As we stare at the one-year mark since most of us had our entire lives turned upside down, it's important to look back at what trends are changing marketing forever. How have advisory firms shifted their marketing efforts to fit clients' and prospects' new needs? What was a raging success and what was a struggle? The overwhelming consensus: video! Video has been both a raging success yet a struggle at the same time for many. We get it. Twenty Over Ten teamed up with FiComm to uncover how to craft compelling videos using cost-effective tools and ways to leverage various distribution channels to create a more lasting impact for your firm’s brand and growth. This presentation covers: - The “New Skool” mindset for advisor video - Necessary gear to get started - Video editing with little to no experience - Optimal length and characteristics for best engagement - Video distribution channels best practices Watch the replay: https://youtu.be/Dp6vhnLArXU

1. Implementing a Video-First
Marketing Strategy
How To Do It Right + The Tools To Help Financial Advisors Succeed

2. What We’ll Discuss
Old school vs. new skool mindset
Necessary gear to get started
Video editing with little
experience
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Video engagement best practices
Distribution channel best
practices
Any questions you have along the
way!
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3. 3
Samantha Russell
Chief Evangelist
@SamanthaTwenty
/samanthacrussell
twentyoverten.com

4. 4
Megan Carpenter
CEO & Co-Founder
@megan_ficomm
/meganficomm
ficommpartners.com

5. 5
Candice Carlton
Head of Advisor Education
@candicecarlton
/candicecarlton
ficommpartners.com

6. Why Video?
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7. Ensuring your firm’s
success to support a
video-first strategy.
2020...
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8. CONNECT + GROW
WITH VIDEO
✔ scale + humanize your communications
✔ build trust quickly + increase closing ratios
✔ more meaningful meetings
✔ drive retention + expanded wallet share
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9. Old School Vs. New Skool
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10. Ensuring your firm’s
success to support a
video-first strategy.
• high production + expensive
• create credibility
• jargon
• charts + elevator music
• 1x website video
• DIY
• drive connection
• human to human language
• authenticity
• prospect + client experience
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OLD SCHOOL NEW SKOOL

11. Ensuring your firm’s
success to support a
video-first strategy.
OLD SCHOOL NEW SKOOL
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● create credibility
● over-professional language
● top-down expert
● drive connection
● human to human language
● authenticity

12. NEW SKOOL
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13. VIDE
PODCAST WEBSITE +
SOCIAL
1:1 EMAIL
1: MANY
USE ACROSS YOUR EXPERIENCE
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14. Gear to Get Started
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15. 4 WEEKS
• Assignments
• 1:1 Feedback
• Executive Coaching
WEEK 0 WEEK 3
MEET A VIDEO ROCKSTAR!
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16. Ensuring your firm’s
success to support a
video-first strategy.
SKIP THE FANCY GEAR
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Get the Gear Checklist
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17. SITUATION ANALYSIS
Ensuring your firm’s
success to support a
video-first strategy.
LEVERAGE TECH TO SIMPLIFY
LOOM
SOAPBOX BY WISTIA
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18. Ensuring your firm’s
success to support a
video-first strategy.
CAMERA
ANGLE
• capture a shot you love
• most flattering =
• at eye level or
• slightly above
• use a stand
• stack books, puzzle boxes, printer paper etc.
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19. Ensuring your firm’s
success to support a
video-first strategy.
NATURAL
LIGHT
• window in front of you
• no windows on the side
• note time of day
• experiment with turning off overhead lights
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20. Ensuring your firm’s
success to support a
video-first strategy.
BACK DROP
+ DRESS
• what is authentic to YOU?
• what does your “who” expect?
• make it profesh but not old skool
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21. Editing
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22. MAKE EDITING
EASY
❏ take a minimalistic approach
❏ trim front + end
❏ bumpers = 5-7 seconds max
❏ skip the elevator music- align it with your
authentic tone
❏ use same music- fade in + out
❏ outsource as you can
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23. SOCIAL EDITING
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ANIMOTO ZUBTITLE

24. START SMALL
BE CONSISTENT
GET BETTER
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25. Distribution - Youtube
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26. Every business should have a Youtube Channel
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● Must have gmail account
● Can have multiple playlists
● 1 video can be added to
multiple playlists
● We suggest adding videos
weekly to build your
audience and subscribers
● Customize channel with
links, cover art, and other
settings
● Use Youtube Studio (free!)
to discover trends
● Easiest way to distribute +
get found

27. Cadence Impacts Performance. Results Take Time
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● Subscriber count does not
always = success
● 37 Million Youtube
Channels = NARROW your
audience

28. Your Thumbnails are CRUCIAL to CTR - Use CANVA
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❌
✅

29. Distribution - Social Media
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30. Social Sharing Best Practices
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1. Upload video natively to each platform
2. Length: 1- 4 minutes
3. Add hashtags #
4. Include Subtitles
5. Tag @ people/companies you mention or other
COI
6. Ask questions you want people to answer in
comments
7. Link to blog, landing page, etc in
comments/thread

31. Video on Stories
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● Announcements about company
updates/happenings in real-time
● Post AMA sessions with team members
● Employees share everyday work-life
moments
● Share quick tips, knowledge, tutorials, etc.
about financial topics
● Question of the day or other weekly
feature

32. Distribution - Landing Pages
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33. Website/Landing Page Best Practices
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Websites are 52 times more likely to be found
when they have an embedded YouTube video on
it.
Best Practices:
● 30 sec - 1 min (static pages - home, about)
● 4-20 minutes (vlogs)
● No auto-play
● Embed from YouTube
● Take a blog you already have and record a
short video - keep the video laser-focused
on ONE topic
● Transcribe for compliance approval and use
transcription for SEO boost

34. Use Thumbnail to Let Visitors Know it’s a Video
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35. How to Add Video to Twenty Over Ten Website
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36. Lead Pilot - Distribute Video via email/landing
pages
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37. Distribution - Email
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38. How to Utilize Video in Emails
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Video content in emails can improve
click-through rates by up to 300%. (Biteable)
Best Practices:
● Include word {VIDEO} before subject line for
higher open rates
● DON’T ACTUALLY upload/send video
● Take a snapshot from video, add “play”
button over it (CANVA)
● Embed image into video, link image, which
will take readers to Youtube to watch

39. Engagement Best Practices
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40. Pleasing The YouTube Algorithm
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Top signals:
● CTR (avg 4-5%)
● Watch time
● How many videos the user has watched
from your channel
● How recently the user watched a video
about the same topic
● What the user has searched for in the past
& what they’ve previously watched
● Demographic information and location

41. YouTube SEO Checklist
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❏ Relevant, keyword specific title (50 characters
max)
❏ Tags (3-10)
❏ Captions
❏ Hashtags (at least 3)
❏ Transcript and links in description
❏ Pin a comment
❏ Have team members comment/like quickly

42. Building Your Subscriber Base
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1. Post on a consistent schedule
2. String videos together in a playlist
3. Add end screens and cards
4. Create custom thumbnails using Canva
5. Promote videos on social, email, etc.
6. Look at your analytics - keep audience retention and total watch time in
mind
7. Create a link that people can tap & immediately be prompted to subscribe
(Take your channel URL and add ?sub_confirmation=1 to the end of it.)

43. Questions?
https://twentyoverten.com
marketing@twentyoverten.com
https://ficommpartners.com