I recently read an article with Entreprenuer.com, “3 Lies They Tell You In School That Hurt You In Business.” Although these lessons we learn in school are important, that doesn’t help you when you’re out here in the real world trying to make a living. The very things they point out in this article apply when it comes to implementing video in your marketing strategy. If you’re trying to break into video marketing to promote your business, here are 3 rules you might have learned in business and/or school that you need to break.
- Don’t Copy
In the context of being in school and taking tests or writing papers, this is absolutely true. And in the real world it holds true to an extent. If you just copy other people’s content, you won’t attract your target audience because you won’t be your authentic self and they’ll figure out they can get the same content somewhere else.
What you can do is copy what is working for someone else and apply it to your own business. Did one of your competitors make a video about a particular subject? You can cover the same topic in a way that reflects your brand and targets your ideal clients. Have you noticed a friend crushing it on social media by doing reels? Try doing reels for your own business and see what kind of results you get. Instead of stealing from your peers, you can choose to be inspired by them. Austin Kleon used that idea as the basis of his book, Steal Like An Artist.
- Learn Everything Before Implementing
I have seen so many entrepreneurs get stuck in what I call “analysis paralysis.” They obsess about everything being perfect, taking countless webinars and reading books and online papers trying to be the master before they even launch their first video. The only thing this will do is frustrate you and keep you from your goal.
The reality is that our world keeps changing, so as soon as you learn something, it changes, and you have to learn it all over again. If one this is for certain it is this: technology is going to change every day. You will never learn everything because there is always some new platform, new gadget, or even new ways of doing things that will trip you up.
The world of video marketing is also constantly changing. Not only are we getting new equipment and software on an almost daily basis to help us make and distribute videos, but the rules keep changing as well. For example, getting dressed up before going on camera may have been expected in the days before social media, but in the Digital Age people like seeing the real you, even if that means you pull out your camera just after having rolled out of bed, or when you’re still sweaty from your run. Remember, done is better than perfect. So just get it done.
- Don’t Make Mistakes
You’re bound to make mistakes, so don’t think every video has to be perfect. You get good at making videos by making videos and seeing what works and what doesn’t. As long as you learn from those mistakes and incorporate those lessons into your next video, you have nothing to worry about.
Another thing they don’t tell you in business school is the importance of consistency. Keep making videos, keep engaging with your audience, and they will respond. Think of videos like exercising – you have to do them often in order for them to work.
If all of this is daunting, or you simply do not have the time to implement these strategies because you are running your business, give me a call! Let me help you with figuring out topics as well as the process of shooting, editing, and/or promoting the video, with my video program. It will also help keep you accountable, so you stay consistent until you start seeing results from your videos. I love helping my clients use the power of video to spread their message. I would be honored to help you. Contact me today.
“Being able to tolerate the sound of your own voice in a video is probably the highest form of self acceptance.”
When I’m working with video clients, I often hear one similar worry from them, an anxiety conveyed by this quote I found on Facebook today. So many people are afraid to market themselves with video because of cosmetic concerns: hair, clothing, voice, anything. What everyone forgets, though (yes, even I do from time to time!), is that WE are our harshest critic. When a viewer watches your video, and you are addressing a concern or need they have, they’re not thinking about your hairstyle, your outfit, or the pitch of your voice — they’re listening to what you have to say, and realizing that you are the expert. And that’s because you are! You know your business better than anyone.
When my children were younger, they would get so pissed off when they were not perfect at something right out of the gate. I would always have to tell them that perfection is EARNED BY BEING CONSISTENT.
When you engage viewers face-to-face, you start a relationship with them. Even in our digital world, people will STILL want to do business with those they know, like, and trust. Think of videos like a conversation — it’s the closest thing to having an in-person discussion. Overall, the thing that truly matters is consistent engagement, consistent relationship building. Talk with your viewers and show them what you know often. Plus, don’t be afraid to show your personality! After all, you are your business. Being true to yourself will come through in videos and make your viewers feel comfortable as well. Be their friend, and I promise, they will respond in kind.
My friend and mentor, Lou Bortone, shared a recent blog where he shared this graphic that Wave.video made – and this is really everyone’s issue in a nutshell:
To address the top issues, getting started, as far as equipment goes, is the easy part. All you need is a tripod, some lighting, (because no one wants to watch a shaky video and they need to see your face) and your expertise. Check out some of my equipment recommendations here.
Content – answer questions, solve problems, educate – that is what your target audience needs. Even if you think it is silly or “everyone already knows that”, trust me – they DON’T. Share your knowledge, your resources, it builds the trust people need to hire you. So to get your business out there, to get people to consider using your company, you have to put yourself out there – ONCE AGAIN, ON A CONSISTENT BASIS!
You have to get comfortable with being uncomfortable, or else nothing is going to change. Embrace your personality. Realize that you are the expert on your business, and know that I am here to help you along the way! As far as finding time goes, if you cannot make this happen, stop whining! Get some help! Don’t drag your feet and miss out on getting your face out there. Hire help – like I am sure you do for a number of things in your business.
My video program will make this easy. I help you with topics, take care of the shooting, editing and promoting, but most of all – the ACCOUNTABILITY of being consistent! Hit me up and let’s take your business to the next level this year!
I get asked a lot of questions about video. I have numerous blogs on what you need to produce video, but once you have it, now what? There are so many platforms out there, where do you begin? Let’s start with some stats:
Inarguably the biggest video platform out there. With over two billion monthly active users, YouTube is the second most popular website in the world. Since it is also owned by Google, your video has an amazing chance of begin seen if you are doing your due diligence behind the scenes with descriptions, tags, etc. Since it is a huge platform, you need to make sure to know your audience and how to properly promote these videos.
Per State of the Screens, 59% of Tik Tok’s audience is between the ages of 13-24, so it is appealing to a younger audience for sure. Only seven percent of users are over the age of 45. However, it is still holding its lead as the most downloaded app in the last 18 months that is a non-gaming app. It definitely has ongoing momentum, and should be at least considered in your digital marketing approach if it makes sense.
Facebook still dominates the overall download trends, and with Facebook Live videos, IGTV, and Instagram Reels, you have A LOT of options for promoting your video. Since Facebook and Instagram are already largely populated platforms, it will be extra important to make sure you are producing relevant content to your audience so they will WANT to watch your videos. Facebook allows up to 20 minutes of view time, although studies show that most users are only watching for 21 seconds. So keep that in mind when you are producing your videos.
This one is tricky. It does not have the functionality to create or host videos within the platform itself, (meaning there is no “Facebook Live” type of functionality), so you have to embed or attach your video links. This would definitely be a place to post knowledge based videos since it is geared toward business and learning and not a place people go to post recipes are funny cat videos.
At the end of the day, the answer to your question is “where is your audience hanging out?”
Since the pandemic when we were all forced to stay home and our only means of communicating was online, we learned quickly of the importance of video. Not only are there many places with restrictions still in place, marketers have found that video can reach people in a way that a lot of other methods of advertising can not. I have said this many times – video is the next best thing to being there in person. It helps to establish a relationship of trust much faster when your target market can see your face consistently. The key word here is CONSISTENTLY. You cannot expect a video strategy to work if you post occasionally or give up after a month or two. A relationship of trust takes time and effort. Don’t give up on it.
I know between shooting, editing, and posting, video can seem overwhelming. LET ME HELP YOU. I have multiple ways we can do this, so just ask. The important thing to remember is to not give up – because video is definitely not going anywhere!
“Being able to tolerate the sound of your own voice in a video is probably the highest form of self acceptance.”
When I’m working with video clients, I often hear one similar worry from them, an anxiety conveyed by this quote I found on Facebook today. So many people are afraid to market themselves with video because of cosmetic concerns: hair, clothing, voice, anything. What everyone forgets, though (yes, even I do from time to time!), is that we are our harshest critic. When a viewer watches your video, they’re not thinking about your hairstyle, your outfit, or the pitch of your voice — they’re listening to what you have to say, and realizing that you are the expert. And that’s because you are! You know your business better than anyone.
When you engage viewers face-to-face, you start a relationship with them. Even in our digital world, people will STILL want to do business with those they know, like, and trust. Think of videos like a conversation — it’s the closest thing to having an in-person discussion. Overall, the thing that truly matters is consistent engagement, consistent relationship building. Talk with your viewers and show them what you know often. Plus, don’t be afraid to show your personality! After all, you are your business. Being true to yourself will come through in videos and make your viewers feel comfortable as well. Be their friend, and I promise, they will respond in kind. All you need is a tripod, some lighting, (because no one wants to watch a shaky video and they need to see your face) and your expertise. Check out some of my equipment recommendations here.
So to get your business out there, to get people to consider using your company, you have to put yourself out there – ON A CONSISTENT BASIS!
You have to get comfortable with being uncomfortable, or else nothing is going to change. Embrace your personality. Realize that you are the expert on your business, and know that I am here to help you along the way! My video program will make this easy. I help you with topics, take care of the shooting, editing and promoting, but most of all – the ACCOUNTABILITY of being consistent! Hit me up and let’s take your business to the next level next year!
My mind has already been on 2021. Whose mind isn’t, who doesn’t want this year to end? Even though no one could have predicted this year, it is still time to ask yourself: what can I do better? What did my marketing efforts of 2020 actually accomplish? I ask myself, and my clients, all of these questions as I sit down to prepare what I plan to take on for my marketing content for 2021.
Even though so much has changed in how we run our business, we still need to organize our marketing content. Since less people are getting out and about – your marketing strategy absolutely must include a way to get your face in front of your prospective audience. The best way to do that is to get yourself a video marketing strategy. One of the first things I hear my clients fuss about is: what am I going to talk about?
First step: Get a calendar together. I prefer to keep things simple. I have a very simple spreadsheet that outlines the twelve months of the year and I brainstorm different events or anniversaries that make sense for me to comment on. It is basically a “big picture” approach about the kind of content I feel would be relevant to my readers and clients. I take that information and formulate the various blog posts I want to write about that make sense with certain times of year. I am always open to move topics around to adjust to current events and moments in time that have events where the need for a little shuffling is in order. Always remain flexible and have the ability to capitalize on current events.
If you are not into spreadsheets or documents, another great place to organize your calendar is on Trello. I have mentioned Trello in the past. It is a FABULOUS online tool that multiple people can log onto and all of your team members can brainstorm content for the following year. This is a great one if you have a team, or if you want to share it with your business coach. **hint hint***
A lot of my clients – and other business owners – like to put their topics and ideas on their actual calendar. Having your due dates in front of you when you can glance at it and prepare for it weeks in advance allows you to prepare for it so you are not running around at the eleventh hour trying to meet a deadline. You can either color code your online calendar, but quite often it is even very useful to do it the old fashioned way – with post its and stickers! Below is a the folks at CoSchedule who make a WordPress plugin for an editorial calendar, and they are still using sticky notes! Whatever works for you – do it!
But what does one do when they sit down to a calendar and come up with nothing but a blank piece of paper? One resource is from the fine folks a WeVideo entitled 30 Quick And Easy Video Marketing Ideas.
And if that doesn’t do it for you – here are some of my suggestions!
1. Google alerts – setting an alert with some of your industry’s key words. This can give you an endless supply.
2. Riff on a popular post. Post your reaction and thoughts to a popular blogger’s thoughts, someone else’s video that has gone viral, or any hot topic that can get people talking about your business.
3. Look everywhere for inspiration. Check out YouTube videos, podcasts, or one of MY personal favorites: watch some TV for inspiration. Shark Tank is one of my favorites!
4. Do an interview. Do you have a favorite person you like to follow online or connect with at networking groups? The answer is no unless you ask them for an interview! I am sure they won’t mind the free publicity!
5. Take an entire day off. I love this one. Recharge your brain for a whole day by doing something you love. Go focus on your hobby and enjoy yourself. Giving your brain a break may be just what you need!
6. Do a product review. Is there something in your business you use every day that you just LOVE? Write about it and spread the love with your readers! This is the time of year people are doing product reviews in anticipation for the holidays – why not you?
7. Recruit a guest. When all else fails, call for back up! Schedule an interview of someone you respect that you can feature in your video marketing. Make sure their content is what your readers are looking for and it makes sense with the overall feel of your message. But don’t get lazy and rely on them every month!
Lastly, you will want to set some sort of alert and an accountability system in place so this task actually gets completed. If alarms work for you, wonderful. If you need an accountability partner to make sure it gets done, then set that up. You will be amazed how much you get done when someone else is watching!
Let’s all take 2021 by the horns and show it who is boss! Contact me if you need some help.
Time to wake up: Since Corona took over our lives, everyone is getting their information online. Before this, every year – heck every week – we were seeing massive strides in the way companies were using video to market their business, as well as the platforms making changes allowing them to take their video to the next level.
YouTube traffic expanded more than 60% since last year, and continues to have a billion users watching millions of hours every single day. The thing you have to remember is that these are not super high quality edited videos by professionals. These are quick and easy videos that people are simply using cell phones to shoot in many cases. But that is getting it done. The content is out there, you are creating a relationship by being in front of them and it is increasing your credibility.
Facebook Live videos continue to be a game changer, that include adjustments to make the videos shot vertically look better on mobile devices, the watch and scroll feature that allows you to keep watching the video but allowing you to keep scrolling through your feed, and a new app for watching Facebook videos on TV with the use of an Apple TV, Amazon Fire TV and Samsung Smart TV. Instagram TV is a game changer as well.
Video is really leveling the playing field when it comes to marketing your company. For a small business, video is an inexpensive and relatively quick way to get in front of your target market. It allows you to connect with your audience in ways you never could before. You can answer frequently asked questions, showcase new products, interview happy customers, demonstrate your products, the list goes on and on.
So what are some more ways you can use video to market your business?
- Add video to your marketing emails. Studies show it will boost your click through rate by 200-300%
- Embed videos on landing pages of your website. This will help boost your website’s SEO. Sixty-five percent of people will visit a website after viewing a branded video they find online or via social media channels.
- Start utilizing the Facebook Live video feature. Facebook gives more attention to live video and will therefore make sure it shows up in a person’s feed. For those of you using this feature already, you may have noticed a recent spike in views thanks to this change in their algorithm. Don’t forget to save it to your camera roll on your phone so you can upload it to YouTube for additional exposure.
- Answer emails with a video message. I recently tried this out to a prospective client. I had left phone calls and emails to schedule a meeting and heard nothing. Then I recorded a video and sent that back to their email. They called me back!
Video is the next best thing to being there in person. If you can’t show up in the flesh, do it on video. It makes a bigger impact than just an email or a text. It is amazing what the power of your face can do! I recently wrote several posts on how to utilize video to market your company.
I recently read a quote that said “To not have any kind of video support and/or strategy that lives with and/or complements your existing communications would be a fool’s errand. It’s time to learn to love video.”
I completely agree. Using video to market your business is definitely not going away and I am sure we will see a lot more this year in technological advances that will make it even more simple to do. Time to quit dragging your feet and get started.
I want to talk to you about a way that you can kick your marketing up a notch in the new year and start using a very well-established platform that not enough people are using. What is that? YouTube. Yes, I can already hear the groans, but definitely video is a marketing strategy that not enough people are using. Let’s talk about why that is.
The number one reason I run into when I talk to people about video is fear. They’re genuinely afraid of video. I was at a networking event last week and I heard a wonderful phrase: courage over comfort. That’s definitely how I would describe what most people need to have in order to get video going. Yes, it is courageous to put yourself out there on live video and put it on the internet where everybody will see you, but in order to establish yourself as a credible and trusted authority in your field, you have to be consistent with the information that you put out there and you have to build trust with the people that you’re meant to serve.
You can’t be in front of everybody all the time, face to face, but you can be in front of them with a consistent YouTube strategy. So no matter what time they’re looking for the kind of service you provide, if you have a good video marketing strategy in place, they will find you. That’s super important when you’re trying to reach the people you’re meant to serve, because people want to do business with the ones they know, like, and trust. If they see your face talking to them all the time online, they’re going to start to trust you.
So courage over comfort is definitely what I would recommend when it comes to video and getting started. You just got to take that leap and trust that the people you’re meant to serve are going to resonate with you. Just be yourself on the video. Don’t get caught up in “is my hair perfect, is my lighting perfect, is my backdrop perfect.” I did this video in my office just to show you. I’m here to talk to you and help you.
Another reason you want to use YouTube as a strategy is because YouTube is a content library. What do I mean by that? It’s not just a feed, like you see on Facebook. It is a content library. Most of the time when a Facebook Live video goes up there, you’re not going to see it for very long and it’s going to be even harder to find later on. Whereas on YouTube, it’s a content library system. So when they see your video, you can also put things into place where you can introduce them to another video in your library, and pretty soon they’re going to go to your channel and see all your videos in your library. You’re providing them with a constant source of the information that you want them to know about because it’s all in one place and it’s super easy to find.
I highly encourage that you take the time to be in front of people on a consistent basis and learn to have that courage over comfort. Reach the people that you are meant to serve with your friendly face, your personality and your knowledge. Also, if you need help, I’m happy to help you. I love doing this for my clients. Video is by far my favorite thing I do and it’s always a lot of fun, I promise. If you want more information, give me a call. You can reach me at dbrown@QueenBeeConsulting.com, or you can go to QueenBeeConsulting.com and check out my website, as well as just give me a call. I’m happy to work with you and develop a YouTube strategy and have a lot of fun in the process. I look forward to talking to you soon!