Let’s not forget the ‘service’ in financial services. Video is the content your clients are asking for.
Preferred Format
Consumers prefer videos over any other form of content marketing, and marketeers state that pdfs, online articles, emails and social posts all accompanied by short-form video have the highest ROI.
Quality Matters
On Average, people watch 17 hours of online video content every week and almost all consumers want more video content from the brands they follow. But, quality matters – over 85% say production value impacts how much they trust a company
Types of Videos
In content marketing, we tend to break down the type of video into 5 different categories, and within those categories a number of different styles of video. Your financial services content will most likely fall into the Promotional, Informational or Educational categories; our financial services clients have found that explainer videos are a really great way to empower an audience with enough information to make them feel like they’re independently learning, but will leave them wanting more, driving them to become leads and eventually conversions.
So let’s have a quick look at a couple of types of videos, first – explainer videos (read about our Explainer video service here).
Demystify Complex Topics with Video
Explainers are short, engaging films introducing a concept or service to your audience. In just a couple of minutes you won’t cover everything but you can give the highlights, a clear overview and answer common questions. These films, whether live-action or animation, are hugely popular; a popular marketing survey outlines that 91% of people have watched an explainer video to learn more about a product or service.
They’re especially important if you’re aiming to demystify complex ideas and educate customers. What’s more, viewers are taking action off the back of these videos – 82% of people say watching a video has convinced them to buy a product or service.
If customer surveys aren’t enough to tip the scale let’s consider another angle.
Trim that Bottom Line
The information in videos is answering questions so your customer support team doesn’t need to. When we spoke to a leading stock broker, they estimated that every customer query they respond to costs £4.35. Think about how many customer queries your business answers per day. That cost soon starts to rack up. Video content can help answer questions up front and do the initial heavy lifting – this means each video view could be trimming your business’s bottom line. If your customer support team is answering hundreds of calls a day from clients asking ‘how do I…?’, the savings from having a video answering these questions will reach thousands within a week.
