Video marketing

Video is the new business card

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Video is the new business card

Get your toolkit

Did you know: companies that use video marketing grow revenue 49% faster year-over-year than those that don’t1, but only 10% of advisors are leveraging video in their growth plans. Don’t miss out and take advantage of this opportunity in your practice today by incorporating video marketing.

Use video in your business to look professional, credible and to stand above competitors. To build and nurture strong relationships, you need to meet your audience where they are. Whether that’s Clients, referrals, centres of influence (COIs) or prospects, they’re looking at you online, and they’re comparing you against competitors. Video is an opportunity to put your best face forward every time someone googles your name.

Did you know: Video marketing helps businesses generate an almost 50% higher annual revenue than businesses using other media.2

Video is the communication medium of the moment. Online audiences prefer video to other forms of content. By 2021, over 80 per cent of internet traffic will be video.3

When done right, video is an effective marketing tactic. Creating a compelling business video gives you a competitive edge to showcase your greatest marketing asset – you. It’s the new business card and the closest thing to meeting someone face-to-face.

If you’re looking to create your own videos using just your smart phone, take a read through our article or watch the video series.

Pardon the disruption: The impact of video marketing. Aberdeen Group. July 2015

Cisco Visual Networking Index: Forecast and Methodology, 2016–2021.

Start with your why

“Viewers are 95% more likely to remember a call to action after watching a video, compared to 10% when reading it in text format.”1

Consider how your video will play a role in your business objectives. What are you trying to achieve? How will you track and measure the success of your video?

Who are you trying to reach?

Your video should work to reach different groups from cold to warm prospects, COIs, and Clients. The audience will decide the message. Whether that’s attracting the right people, making an impression, warming up referrals, or re-connecting with Clients is up to you.

Start with your why.

Create a one-page key message summary with four to six main points. A compelling story will inspire viewers and reveal why you do what you do – the meaning behind your work. Draw on your personal life experience and how it influences your professional goals, and its value to Clients.

Things to consider

  • You want to appear natural and confident in your video.
  • Speak as if you are having a conversation with a client, not following a script.
  • Bring emotion to your voice and subtle gestures when sharing your background or explaining an idea.

Create your video

On the day of the shoot, bring a copy of your video shoot schedule and share it with the videographer. Few people feel completely comfortable on camera. Remember to speak naturally, as though you’re having a chat with someone at a dinner party using a warm, conversational tone.

Things to consider

  • Include your team or your family in your video if they are relevant to telling your story
  • Shorter videos drive better engagement, and more than half of all videos online are less than 2 minutes long.1
  • Don’t overthink it, be genuine and let your personality shine through
  • It will take about 8 hours for pre-production, shooting and reviewing the footage

Your videographer will give you tips throughout which could include

  • If you’re rambling on, and give you suggestions on how to break up the message
  • Adjusting your clothing if it shifts during filming or a piece of hair is sticking out

This is the fun part, where you get to see your video come to life. You should expect two or three rounds of edits with your videographer. Also, remember to loop in your legal, compliance and marketing department (if needed) early in the process.

Follow the information below to guide your review

  • Length - If you specified one to two minutes up front, your videographer will be responsible for adhering to this.
  • Variety - Are there any long, uninterrupted shots of you speaking? Ask your videographer to break up the footage by cutting to B-roll shots where it makes sense.
  • Music - If you’re not a fan of the sample track, your videographer can replace it
  • When providing edits to the videographer, give them the time stamps with your comments

No launch, no results

It’s done – time to market to Clients and prospects! Think about who you want to target and why.

  • Attract prospects
  • Engage centers of influence (COIs) and referral partners
  • Reconnect with Clients
  • Provide a warm introduction before a first meeting

Share it

With your audience in mind, craft your plan to get it in front of them. No matter where you’re sharing it, include a call-to-action: Remind Clients know your door is always open, or offer your video as a tool for COIs to introduce your work to prospects.

  • Post the video on your website home page using a video sharing platform.
  • Share your video on LinkedIn, Facebook, Youtube, or your other social media accounts.
  • Run an email campaign* or include it in your e-newsletter.

* Always remember your obligations under Canada's anti-spam legislation (CASL) and only send emails to individuals who’ve given their consent.

Do-it-yourself video marketing: How to shoot videos at home or in your office

Easy, effective, budget-friendly 

By Alison Campbell, Sr. Manager, Practice Management

You’ve heard the advice many times: “Why don’t you try video marketing?” You know it’s an effective method of communicating, with more advisors using it all the time. And with the COVID-19 distancing rules, the use of video is more practical than ever. So what’s stopping you? 

Some advisors worry about looking unprofessional shooting video with their phone. Or they feel they lack the technical knowledge to do the shoot properly. Outsourcing the job is one solution, but not everyone has the budget for a professional production. The fact is, it’s easier than you might think to shoot, edit and post your own video. The more natural “home video” look can be an asset in terms of connecting with your audience. 

That’s why there’s a growing number of advisors making use of DIY video marketing to build their credibility and connect with Clients: 

Edward J. C. Martin, CLU, publishes his Monday Morning Money Minute on LinkedIn every week. In one minute, he breaks down a timely subject for Clients and gives them a call to action to think about. 

During social distancing measures, Jasmine Marichic, CFP, started using video to connect to Clients and prospects. Her videos address topics that help Clients navigate uncertain times.

Deanna McLay, CFP, CLU, and her colleagues at Precedence Private Wealth use video to explain topics such as investing, insurance, tax rules and the value of advice. 

If you’re inspired by their content, don’t be intimidated – you’ll get the hang of it pretty quickly. 

Making your video

A few factors go into creating an effective do-it-yourself video.  


Most smartphones offer decent video quality. This means your main piece of equipment is already in your pocket or purse. You want to shoot from eye-level, so viewers aren’t looking up at you. Ideally, your head should almost reach the top of the frame. Be sure to position your phone horizontally to capture a widescreen shot. 

No one can see what’s behind your camera, so get creative with your setup. Books or stools can help you achieve the right camera height. And something simple and handy, like a mug, can prop up your phone and hold it steady. 

For a more permanent solution, cellphone tripods are an inexpensive way to get your positioning right. And if you plan to walk and talk, a stabilizer can help you avoid that shaky look. 


Ideally, you want natural light coming from in front of you. Too much light from behind will cast shadows over your face. If your location lacks natural light, regular lamps or LED lights can provide a full spectrum of light for optimal brightness. 


Good-quality audio is critical. Choose a quiet location – one that doesn’t create an echo or have background noise. If you’re using your cellphone microphone, position yourself within two feet of it so that your voice is clear. 

You may want to buy an inexpensive smartphone microphone. They can improve audio quality, especially if you position your phone outside of that two-foot range.  


Choose a setting that reinforces the message you want to send. While many advisors use the same location each time, others vary it depending on their topic or tone.  

For example, filming in your living room adds a personal touch. Just be sure to clear any clutter or distractions. Filming outdoors provides the advantage of natural light and background interest. But you may need a microphone to ensure proper audio quality. For a more serious topic, a formal setting such as your office may be appropriate.  

For longer videos, you can film your key messages in separate takes and shoot from a couple different angles. Breaking up the material in this way can make it easier to say your lines without a script. Changing camera positions can also help to re-engage your viewers’ attention. 


Keep it plain and simple. Solid, muted colours are best, as patterns and bright colours can be distracting. In general, if you wear clothes that are comfortable and natural looking, you’ll come across that way on video.  

Your message

You can use video messages for just about any communication purpose or material – from general topics to specific. Here are some ways that video-savvy advisors use video to connect with Clients and prospects:  

  • Introduce yourself and your process.
  • Share your knowledge on technical topics.
  • Share your own challenges – business or personal.
Video length

Nearly three-quarters (73 per cent) of business videos are two minutes or less.1 While different platforms have different optimal lengths, aim for shorter rather than longer. 

No matter the duration, you want a tight script that gets to the point quickly. Depending on your comfort level, you might write out and memorize a full script, or just talk conversationally. Either way, look directly at the camera lens to connect with the viewer. Avoid reading as you speak so you don’t lose the natural connection that a video conversation can build.

At the end, include a simple call to action. What do you want viewers to do with the information you’ve given them?

The importance of thumbnails

Thumbnails are the images displayed before a video starts playing. They play a big role in sparking interest among potential viewers.

On the day of your shoot, take a still shot of yourself smiling and making eye contact with the camera. Position yourself in the left or right of the frame. This leaves room for the title, your name and logo.

Editing your video

A wealth of free editing software is available, including Headliner, Adobe Premiere Rush and Filmora, to name a few. With this software, you can join segments of your video together. You can also add music to create emotion and feel. If you use music, make sure it’s royalty-free to avoid copyright issues.

A best practice is to include closed captions. Most people view videos on Facebook on mute, and many videos on LinkedIn auto-play without sound. Closed captions will also increase your video’s visibility in search engines. The Headliner app lets you easily add closed captions.

Remember to share!

Promote and share your video through your online channels. Consider running an email campaign to existing Clients who’ve consented to receive emails from you. You can also use your video as a foundation for other marketing initiatives. It might form the basis for a short blog post, or you can chunk out ideas into LinkedIn posts.

Take the do-it-yourself approach to video

While we’ve provided some tips on looking and sounding good on video, high production quality isn’t important. Production consistency is more important than quality. In fact, lower-production-quality videos (with audio and video that’s good enough) feel more “real” and are well received. Where you want to move from good to great is with your content and messaging.

More than anything, people want value – good information, education and useful tips that will help them solve problems. If you’re identifying relevant issues and pain points, and producing consistent content that offers solutions, you’ll soon develop an audience.

As people get used to seeing your face in their feeds, they’ll associate your presence with knowledge and problem-solving. A do-it-yourself approach is all you need to get started.

1 Vidyard, The 2019 Video in Business Benchmark Report,

Components of a compelling DIY Video

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Elements of a video set

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Tips for filming

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Publishing your video

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Advisor Marketing Videos

These advisors worked with professional videographers to create videos for their practice. Watch their videos, and learn how it's impacted their business.

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“This video has been of incredible value when connecting with clients. It shows who we are as a company, our values and highlights what makes us unique.” - Jay Ganges, Ocean 6

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“I have found the video valuable to my practice. I’ve noticed that new clients have referred to it, meaning they’re looking at it.” - Jay Papernick, Assante Wealth Management

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“I find this video helps me connect on a personal level with all my clients. For new clients, it provides a sense of comfort and familiarity prior to their first meeting. With current clients, it allows me to share my story, which helps strengthen the trust and the relationship. A valuable tool to have!” - Jon Hanser, Hanser Financial Insurance Agency Ltd.

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“I found great value in creating the video. It allowed me to dig deep into the “why” and the “how” I do what I do. The video is currently showcased on my website where I have a lot of traffic, as I encourage both potential new clients and prospects to visit.” - Robert Valenzano, Stallion Financial Inc.

Get your toolkit to create a video today.

Get your toolkit

Ask your Sun Life relationship manager for access to the Professional Video Marketing Guide to help you create a video to promote your business.

Plan your DIY strategy with the Video Marketing Plan


Contact your Sun Life relationship manager to learn more about this program and the resources available to you.