In a communication saturated world, getting your message across and differentiating your brand or service is tough, but we have succeeded by using animated video to tell our story. I’m certain that our video is successful because most people react to it by saying, ”Oh, now I understand what you do!”
Interested in learning how video can explain and differentiate your financial advisor practice? Read our wonderful animator Geoff Evans of The Animation Studio’s compelling article “The Power of Storytelling Through Video” here…
The Power of Storytelling Through Video, by Geoff Evans
Every successful financial advisor understands the importance of storytelling in motivating prospective customers to take action.
Establishing an understanding of a customer’s unique challenges while also demonstrating examples of your past success overcoming similar challenges for existing customers goes a long way to build trust and confidence. As a result, storytelling is a critical part of the sales process when sitting face to face with a customer.
At the same time, your website is often the first opportunity someone has to learn about who you are and how you can help them. Unfortunately, far too many financial advisor websites are boring product brochures that do very little to engage and compel people to reach out. Adding photos to your website can help improve its appeal, but even then we are often faced with generic stock photographs of calculators and handshakes.
What if, however, you could grab people’s attention, draw them in with stories, and inspire them to take action? That is the opportunity created by incorporating video into your website. In fact, the average internet user spends 88% more time on a website with video1 thus the opportunity to get the right message in front of the right person is vastly increased through video. At the same time, homepage videos are shown to increase conversion rates by 20% or more1. The goal of a website should be to create new opportunities through conversions (people arriving at your website and then deciding to pick up the phone or send you an email), not just to prove you exist.
Let’s also not forget that more and more financial advisors are actively participating online through social media in order to create awareness and attract new visitors to their website. With 90,000 financial advisors across Canada, how will you stand out in a sea of tweets and Facebook posts?
Forester Research determined that a one-minute video is worth 1.8 million words2. How many Facebook posts or Twitter tweets would you need to create in order to share the equivalent message of a one-minute video? Not to mention the challenge of getting noticed in the newsfeeds of users who are following hundreds of other individuals and businesses.
The reality is that video is the best solution to help financial advisors get noticed, create engagement, and create maximum impact with minimum effort both through their website and via social media. With 59% of senior executives agreeing that if both text and video are available on the same topic on the same page, they prefer to watch the video3 why wouldn’t you want to create the best opportunity to be discovered?
Geoff Evans is the Chief Storyteller at www.theanimationstudio.ca. After spending 15 years in the financial services industry as a financial advisor, sales trainer, and business coach, Geoff has focused on helping financial advisors harness the power of digital marketing to improve their business success.