How do you create videos related to financial services that are engaging and communicate your message? It’s a balancing act between different demands and industry regulations restricting your choices. That’s why your financial marketing strategy must be carefully planned out.
While some financial companies are still focusing on tired blogs or paid ads, savvy firms build trust by using video marketing to reach their target audiences in their financial services marketing strategies.
Video is a powerful way to drive traffic, brand awareness, and lead generation, as well as increase sales for your business — 70% of marketers agree that video is their highest converting medium!
You might think that cost, quality, and the amount of work involved would be barriers to including video in your marketing strategy, but that isn’t the case. Instead, advances in tech mean that it’s never been easier, and more affordable, to create high-quality, professional videos in-house. (Check out our handy guide to B2B video marketing to learn how!)
But don’t just take our word for it; see how accounting firm Bennett Thrasher expanded its marketing and internal communication strategy with digital video content.
Video assists your prospective clients in understanding and seeing the value in your products and services. They also simplify the message and make the material from your financial services company more approachable to people unfamiliar with the sector.
However, financial content marketing needs to go one step further. By producing videos that feature your people and the philosophies behind your firm, you can stand head and shoulders above your competitors.
Here are six ways you can use video as part of your content marketing strategy in financial services:
1. Humanize your finance firm by showing causes you support
Video is the perfect medium to help humanize your brand. By highlighting the human aspect of your company, you endear yourself to potential clients. In addition, by sharing visual stories about your firm’s employees and the causes they support, you will attract like-minded people who may choose your financial services firm to do business with as they share your values.
Horizon Credit Union held their third annual Go. Give. Grow Day in 2020 and created a video showcasing how their team could give back to their local communities by visiting 25 assisted living facilities throughout Washington, Idaho, Montana, and Oregon, despite the pandemic.
As many older people were socially isolated during this period, Horizon Credit Union’s community efforts spread sunshine to these residents and made a huge difference to people spending the holidays alone.
Longbridge Financial chose to highlight their employees’ pets for February 20th, National Love Your Pet Day. This video is an excellent example of how you can connect with potential clients who are also animal lovers by highlighting your employees’ love of pets.
2. Incorporate business finance videos to recruit new talent to your team
Content marketing in financial services is also a great way to attract and recruit new employees. That’s why every good marketer should utilize business finance videos in their recruitment arsenal. Especially when looking to attract Gen Z candidates, who prefer easy-to-consume information, making short-form videos is the perfect way to engage with them.
Want to be smart in your approach? Use videos to bolster your recruitment strategies and show your prospective employees working for your credit union or other financial services business what it would be like to work with you.
Longbridge Financial recently created a video geared toward the graduating class of 2021, highlighting that they were actively hiring for several entry-level positions and how they could apply for the current openings.
Video is one of the best mediums to reach this age group who thrive on short, ‘snackable’ content.
3. Use financial content marketing to earn viewers’ trust
Video content marketing is a powerful way to build trust with your target audiences. Great video content can leave a lasting impression on potential clients, having them remember your financial institution when seeking out financial services. This is also a good way to establish yourself and your employees as thought leaders.
Legacy Insurance Brokers (LIB) created a video covering the Medicare annual enrollment period. It explains to viewers why they might be receiving lots of contact from insurance companies as well as the actions they can take during this time. It has helped in building trust by providing valuable information ahead of any sales message.
There is a wide range of effective ways to create videos for financial advisors. For example, don’t be afraid to experiment with more niche platforms such as TikTok to build trust with younger generations. Genisys Credit Union has created several TikTok videos, such as their 4 ways to boost savings videos that are short, engaging, and to the point.
According to Wallaroo Media, 60% of users on TikTok are from Gen Z, and next year, a projected 74 million Gen Z users from the U.S. will be on this platform. Use your financial content marketing videos to reach your potential audience where they prefer to be!
4. Announce and promote events your finance firm is hosting
As a financial firm or institution, you can make use of real-world events that you hold. Raiffeisen created a short recap video about the Business Partner Club Conference they hosted. This highlights their event’s audience and speakers and can even serve to entice future attendees
Short, simple videos can also be a great way to show the outcome of an internal contest, such as what Longbridge Financial did when they produced a video highlighting the winning entries from their 2020 Holiday Photo Contest. In addition, it offers insight into the company’s culture for potential employees.
5. Highlight your firm’s accolades with content marketing in financial services
Bennett Thrasher also used the Wibbitz platform to produce a short video about being recognized as a top workplace by The Atlanta Journal-Constitution for the second consecutive year. The video shows their associates discussing how they’ve stayed connected while working this past year remotely.
View the video here.
Videos like this show how content marketing can be adapted for crises such as the COVID-19 pandemic when people couldn’t get together to film videos in one location. Each team member shares their thoughts and feelings on how their company has helped them keep lines of communication open and supported themselves, their families, and clients.
With the right tools at your disposal, your firm can create video content anywhere, even when your whole team is working remotely.
6. Include financial advisor marketing videos that explain complicated problems in simple terms
Creating compelling content in-house can be an expensive and tedious process. But with the right tools, like the Wibbitz online video editor, your marketing team can make impactful videos quickly that resonate with your target audience.
Genisys Credit Union created a video to address the young adult market who may be daunted by the idea of managing their own money for the first time. Their guide breaks the process of setting up a successful budget into simple to follow steps that explain the how and why of personal budgeting.
It even introduces them to the idea of tracking their credit score and how it can affect them significantly in the future.
Want to know more? Learn three ways marketers use video to humanize complex products and services.
There’s no single approach to financial content marketing that will meet all of your objectives. Whether you’re looking to connect with your clients using a financial advisor marketing video, showcase your brand values by giving a voice to your colleagues, or educate your clients with a finance video that explains a complex problem, you can include them all in your marketing strategy.