How to harness the power of video for your content strategy

Adinah Brown

According to Forrester Research, a minute of video is worth 1.8 million words.

By Adinah Brown, Leverate

They say an image is worth a thousand words and in today’s rapidly moving world in which content is consumed on a variety of channels and devices, at all times of day and night, a video is worth a thousand images. In fact, if you do the maths, according to Forrester Research, a minute of video is worth 1.8 million words.

In recent years, the use of video by marketers around the world and across every industry has emerged as an outstanding way to influence consumer behavior and engage with an audience. No longer a “nice-to-have”, using video is a key piece of your marketing puzzle.

Platforms such as YouTube, Facebook Video and Live, Snapchat and Instagram Stories allow marketers to achieve an almost 41% higher click-through rate than plain text does. So how should your Forex brokerage leverage the power of video to boost the results of your marketing strategy?

Humanize your brokerage.

Rarely can a personal connection be made between a forex company and its clients. It is the nature of online businesses that personal interactions are non-existent, however, to build loyalty with your customers and put them at ease when it comes to handing over their hard earned savings, putting a face to your business can go a long way. Whether you give your audience a glimpse into the founder’s day to day life, access to an exclusive interview with a top ranking executive or let them “meet” the sales personnel and back-office staff, this human touch lets your audience know that your company really exists and are passionate about their work.

Give your audience access.

Invite your customers behind the scenes on a tour of your office to create a special connection with your brand, or let them see the sales team in action, ending with a happy client who has made a profit thanks to the hard work of the sales rep. Showing that your company knows what it’s doing can help establish you as an expert in the field, demonstrates your operational transparency and build trust with your audience. People like gaining access to places others haven’t been, leverage that to create curiosity and build expectation.

Training.

Videos are not only good for the acquisition and conversion funnels. If you want your traders to continue trading and increase volumes, showing them how to invest and providing them with educational tools to support their trading career can prove to be of tremendous added value. Anything from tutorials (how to use your platform, how to leverage social trading, etc), to industry insights and how-to guides can help traders gain confidence in the market, in their trading abilities and in your company, all factors which lead to more deposits and more trades.

When you decide to implement video as part of your overall marketing strategy, you’ll come to realize the power it has in building brand awareness, loyalty and engagement. But keep in mind, as with any other component of your marketing mix, that you set clear goals, research the right channels for distribution and develop valuable content accordingly, all before measuring for positive results.

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