Ep 508: Leveraging Video The Right Way To Add $1M Of New Revenue In Less Than 12 Months with Nate...
Michael Kitces talks with Nate Hoskin, co-founder of Sage Content, about how TikTok videos grew his advisory firm to 172 clients and close to $1 million in revenue, and why video marketing is a skill.
The gist
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Hoskin says advisors often do performative marketing that measures activity, while performance marketing means mastering one tactic and measuring its results.
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Hoskin started posting 60 to 90 second educational TikTok videos in January 2021, often on CFP study topics, and had about 50,000 followers by February.
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He built a short social media landing page with a booking button, a newsletter signup and FAQs, sending leads straight to a Calendly link.
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Switching to roughly $3,000 upfront plus $400 to $600 a month brought 172 clients in nine months, then he doubled prices and dropped to about 90 households.
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Hoskin batch recorded 30 to 40 videos at a time, outsourced editing early, and spent about 80% of his time on hooks, titles and thumbnails.
"At the time it was only TikTok. It wasn't until later that I expanded onto every other social media platform. All of those followers were concentrated on TikTok and the videos I was producing was pure financial educational content."
▶ Play at 38:5724 creators recommend it, including GaryVee, Chris Camillo, and Adam Aleksic.
See all on the TikTok page"The first videos that I ever produced were just the cool things that I was learning from Brett Denko on my CFP study. He passed the CFP exam for me, I swear. He is very very good at his job and his organization is pretty amazing."
▶ Play at 37:10"I wanted a much more compressed version of everything they needed to know with a form directly on there that would immediately redirect them to a Calendly link."
▶ Play at 44:556 creators recommend it, including David Mozeika, Gaurav, and Max Kolysh.
See all on the Calendly page"It was subscription retainer. We played around with doing some one-time plans and the model that we landed on was charging upfront for a one-time plan and having a subscription and a retainer — somewhere in the $400 to $600 a month range for that retainer. When our marketing w..."
▶ Play at 51:25"I batch recorded videos as much as I possibly could. I did 30 or 40 videos in a day or over the course of a couple of days so that I didn't have to think about it every single day or every single month. I could set myself a timer on that content creation so that I could only a..."
▶ Play at 1:29:28What they recommend · 5 picks
"At the time it was only TikTok. It wasn't until later that I expanded onto every other social media platform. All of those followers were concentrated on TikTok and the videos I..."
"It was subscription retainer. We played around with doing some one-time plans and the model that we landed on was charging upfront for a one-time plan and having a subscription ..."
"I batch recorded videos as much as I possibly could. I did 30 or 40 videos in a day or over the course of a couple of days so that I didn't have to think about it every single d..."
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