March 5, 2015 by Ryan Kennedy
So far in our series on online video marketing we’ve looked at the effectiveness of online video in today’s marketplace and scripting tips for crafting an effective client message. In this part, we’ll examine some presentation types for delivering your message.
With video, there are countless ways to get creative and turn what may be considered a “dull” topic into an engaging or even entertaining one. Your scope will only be limited by your own imagination, so don’t shy away from trying something different to grab people’s attention. Consider using a compelling client story to bookend your message, take a camera around your office for an inside look at your business or create an interview format with you and another professional. Just remember that video is a visual medium and you should always strive to “show” your audience over just “telling” them.
Here are some common and feasible presentation types that may be most applicable to your financial service business:
Talking head – The most standard and economical way of delivering your message is straight to the camera. This format can be effective for personal introductions about you and your business. To add some energy, consider using props, a white board or graphics to better convey your message visually.
News style interview – Invite another professional to join your video and use an interview format to discuss trending topics, products or services. You could also utilize Skype and Google Hangouts to record a two-way interview.
Informative webinar video – You can build your credibility by creating an informative video through a recorded webinar. You only need a webcam and a web resource such as Camtasia or GoToWebinar to host and record your session. You can then use the recorded archive as a video for distribution.
PowerPoint video – A quick substitute for video that most already have available on their desktop can be achieved through PowerPoint. You can use PowerPoint and your computer’s mic to narrate a voiceover to go along with your presentation slides and then export the slideshow video for posting. This feature also creates the flexibility to quickly customize videos for individual clients.
Testimonials – Let your clients tell your story with a testimonial video. Testimonials from your clients build trust with your audience and can be used to promote a particular service or product that solved a problem for your client. Remember, that to remain compliant, testimonials must also follow these standards: Testimonials must be genuine, relevant, current and clearly written. Testimonials cannot be edited and you must obtain the written permission of the individual in the testimonial. Testimonials may not be paid for other benefits given for the use of the testimonial. The Investment Advisor’s Act of 1940 prohibits the use of testimonials for Investment Advisors and or Affiliates. Testimonials included in videos must also include the following disclaimer: “This testimonial may not represent the experience of other clients. This testimonial does not guarantee performance or future performance of any product. The Investment Advisor’s Act of 1940 prohibits the use of testimonials for Investment Advisors and or Affiliates.”
If your content is informative and lends itself to more than one video, you could choose to break out your topic and create a video content series (ex. Five commonly asked questions about retirement) that builds interest as you release them. If you plan to shoot a series, pick a presentation format that would allow you to easily shoot a number of them at once. This will save you time, create consistency and also keep fresh video content readily available as new marketing opportunities arise. As always, be conscious of all compliance expectations as you put your video together.
By choosing a simplified format, you won’t need an army of technicians to create your video. Check back soon for an at-a-glance look at some tools and resources you can use to commit your message to video.
December 23, 2014 by Karen Bump
Forty-nine percent of women say they have a great deal of responsibility for making major financial decisions.1
In past blog posts, we’ve highlighted women as an underserved segment of financial decision makers and detailed how financial professionals can better serve this untapped market. In this post, we’ll look at the life events that spur women to start thinking about retirement solutions.
The “Women, Money, and Power Study” commissioned by Allianz Life Insurance Company of North America (Allianz) surveyed more than 2,000 women about their views on retirement, investments and financial goals. From the results, the Allianz study identified changes in family structure and economics as motivating factors for women to seek out financial guidance.2
The study found that refraining from marriage, getting divorced and experiencing the loss of a spouse are among the most typical life events that increase awareness for meeting future financial goals. The survey results concluded:
- 65 percent of single women without children worried about long term care and how they will provide for themselves as they age.
- 50 percent of divorced women felt particularly overwhelmed about financial decisions with 48 percent admitting their divorce created financial challenges.
- 92 percent of single mothers agreed that their situation has increased their need for financial solutions.
- 84 percent of widows reported that losing their spouse reminded them of the importance of being financially independent.
In addition to marital status, the increasing upward mobility in today’s workplace has also triggered women to become more hands-on with their financial goals.
Respondents to the study that were distinguished by their higher incomes (an average of $57,000) reported more confidence in investing money. Additionally, they also tended to start their retirement savings early with 47 percent beginning their saving while in their 20s.
Regardless of income, the financial downturn of 2008 also influenced 68 percent of women respondents to become more active in their financial strategies.
While life’s twists and turns play an important role in deciding to seek out retirement solutions, the study also pointed out that nearly two-thirds of all women still expressed a strong desire to learn more about finances and retirement strategies. As financial professionals you can begin serving this need by reaching out to current and prospective female clients. But before offering solutions, be sure to first identify and understand the circumstances that have created a need for your products and services.
To help you better understand your existing female clients’ needs and provide a more personalized experience begin by accessing a client profile template here. In each profile, you’ll list demographic information, identify current challenges and acknowledge future wants.
For additional insight into how women view financial decisions be sure to also download the “Women, Money, and Power Study” white paper here.
1Allianz Life Insurance Company of North America, “Help your clients find solutions that fit.” 2012
2The Allianz Women, Money, and Power Study: Empowered and Underserved. Rep. Allianz Life Insurance Company of North America, Mar. 2013. Web. 14 Nov. 2014.
December 10, 2014 by Travis Redfern
Home State: Florida
Years in industry: 6
Licenses: Life, Health, Variable Annuity, Series 65, CRPC, AAMS
Michael has built and operated a successful practice that has thrived from not only meeting his clients’ goals, but also from his dedication to staying focused on his own.
Following his own strategy to tailor his services to fit each individual’s needs to meet both short and long-term objectives, Michael does the same with his business by diligently paying attention, monitoring its progress and making adjustments as necessary. Here’s how he made it work:
Why do you think you’ve been successful?
I’m laser-focused on what my niche is and where it should be going. I set lifelong goals, five year goals, yearly goals and three month goals. I keep track of this progress and review each of these goals every ninety days. By evaluating every three months I can continue to evolve and adjust my business so I’m not left behind in the industry.
What marketing techniques work well for you?
The best thing I can do is everything. A lot of people say there is a silver bullet approach to marketing but you’ve got to be doing everything. We brand and market our services through an entire spectrum of channels: radio, television, social media and newspapers. I also make personal speaking appearances at educational and charitable events, contribute to the Wall Street Journal and host my own radio show.
The people who come into the office have told us that they’ve seen or heard us on several of these mediums at once and that builds credibility. That’s why they’re coming in.
What keeps you motivated?
My family and the families I work with keep me motivated. I want to make sure I don’t make a bad decision for the people I represent. I also have a desire to grow things. I love to build my practice and my firm, it’s very important to me.
What piece of advice would you give to an agent who is just starting out?
Structure a consistent business plan that you stick to but still leaves room to be flexible based on possible changes in your own life and your clients’ needs. As you go on remember that growth is never linear or static. Don’t be a one-trick pony when it comes to your business’ offerings, have several sources of income that you can rely upon. It would only take one negative change to your core service for you to be toast.
Also, be sure to find a mentor and learn from those that have been there. They can get you to the next level.
This material is being provided as a service to you. Please note that the information and opinions included are provided by third parties and have been obtained from sources believed to be reliable, but accuracy and completeness cannot be guaranteed by Brokers International.