What Financial Services Marketers Can Learn From Brands Doing Live Video Well

What Financial Services Marketers Can Learn From Brands Doing Live Video Well

As a marketing professional, you probably know all about the live video marketing trend. It happens to be the big marketing idea right now. Unfortunately, the financial services industry hasn’t adopted this trend as much as other industries, and we think that’s a missed opportunity. Here’s what financial services marketers can learn from non-financial brands that are doing live video well.

What is live video?


In case you’re not clear on what live video is, it’s very much what it sounds like: video streamed live as events happen.

As a marketing technique, live video seems to have picked up steam since the launch of Facebook Live. We’re sure both your personal and professional Facebook streams have been hit with notifications that a specific person or company is now (or was) live.

Live video isn’t just for Facebook, though. You can go live on YouTube or on your company blog. Review your content strategy, take a look at the resources you have available, and choose the channel that makes the most sense for your firm.

Who’s doing it well?


Since we’re talking about video, it should come as no surprise that media properties are using this marketing tool particularly well.

Disney Interactive Media, for example, has established a production team dedicated to producing broadcast-quality live video. Thanks, once again, to Facebook Live, you may have had the opportunity to see the touring cast of Newsies perform the song “Santa Fe” actually live from Santa Fe.

Sure, it’s easy for a company like Disney that knows a thing or two about production value and making great videos. But here’s the thing: live video isn’t about broadcast-quality video. It’s about telling a story in real time and delivering that story to people who might otherwise get to participate in it. And that’s something content marketers already know how to do.

What story will you tell?


It’s up to you, but it should be a story that fits with your overall content strategy, doesn’t feel forced or staged, and doesn’t require a great deal of resources.

Maybe you have an investor presentation, industry conference or other event that you think non-attendees would be interested in. Have someone on your communications team film part of the event and stream it live on Facebook. This could be a great way to give your audience a behind-the-scenes look at the financial services industry and, at the same time, provide a learning opportunity. It could also benefit those who wanted to attend your event but couldn’t make it in person.

You probably won’t want to live stream the entire event, as you still want to provide value to those who attended in person. Instead, live stream meaningful snippets, enough to capture your audience’s attention and potentially drive interest in future events.

It’s up to you, but it should be a story that fits with your overall content strategy, doesn’t feel forced or staged, and doesn’t require a great deal of resources.

The nuts and bolts of live video


Before you go live, there are a few other things to keep in mind.

First, if your channel of choice for live video is YouTube or your company’s blog, rather than Facebook Live, you may want to invest in slightly higher production quality. But the great thing about live video is that you can decide how to approach it.

Second, live video doesn’t mean spontaneous video. If you want your video to have an impact, then people have to see it. It can’t hurt to take to your social media channels and give your audience a heads-up that you’re going live. Let them know when and where, as well as what the topic will be. That way, people will know to tune in.

Finally, never film people – including audience members – without their permission. And make sure your firm’s compliance department is comfortable with what you’re posting live.

Andrew Broadhead
Marketing
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Andrew Broadhead is Communications Manager at Ext. Marketing Inc., where he creates content that helps financial services firms engage their customers and prospects. Andrew’ ... Click for full bio

Choose a Client Portal as Wisely as Choosing Your Dog

Choose a Client Portal as Wisely as Choosing Your Dog

People tell me that dogs are a sign of how the dog owner feels about him or herself and what they value. I agree.

The 6'9" man with the tiny dog tells me that he values love, being cuddled and protected. The scruffy 5'9" man with the two greyhounds tells me he values the feeling of being stately and proper. And the woman with the fancy white poodle values feeling sharp and noticed.

A consumer portal is no different.


The portal and contents send a clear message on what the business values the most and wants its clients to value. If the portal showcases investment performance, the advisory firm is telling the client that investment performance matters the most.

If the portal accentuates a person's net worth or probability of reaching their financial goals (2nd home, college, retirement), the advisor is telling the client to care most about achieving their goals and watching their bottom line.

Related: Avoiding the Integration of Technology Can Mean the Death of Your Business

So before your business chooses a consumer portal, think about the message you want to send to the public and clients. It is no different than the message that your dog is publicly sharing about you. What you choose tells others what you value. And just like a dog, you can't return the portal so easily. So choose wisely.

If you seek help, don’t hesitate to click HERE to schedule a one-time Boost Call or HERE to inquire into our lean, business operations strategy services.

Jennifer Goldman
Operational Excellence
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Jennifer Goldman is founder of My Virtual COO and comes to us with 20 years' experience optimizing the use of tech and people to improve RIA firms' productivity and profitabil ... Click for full bio