Welcome everyone! Welcome to the 508th episode of the Financial Advisor Success Podcast!
My guest on today’s podcast is Nate Hoskin. Nate is the co-founder of SageContent, a platform that supports financial advisors in creating video marketing content.
What’s unique about Nate, though, is how his own experience using video content to generate explosive client growth in his previous advisory firm led him to want to support other advisors in creating video marketing content that actually provides a positive return on investment.
In this episode, we talk in-depth about how Nate decided to found his own advisory firm and started creating educational video content on personal finance topics, how Nate’s videos initially generated 80,000 followers in short order (but not necessarily leading to new clients because his relatively younger followers weren’t necessarily good matches for his firm’s portfolio management focus and AUM-based fees), and how Nate changed his service and fee models (leaning into comprehensive financial planning and changing to subscription retainer fees) and soon attracted 172 clients generating close to $1 million of annual revenue.
We also talk about how Nate experienced serious stress amidst this explosive growth (leading him to raise his fees and trim down his client base), how Nate realized that his passion is in helping other advisors create video content (ultimately leading him to sell his advisory firm), and how Nate’s current company offers both lighter-touch and full-service video production services that allow advisors to create effective video marketing content efficiently.
And be certain to listen to the end, where Nate shares how advisors sometimes get trapped in the middle when it comes to the length of their video content (publishing videos that are too long for platforms such as YouTube Shorts and Instagram Reels but are too short for consumers looking for a deeper level of content), how Nate views the difference between “performative marketing” (that focuses on taking action) and “performance marketing” (that focuses on the results of tactics used, and why Nate thinks that even if advisors decide to delegate parts of their video production that it’s important for them to be engaged with the content as they remain the visible face speaking to potential clients.
