There are two main questions advisors should be asking themselves when it comes to videos:

1, How can I create videos with purpose?

2. How can I incorporate video into specific client communications and/or prospecting efforts?

The answers to these questions should be woven throughout your marketing strategy by using videos in the correct way.

Videos with purpose

Always consider the audience you are trying to reach before you make a video. Then think about your goal: What does this video need to accomplish? Finally, think about where this video will be viewed. Will it be on the homepage of your website? On social media? On a landing page? For video marketing to be effective, the right kind of video must be used in the right location.

For instance, the purpose of the video on your homepage should be to address the needs and concerns of the clients you want to attract. The goal here is to show that you understand them.

An example of when advisors get video wrong is when they put an animated explainer video on the homepage of their website — for instance, a generic animated video that talks about stock market performance. That's the wrong use for that type of video. Animated explainer videos are good for explaining simple concepts but should be embedded deeper in the hierarchy of your website to help answer specific questions.

Another use for video is when something urgent happens in the economy or the markets. Instead of trying to call every single client, you can record a simple video of you, personally providing insights and education. Talk to the viewers just like you would if you were sitting across the desk from them — so they can pick up on your reassuring tone and the warmth of your facial expressions. In this instance, that is the primary purpose of the video. It doesn't need to be fancy or a high-end production — just make it clear, be articulate, passionate and authentic.

Videos with prospecting in mind

How can you incorporate video into specific prospecting efforts to grow your business? Take someone that knows nothing about you, who's never met you, or perhaps who is just beginning to engage with your business — what better way to turn them from a cold prospect to a warm prospect than with an effective video?

Many advisors spend a ton of money on advertising to get people to visit their website, but then fail to use video effectively to warm prospects up. Instead, they drive potential leads to like a contact page and that's where they are essentially saying, “Hey, I just met you, but let's get married!” That's not realistic.

Instead of rushing the process, use a firm overview video as a warm-up by putting it on your Contact page. This gives prospects a chance to get to know your company better before they request an appointment. Take things a step further by including a bio video on your About page that goes into more depth about you personally.

Another method is to advertise a landing page where there is a professionally produced video or a virtual event. It could be a webinar or presentation that people can view to get a real taste of what it's like to be educated by you. This will warm them up tremendously and they will be more likely to ask for an appointment with you after seeing your expertise showcased in this way.

More is required

Once a person has expressed interest or interacted with one of your videos on your website, on a landing page, or through social media, nurture that budding relationship by sending them follow up messages with videos that are part of an orchestrated nurturing sequence. In this way, they will continue to see your face and you will build share of mind over time. Sending cold animated videos that they know you purchased from a third party cannot accomplish this on their own. Make it a practice to regularly send videos that feature you in them.

A good “nurture campaign” that includes video will work for you 24/7, even when you're not there to do the selling yourself. The goal should be to bring people into your pipeline, gradually move them through it, and warm them up to the idea of meeting with you in person.

Related: How video-enabled services are transforming the insurance industry

As a MarTech entrepreneur and marketing consultant, Robert Sofia has served over 1,000 companies since 2005. His list of clients includes solo advisers, family offices and insurance companies.

Robert's company, Snappy Kraken (www.SnappyKraken.com), took first place in the FinTech Startup Competition hosted by the XY Planning Network in September 2016.

Robert has authored three books — two of which were best-sellers — and written about marketing for many national publications and financial industry journals.