If Content Is King, Video is Emperor
Utilizing videos in content marketing to gain investor mindshare
The secret is out: if ETF issuers want to get investors’ attention, dry materials and long-winded brochures no longer suffice on their own. In today’s hypercompetitive battle to grow AUM, issuers should seek to become trustworthy resources for investors—in other words, producing educational and engaging content. This can take many forms: blog articles, email blasts, whitepapers, fund-specific materials, brochures, handouts at conferences, and more. All of these content pieces have their respective roles to play within an issuer’s marketing strategy playbook, but there’s one medium in particular that can really break through the noise and capture prospective investors’ divided attention like nothing else: video.
After all, in an age of endlessly scrolling social media, microblogs, and constant distractions, who has time for a five hundred word blog article—much less a fifteen page whitepaper—anymore? That’s where video comes in. It’s already transforming marketing efforts throughout myriad industries, and its presence is increasingly being felt in the finance world as well. The numbers really speak for themselves. According to Insivia, including video in a landing page can increase conversion by 80%. This same report found that four times as many customers would rather watch a video than read about it, and website visitors spend about 2.6x more time on pages containing video than those without.
This has momentous implications for ETF issuers. Imagine if, instead of a dry fund fact sheet, prospective investors first encounter a short, punchy, 2-minute animated video on the fund’s homepage that runs through the ETF’s main selling points in an engaging, entertaining way. A video like this one, for example, which we produced for an imaginary beer ETF:
All the website visitor needs to do is click “play.” If they’re interested in learning more, they simply scroll down and encounter the more detailed fund materials that tell the rest of the story.
The bottom line: Video presents an exciting opportunity for savvy ETF issuers to capture greater investor mindshare. It can play an important role in a new or existing content marketing strategy.
Advisors Will Be Extinct in 5 Years Unless…
I’ve had financial advisors for more than 40 years. Not once in those years have I called my advisor to find out what stock/funds I should buy or sell. But I have called to find out where I should get my first mortgage, when to sell my house, or how much income I could get in retirement.
In short -- and I think I’m pretty typical – I was looking for financial advice, as it relates to my life.
Here’s the disconnect, what most advisors do is simply manage their clients’ assets. They determine what to buy, and what to sell, they think about risk management, about growing their practice by finding new clients and about getting paid.
Historically that has been the business model. But as more women take control over financial assets, they, like me, will be looking for a different experience. And unless the financial community is willing to change ….. advisors, as they are today will be extinct in five years.
Advisors who want to survive will have to do a lot more than just manage money – they will have to provide genuine “advice”. That means doing what’s right for the client, not pushing product and pretending it’s advice.
Women especially, but all investors generally, are becoming more and more cynical. They says, “If I want advice about reducing my debt, that’s what I want and not ‘here’s more debt’ because that’s what my advisor gets paid for! And if saving taxes is what I want then saving taxes should take precedent over selling me a product.”
You may be thinking that spending your time providing advice isn’t lucrative but the reality is that in the long run – it pays off in spades. The advisors who take the time to build real relationships with clients, who provide advice as it relates to their clients’ lives, even when there is no immediate financial benefit to themselves, those who don’t simply push product – are the ones who over time have the most successful practices.
Generally women understand and value service, but they will say, “If I’m paying, I want to know what I’m paying for: Is it for returns? Is it for advice? Is it for administration? I want to know. Then I can make up my mind what’s worth it and what isn’t.”
Investing is becoming a commoditized business and technology is replacing research that no one else can find. Today the average advisor is hard pressed to consistently beat the markets, and with women emerging as the client of the future, unless they start providing real advice, their jobs will likely be extinct in five years.
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