Lights, camera, no traction

Video blogging can be a great marketing vehicle for a financial adviser to showcase their knowledge of investing and wealth management but the key is to stay timely with existing and potential clients. 

The Humble Investor’s Colin Williams recently provided consulting services to an investment firm that redesigned its website. He said a lot of businesses within financial services fall into the trap of spending a lot of time and resources on a video blog at the cost of remaining out of step with the current market environment. 

“The (video) material becomes dated very quickly. The end product might look slick but the slick video doesn’t necessarily mean success,” he said. 

“You tend to find the short, very timely videos do a lot better, especially if you can shoot a video to coincide with the latest budget changes or something that may have been announced in the course of the election.” 

Williams said video blogs are not something that financial services professionals do well, but topics such as these resonate with investors because they have currency. 

He said it was also a great opportunity to emphasise one’s character as a person to potential clients. 

“Those sorts of things work well and work quickly, but it doesn’t have to have the trimmings of a blockbuster,” he said.