Alright, lean in and listen closely because I’m about to let you in on a secret that most financial advisors are too timid to exploit. You see, while everyone’s busy churning out blog posts and white papers, the real magic—the kind that makes potential clients sit up, take notice, and reach out—lies in video content. That’s right, video. It’s the secret sauce that can catapult you from just another advisor in the crowd to the Go-To Expert in your field. And here’s the kicker: the time to start is now.

Video Marketing: Your Unfair Advantage

Using video in your marketing might seem like a mountain to climb. Maybe it feels overwhelming, or you’re intimidated by the technology, or heck, you just don’t like how you look on camera. But if you’re serious about standing out in a crowded marketplace and attracting clients who are a perfect fit for your services, then video is a game-changer you can’t afford to ignore.

The Brutal Truth: Why Video Matters

Here’s the deal: People are hungry for authenticity. They’re tired of slick, over-produced content that feels as plastic as a credit card. They want real voices, genuine expertise—something they can connect with on a human level. That’s where you come in. Content marketing is about more than just filling space. It’s about establishing authority, delivering value, and positioning yourself as the financial advisor people trust with their financial future.

And guess what? There’s no content more captivating than video. A quick scroll through TikTok, Instagram, or YouTube will show you that. Video commands attention like nothing else. So, if you want to turn heads, build trust, and get clients lining up to work with you, it’s time to get comfortable in front of the camera.

The Power of Video Content

You want high-net-worth clients, right? The ones who don’t just need advice—they need a trusted advisor. Video is your fast track to becoming that advisor. When clients can see your face, hear your voice, and watch you explain complex financial concepts with confidence and clarity, it’s a trust-building exercise like no other. Text can’t compete with that. It just can’t. Your tone, your body language, every subtle expression—all of it combines to make you the authority figure they’ve been looking for.

And if you’re worried about how you come across, here’s a tip: practice. Run through your script ten times if you have to. Get comfortable with the content. When you’re confident, it shows. And when it shows, you win trust. Simple as that.

Enhance SEO and Online Visibility

You’re not just shooting these videos for fun, right? You want results—cold, hard traffic to your website. Good news: Google loves video content. They prioritize sites with embedded videos, which means your search rankings get a nice little boost. And don’t forget about YouTube—it’s the second-largest search engine in the world. Optimize your videos with the right keywords, descriptions, and tags, and watch as the leads start rolling in.

But let’s be clear: you’re not trying to create a viral sensation here. Viral is great, but it’s unpredictable. Instead, focus on creating videos with a blend of warmth, relatability, and—this is crucial—value. If you can slip in a little humor, even better. People want to be entertained. But the real goal? Educate and persuade. Give viewers a reason to pick up the phone and call you.

Engage Your Audience and Building Relationships

Here’s something every savvy marketer knows: videos are like relationship accelerators. People are more likely to engage with videos than with any other type of content. They share them, comment on them, discuss them. And every bit of that engagement brings them closer to you. A consistent video publishing schedule helps keep you in their thoughts. It’s how you nurture relationships that eventually turn into conversions.

Why Positioning Matters (and Why Video is Your Ticket to the Top)

Let’s talk positioning. If you’re not actively positioning yourself as the expert, you’re falling behind. Video is how you control that narrative.

Attract the Right Clients

Your video content should be a reflection of your mission, vision, and values. It’s not just about showing off your knowledge—it’s about attracting clients who resonate with your approach. If you’re targeting young professionals, for example, talk about budgeting, saving for that first home, or the power of compound interest in a retirement account. Don’t shy away from taking a stand or saying something controversial if it reflects your brand. The right clients will love it, and the wrong ones will move on. And that’s exactly what you want.

Differentiate Yourself from Competitors

Let’s be honest—the financial advisory space is crowded. But here’s the silver lining: most of your competitors are too scared to embrace video. They’re still stuck in the past, relying on the same old marketing tactics. Meanwhile, you’re stepping in front of the camera, showing your personality, and differentiating yourself in ways they can’t touch. That’s your competitive edge. Once you shake off the nerves, you’ll realize just how much power you’ve got.

Avoid the Pitfalls of Not Having a Video Strategy

If you’re not leveraging video, you’re leaving money on the table. Period. Without a video strategy, you’re missing out on the visibility, the engagement, and the trust that video can bring. The world’s gone video-centric, and if you’re still hiding behind text and images, you’re at a serious disadvantage.

Three Actionable Steps to Kickstart Your Video Channel

Now that you’re pumped about the potential of video, let’s talk about how to make it happen. Because if you fail to plan, you plan to fail.

1. Define Your Content Strategy

This is non-negotiable. Before you hit record, you need a plan. Ask yourself: Who is my target audience? What topics will hook them? How often can I realistically post? Answer these questions, map out your strategy, and create a content calendar. This isn’t something you can wing. The more thought you put into it upfront, the better your results will be.

2. Invest in Quality Production

You don’t need to break the bank, but you do need to look and sound professional. Invest in good lighting and a decent microphone. Use video editing software to clean up your footage and add some polish. You’re not just creating content—you’re building your brand. And every detail matters.

If you’re lucky enough to have a room that gets a lot of natural light, all the better. You don’t want to look like you’re filming from a cave. I use a floor lamp aimed at my face and that works fine. I also use a Shure microphone, which produces quality sound for my voice.

Here’s a pro tip: don’t waste time worrying about fancy effects. Keep it simple, keep it sharp. If you’re not a tech wizard, hire someone who is. It’s worth the investment to make sure your videos reflect the professionalism you want your brand to be known for.

3. Promote Your Videos Like Your Business Depends on It (Because It Does)

Creating great content is one thing, but if no one sees it, what’s the point? You’ve got to push your videos out there. Share them on social media, embed them on your website, and include them in your email newsletters. Don’t be shy—this is where you turn viewers into leads.

And here’s something you might not have considered: video shorts. These are hot right now. Short, snappy videos that deliver value in under a minute. They’re perfect for social media and a great way to keep your audience engaged between longer videos.

Aligning Video with Your Brand’s Mission, Vision, and Values

Finally, let’s talk about brand alignment. Your mission, vision, and values aren’t just words on a page—they’re the core of who you are as a business. Your videos should reflect that.

If your mission is to provide no-nonsense, honest financial advice, then your videos better be clear, direct, and free of fluff. If your vision is to empower clients to take control of their financial future, your videos should be all about giving them the tools to do just that. And if your values include integrity and client-first service, then that should shine through in every video you create.

Be Like Nike… Just Do It

Look, video isn’t just a nice-to-have anymore—it’s a must-have. If you want to elevate your marketing, establish your authority, and connect with clients in a meaningful way, video content is the way to do it. It’s time to step up, get in front of the camera, and start creating content that will transform your business.

Remember the old “Will It Blend?” YouTube series by Blendtec? It was pure genius. Those videos were funny, engaging, and perfectly aligned with Blendtec’s brand. They didn’t just sell blenders—they created a movement.

You can do the same with your videos. Experiment, tweak, get feedback. But above all, start. The longer you wait, the more opportunities you’re missing. So, grab that camera, hit record, and start building the kind of authority and trust that turns viewers into clients. Your business will thank you for it.