In an earlier post, we talked about why videos are a great idea for differentiating your investment firm in the quest to raise capital and assets. Here are a few ideas on the different broad categories for the ultimate one-minute investment manager video:
1. The Interview
The one-on-one sit down interview is the most common type of video on the financial services scene. Come prepared with your questions, answers, focus, and proof points.
2. The Tutorial
Want to show, for example, how your firm mitigates long-term investment risk? A step-by-step explanation, complete with slides, graphics, voiceovers, and snippets of your PowerPoint slide deck can help explain complex investment process or product.
3. The Animated Short
Animated films can also help simplify the complex. According to filmsite.org, animated films “Are films in which individual drawings, paintings, or illustrations are photographed frame by frame (stop-frame cinematography). Usually, each frame differs slightly from the one preceding it, giving the illusion of movement when frames are projected in rapid succession at 24 frames per second.”
How to Structure Your Videos
Unless you and your team are professionals at improvisation, it’s better to come prepared with a script. Writing out a script will keep your production and message focused, organized, and concise. Pairing a jargon-free script with enticing visuals helps your audience retain the information a lot more effectively.
Another tip is to narrow your focus. Covering too much in one video … is just too much. Keep the visuals simple. Highlight just a few key benefits. Instead of a chart with the performance comparisons of five investment categories, for instance, just do one.
You and your collaborators should read the script out loud, sitting around a table. Just like they do for your favorite TV shows. The table read is a perfect time to see and hear how your story fits together.
The voiceover helps move the narrative along. Voiceovers are not required, but often help bring disparate sections together. To record your voiceover, you can use Apple Soundtrack, Garageband, Quicktime, or other recording services. If you are using a video production company, even better; they can do the voiceover as part of their package of services.
And edit, edit, and edit again. Edit for time, for emotion, and for meaningful transitions. Music, too, can be added at this later stage.
Do a Series of Videos
If you have more to say, who says you should just do one video? For example, one video can be about your investment strategy; another can be about your team; a third can be about how you seek to mitigate risk; a fourth can be on asset allocation; and a fifth can focus on the benefits and potential drawbacks of the asset class in which you specialize. If you have more to say, who says you should simply do one video? Make a video series, cliffhangers not required.
If you don’t have a YouTube account and/or channel, it’s relatively straightforward to create an account. (See this.) You can then publish and share your video, if relevant, via an email marketing campaign. Of course, you can also create a video section on your website and publish your posts there.
A Call to Action
What do you want your prospect to do next? Typical next steps are: “Download Your EBook Now,” “Sign up for our newsletter,” “Call us now!”