How Financial Services Companies Develop a Video Content Strategy, Part 1: Promote Your Biggest Asset—Your People
Competition for financial services clients is fierce. Technology and the rise of smaller firms has disrupted the industry where brand loyalty once reigned. So how do you counter?
Promote your biggest asset—your people.
At the end of the day, customers in the financial services industry will return to the basic idea of relationships. Customers can choose to spend their money with anyone. By personalizing their experience with your firm, you increase the likelihood that they will spend their money with you.
How do you promote your most valuable asset? You put your people at the forefront. Let the people who make up your company share their wisdom with your customers and prospects.
It doesn’t matter if your company is large or small—engaging customers on a personal level is what will keep them coming back. According to a survey by Edelman, “trust and transparency are just as important to corporate reputation as the quality of products and services. In fact, in the U.S., these two attributes rank even higher than product quality.” (1)
1. Listen to your customers
How do you build a long-lasting relationship with customers? The rule of thumb in building any solid relationship is communication. Listen to your customers. What are their key concerns? What do you get the most phone calls or emails about? Show customers you are listening by making videos addressing their concerns and presenting solutions.
A simple way to pinpoint common concerns is to create a shared document for your customer service and sales reps to track what they hear from customers. Adding category tabs helps as well.
2. Identify your subject-matter experts
Once you have an idea where your customers need more insight, start to formulate a video content strategy. Who on your team is best equipped to address certain topics? Often, a subject-matter expert will have already created presentations that can help outline what you want to communicate.
3. Use video to communicate
By 2021, it’s predicted that 80% of all internet traffic will be video. (2) Shockingly, the majority of financial services organizations still have no video content. Grab this incredible advantage while you can!
Video engages the senses and is easy to digest, so it is better retained than text. According to various studies, the average viewer remembers 95% of a message when it is watched but only 10% when it is read.(3) Video allows a financial services company to be more transparent and easily explain difficult concepts.
4. Find a video production agency
Find a video production agency with the resources to record your expert in a professional environment and deliver a polished final product. Full-service video production companies can convert presentations into scripts; scout out relevant shooting locations; provide professional lighting, audio, and video equipment; and provide quality post-production services, like editing and animation.
Promote what makes your company great—the people within it. Need help developing a video content strategy? Email I Call I Online
Resources:
1. “2020 Edelman Trust Barometer.” Edelman, www.edelman.com/trustbarometer.
2. Cisco Visual Networking Index Predicts Global Annual IP Traffic to Exceed Three Zettabytes by 2021.” Cisco's VNI Predicts Global Annual IP Traffic to Exceed | The Network | The Network, 8 June 2017, newsroom.cisco.com/press-release-content?type=webcontent&articleId=1853168.
3. This Is Why Video Is the Most Engaging Type of Content.” Medium, Medium, 7 May 2018, medium.com/@slicevideo/this-is-why-video-is-the-most-engaging-type-of-content-e5ca46d5cef1.)
