You don’t exist if you’re not using online video consistently.
Since 2015, online video has been the most-used medium to reach consumers for education and entertainment, surpassing written content on the same subject matter. And while Boomers have finally discovered the Internet, Gen X, Gen Y and Millennials dominate the viewership. It can seem counter intuitive to target younger demographics to access Boomers, but that’s a recent phenomenon in online target marketing. Whether they’re performing this service out of self-interest to preserve a future inheritance or they simply want to keep their parents informed, Millennials are curating online information back to the nest. Here are a few other observations about online consumer marketing that I think are noteworthy.
- Video marketing must be “edutaining,” a composite of education and entertainment. The video must present a crisis in the first 30 seconds or risk losing its audience. You have to assume your audience has a degree of attention deficit cultivated over the last decade of instant gratification that demands script writers open with a crisis event and unpack the story from there. The crisis of retirement rules the airwaves. It’s not fear mongering; it’s a warranted phobia. Save the comprehensive detail for your client appointments. You are now in the virtual environment of creating interest, driving traffic and most important of all, pursuing the holy grail of consumer engagement.
- Pithy platitudes and one-liners are the content that tweets were made for. Short, memorable fragmented sentences have a mental adhesive that sticks to the gray matter of memory. Acronyms are even better, especially if they say something or create a list outlining your presentation. So less is more, but with that said there’s the compliance challenge. It can be overcome with broad statements to cover the potential of consumer misunderstanding. Often on my consumer show, I’ll make statements at the beginning of a segment like, “If you’re in the market you could lose all your money.”
- Most consumers appreciate dialogue over monologue any day of the week. And that’s a good thing because many advisors are not articulate speakers who can maintain the interest of an online audience. People like dialogue, a type of verbal volleyball where the host sets up the discussion with relevant questions that the guest can knock down with an occasional slam. The audience likes the “ying & yang” approach, where differences are not so much complimentary, but contrasting, so your audience can weigh their choices. The art of impartation always trumps pontification. Your online audience doesn’t care about your vast knowledge base, nor do they care about your high-voltage vocabulary or MBA dialect.
If you can’t communicate your basic presumption at the entry level of the Internet, your knowledge, no matter it’s importance, will fall on deaf ears because the eyeballs have left your video.
- The temptation to do comprehensive planning can be challenging. After all, you want to be thorough and detailed in your explanations. But that’s your own self-imposed assessment. You need to center on a single strategy or tactic from the plan that has head-turning drama. Another marketing method is to grab the attention of a viewer with a basic idea that has immediate impact. Don’t worry about how elementary the idea seems to you – odds are it is new to the consumer. America may very well be the No. 1 economic power in the world, but its citizens are the least educated in most things financial.
One last thought: Almost everyone has a smart phone. The cameras embedded in these phones are totally adequate for video if money is an issue. Many of these devices have access ports for Bluetooth microphones to generate clean and crisp sound. But the real key for video is lighting. Turn on the lights in the room. Open the window blinds and record out of the glare of the sun. A two-minute video can be adequate, as long as the script has something real to say and has an edge to it. Lastly, FaceTime is an excellent way to convey information to your company Facebook friends or for prospects who can’t attend your workshop. So there’s really no excuse not to use video in your practice. If you have a decent iPhone, you’re ready to rock. Remember, without online video you’re not memorable. You don’t exist.
Steve Savant is a syndicated financial columnist, talk show host and popular platform speaker. Steve is a nationally recognized videographer, content creator and co-contributor to Advisys, Insmark and LifeSpecs. Steve’s videos and content are distributed to over 280 media outlets and 200,000 Twitter users. To contact him visit www.lifesizesolutions.com, email email@example.com or call (520) 261-4599.