Episode #9: 8 Promotional Tactics to Drive More Traffic to Your Video Content

Video marketing has experienced tremendous amounts of growth over the past few years. It's easier than ever to create high-quality videos and quickly upload them. But simply creating videos doesn't necessarily guarantee anyone is going to watch them. In this episode of Money Script Monday, Dan explores 8 tactics that can help drive more traffic to your video content and increase viewer engagement.


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This post is intended for financial professional use only.

Video transcription

Hello there and welcome back to another episode of Money Script Monday. My name is Dan Tatulli, and today we are going to be doing things a little bit differently. For the past few weeks, you guys have been exposed to consumer-friendly videos that, not only can you watch them, but your clients and prospects can watch them, too. But for today's sake, we are going to do a video for financial professional use only so this is just for you guys at home. Feel free to share this with your colleagues, but again, this is not consumer-friendly. So with that let's get started.

We are going to talk about eight promotional tactics to drive more traffic to your video content. So, whether you stumbled along the way and want to promote a specific video, or maybe even came by the LifePro office and we recorded a video for you, these are all the ways that you can start promoting that video.

If you do a Google search right now for ‘financial services’, you will get about 141 million results - 141 million! Now, the point I want to make here is that the old adage of “if you build it, they will come” cannot be further from the truth. So when it comes to creating a fancy video or having a great website, know that you are dealing with 141 million other people who are trying to grab your prospects’ and your clients’ attention so this is going to be up to you guys to really promote your video.

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#1 - Add to Website

Number one is add it to the website. It's kind of basic, but I wanted to start with this one first because this kind of leads into everything else so make sure that, when you get sent that video file, to have it on your website because you want to have brand consistency on that. You want to have your logo and a good call-to-action.

I wrote FMG suite here. If you are considering a website or looking to update it every few years and are thinking about a partner, we highly recommend FMG suite. They are our preferred partner when it comes to website provider. They specialize in financial professional websites so they are a great resource and I would check them out.

YouTube versus Wistia. There are some pros and cons to each one. YouTube, everybody's heard of, right? However, the con about it is, when they watch your video, they will see at the end all those additional recommended videos. And then people will start clicking away and, all of a sudden, an hour and a half later, they’re watching a cat jump off a roof into a pool! So, sometimes you want to stay away from YouTube, but it is a great resource there for you.

Wistia - I would check them out. We use them here at LifePro. They are great for branding so you can have specific colors for your company and your brand. They also have some great metrics on who's watching what and how much they are watching it.

So with that, everything else right here, we are going to promote. We're are going to lead them to our website or to our landing page.

#2 - Email Marketing

So number two is Email Marketing. This is probably one of the most important techniques we are going to be talking about today. Fortune Magazine says that there are 147 emails per day that a person would receive in their email inbox – 147! So just think about that when you're sending out that link to your clients. You're competing with a lot of other people who wanna grab their attention. As far as times and days, that's going to be up to you to decide on what's going to be best for you, but just understand that there are a lot of emails going out per day.

Check out MailChimp. If you're not mass emailing your clients every single month, MailChimp is a great resource for you. If you have under 2,000 subscribers, it's actually free!

Below are open rates and click rates. The 40% is what LifePro has done. LifePro has helped our financial professionals create these emails and send it out. The industry average is 21%. For click rate, we've been seeing a 5.5% click rate, and again the industry average is 2.7%. Is there some type of magic that working with LifePro versus doing it on your own? Yeah, maybe, but not necessarily. I would say focus on creating a great subject title, then focus on creating a great email, and then make sure to have a great landing page.

#3 - Email Signature

Number three, this is probably one of my most favorite, the email signature. You can get pretty creative with this. I would suggest adding a ‘P.S.’ to your email signature. So what you want do is just write a one- or two-line phrase about the video. Grab the title of the video and put it in there. “P.S. - are you interested in learning about all the different ways that you can claim Social Security benefits? Click here to watch this two-minute video!” “Click here to learn how to escape from the retirement tax trap. Watch this two-minute video!” Just short snippets like that.

Brand consistency. Don't have your email signature get too lengthy. Don't use the colors of the rainbow here. We don't want to see purple and yellow and pink and all of that. Just try and have that one or two lines adding to your email signature.

Then, search for your email provider on how to enter in your email signature. I can recommend to you how to do it, but Outlook is very different than Gmail which is very different than Yahoo. Go search out how to insert an email signature after watching this video.

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#4 - During Appointment

Number four is during the appointment. This is where you can start leveraging your video during an appointment. So if you have a very hard concept that you know you've just always struggled with communicating, now you can take your laptop, or iPad, out and actually play the video during the appointment.

Also, you can use business cards to promote your video. So this is pretty cool. What we've been doing is creating video membership cards that our advisors are passing out to their clients and prospects. Again, we are all leading them back to that website and to that landing page promoting the video.

#5 - Ask for Referrals

Number five is to ask for referrals. Referrals are the lifeline of basically all of our business, and you fully understand that. And when you talk about the cost per lead, referrals are basically free if you provide a great service for your clients, but the typical cost per lead could be $100, $200, $300, $400, even $1,000 dollars for a cold prospect. The typical closing ratio from Engage Selling says you could see about a 25% to 30% closing ratio with a cold prospect. If you are dealing with referrals, that doubles. You have a 50% closing ratio with referrals! So that's just the power of referrals.

So much like you ask for referrals today, you can use can start integrating videos into your referral process. "Hey, if you enjoyed that video, do you think anybody else - maybe three to five of your family or friends - would appreciate the benefits that you learned through that video? Let's share this with them". You can also say, "Hey, do you mind jotting down maybe three email addresses and I can send that video out on your behalf?" Definitely leverage the power of video to engage with your clients to obtain referrals.

#6 - Feature in Publication

Number six is feature in a publication. We are talking about a newsletter, maybe some community websites, that they want to offer some great information to their community. You now have the power to present them that information. Present them that video and lead them to that landing page.

And always have a strong call-to-action so you are going to have to get a little creative here with, again, capturing maybe the headline and pulling one or two benefits out of that video and putting it in a newspaper ad, or a magazine ad, or having a little insert in one of the booklets there. So definitely leverage your video for publications.

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#7 - Increase Attendance

And the last two right here, we are going to be talking about number seven which is increased attendance. We are referencing seminars, or webinars here. You can send those videos out before your presentation happens. This will increase attendance. It's also called indoctrination videos which is sending out videos to a person or a group of people and sharing with them a certain belief. Frank Kern, a big webinar guru talks about this in great length.

This also sets you up as the authority figure. As I said increased attendance, but you can also play this video right in the beginning of your seminar. So maybe if you had an interview with a local news station, play that video right before your seminar because that paints you as the expert. The clients would be thinking, "Hey, this guy’s on ABC. He’s a professional and this is who I want to put my money with."

#8 - Share Social Media

And number eight, this is probably the most popular one, share on social media. So if you guys have any social media accounts out there, Facebook, Twitter, Linkedin or any other services, I would grab that link from the website or the landing page and start promoting it via social media.

Get creative with the copy. Make sure the headline has a great call-to-action and a great description. And a little nugget for you guys out there, Hootsuite is a great program where you can link all of your social media accounts. They have some free and paid services, but you could basically automate the entire process. You spend one day and schedule out all of the posts, and every single day you could be sending out information. HootSuite - I would check them out.

That wraps it up for today’s lesson. As you can see, there are a myriad of things you can be doing right away to promote your video content. If you have any questions or need any assistance, you could always give LifePro a call at 1-888-LIFEPRO. Again, that's 1-888-543-3776. I hope you enjoyed today's lesson on, "Eight Promotional Tactics to Drive More Traffic to Your Video Content." Thanks again and take care!

About Dan Tatulli

Dan Tatulli is the Marketing Director at LifePro. He works with financial professionals on strategic marketing and branding campaigns to deliver relevant and timely content to their community.