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Putting Video to Work for YOUpresented by: Tom Makeever
© 2016 GSM Marketing LLC
GSM www.gsm.marketing
Our discussion today
• Why video? Making the case.
• 8 Things to get right before the camera rolls
• GSM Advisor Connect
• Custom produced video
• GSM Plan Sponsor Video
GSM www.gsm.marketing
In case you don’t know GSM
• Founded 2009 by Alan Gross
• Partners:
– Alan Gross, 16 years Relius/Omni VP Marketing
– Tom Makeever, 22 years Relius/Omni SVP Sales & Marketing
• Full-service marketing firm serving retirement professionals
• We know and understand your world
What we’ve learned about video
GSM www.gsm.marketing
Interesting facts
Where both text and video are available on the same web page, 69% of users prefer to watch video to learn about a product or service.
Source: (Wyzowl, 2016.)
GSM www.gsm.marketing
Interesting facts
People retain 80% of what they see and only 20% of what they read
Source: (Fast Company)
GSM www.gsm.marketing
Interesting facts
Website visitors spend 100% more time on pages with videos on them
Source: (EyeQ )
GSM www.gsm.marketing
Interesting facts
In 2017, video content represents 74% of all internet traffic.
Source: (http://www.kpcb.com/internet-trends)
GSM www.gsm.marketing
Interesting facts
Using the word “video” in an email subject line boosts open rates by 19% and click-through rates by 65%.
Source: (Hubspot)
GSM www.gsm.marketing
5 reasons why video
1. Share your knowledge
2. Present YOU
3. Build trust and boost engagement
4. Improve your website's SEO
5. Video on social media is a must
GSM www.gsm.marketing
Lights, camera, action… who’s on screen?
You
Independent Expert
A Pro
GSM www.gsm.marketing
Regardless… be relevant!
Engage your contacts on topics that matter to their success.
Don’t get on camerauntil you’re solid
on these 8 things!
GSM www.gsm.marketing
It’s a first impression
8 things
GSM www.gsm.marketing
Quality matters
8 things
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Tick tock –get to the point
8 things
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8 things
30 Seconds or 30 Minutes?
Wistia looked at 564,710 videos and more than 1.3 billion plays.
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Don’t bury the lead
8 things
GSM www.gsm.marketing
Make it actionable
8 things
GSM www.gsm.marketing
Make it about them- not you
8 things
GSM www.gsm.marketing
Shine, but don’t be“shiny!”
8 things
GSM www.gsm.marketing
Script it!
8 things
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A good script… is money
• Pros use scripts – don’t wing it!
• A script is not an article
• Be conversational
Furthermore
As per,
In conclusion
Therefore
GSM original video
programs & content
GSM www.gsm.marketing
• Why we developed it
– Lots of Plan Sponsor oriented newsletters, content
– Lots of Participant education oriented content
– Lack of subscription based Advisor-focused content
– Very few firms have capacity to create a monthly outreach and awareness campaign – especially with video
GSM www.gsm.marketing
The program
• What is it?
– Monthly email video campaign to advisors/referral sources
– Business building ideas for advisors with connection back to you
– Includes:
• Custom branded email + video + actionable document• Turn-key email management and analytics
• You’ll know exactly who you’re reaching
GSM www.gsm.marketing
The program
• We design and deliver a custom-branded monthly email using our SharpSpring Marketing Automationplatform.
• Example
GSM www.gsm.marketing
The program
• Analytics tell you who you’re connecting with
• It’s all about building awareness, educating and engaging.
• Daily VisitorID Report
GSM www.gsm.marketing
• So what does it cost?
• Subscription Pricing
– $500 per month (terminate any time with 30 day notice)
• Questions?
GSM www.gsm.marketing
Custom Video Campaigns
• Identify your target audience (advisors, sponsors, participants)
• Messaging and content is exclusive to your firm
• Develop custom call-to-action for each video/email
• We can develop custom nurturing or drip messages
• You control message frequency and duration
GSM www.gsm.marketing
Custom Video Campaigns
• Fiduciary Outsourcing Sponsor Q&A Campaign
– Engaging Plan Sponsors through education
– Example
GSM www.gsm.marketing
Custom Video Campaigns
• ABG Michigan Participant Video Campaign
– Topics to help Participants establish better saving habits
– Introduces/discusses specific ABG MI services & tools
– Example
GSM www.gsm.marketing
GSM Plan Sponsor Video
• 9-Part Series to educate Plan Sponsors on topics of universal concern
• Can be used as:
– Content for your website
– Outbound email campaign to plan sponsors and advisors
• Example
GSM www.gsm.marketing
GSM Plan Sponsor Video
• Join TPAResources.com (free) and you can download and license the series for FREE
• Optional: Custom brand all 9 videos with an intro graphic and your logo displayed throughout
– Cost: $975
– RANDUG Member Special $875
GSM www.gsm.marketing
GSM Plan Sponsor Video
Plan Sponsor Video Email Program• Includes custom branding• GSM managed 9-month email campaign
– Custom email template and message– Place the videos on your website– Provide email analytics so you know who you’re reaching
• Cost: – $875 Month 1– $275 Months 2 – 9
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