In today’s fast-paced digital world, capturing and holding someone’s attention can feel like trying to catch a butterfly in a windstorm. We live in an era where attention spans are shorter than ever, making the task of engaging potential clients a daunting one.
Enter the superhero of modern advisor marketing: video content.
Imagine a tool that not only grabs attention but also builds trust, provides valuable content, and boosts your marketing efforts all at once. That’s the power of video marketing.
For financial advisors, mastering this tool can mean the difference between a fleeting glance and a loyal client.
But why is video so effective?
It’s simple.
Video combines the best of all worlds—visuals, audio, and text—to create a compelling narrative that resonates on multiple levels. It’s like having a conversation with your audience, where they can see your face, hear your voice, and understand your message all at once.
In this article, we’ll explore the best video marketing strategies for financial advisors, uncover the practices that make video content effective, and show you how leveraging video can transform your digital presence. Ready to dive in?
What are the Best Video Marketing Strategies for Financial Advisors?
In the vast ocean of digital marketing, video is your lighthouse, guiding potential clients safely to your shores. But to harness its power, you need a strategy as solid as bedrock. Here’s how financial advisors can navigate this journey.
1. Identify Your Target Audience
Before you even hit record, ask yourself: Who am I speaking to?
Your target audience shapes your message. Are you targeting high-net-worth individuals planning their retirement, young professionals just starting their financial journey, or busy families looking for sound financial advice?
Each audience has unique needs and concerns, and your videos should address these directly and empathetically.
2. Pick the Type of Video Content
Video content isn’t one-size-fits-all. Different formats serve different purposes. Here’s your toolkit:
- Get-to-Know-You Videos: Trust is the currency of the financial world. Show your human side with videos that introduce you and your team, showcase your office, or highlight your community involvement. Let viewers see the faces behind the advice.
- Informational Videos: Establish your expertise with content that answers common financial questions, demystifies complex concepts, or provides timely market updates. These videos position you as a thought leader, someone who not only understands the market but can explain it in a way that makes sense.
- Testimonial Videos: There’s nothing more powerful than a happy client singing your praises. Client testimonials and case studies offer social proof that builds credibility. Real stories from real people can be incredibly persuasive.
- Timely Videos: The financial world is always changing. Create content that addresses current events, seasonal financial planning tips, or timely market insights. This shows you’re on top of the latest developments and responsive to your clients’ needs.
3. Decide on your Platform(s)
To maximize the impact of your video marketing, you need to meet your audience where they are:
- YouTube Channel: Create a library of evergreen content that clients and prospects can access anytime. YouTube is perfect for in-depth tutorials and detailed financial advice.
- Social Media Platforms: Use short, engaging clips on LinkedIn and Facebook. These snippets can drive traffic to your website or YouTube channel, and keep your audience engaged with regular updates.
- Email Marketing Campaigns: Embed videos in your emails to increase open and click-through rates. A well-placed video can make your email stand out in a crowded inbox.
- Website Integration: Enhance your landing pages with video content. This not only improves SEO but also keeps visitors on your site longer, increasing the chances they’ll reach out to you.
By strategically leveraging these tools, financial advisors can create a robust video marketing strategy that attracts and retains clients. The key is to produce content that is relevant, engaging, and authentic. Let your expertise and personality shine through, and your videos will become a cornerstone of your marketing efforts.
What are the Best Practices for Creating Effective Video Marketing Content for Financial Advisors?
Crafting compelling video content isn’t just about hitting the record button and talking about the latest and greatest in asset allocation. It’s an art and a science. Here are the best practices to ensure your videos resonate with your audience and drive meaningful results.
Craft a Compelling Video Title
Your headline or title of your video is your first impression. Make it count. A great headline grabs attention and entices viewers to click. Here are some tips:
Be Intriguing: Don’t settle for the first draft. Craft a headline that piques curiosity and promises value. Here are some examples:
- “The Financial Secrets Your Current Advisor Won’t Tell You”
- “Unlocking the Hidden Potential of Your 401(k)”
- “How to Retire 5 Years Earlier Than Planned”
Incorporate a Promise: Let viewers know what they’ll gain by watching. Solve a problem, answer a question, or provide insight. Here are some examples:
- “5 Simple Steps to Maximize Your Investment Returns”
- “How to Create a Bulletproof Retirement Plan”
- “The Ultimate Guide to Tax-Efficient Investing”
Call to Emotions: Be bold, surprising, and emotionally engaging. Make sure your headline resonates on a personal level. Here are some examples:
- “Don’t Let Market Volatility Steal Your Retirement Dreams”
- “The Emotional Side of Financial Planning: Are You Prepared?”
- “How to Secure Your Family’s Financial Future”
These headlines tap into the viewer’s emotions, whether it’s fear, aspiration, or a sense of responsibility, making them more likely to click and watch.
Use an Engaging Introduction
You’ve captured their attention with a compelling headline; now, reel them in with a strong introduction. You have about 10 seconds to make an impression.
- Start with a question like, “Are you worried about outliving your retirement savings?” This engages them instantly.
- Or use a startling fact: “Did you know that over 50% of Americans have less than $10,000 saved for retirement? Let’s change that today.”
- A bold statement can work too: “In the next few minutes, I’m going to show you how to retire five years earlier than you ever thought possible.”
After hooking them, align them with your headline’s promise.
- Clearly state what viewers will gain from the video: “Today, we’re revealing some of the best-kept secrets in the financial industry to boost your savings and investments.”
- Outline the content: “We’ll cover identifying hidden fees, maximizing your 401(k), and leveraging tax-advantaged accounts.”
- Set the tone: “This video is packed with practical advice and real-world examples, so grab a pen and paper.”
- Putting it together: “Are you tired of being in the dark about your finances? Welcome! Today, we’re revealing some of the best-kept financial secrets to boost your savings. We’ll cover hidden fees, 401(k) optimization, and tax-advantaged accounts. This is an eye-opening session, filled with actionable insights.”
This approach captures attention, builds anticipation, and sets the stage for an engaging, informative video.
Use a Storytelling Approach
People don’t want to be sold to; they want to be engaged and understood. Use storytelling to connect with your audience.
- Focus on Needs and Desires: Address the conflicts your business resolves and how you fulfill your ideal client’s needs. For instance, explain how you help clients achieve financial security or retire comfortably.
- Create Emotional Connections: A good story evokes emotions and keeps viewers hooked until the end. Share real-life examples, client success stories, and your own journey. Talk about a client who overcame financial hurdles with your guidance or how your advice led someone to a worry-free retirement.
By focusing on their needs and creating emotional connections through storytelling, you engage viewers on a deeper level, making your message memorable and impactful.
Clear Call-to-Actions (CTAs)
Don’t leave your viewers hanging. Guide them to the next step with a clear, compelling call-to-action.
Be Specific: Make your CTA precise and actionable. Tell them exactly what to do next, whether it’s visiting your website, signing up for a webinar, or scheduling a consultation. “Click the link below to schedule your free consultation today.”
Limit to One: Too many options can overwhelm and confuse your audience. Stick to one primary CTA to maximize conversions. If your goal is to get them to sign up for a webinar, focus solely on that: “Sign up for our exclusive webinar to learn the top strategies for financial success.” If you’re a CFP, and you want them to accept an evaluation of their current plan, stick to that.
By being specific and limiting your CTA to one clear action, you make it easy for your viewers to follow through, increasing the likelihood that they will take the next step.
Add Captions to Your Videos
In a world where many videos are watched without sound, captions are crucial. Ensuring your content is accessible to all, including those who are deaf or hard of hearing, is not just considerate—it’s essential.
On platforms like Facebook Reels and Linkedin, captions can make the difference between engagement and a missed opportunity. Make sure they are clear and legible on smartphones. Captions ensure your message is understood, even with the sound off.
Here’s a bonus tip: Most advisors don’t add captions or are unaware of their importance. By incorporating captions, you not only make your videos more accessible but also stand out from your competitors. This simple addition can significantly enhance your video’s reach and impact.
By enhancing accessibility and optimizing for social media, captions help you reach a wider audience and ensure your content is engaging, no matter how it’s consumed.
How Can Financial Advisor Video Marketing Help Websites?
Imagine your website as a bustling hub, a digital storefront where prospective clients come to learn, engage, and make decisions. Now, imagine adding a powerful tool that can transform this space, making it more dynamic, engaging, and effective. That marketing tool is video marketing, and for financial advisors, it’s nothing short of revolutionary.
Video Marketing Helps with SEO
Search engine optimization (SEO) is the magic that makes your website discoverable. But in a sea of text, how do you stand out? Enter video content. Videos not only increase the time visitors spend on your site, they also lower bounce rates. When someone clicks on a video, they’re more likely to stay and engage, signaling to search engines that your site is valuable.
And it gets better.
Google loves video. Relevant video content can appear at the top of search results, giving you prime real estate on the first page. By incorporating specific Financial Advisor SEO keywords into your video titles, descriptions, and tags, you can significantly enhance your content marketing initiatives, driving more organic traffic to your site.
Video Marketing Enhances Your Social Media
Social media platforms like X, Facebook, and Instagram are where conversations happen and relationships are being built. Videos are the currency of this ecosystem. Short, engaging clips can capture attention in a way that static images and text simply cannot. They encourage likes, shares, and comments, boosting your visibility and expanding your reach.
For financial advisors, this means you can connect with new clients in a more personal and impactful way. Share market updates, financial tips, or behind-the-scenes looks at your practice. Show your human side and let your personality shine. This isn’t just about brand awareness; it’s about building relationships.
Video Marketing is Great for LinkedIn Specifically
LinkedIn is a goldmine for financial advisors. It’s a platform where professionals seek out advice, network, and make business decisions. Video content here can position you as a financial services industry leader. Share insights on financial planning, wealth management, or recent market trends. Use videos to explain complex concepts in a simple, digestible way.
But don’t stop there. Engage with your audience. Respond to comments, start discussions, and share relevant content. LinkedIn isn’t just a broadcast platform; it’s a community. Your videos can be the spark that ignites meaningful interactions.
Video Marketing Drives Conversions and Lead Generation
At the end of the day, your marketing efforts need to drive results. Video content excels at this. Videos on landing pages can boost conversions by as much as 80%.
Why?
Because videos are engaging and easy to consume. They guide viewers through your message, addressing doubts and showcasing the value you provide.
With that said, be sure to incorporate clear calls to action in your videos. Whether it’s scheduling a consultation, signing up for a webinar, or downloading a guide, make it easy for viewers to take the next step. This not only drives conversions but also helps in lead generation, turning casual viewers into potential clients.
7 Tips for Financial Advisors Who Want to Get into Video Marketing
The world has changed, but some things remain constant. Trust. Connection. Being seen.
And yet, many financial advisors are missing the most powerful way to bring these elements together—video content.
Let’s be real: video is almost to the point where it isn’t optional anymore. If you want to stand out in a crowded marketplace, if you want potential clients to see you as their trusted advisor, you need to embrace the power of video. Not tomorrow. Today.
This is how you can build a marketing strategy that cuts through the noise, boosts your online presence, and reaches your ideal clients right where they are—on social media platforms, in their inboxes, and even in the search results on Google.
Now, here’s the thing, you don’t need a Hollywood production team. And you certainly don’t need Brad-Pitt-level looks. What you need is a clear process—a plan to harness the magic of video as part of your content and a digital marketing strategy.
Let’s dive into the 7 tips we’ve compiled so you can make your videos stand out from the digital noise out there.
#1 Know Your Content and Stick to Short Videos
Most likely, you already have everything you need to create great videos.
Whether you’re a seasoned CFP® professional or just starting out as a new financial advisor— you don’t need to search for groundbreaking topics or hire a creative genius to come up with content ideas.
The gold is already right in front of you.
It’s in the conversations you have every day. The questions your clients and prospective clients ask—about retirement planning, wealth management, market updates, and the uncertainties of the financial world. These are not just random queries. They’re signals.
They’re showing you exactly what people need to know and where you can add value. These everyday interactions hold the keys to what your potential clients want to hear from you.
But here’s the next piece: It’s not just about what you say, but how you say it. You’ve got the content. How do you deliver it in a way that resonates? This is where brevity comes into play. Short is powerful.
We live in a world where attention spans are constantly under siege. People are bombarded by information, distractions, and endless shiny objects. The more concise you are, the better.
A two-minute video doesn’t just grab attention—it keeps it. It forces you to distill your expertise into something digestible, and that’s what people are looking for—quick answers, not lengthy lectures.
And it doesn’t have to be complicated. Think about the conversations you’re already having, whether in client meetings. Those questions you’re getting? That’s your next video. Your goal isn’t to overwhelm or dazzle—it’s to connect. And the truth is, nobody has time for a long, rambling video. If you don’t get to the point, they’ll move on—fast.
So, your job is simple: get to the point.
Think of it like this:
- Every conversation is content: When a client asks, “What should I be doing with my 401(k)?” or “Is the market about to crash?”, that’s not just a conversation—it’s your next video. These moments fuel your content marketing strategy and show you understand their needs.
- Less is more: In two minutes, you can say a lot. And what you don’t say? That keeps them coming back for more. Think of it like a teaser—just enough to demonstrate value without overwhelming.
- Outline, don’t memorize: A script is a guide, not a straightjacket. Use a loose outline to stay focused while maintaining a natural, conversational tone. After all, you’re a financial advisor, not a news anchor.
- Compliance loves short: The shorter the video, the fewer issues with compliance. It’s easier to review, easier to approve, and faster to get in front of your audience—whether through email marketing, your website, or LinkedIn. That’s the beauty of this marketing tool.
So, here’s the formula: every conversation = potential content.
Keep it short. Stay focused. Build trust.
Whether you’re doing a quick lead generation video or delivering some general financial advice, you’re showing your clients—and prospective clients—that you get them, that you have answers, and that they can count on you.
This is how you go from “just another advisor” to “the advisor I trust with my future.” All in two minutes.
#2 Look the Part and Craft Your Scene
Here’s the thing: your target audience isn’t just listening—they’re looking. In the world of video marketing, what they see speaks as loudly as what you say. Every single element in the frame matters. Your background? It’s part of your brand. That bookshelf? It’s not just storage—it’s a narrative. Everything in your frame should enhance your trusted financial advisor identity.
But it’s not just about looking polished—it’s about looking real. The way you present yourself and your environment should feel authentic, like you’re inviting someone into your world. Because in the world of financial planning and wealth management, people have a lot of emotion invested. They need to know who you are before they trust you with their financial future.
Here’s the trick—deliberate simplicity with a touch of personality.
You don’t need to transform your office into the Channel 5 newsroom, but you do need to be intentional.
Everything in your frame should tell your story, reinforce your brand, and show that you’re the calm, composed, and capable advisor your prospective clients want managing their money.
Here’s how to do it:
- Your background tells your story: Your bookshelf? It’s a reflection of who you are. Fill it with books that showcase your expertise in financial services—think retirement planning, tax strategy, entrepreneurship. But don’t stop there. Add a little of you to the mix. Avid golfer? It’s okay to have a few golf-related items on the shelf. Financial advisors are real people too. Family man? Proud mom? Add some smiling photos of your kids or loved ones. Let them see not just the advisor, but the person behind the title.
- Dress the part, but make it authentic: Whether you’re rocking a suit or a sharp button-up, it should say, “I’m a professional,” but also, “I’m approachable.” Your audience needs to see someone they’d trust with their financial future, but also someone they can relate to.
- Keep it clean, keep it calm: Clutter is chaos, and chaos erodes trust. Keep your space neat, organized, and free of distractions. If your office feels calm and collected, so will your message.
- They’re here for you, not the slides: Remember, people want to connect with you, not a PowerPoint. Less is more when it comes to text or visuals. Use them sparingly, only when they add value. The real connection happens when people can see and relate to you, not just the numbers you’re putting onto the screen.
Here’s the key: everything in your video should serve one purpose—building trust. Your background, your appearance, the books, the knickknacks—they should all tell the story of who you are, both inside and outside the office. Because when prospective clients see not just an advisor but a real person, they’re more likely to trust you with their future.
#3 Quality is Non-Negotiable
Here’s the truth about video marketing that every financial advisor needs to understand: your viewers don’t expect Hollywood. They’re not looking for Spielberg-level production. But what they do expect—what they demand, even—is clarity. The video doesn’t have to be perfect, but it does have to be clear.
You don’t need to invest in the most expensive gear, but you do need to ensure that your audience can both see and hear you without distractions. That’s the baseline. It’s not about wowing people with fancy effects or cutting-edge technology. It’s about showing up in a way that feels professional, approachable, and trustworthy.
Imagine sitting across from a client in your office. There’s eye contact. There’s clarity. There’s connection. That’s what you’re aiming for in your videos. It’s not about impressing with bells and whistles; it’s about making your audience feel like you’re right there with them—even if you’re miles apart. And in a world of financial services, where trust is the currency, clarity is how you earn it.
At Bill Good Marketing, we’ve found that a simple camera, like the Logitech StreamCam Pro, shooting in 1080p at 60fps, does the trick. It’s sharp enough to make you look good but simple enough not to overwhelm. Whether you’re shooting market updates, or running a webinar, the goal remains the same: ensure your audience feels like they’re sitting across from you, not watching through a foggy lens.
You don’t need to be fancy, but you do need to be clear. Viewers should be able to see you as if they’re sitting in the same room.
Which brings me to framing your video content.
There are really two methods for framing you may want to use. Most will center themselves in the frame. Be close enough to the camera that you take up at least a third of the screen. You want the video frame to go from your elbows to just over your head. If you have more than one person on the video, using an interview-style video, you want each individual to be on the focal points. Those points can be found if you were to divide the video frame into nine equal squares.
The corners of your central square are the focal points, as shown below:
Here’s the bottom line: in video production, your audience doesn’t need perfection. They need connection. And connection only happens when you remove the barriers. When they can see you clearly, when they feel like you’re speaking directly to them, trust happens. And trust is everything in this business.
So, don’t aim for Hollywood. Aim for clarity. Anything beyond that? It’s just a bonus.
#4 Light the Path to Connection
Lighting is where so many financial advisors miss the mark. It’s not just about being seen; it’s about being trusted. Poor lighting doesn’t just cast shadows—it casts doubt. And in the world of video marketing, doubt is the last thing you want.
Think of it this way: when people meet with you in person, they want to see your face, read your expressions, and feel connected. The same rule applies on video. Your viewers aren’t looking to peer into a dim cave; they want to feel like they’re in the room with you, engaged and welcomed. Lighting is what creates that connection—it’s not just technical, it’s emotional.
A simple setup, whether natural light or a quality ring light (12 inches or larger), ensures your face is bright, open, and inviting. Shadows and glares only distract, pulling focus away from your message. In a business built on trust, visibility is non-negotiable. Good lighting makes you approachable, clear, and—most importantly—trustworthy.
So, light the path to connection. When your audience can see you, they can trust you. And that’s the first step to building a lasting relationship.
#5 Sound Matters More Than You Think
If your audience can’t hear you, your message is lost. You could be delivering the best financial advice, but none of it matters if your audio isn’t crystal clear. In a world filled with noise, clarity is what gets you noticed. Your sound quality matters just as much—if not more—than your video.
At Bill Good Marketing, we’re big fans of the Yeti Blue Microphone.
It’s our go-to for different types of video content because it delivers exactly what you need: clear, professional sound that doesn’t get lost in the mix.
Bad audio? That’s an instant turn-off. People won’t stick around to figure out what you’re saying—they’ll just move on.
So, don’t let your voice get drowned out. Invest in a good microphone like the Yeti Blue. Make it easy for people to hear what you have to say, because if they can’t hear you, you’re just another blip in the digital chaos.
We judge videos by how well we can hear the speaker. Don’t lose potential new clients because of bad sound. Invest in a microphone that ensures your voice comes through loud and clear. You’re here to help people, but they can’t listen if they can’t understand you.
#6 Own Your Space
Distractions aren’t just annoying—they’re deal-breakers. When you’re on camera, every little interruption—whether it’s a phone ringing, a notification pinging, or a knock on the door—derails the moment. And in that split second, the connection is gone.
Here’s the reality: your environment either supports your message or competes with it. You have to control your space, because if you don’t, it’ll control you. Turn off the distractions. Silence your phone. Close the door. Create an atmosphere where the focus is on one thing and one thing only: your message.
Whether you’re recording promotional videos, market updates, or podcasts, this is your stage. Own it. A calm, distraction-free environment doesn’t just make you look more professional—it allows your audience to fully tune in. And when their attention is all on you, that’s when real engagement happens.
#7 Keep the Editing Simple
You’re not here to win an Oscar; you’re here to build trust. In the world of financial advisor video marketing, simple editing is your best friend.
It’s about making your content clean and professional without getting caught up in flashy effects.
Trim the fat—cut the unnecessary bits at the start and end, throw in your phone number, logo, and a clear call to action, and you’re good to go.
The goal isn’t perfection; it’s connection. Your prospective clients don’t need a Hollywood production—they need to feel like they can trust you. Fancy transitions and over-the-top effects? They distract. A well-edited, straightforward video? That’s what builds credibility.
There are several different types of software out there that could help you edit your videos. For these basic kinds of edits, we recommend Canva online. If you want to get really fancy, then Adobe Premier Pro is what we would recommend.
Improve Your Financial Advisor Marketing with Bill Good Marketing
At Bill Good Marketing, we understand the power of video marketing and how it can transform your digital presence. We offer comprehensive services to help you create a compelling video production that will build trust and engage your audience.
From video scripts to best practices, our coaches will guide you every step of the way. But we don’t stop there. Our expertise extends to seminars, referral marketing, social media strategies, prospecting, and more.
Ready to streamline your marketing game?
Contact our team today and discover how we can help you shine in the digital landscape. Let’s make your message resonate, captivate, and convert.
About the Author
Andrew D. White is the Director of Marketing at Bill Good Marketing, a firm with over 45 years of experience helping financial advisors scale their businesses. With deep expertise in advisor marketing, client acquisition, and retention strategies, Andrew specializes in creating high-impact campaigns that drive measurable results. His insights are grounded in real-world experience, working alongside top-performing advisors to refine prospecting, branding, and practice management strategies.
