2 minutes. Individuals are prepared to speculate 2 minutes of their time, however would possibly hesitate to provide 20 minutes. Actually, analysis reveals 60 p.c of viewers cease watching after the 2-minute mark.
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Use pure gentle. Pure gentle is sort of at all times higher than incandescent bulbs, so consider carefully concerning the time of day and setting to your video.
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Get outdoor. If potential, go outdoors to movie your video, or embrace a pure setting. Analysis has proven that nature (specifically, timber) attracts and stimulates the viewer in a optimistic method.
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Share it. Put up your completed video to your web site and social media profiles and electronic mail it out to your shoppers and prospects. Analysis signifies emails with the phrase “video” within the topic line are opened 7 p.c extra typically, so make sure to use that to your profit!
Get Your Creativity Flowing
As to what matters may very well be in your video, you’ve a big selection of decisions. Listed here are just a few concepts to get your individual creativity flowing:
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Get actual. Let individuals see what’s actually happening in your own home throughout nowadays of pandemic. Be genuine. What’s it wish to have all the children house from school or faculty, studying remotely, when you’re attempting to work? In case you have younger kids, present the LEGOs on the ground, the crayons and paint spilled on the desk, and the books and DVDs piled within the nook. Don’t clear it up and sanitize it! Everyone seems to be in the identical boat, and your willingness to be trustworthy and real will assist individuals reply the identical strategy to you.
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Begin shifting. What are you doing to remain energetic? When you go for a hike with your loved ones within the woods, shoot a brief video concerning the optimistic advantages of recent air and train. You possibly can discuss what your loved ones does to get outdoor. In case you have a favourite path or park, point out it as an concept for shoppers to discover. Embrace a message that you simply hope your shoppers are nonetheless discovering time to do what they love, and also you’ve acquired an incredible video.
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Suppose pets. Animal shelters have seen a staggering spike in adoptions, and many individuals are having fun with this time with their new pet. In case you have a pet, a kitten, or any older animals, search for moments to seize which can be amusing or touching. It’s also possible to invite your shoppers to share their new pet by way of video with you. (And please don’t faux that you simply haven’t watched a tremendous animal video on-line your self!) Everyone seems to be on the lookout for some lighthearted aid, and pets are an infinite emotional sizzling button. One video I noticed had a bathroom paper problem, the place the brand new pet and the older canine each needed to leap over more and more excessive rolls of bathroom paper. Was it foolish? Completely. However did individuals watch it? Completely!
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Rejoice the moments. The world hasn’t come to an finish; individuals are nonetheless getting married and having infants and celebrating birthdays, anniversaries, and graduations. Why not pay tribute to one thing particular that’s taking place in your life? One advisor I work with posted a beautiful video of his father celebrating his 89th birthday on social media. He put it up on LinkedIn and was astounded on the outcomes—greater than 3,700 individuals considered it, nearly 100 appreciated it, and near 30 took the time to touch upon it. How’s that for having an impression?
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Contain others. An advisor who now works from house put her three younger kids in a video the place they mentioned needs versus wants. (For the report, I occur to agree that chocolate is a necessity, not a need.) There was an instantaneous heat to the video and enjoyment of seeing the children speak concerning the matter from their perspective. The advisor was capable of spotlight her experience as effectively.
Making a video might be each straightforward and efficient. There’s nothing holding you again from creating one at this time, in actual fact. Why not give it a strive? When you don’t prefer it, simply hit delete and check out once more. Bear in mind, although, that you simply’re not trying to produce a slick, extremely polished video, however moderately one which reveals your real self—one which reveals coronary heart. And there’s no higher strategy to deepen shopper relationships than that.
Editor’s observe: This submit initially appeared within the Monetary Planning Affiliation’s Follow Administration Weblog in Might 2020.
Please seek the advice of your member agency’s insurance policies concerning movies/social media previous to using the options/platforms mentioned.