Under the Spotlight: Video for the Financial Services Industry
As an agency that focuses on supporting clients within the financial services industry, we encounter a common challenge faced by our clients – how to demystify the various products and services to communicate their message effectively, in an engaging way that also delivers ROI.
With a strategy centred around inbound marketing, we have seen a significant increase in ROI through the use of video within our digital lead generation campaigns for clients. Video is fast becoming one of the most effective forms of content. Hubspot reports that 80% of marketers say video has improved bounce rates on their website, while Forbes notes that 80% of users can recall a video advert they’ve seen in the past 30 days.
Video is the ideal way to get your content in front of the eyes of as many people as possible. With YouTube being the second most popular search engine after Google (and also owned by Google), video directly impacts positively on SEO as it ranks well for organic search. It can also be leveraged with paid search, social lead generation and Lightbox seeding.
Giving customers a more personal experience when it comes to financial services is key and a technique that is now becoming crucial as the industry catches up in terms of digital. Creative and compelling videos can ensure that potential customers feel valued and allows for personalisation across many touchpoints. From video email campaigns to explainer videos that welcome new customers and introduce them to the specifics of policy, features and benefits.
Adding calls to action at the end of videos and embedding videos on a landing page with a related offer can help boost engagement, build trust and super-charge onsite goal completions.
Here are a few ways that we can help incorporate video into your digital marketing plan:
- How-to explainer videos and product tutorials.
- Animated video introductions
- Client video testimonials
- Events or business announcements and updates
- Vlogs and video snippets added to blogs
- Live webinars and Q&A sessions
- About us and meet the team videos
- Product or services launches to market
But remember, it’s your company that’s out there for all to see, so it pays to engage with an agency to ensure the delivery creates the right impression – plus the cost of video has come down significantly so it’s an investment worth making!