It might surprise you to know that at the close of 2010 fifty-one percent of all web traffic and sixty percent of mobile web traffic in 2011 was for video according to research by Bytemobile.   While this does not mean that video is the number one activity on the web (web traffic is measured in terms of bandwidth and includes the number of bits transferred… longer videos require more bandwidth) it is certainly growing in popularity.  In terms of Financial Services marketing, video represents a wonderful way to drive consideration for an advisor firm and to build the firm’s reputation. 

The power of sight and sound allows for a more compelling communication with both clients and prospects.  Factor in the knowledge that videos are 53X more likely to appear on the first page of search results and you can begin to build a compelling case for integrating videos into your firm’s practice marketing mix.  How might you utilize videos?  The answers are many and broad ranging from advisor profiles to client testimonials to educational videos designed to engage clients and disseminate information on topical issues. 

Given the importance of establishing a bond of trust and familiarity to deepen the client/ advisor relationship, video can play a significant role in setting the tone for the firm’s voice ad positioning both the organization and the advisor in a positive light.  One example, among many, where this is done effectively is by John Hancock on the “Advisor” portion of their website.  Importantly, it is relatively inexpensive to produce, distribute and house videos.  When you combine the cost efficiency of this media with the effectiveness of video in building your brand and converting prospects to clients this is one engagement marketing tool you will want to consider.  If you’re interested in learning more, feel free to contact Cliff Campeau, Partner at Evolutionize at cliffc@evolutionizemypractice.com.