Use more video.

Research by the Forrester Group, found that video content on a particular topic is up to 53 times more likely to be found on page 1 of a Google search than other forms of the same content, making it imperative to consider video as part of any search optimisation program.

But the use of video is more than just a search play, it’s increasingly being used as a mainstream communication channel across all parts of the advice process, from lead generation to ongoing client engagement.

Improvements in camera technology combined with changing consumer expectations and viewing habits mean that most advisers now have the means to produce video content of sufficient quality to share with clients.

As sponsor of the FS Smileys award, Zurich has worked closely with advisers demonstrating best practice in using video within their business. Examples we have seen include the ‘why’ video where the adviser explains what makes them tick, and why they do what they do. Others include:

• Personalised ‘prepare for your review’ and ‘welcome aboard’ videos.
• Happy birthday videos.
• Updates on market developments.
• Educational videos on a broad range of financial topics.

2013 Adviser of the Year, Jenny Brown is a big user of video with her clients. Using a $1,000 Sony camera she films most video in the office boardroom, and distributes via YouTube and Vimeo. (Both these platforms allow you to choose whether the video is publicly accessible, or protected by password, which is suitable for videos tailored to individual clients.)

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This is an extract from a collection of business improvement tips for advisers, launched at Zurich’s Trax2Success national roadshow, featuring the 2013 AFA Adviser of the year Jenny Brown.

Click here to read Hot business tip number 1: Look after yourself and your staff

Click here to read Hot business tip number 2: Survey your clients

Click here to read Hot business tip number 3: Place a higher value on your time

Click here to read Hot business tip number 4: Review your client onboarding process

Click here to read Hot business tip number 5: Adopt an estate planning methodology across your business

Click here to read Hot business tip number 6: Tailor your communication strategy by client generation

Click here to read Hot business tip no number 7: Change your approach to review meetings

Click here to read Hot business tip number 8: Create a differentiated service offering (segment your client base)

Click here to read Hot business tip number 9: Set up a Board of Advice

Click here to read Hot business tip number10: Develop a client retention strategy

Click here to read Hot business tip number 11: Run a program where staff drive improvements

Click here to read Hot business tip number. 12: Build your emotional intelligence

Click here to read Hot business tip number. 13: Go Social

Click here to read Hot business tip number. 14: Get better at handling objections

Click here to read Hot business tip number. 15: Create stronger referral sources

Click here to read Hot business tip number. 16: Set up a Google account

Click here to read Hot business tip number. 17: Learn from leading advisers

Click here to read Hot business tip number. 18: Make better use of technology in your business

Click here to read Hot business tip number 19: Improve your office environment

Click here to read Hot business tip number 20: Develop a great value proposition

Click here to read Hot business tip number 22: Optimise your website for mobile

Click here to read Hot business tip number 23: Have a marketing plan

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