Consider the following statistics: 500 million people watch Facebook videos
every day. As for digital content, 74 percent of all internet traffic is used for video.
Mentioning the word “video” in an e-mail subject line increases the open rate by
19 percent, according to media company Syndacast. Customers are believed to
be using video more and more in purchasing decisions.
Facebook CEO Mark Zuckerberg predicted that, by 2021, most of the content
people consume online will be in video format. If that’s the case, every loan
originator should be asking: Am I building a video strategy now that can
enhance my business for the future, or am I already falling behind the pack?
Although the use of video in marketing isn’t new, it is being used in more
creative and captivating ways. In fact, it can do the same job as traditional marketing, but with an amplified impact.
Traditional marketing still plays an important role in the marketing mix.
Printed flyers, custom billboards, postcards and creative radio spots have been
staples for mortgage originators and the mortgage industry for decades and
should continue to be used.
By keeping these traditional tactics in place and bolstering them with a robust
digital-marketing strategy using video marketing as a key cornerstone, mortgage
professionals can increase their reach and maximize their exposure in a competitive and crowded marketplace.
Make a connection
Where can video be used? The short answer is everywhere. Video adds a level
of authenticity and personalization that text and still images aren’t always able
to communicate. It also can convey information in a more entertaining and
easy-to-consume way than other tactics.
When implemented correctly, video content can create a connection with the
individuals you are trying to reach. It helps establish trust between you and your
clientele, which is key to building long-lasting professional relationships.
Here are a few suggestions where video may benefit your marketing strategy:
n E-mails with video can help communicate complex or lengthy information in a way that your recipients find more digestible. The combination also
can infuse your message with personality.
n Social media is digital networking, and networking is the most successful
when it’s personal. Using video on social media can help you connect with
your audience in a more engaging way.
n Websites with video content can be a unique way to captivate an audience from the moment they visit your site. Consider using a video to introduce yourself, your team and what makes your business unique.
Once you’ve identified why video marketing is important and how you can
integrate it into your strategy, the next, and perhaps most difficult, hurdle to
overcome is creating the content. For some, this may feel like an insurmountable
task, but it can actually be simpler than it seems.
Don’t get overwhelmed
Proper execution of video production can seem overwhelming when you begin
to consider all the elements that may be required to accomplish your goals. With
cameras, videographers, scripts, sets, editing, music and more, it’s easy to see how
someone might get overwhelmed at the very thought of making even one video.
Since most individual mortgage originators don’t have the resources to hire
a video-production team, or even a single videographer for that matter, it’s
important to learn how to create engaging videos while remaining aware of
your resource limitations.
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