Video technology in conjunction with digital communication capabilities has enabled investment managers to cast a wider net and scale up the opportunities to gain visibility with investors and elevate their brand. Successful marketers incorporate thought leadership to showcase investment strategy expertise, share valuable knowledge in their sector and discuss applicable trends. Whether you create or curate thought leadership content, the ability and willingness to develop and grow investor relationships beyond reliance on product-specific investment performance provides an important edge.
The proliferation of video conferencing and related digital tools not only invites an expectation to utilize these high-impact capabilities, but also requires marketers and other presenters to prepare thought leadership content within this multi-media format. Here are a few tips, whether you are a first-timer or revisiting the benefits of video messaging.
CONTENT: Focus on thought leadership to build credibility and trust with investors – present research that showcases your depth of knowledge, applicable to your target audience. If you manage private funds, be careful to avoid non-compliant performance-related or product-specific remarks that may be construed as advertising unless utilizing SEC Rule 506(c) of Regulation D, which enables general solicitation (check with your legal or compliance advisor). Prepare your thought leadership discussion to address informative topics such as market trends and outlook, unique viewpoints, investment risks, operational challenges in your niche. Offer actionable advice and solutions if possible. An educational content approach will reinforce your credibility as a thought leader.
FORMAT: Prepare a Q&A in advance rather than making a straight presentation. Whether you are speaking alone, discussing a topic with another professional or interviewee, the Q&A format provides a roadmap structure with a clear progression for the viewer to follow, even if it includes only a couple questions about your topic or trend you plan to discuss. Offer brief takeaways covering a pertinent industry topic, following your comments with a very brief overview of your firm’s expertise within this subject matter to reinforce your credibility and role as a thought leader.
STYLE: Smile, speak expressively, show enthusiasm for your topic. Incorporating multiple speakers provides an opportunity for more engagement vs. a single communicator. It’s easy to sound overly serious and dry, even monotone, but that approach is unlikely to keep the viewer watching your video. Furthermore, your video should be styled with careful staging of your appearance and background.
- Appearance: Wondering what to wear? Solid colors including color blocks are generally a good choice, avoiding the distraction of busy designs and prints. Shiny metal necklaces should also be avoided, since they can lead to a distracting reflection. For your video presentation, focus on what you wear above your waistline.
- Decor & Background: Shades of blue, grey and white are generally considered the best background colors, easy on the eye. Be sure to have ample lighting including a light from above or behind the camera. Your background should be clean and uncluttered, avoiding views of inappropriate distractions whether the video sessions are in your home or external office.
TIME: Remember, most viewers have short attention spans. Keep your comments brief and strong. If you get carried away with your initial take on camera, plan to try again and be sure to ask the person recording to keep you informed of the length or provide you with a signal when close to the desired timeframe. They will help you avoid the common trap of speaking too long.
Make sure to record your video(s). Upload to your website, social media channel(s) and share with your target audience. These tips are designed to improve the impact of your video speaking opportunities and engage your audience in a meaningful way. Multi-media content such as digital video offers an impactful communication tactic that can supplement other forms of message delivery and bolster your marketing plans.
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