While there’s tons of content on the internet on just about every subject you can think of (and for many different audiences), there’s one form that’s more popular than just about everything else: video.
In fact, video has been found to be 12x more successful in generating engagement than other types of content.
Of course, video isn’t perfect for everything — sometimes a blog post just works better, and other times a podcast might be the best way to communicate your message — but because it’s so popular and so easy for people to consume, it has taken over social media.
Video has been used by businesses of all shapes and sizes to educate consumers and sell products and services almost since it was invented.
It continues to be one of the most effective methods of educating prospects and customers, and it can work just as well for exit planners as it does for other types of businesses.
Here’s why video content is one of the most effective ways to educate your prospects and customers, and why, as an exit planner, you should be using it right now.
Video Content Can Be Kept Short, Which Means It’s Easy to Consume
Ease of consumption is one of the biggest reasons why TikTok, a social media platform devoted exclusively to short videos, is so popular.
And while platforms like TikTok and YouTube are filled with silly, surprising, or shocking videos designed exclusively to get clicks and reactions, there’s also plenty of informational and educational content to be found on them as well.
That content also gets lots of interaction, and the audiences tend to be very specific or niche. Business owners are willing to watch educational content — you just have to make it easy to consume.
For busy business owners who have only a few minutes of free time randomly throughout the day, video is perfect. For those who don’t even have that much time, running a video in the background while they work on something else is a pretty common way for them to consume content.
Business owners rarely have time to sit down and read through an entire blog post or watch a 60-minute video. Bite-sized videos are the perfect solution.
Instead of an entire course built around exit planning that your prospects and clients will have little time for, sending them short (less than 5 minutes) videos that focus on a particular exit-planning topic is the perfect way to engage with them.
They can spare the 5 minutes, and you get to educate them on exit planning in a way you might not have been able to otherwise.
Information in a Video Is More Likely to Be Retained
Possibly the most important reason why video content is such a fantastic way of communicating information is that messages are more likely to be retained when your audience watches your video.
In fact, “viewers retain 95% of a message when they watch it in a video.”
That’s compared to about 10% retention for a blog post that’s all text.
If your goal is to ensure your prospects and clients are retaining as much information on exit planning as possible, video is the way to go.
Videos Can Communicate a Lot of Information Quickly, and They’re More Engaging
If you take all the information in a 5-minute video and try to put it into a blog post, that blog post is going to probably require 10 or 20 or 30 minutes for someone to work their way through.
If the content of the blog post is image-heavy, it’s going to take even more time.
One of the biggest reasons people like video is that they get a lot of information in a very short amount of time, which is ideal for busy business owners.
On top of that, videos tend to be more engaging and hold our attention longer. For the business owner running on two hours of sleep for the 5th day in a row, reading a blog post might be next to impossible.
For that same business owner, a video might be exactly what they need.
While you can of course make your own marketing and educational videos yourself, most exit advisors run into the same problem that their own clients have — they just don’t have the time.
That’s where The Advisor’s Edge comes in.
What You Get With The Advisor’s Edge
The Advisor’s Edge is an entire suite of educational resources (including tons of bite-sized videos on exit planning) that you can use to educate your clients and grow your practice.
When you sign up for The Advisor’s Edge, you get:
- Educational videos about exit planning that you can send to clients and prospects
- Strategies for growing your practice and making your business more efficient
- Resources to market and run a roundtable
The Advisor’s Edge is growing all the time. We’re always adding resources and increasing the value of your subscription.
Learn more about what The Advisor’s Edge can do for you.