Our 2017 Adviser Website Survey, which by the way, you can still read by clicking here, showed that many adviser websites aren’t as engaging as they should be. This is shown through high bounce rates, low page views and short sessions on the site. The solution? Financial adviser content.
It was Bill Gates who said, way back in the 90s, that content is king. He was right then and he’s right now. Some stats about video to prove the point:
- Video in an email leads to a 200 – 300% increase in click-through rate
- 505 of executives look for more information after seeing a product / service in a video
- 59% of executives would rather watch video than read text
Financial adviser content options
High quality, relevant, and preferably entertaining content, whether it be blogs, video or podcasts will engage the website visitor, demonstrate your expertise and help position you as a go to expert in your field.
My preference has always been blogs. Every Friday morning at 7.30 am you will hear from me. My aim is always the same, to educate and add value with practical hints and tips, whilst hopefully giving you something to think about. You will never get a sales message from me.
Ideally, your financial adviser content should follow the same ethos.
I don’t like video!
I hate being in front of the camera, give me a radio mic any day. But I know how important video is, so it’s time to conquer my fear and put my money where my mouth is.
We produced the launch video for The Yardstick Agency, which is still available on our homepage. I’ve also recorded a video with Jason Butler of Finsol Systems, where we chatted about three key marketing challenges and opportunities advisers have in 2017.
The exercise showed how simple it is to produce engaging social videos. It’s something I’d recommend every adviser uses on their websites.
I haven’t started podcasting yet, who knows, that might be one for the future.
Great blogs, podcasts and videos
Over the course of the next three weeks I’ll be writing more about blog, video and podcast production, and showcasing the advisers who excel at all three.
In the meantime, please take look at my interview with Jason and the other videos on his site, I think you will find it useful.