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.
How to Introduce and Position Yourself the Right Way
Introducing yourself – more to getting it right than you think!
What do you say when someone asks you “so what do you do?”
You might say, “I’m a financial advisor”. Or “I’m an investment advisor”. If you’re a top advisor, you might be compelled to say “I’m Vice President and Portfolio Manager”. Or even “I’m a CFA”.
Well put all of those away if you’re introducing yourself to a woman you might want as a client. None of the above will impress her – she might even “run for the door” thinking you’re going to try to “sell” her something.
Your goal is have her say “tell me more about that”.
So what do you say?
Here are 4 quick tips:
- Make it about your clients
- Make it about outcomes
- Make it interesting
- Make it fun
How about something like this: “I help people have their cake and eat it too”. Doesn’t that beg the question “what does that mean” or “how do you do that”.
Okay maybe that’s a bit over the edge but it’s important you make it about the people you help and not about what you do to help people get there.
I help <type of people you serve”> <achieve this>. Something like:
- I help retirees create a sustainable income.
- I help women understand money on their terms.
- I help young couples get a good start towards financial security.
Now you try it! Send us your best one.
Find more resources and follow us through our website www.strategymarketing.ca
- 1 of 1773