Disrupting Distribution: How Financial Planners Can Take Advantage of The Golden Age of Distribution 

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Back when “Will and Grace” was first broadcast by NBC back in 2006, there were only three ways that someone could catch an episode. Viewers could use their antenna (remember those?), they could tune in via cable or they could have a satellite dish service like DirectTV. Plus, you had to tune in Thursday nights ‪at 8 p.m. to see it. If you got home late from work that night—at say ‪9 p.m.—there was no way to see that episode again.

When NBC rebooted the sitcom in 2017, they launched the show with more than 100 ways to watch a single episode. Sure, there’s still tuning in Thursday nights ‪at 8 p.m. to NBC, but if that were the only place they broadcast the show, they would lose out on more than 90 percent of the audience that wants to tune in. Today viewers can watch that exact same episode on NBC Digital, on demand, taped via your DVR, on DirectTV, with skinny cable bundles from YouTube TV or Sling, catch clips on Facebook and YouTube, through Hulu—and that’s just the tip of the iceberg.

Financial planners are faced with the same distribution issues. Do you tell your clients, prospects and market about your new product, news or updates via an email, a newsletter, via a video on YouTube, a photo on Instagram or a status update on Facebook? The correct answer, much like “Will and Grace” discovered, is that you use them all.

This is both good and bad news for financial advisers. It’s bad because we have limited time and resources and simply cannot be in all places at all times. It’s good news because it gives us even more outlets to share our content, our ideas, our products and our services with the people who need them.

Enter into The Golden Age of Distribution

In this Golden Age of Distribution there are four key things you need to do in order to seize this opportunity and start getting more attention on you and your financial business.

1.) Create weekly episodic content. One thing we can all learn from our favorite TV shows is their frequency. Most are weekly and draw us back in to watch next week and then the next week. When you create weekly episodic videos you are giving your community a reason to keep paying attention to you. If creating a new video or episode of your TV show intimidates you, record them in batches. Spend one ‪Monday morning every month filming four episodes that can be spaced out throughout the month. Our clients create 10 to 13 episodes in one day, providing them with weekly episodes for an entire quarter.

2.) Connect with media brands and platforms that need great financial content. Local media brands understand that they need to create a massive amount of content to remain relevant. They also know that they cannot profitably afford to staff in house video teams and staff writers to supply them with enough content to satisfy the demand necessary today. This is your opportunity to partner with them and get them to distribute and share your videos and episodes. This is something we have done with ‪Entrepreneur.com, which shares our weekly show, “The Ambitious Life” with their millions of readers and social media followers every week. This gives them a highly produced and valuable show to share with their audience without having to fund the production and it exposes us to their audience. You can do the same thing locally, nationally or internationally with media outlets that have the attention of your market. Make a list of all the media outlets your target market consumes and tell them you want to create a show for their audience that you will pay for and produce. You’ll be surprised how many will take you up on that offer. (Editor’s note: FPA members can take advantage of FPA’s Media Training program to help them learn to do this. Sign up today for upcoming media trainings here.)

3.) Re-package content for different platforms. The reason you can see episodes of “Will and Grace” on a hundred different platforms is because people are choosing to watch content where they want, when they want. My mentor, Dan Kennedy, has always taught me to sell in a vacuum, but that is becoming more difficult with our “on demand” world. Today I still prefer to sell in a vacuum (in a sales environment I have control over), but I want to push out my content into as many channels as possible to start the conversation. Taking a page from “Will and Grace,” every time I film an episode of my own weekly show, I post it to Facebook, YouTube and LinkedIn. I send it to my email list, I share it with Entrepreneur, and then also distribute it to Apple TV, Roku, Amazon Fire and other platforms. This type of distribution model allows you to be everywhere your market is watching content.

4.) Drive people back to your media platform. If there is one thing I have learned above all else, it’s that with everything you do, you want to lead interested prospects back to the media platform that you own and control. This can be your email list, your newsletter, your magazine or any other media that you own and control. Every video and every piece of content you distribute online should point people back to your website, a landing page or opportunity to work with you. You are not in the business of getting ‘Likes.’ You’re in business to help people create their financial future. Your content and episodes gain you attention, trust and influence, but none of that feeds you. Turning this attention to dollars is what really matters. Never forget that and never forget why you are investing time and money into video content.

Right now, you have an opportunity to enter the Golden Age of Distribution. This can only happen when you film episode 1. When you share it, market it and distribute it. If you don’t, your market has plenty of other options to watch videos from your competitors and more than 100 different ways to watch their favorite sitcoms. Why not make their new favorite show your own?

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Greg Rollett is an Emmy® Award-winning producer and founder of “AmbitiousTV,” an online TV network that gives a voice to small business owners. To learn more about working with Greg to create your own online TV show, or a video marketing strategy for your financial practice, visit http://ambitious.com/financialtv or send an email to greg@ambitious.com.


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