Hey. So, in this video I want to show you how a wealth advisor is using a YouTube channel and video content marketing to provide value for her audience, as well as potentially connect with new clients. So the YouTube channel we’re looking at today belongs to Susan Daily. She’s a CFA based out of Canada, and she’s been posting on YouTube for the past two years since June, 2016. In that time, her videos have had over 500,000 views, which means that people are paying attention and people must appreciate the content that she’s putting out there.
So the first thing I notice when I look at her channel is that she uses an introduction video on her homepage. This is a really great strategy. So as soon as I land on her page, this video starts playing and it basically tells me who she is and what this channel is about. The other interesting thing about this channel is the channel itself has a name. It’s called your money, your choices. So this makes it feel almost like a TV show, and these are the different episodes within that TV show. And if you watch those videos, she even has a theme song, she has a logo, she’s really branded her videos really well to fit the name of the page.
She uses playlists to organize her channel, which is a really great way of making sure that your videos aren’t just a bunch of random videos posted any which way. There’s actually a strategy here, so each playlist has a theme. So if we look at some of the names of her playlists, the first one is essential money advice. The next one is credit score basics. She has another one called employment and your money. And that just tells me that any videos I watch within this playlist are going to be about that specific theme. If we scroll down a bit further, we also see that she’s sharing other people’s channels on her own channel, which is a really interesting strategy. And I think it’s just about connecting with other people in the community and it’s a great way to build your audience because maybe you’re going to be able to tap into other people’s audiences as well.
So if we look at the videos themselves, she uses graphics in most of her videos to explain important concepts. I think this is a really great idea, especially when you’re using more educational content. Sometimes it’s just not enough to talk to the camera. Sometimes you have to include visuals, especially if you’re talking about something like finance where you might have graphs, you might have a whole bunch of numbers that you want to display, and so you want to have nice cleanly designed graphics that are going to support what you’re saying on camera.
Another interesting thing she does, and this is something that I’ve seen throughout different YouTube channels, is that she has an introduction to each video. So before the video content actually starts, she has a short introduction, which basically explains what that video’s about. So in this video we’re going to talk about this. Then the theme song comes on with her graphics and her logo, and then she goes into the actual content. Now, this is a really great way to make sure that people stick around and watch the video to the end, right? Because if I click on something and in that first minute she doesn’t cover the topic that I’m looking to find out about, I might quit on it and move on to the next video. But if I know because of the introduction that this is actually going to cover that topic, I’ll stick around a little bit longer until she gets to that part of the video.
Her videos are getting 5,000 to 10,000 views consistently. And considering she hasn’t posted that many videos in the past two years, that’s really good. And it means that the content that she’s sharing is something that people want to see and that people are coming back to since she has 5.6 thousand subscribers to her channel. So she’s posting about two videos per month. Now that doesn’t seem like a lot. However, I think in her situation she’s basically focusing more on quality than she is on quantity. And that’s an important thing to remember. Yes, you want to post consistently. Yes, you want to get as many videos out there as possible, but you also want to make sure that your production quality is at a certain level, right?
So she’s covering topics that people want to know about. She’s using graphics in a really good way, and that takes time. It takes time to do the research. It takes time to create those graphics. It takes time to make sure that your production quality is at a certain level, and if you can keep that quality consistent and get those videos out every couple of weeks, you’re going to get the traction that you want and you’re going to build the audience that you want.
She’s using that standard thumbnail design that we see on most successful YouTube channels, which is nice bold graphics on one side, nice bold text on one side that explains what the topic of the video is, and then we see her face on the other side and that seems to be what the YouTube algorithm likes to latch onto. They want to see that bold text and they want to see that person’s face. Her topics are actually really well chosen. So these are the titles of each video. And remember, titles are super important because that’s what people are searching for. That’s where your keywords need to be. So she’s got some really popular top of mind topics such as what stock should I buy, which is actually the title of her very first video on her channel.
Another interesting thing that she does, and this is the last thing we’re going to look at, is that she uses some pretty unique topic ideas once in a while. So one of them is called do you spend more on coffee than on your savings? So right away I read that and I ask myself, is that true? Do I spend more on coffee than I do on savings? I don’t drink coffee, so probably not. But you get, the idea is that she’s taking what could be actually really boring subject matter such as finance, but she’s turning it into something interesting by offering these type of quirky little questions that make you think. So I’m much more likely to click on that video, even if I’m not super interested in what she’s talking about, only because she’s asking a question that I kind of want to know the answer to.
So that’s it for this video. And that’s how a wealth advisor is using a YouTube channel and video content marketing to help provide value to her audience and connect with potential clients. Until next time.