The Madness of Creating Videos For Your Marketing without a Master Plan
Marketing Ideas & Sales & Marketing for Professional Services & Sales Tips

The Madness of Creating Videos For Your Marketing without a Master Plan

February 2, 2015

by Tony Vidler  CFP logo   CLU logo  ChFC logo

images copyA little while ago I participated in a survey on the use of video by financial advisers internationally.  The results of the survey are intriguing in that clearly there is widespread recognition by advisers of the importance and effectiveness of video as a communication and marketing medium, however there is a disconnect as the majority of advisers also said they don’t see the business benefits of social media.


This disconnection raised a number of questions immediately, such as:

  • How are they intending to distribute the videos they intend producing?
  • Isn’t email a one-to-one social media platform?  Isn’t Youtube a social media channel?
  • Or are they intending to direct mail CD’s with the videos to the people’s homes?


Some 74% see client education as a critical need for their business, and 80% are actively planning to use video as a means of doing that.  So they say.


But only 66% say they have a strategy, and 19% of them admit to not sticking to the strategy they have anyway.  Essentially that means about half of the advisers have no plan at all.

I cannot help but conclude that the majority of advisers do not really have any clear idea about how they are going to engage with clients in a meaningful way in the future.


That is a fairly provocative statement, but with so many advisers apparently not understanding that delivering the message is as important as creating it in the right medium, together with a large proportion either having no strategy or ignoring what strategy they did create, it seems a reasonable conclusion to me.

The BIG question that this survey raises is why would anyone intend to create content, and in a new medium at that, without a clear idea as to how they are going to disseminate the content or why?


Without a Master Plan you may as well be flushing money down the toilet…


There is an abundance of evidence to support the idea of investing in producing video content, and there is a voracious appetite amongst consumers for quality video.  In fact, it is almost tailor-made for professional services where we are usually engaged in a blend of educating and selling complicated concepts to customers.


According to one survey some 67% of consumers want “how to” or instructional/tutorial videos, with 34% also wanting product/technical information videos.  The same survey highlighted the importance of social media, and the sharing of video content amongst peers.  38% of consumers believe a video is worth watching just because it is trending or being watched by others, and 61% will watch a video that friends have shared.


So there is a consumer appetite.  And there is evidence that social sharing vastly increases the chances of the video being viewed.  There seems to be a strong intent to produce the content by advisers.  All that appears to be missing for most advisers is The Master Plan to begin with and an understanding of how social channels are the primary medium for distribution of the great video content.


Creating the Master Plan does not need to be overly complex.  Realistically it can be summarised in 5 steps:

1.  Have a clear idea of who you are trying to appeal to

2.  Have a clear strategy for how you are going to appeal to them (with what type of content, and frequency, tonality and style)

3.  Work out how you are going to get the material out to them.

4.  Work out how/where/when you are going to produce the content.

5.  Put together an action plan and timetable to make it happen.

Producing fabulous videos without going through these basics steps first is nothing short of madness.  You really may as well be flushing money down the toilet.

Ref:  What types of Brand Videos Do Consumers Want To Watch?

You may also find this post useful:
The 10 Steps To An Effective Marketing Plan


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Comments (3)

  • Hi Tony, I’ve read your blog with interest linked via the Social Media Professinal Group in Linked in. I’m writing to you to seeky our advice on starting a small business and its viability as you see it with your vast experience and foresight as to the industry’s direction. Having worked as a Primary School teacher and obtaining my RG146 quals last year, I found myself retrenched late last year. Fortunately, I was able to find another role with my RG146, working part-time. Exposed to Google technology in the classroom and teaching some media to kids, I’ve become fascinated by social media. I’m looking to make a living, start a business updating facebook pages, the blogsite of financial planners who have no time, & getting their businesses online and onto social media. Problem is I don’t have the skills nor the experience but I don’t think this is too difficult to learn from the Government’s Digital Enterprise Program, Udemy courses and the help pages of each platform. Trouble is – would businesses buy my services? Is there a market for a novice entrant into this when there appears to be some very sophisticated social market strategist and marketing groups out there? I’m at a point where I’m interested in generating multiple streams of income, starting a small business, etc. as I’ve been an employee my whole life. I’d like to be in a position where I can try my hand at starting a business and eventually, seeing myself owning my own financial advisory business. At the moment, I have time on my hands as I’m not employed on a full-time basis. As a former teacher, I love creativity however, my creativity is more entrepreneurial in nature rather than confined to classroom activities and engaging education processes. In other words, classroom education hasn’t worked for me at least here in Australia. I would appreciate any advice you can offer. Would it be a waste of time trying to skill up myself and market my services in becoming a social media strategist?

    • Hi

      handing out career advice on the Q&A for a blog is something less than ideal, so my comments are general in nature I’m afraid. There are something like 140,000 people calling themselves “experts” (or ninja’s, mavens, or some other ridiculous self-appointed title) in Social Media these days. So there is no shortage of competition in that space to begin with. Perhaps more importantly, in my own experience, most cannot walk the talk. Establishing your own online credibility is a critical first step. Somebody like myself for instance won’t hire or work with someone who cannot at least do it as well as I can currently – and they are found out pretty quickly with a Google search. So I would only hire someone who can teach me what I can’t already do….and you’d have to expect most of the market to be in a similar mindset. With the speed of information and knowledge transfer today most customers have a rapidly evolving level of expectation which is hard to keep pace with, let alone exceed. On balance therefore I would say it is a difficult area to compete in without having a compelling point of difference.

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