Video Marketing has been around for some time now, but it has become an even more valuable source of marketing since the global pandemic hit in March – still feels very strange to say that, let alone type it into words!
Today, I want to give you some background figures to emphasise WHY video should be included in your marketing toolbox and HOW to get your mind geared up to do the first couple because let’s face it, it can be daunting.
There are many different types of video content available to us for consumption daily. Did you know that on average, 78% of people consume video every week? This figure has probably increased again at this stage.
The beauty of video is that it is visual, and it can get the point across to your audience quickly. There are numerous types of videos that you can use to market your business; animation, live video doing a yoga class or demonstration, how-to videos, professionally produced corporate videos telling viewers about your business, behind the scenes videos from an event, and more.
For this blog, I want to focus on personal videos that you can record of yourself, talking to the camera using your mobile for release on social media. These short videos have proven to help create a more authentic feel between the brand and the consumer, and you can’t ignore the stats, “81% of people want brands to get to know them and understand when to approach them” – Brightcove. Meanwhile, 98% of marketers, (me included), agree that “personalisation helps to advance their customer relationships.” Evergage.
The Elephant in the Room
Let’s be honest, for many of us, stepping up in front of a camera lens and talking to it is very uncomfortable. I personally much prefer to stand behind the camera and guide my clients on what they need to do, but I have to get over that. These feelings of uncertainty are only natural for most of us, after all, we’re not professional entertainers!
“I hate the sound of my own voice.”
“What will I say?”
“I’m not good enough.”
“My face looks too shiny.”
Let these thoughts go! This is not what your audience will be thinking. They just want to know how you can help them and if you’re someone that they feel they can work with – be yourself.
The Three P’s
To help you get started on your video journey, I’m going to leave you with the 3 Ps to follow:
We all have a passion for our business, for what we do. We wouldn’t be even considering Video Marketing if we didn’t. On camera, people need to see that passion, understand that you are genuine, professional and, above all, human. Think about who your clients are and how you want to make them feel when they watch your video, how can you help them?
This is key. What are you going to say to your audience? Will this help them with a particular need or want that they have? Remember with video, you have about 8 seconds to make your point and hold your audience. You must be clear about what you want to say and ensure that it is relevant to them.
Remember Abraham Lincoln’s famous saying “Give me six hours to chop down a tree, and I will spend the first four sharpening the axe”. Sit down and take the time to write your message. Keep it concise and clear. Consider how this content will help them or inform them about your business and encourage them to take action whether it be to visit your website or engage with the video by commenting or sharing.
A secret to a great video is to “back up your story with an example, preferably a personal one to bring it to life for people” Shape Up Your Business.
When I work with a client, we collaborate to produce a three-month content calendar which highlights everything that will be shared on their platforms. This calendar aligns with overall business and marketing goals and will include the topic that will be shared and how often.
The beauty of the content calendar is that it gives us all focus and time to prepare. Check out my other blog – 4 Reasons Why You Need a Content Calendar.
Last but definitely not least is Practice. Whether you record yourself in your car a couple of times and play it back or enlist a close friend or family member to watch and provide feedback, give yourself that time to practice. It will build your self-confidence that you deliver your message with clarity.
That’s it. My simple 3 Ps for creating your own video content. I hope you are feeling motivated now to give video a try for your business. If you have any specific questions, please don’t hesitate to contact me – email@example.com
Have a great day!