Making video work for my company

We started using video about 12 months ago for our business, and it’s fair to say we are addicted! We use it a number of ways:

– Personalised videos to new clients
– Educational videos to help clients understand various aspects of the financial planning industry
– ‘Monday Markets’ video for weekly market updates
– Merry Christmas and Happy Birthday videos from the team
– File notes by team members that take less than a minute to record
Just to name a few.

There are a couple of reasons why video works for us: it provides a better touch point for our clients, and it gives them a stronger sense of who we really are and that we are who we say we are – more than what words can achieve. It also helps us save time, because we can point clients towards certain videos that explain particular financial concepts, for example the pro’s and con’s of setting up a SMSF or the benefits of having life insurance or income protection.

We were first introduced to video by Baz Gardner, from The Social Adviser. He taught us the basics, such as how to relax, how to get the best angles, and how to create short, sharp and personable presentations. Generally, if we have to explain something more than three times, we’ll do a video and voice over, using the presentation tool, PREZI, and software Camtasia, or a straightforward voice to camera video, this way it’s replicable and the same message is being broadcast to every client that has the same question.

To get started, it doesn’t have to cost a lot. We bought a Sony camera with three lenses and a tripod, which cost all up about $1000. We also set up a ‘media room’ in our spare office, where we do most of our shoots, unless we’re out and about. Once the video is shot, we produce it inhouse via a high spec computer that we bought for around $1500, but this can be cheaper depending on budget.

We then upload all videos to YouTube or Vimeo. We use a professional videographer for videos that require a more professional look, but for everything else, my team are trained to produce the videos themselves.

For example, we have just finished a professional team shoot with Baz and The Social Adviser team, where we introduce JBS and the team. We send it to new clients to build the expectation of what they should expect when they work with us, to build the relationship and to establish credibility. Check it out..…

We’ve now produced well over 100 videos now, with more than 40 that are publicly available. Currently, we’re looking at tracking and measuring our performance, but like so many things it’s a learning curve and we love it!