Video has turn into one of many highest influence methods for advisors to drive loyalty, belief and pockets share, and if there have been any skeptics within the room, COVID-19 absolutely has cleared them out.
The ability of video is its capacity to convey authenticity and simulate that human-to-human connection. Subsequently, it’s no shock that as video conferencing dominates, pre-shot do-it-yourself (DIY) fashion video has begun to make a powerful look throughout advisors’ prospect and shopper experiences.
Advisors are leveraging the ability of video to construct belief on the entrance finish in order that by the point a prospect meets with them, they really feel like they already know them. Likewise, when used throughout the shopper expertise, advisors are in a position so as to add worth to purchasers past the normal semi-annual conferences.
This lets advisors keep in entrance of purchasers to additional construct confidence. It’s the movie star impact — despite the fact that you’ve solely seen them on the display screen, you develop a connection as should you’ve seen them in individual.
The ability of video is plain, and but, the largest obstacles for advisors to rise up and working on video are constructing the arrogance to do it properly and overcoming the concern of compliance complexities. To deal with this, we developed a five-point checklist of pointers for advisors seeking to develop and distribute compliant video content material:
1. Advisor Coaching
To develop a replicable course of for creating movies, and to make sure all movies observe the required pointers, it’s important that these dealing with advertising and marketing efforts for advisory companies work hand-in-hand with Chief Compliance Officers (CCOs) to create video-specific coaching for the agency’s advisors.
This coaching ought to sort out each compliance expectations in addition to model issues corresponding to on-camera presence, backdrops, anticipated gown, and tone. This may assist to make sure that all video content material created and distributed aligns each with the agency’s advertising and marketing requirements, in addition to the trade’s compliance guidelines.
Studying word-for-word from a teleprompter solely ensures a robotic efficiency that encapsulates none of video’s advantages. If advisors are adequately skilled, then compliance ought to be capable of pre-approve bulleted scripts that advisors can riff from authentically, feeling assured that the ensuing recorded content material aligns with the trade’s guidelines.
3. 1:1 Video
With expertise development, advisors now have the chance to make use of the ability of video in 1:1 communications for actions corresponding to shopper follow-ups, prep for conferences, and even to have fun life occasions (suppose a “happy birthday” video message).
These movies, which may typically be recorded in much less time than it takes to jot down an electronic mail, present an additional degree of authenticity and connection that purchasers don’t get from different types of communication.
The excellent news about these personalised movies is that the identical compliance guidelines that apply to emails apply right here as properly. Relatively than typing a observe, advisors ought to take into account placing these ideas into a fast video, which might in the end save time whereas offering a extra genuine, extra private touchpoint.
Agency disclosures are simple to neglect however are completely vital to incorporate in any advertising and marketing supplies, and video is not any completely different. Imbedding a quick disclosure on the finish of any video helps make sure the content material is compliant.
We have now all seen the late-night infomercials with a disclosure that flashes throughout the display screen, illegible with out pausing. Don’t observe their lead — we suggest leaving round seven seconds on the finish of your video to show your disclosure.
5. Video Archiving
As with all written content material, advisory companies should adjust to SEC archiving guidelines. The most secure option to stay compliant with recordkeeping guidelines when using a video technique is to obtain and archive all video information the agency information, moderately than merely archiving hyperlinks from a third-party video internet hosting website like YouTube or Wistia.
Archiving platforms are inspired and allow companies to simply revert to previous movies of their native format for evaluate each time wanted.
The way in which advisors view video needs to be the identical manner they view conventional one-to-many communications or one-to-one shopper communications. The identical guidelines apply from a compliance standpoint, and if dealt with appropriately, video is usually a highly effective software to assist advisors supercharge their connection to their purchasers and their agency progress.
Candice Carlton is senior vice chairman of FiComm Advisor Training. GJ King is president of RIA in a Field.