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The Use of Video Continues to Grow: How Advisors Can Nail It


Written by: Kelly Frost

According to research from Cisco, video will drive 80 percent of all consumer internet traffic by 2019 – up from 64 percent in 2014. At the same time, a Nielsen company study reports that 57 percent of marketers are increasing their spending to include video in their marketing strategy. So, what can a growth-minded financial services firm do to capitalize on this trend in their marketing and PR efforts?

Whether you are running an RIA firm, launching a new ETF or trying to drive credibility around your firm’s service capabilities, the challenge is clear: If video is so important for the future of marketing, how can we engage with maximum impact?

Let’s start with the on-camera interview setting, where most of today’s media focuses its content generation. The reality is sitting down in front of the camera is tricky business. You’re focusing on your appearance and demeanor, staring into the camera, making sure your eyes don’t shift and matching your pace to the anchor’s, but you’re also reciting your firm’s position on a news development, messages you’d like clients to hear and maybe key differentiators. It needs to be right the first time; there’s no second try in live broadcasting.

We’ve talked about the epic fails of a television appearance before, but how can you make sure you’re capitalizing on this highly sought-after and competitive media opportunity? Here are four tips from our playbook to help you through your first appearance.

1. Speak directly to your audience. 

Is your audience made up of sophisticated, high-net-worth investors or consumers with little understanding of market intricacies? How about fellow financial advisors? Whoever it is you’re trying to reach, make sure you focus on delivering your message to that group and stick with them. For example, Eric Tom, a financial advisor with the MetLife Premier Client Group, did just that in a video he filmed for InvestmentNews. Not only does he appear engaged and energetic right off the bat, but Eric acknowledges and speaks directly to his audience of young financial advisors throughout the segment.

2. Know (and stay on) your message. 

Prepare three key points you’d like to address and make sure you highlight them, explain them and repeat them throughout the segment. In this clip, John Traynor, chief investment strategist at People’s United Wealth Management, joined Nightly Business Report to discuss active versus passive investing strategies. He uses examples throughout his segment to solidify his point about active money management.

3. Keep informed. 

Staying up to date on breaking news leading up to a TV or radio segment can prevent you from coming across as ill-informed. Take 15 minutes before the segment to scan top headlines to make sure you’re prepared for anything before sitting down in front of the camera, especially as it relates to your place in business. Take a lesson from Phil Noftsinger, president of CBIZ Payroll, and his appearance on FOX Business, during which he discusses that morning’s release of the Bureau of Labor Statistics’ Employment Situation report. Familiarizing yourself with news of the day and weaving it into your commentary will enhance your message and position you as a subject matter expert within your industry.

4. Be the face of your firm.

You are your firm’s brand when you’re on air. If you fumble and stutter, any credibility could be dismissed by your audience in a matter of minutes. However, the flip side is also true. Having a polished and practiced presence on air strengthens your argument and showcases your organization’s expertise. Take for example, our client Mark Matson, CEO and founder of Matson Money. Mark is a quick-witted, savvy and conversant television personality, and it reflects well on him and his firm. In a recent appearance on FOX Business, he did a great job establishing his brand to the world.

It’s understandable for nerves to be running high the first time you sit down in that little studio with nothing more than a camera in your face. As with many things in life, remember that practice makes perfect.

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