Watch the replay: https://youtu.be/jvCQALdbkFk If your firm's digital marketing strategy doesn't include video then you're likely already falling behind. According to HubSpot, 50% of consumers want to see videos from brands … more than any other type of content! From equipment and editing software to lighting, optimizing and uploading – the barriers to entry for video marketing can seem really high. However, in the past year alone many great (and free!) tools have emerged to help make your video marketing efforts much easier and more cost effective. Whether you are completely new to the video world or exploring different ways to attract new clients, this presentation covers: - Video best practices - How to record - Top video tools - Creating shareable video content - How to optimize your videos for SEO - Effective ways to create engaging video content that resonates with your target audience

1. Video Marketing 101
Harnessing the Power of Video in Your Digital Marketing Strategy

2. YOUR GUIDES
Samantha Russell
Chief Marketing & Business
Development Officer,
Twenty Over Ten
https://www.linkedin.com/in/samanthacrussell/
Amanda Larson
Assistant Director Digital
Marketing,
Twenty Over Ten

3. Housekeeping
● This webinar is being recorded.
● Throughout the presentation feel free to use the chat box for
public messages and Q&A panel for private messages with any
questions.
● We’ll be launching polls throughout. Responses are anonymous
and can be answered by clicking the buttons.

4. AGENDA
What We’ll Discuss
● Video best practices
● Equipment needed / top tools
● Creating shareable and engaging video content
● Adding video to your website/blog/social media accounts
● How to optimize videos for higher search rankings

5. WHY
📹 More than 500 million hours of videos are
watched on YouTube each day.
📹 Social video generates 12 times more shares
than text and images combined.
📹 Video drives a 157% increase in organic traffic
from SERPs.
📹 Viewers retain 95% of a message when they
watch it in a video compared to 10% when reading it
in text.
📹 Boomers are 1.3X more likely to prefer watching
a YouTube tutorial video than reading instructions.

6. SURVEY SAYS!

7. SURVEY SAYS!

8. ROADBLOCKS
Myth #1: Video is too time consuming
Myth #2: It’s too complicated
Myth #3: It’s too expensive
Myth #4: It’ll never pass compliance
📹 According to our study of 200+ advisors in
Spring 2019, Advisors getting 11+ more clients per
year from digital marketing were most likely to use
video

9. 1 Video Content

10. CONTENT
Have 1 big idea
Be authentic
Be engaging
Be relevant & informative
Focus on stories, not sales

11. CONTENT IDEAS
Content Ideas
● Intro/ “About”/ Your Story
● How-to
● Problem - Solution
● Blog teaser
● Case studies
● “A day in the life”/Behind-the-scenes

12. 2 Tools

13. TOOLS TO CONSIDER
Video Tools You Might Use
● Smartphone (vertical video great for social media)
● iMovie (on Mac) or Adobe Premiere & Shotcut (on PC)
● Gimbal or tripod - to stabilize while you record
● Loom or Zoom - record yourself and your screen (great for webinars)
● Animoto/Promo - turn photos/videos into a comprehensive video
● Headliner - Add captions - a larger percentage of people watch videos in
the feed with the sound OFF
● YouTube Studio (beta)
● Bannersnack or Canva - to add cover art to videos

14. Tools to Consider
Where to Host Your Videos:
Largest video hosting
platform, the second
largest search platform
and the 3rd most visited
website in the world.
High quality videos and a
more sophisticated,
professional audience.
Highly customizable video
platform built specifically
for businesses.
Free, must have Gmail
account
Free account option.
Business edition offers
more video uploads and
extra features specifically
for brands for $17/month.
Free with 3 video limit or
$99/mo for 10 videos

15. SETTING UP YOUTUBE
● You must have a gmail account in order to create Youtube
● You can have multiple playlists - by topic, by audience, etc (when one video ends, next auto plays)
● One 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

16. Youtube - Cover Photos or Not?
➡ Home Biz Tax Lady:
https://www.youtube.com/channel/UCMrbJqlJ3DG7XoBlOV3J
M7w
● 3.7K subscribers
● no cover photos
● videos between 10-25 minutes long
● NICHE: tax advice for those who own a
“Home business”
● adds videos every few days
Sickle Hunter Financial Advisors
⬅
https://www.youtube.com/channel/UCLoIaI_vPPWX47TamcxtP_A● 5.8K subscribers
● Cover photos with his image
● Videos between 3-10 minutes long
● Financial Planning/Invest Management
● adds videos every few days

17. 3
Using Video on
Your Website
& Blog

18. SHARING - Website Static Pages
Websites:
1. Place above the fold/ record
horiztonally
2. Don’t set to auto-play.
3. 30- 60 seconds
4. Include supporting text relating to the
video content + clear direction
for next steps.
Average person spends 88%
more time on a website if it has
video! (Source: wordstream)

19. SHARING - Blogs or Landing Pages
Video Blogs (Vlogs):
1. Can be much more organic looking -
could record vertically and use on
social media and blog
2. 4 to 20 minutes (longer is better for
Youtube Optimization, shorter if also
using it on social media
3. Don’t set to auto-play.
4. Embed from Youtube
5. Take a blog you already have and
record a short video - keep the video
laser-focused on ONE topic
6. Break up larger topics into many
videos, or record one longer webinar
7. Transcribe for compliance approval
and use transcription for SEO boost
Source: https://blog.marketassist.io

20. SHARING YOUR VIDEO
Let people know it is a video through imagery with a “play” button when
you share on your blog, in an email newsletters, etc.

21. WEBSITE PLACEMENT
How to Add Videos to Your Twenty Over Ten Site:

22. A Website Platform
for the Modern Financial Advisor
Join the fastest growing and most
cutting-edge website platform for
financial advisors.
Email hello@twentyoverten.com
before Friday, May 31st to receive 1
month of FREE HOSTING (a $109
value)!
email:
hello@twentyoverten.com

23. 4 Share Videos on
Social Media

24. SHARING ON SOCIAL MEDIA
Best Practices on Social
1. Record videos vertically on
smartphone
2. Upload video natively to each
platform
3. Length: 1- 4 minutes
4. Add hashtags
5. Tag @ people/companies you mention
or other COI
6. Ask questions that you want people to
answer in the comments
7. Link to long-form content in the
comments/text of the post (your blog,
landing page, etc)
8. Always reply quickly to everyone
who comments
9. Feel free to also tag others in the
comments to get more exposure

25. Amplify Your Video’s Reach
1. Ask viewers to subscribe & connect
2. Ask a specific question to elicit
comments- respond to each one
3. Hashtags help people find your video
4. Connect with those who’ve engaged
Algorithms Matter
5. Posting time - want likes/comments quick
6. the more engagement you get, the more
your video will be shown
7. “power users” who engage bump your
video faster - help it “go viral”

26. PROMOTION

27. 5 Optimization

28. OPTIMIZATION
Search engines cannot “read” your videos!
● Title: Think long-tail keywords
● Description: “Visible” ranking signals ~5000 characters
● Video file: Include at least one keyword before uploading
● Tags: Include 6-8
● Transcription
● Thumbnail

30. 5 Compliance
Considerations

31. COMPLIANCE
Always Check with your own Compliance
Officer/Consultant Before Getting Started!
● Provide transcripts for review
● Consider recording/submitting a few videos at once
● Repurpose content
● Add disclaimer to each blog post
● Add disclaimer to your Youtube Channel/Social Profiles
● You may want to turn off comments on Youtube
● Videos can be made public, private (only available to those
you invite) or unlisted (anyone with link can view - link can be
shared)

32. 6 Analytics

33. ANALYTICS
Measuring Video Success
● Track watch time, views & subscribers
● Discover more about the people who watch your videos to better tailor your
content
● See how much your viewers watch and what piques their interest within each
video to determine engagement, sharing, etc.

34. ANALYTICS
What Counts as a “View”?
LinkedIn: 3 seconds or more
Linkedin Sponsored Content: when 50% of the ad is in view and
plays the first two-seconds
Facebook & Facebook Live: 3+ seconds
Twitter Ads: when 50% of the ad is in view for 2+ seconds
(or when a user engages with a video
ad by clicking to expand
Instagram: 3+ seconds
Instagram Stories/Live: all
views/ impressions, no matter
length
Youtube: 30 seconds or more.
Get to 300 or more views on
Youtube and you have a
chance to start ranking
amongst more popular videos

35. 7 Video Ads

36. AD SPEND
Ad Options:
● Youtube
○ Promote a video already performing well
○ Ad banner ads on other peoples’ videos
○ Create a video ad that plays during another person’s video
● Facebook
○ “Boost” a video already performing well
● Linkedin
○ “Boost” a video already performing well

37. PROMOE VIDEOS ALREADY PERFORMING WELL ON YOUTUBE

38. PROMOE VIDEOS ALREADY PERFORMING WELL ON FACEBOOK/INSTAGRAM

39. BANNER ADS ON YOUTUBE

40. A Website Platform
for the Modern Financial Advisor
Join the fastest growing and most
cutting-edge website platform for
financial advisors.
Email hello@twentyoverten.com
before Friday, May 31st to receive 1
month of FREE HOSTING (a $109
value)!
email:
hello@twentyoverten.com

41. Lead Generation. Lead Qualification.
The epicenter of your digital marketing.
Create Custom Content
Launch Brand-Centric Landing Pages
Get Your Content in Front of Leads
Qualify Leads With LEAD Scoring
Compliant, Secure & Archived
www.marketassist.io

42. The Wait is Almost Over ...
Gain early access
Visit www.marketassist.io TODAY
to request an invite

43. Questions?
https://www.linkedin.com/in/samanthacrussell/
marketing@twentyoverten.com
https://twentyoverten.com/
(855) 360-1732