Many business owners think about using video, but they don’t know where to start. They worry it will be costly and require a lot of expensive equipment or they feel “dumb” on camera.
Creating video can be incredibly easy and affordable. You can begin with what you probably already have (a phone, adjustable lighting, and a mic or headphones) and use free or inexpensive software to edit (there are many options under $100).
There are two types of marketing videos. Those that make an initial impression by telling people who you are and introducing yourself to the audience. Then there are nurturing videos that aim at convincing people to do business with you (sometimes over a long series of videos). If you’re going to hire a professional videographer, splurge on the introduction or initial impression video. Look for someone through a referral or the next time you see a video you like, find out who made it and contact them.
For most of your marketing videos, a professional isn’t needed. Your sales funnel videos, the ones aimed at getting people to know, like, and trust you, are going to be produced on a regular basis. You’ll want the flexibility and cost-effectiveness of self-production. These nurture videos need to be done too often to place everyone in the hands of a professional. The home-grown look of your non-professionally produced videos will also make them more effective because they’ll show the true you. Audiences find that very engaging.
5 Ways to Grab Attention Through Video
If you’re not sure where to start or what topics to use, consider these suggestions for building a strong following:
Open your phone’s video function and go. The idea behind this form of video is to give quick tips to your audience on working with your industry, making a buying decision, or using your product. You’ll educate your audience in 3-5 minutes, sometimes less. And you’ll be framing their education based on things you want them to know, ways your business excels. The value behind this video is that you are providing assistance as your personality shines through.
Gary Vaynerchuk grew his family’s wine business from $3M to $60M in five years through this method. He created Wine Library TV on YouTube. The show featured wine reviews and advice in a down-to-earth way. He produced one 20-minute episode a day and garnered a cult-like following. There were a few reasons for his success, he played himself and the audience enjoyed that and he provided helpful information in an understandable way. Gary’s audience wasn’t four-star restaurants and their sommeliers. It was the average person and he made wine fun and interesting.
If you get a lot of questions in your business, you can create a frequently asked questions reel or record yourself answering a question of the week. It doesn’t even have to be business related. Don’t be afraid to add humor when helping your audience but keep the answers brief. Long-winded tirades won’t hold an audience.
Often businesses and their audiences overlap (service businesses especially). Sharing resources and platforms can be advantageous for everyone. For instance, a real estate agent could interview someone who helps with handling estates such as a law firm or a company that specializes in hosting estate sales. Many times people pass away and the new owner of the house wants to sell but doesn’t know where to start. They may have legal questions or want to clear out the furnishings and possessions. Interviewing thought leaders and professionals in an area that complements yours is not only an effective way for you to look more knowledgeable, it also helps your audience by giving them the information they need.
Blooper reels produce some of the most effective moments for entertainment. It’s impossible not to respond with a smile when someone messes up; we identify with it. It can also take a lot of pressure off of you to be perfect.
When editing, cut your mistakes from the original production and create a blooper reel. You can make it available on April first or another special day. Don’t be surprised if it gets some of your largest views. You could also use some of those reels on Facebook, tiktok, or Insta.
A final tip about video: speaking of platforms, use more than one. Upload it to Facebook, YouTube, and/or Vimeo. If it fits your target audience, use multiple social media platforms. For instance, a thought leadership video may find a good home on LinkedIn. A how-to video may get lots of hits on YouTube. You may be able to use edited versions (or pieces) of the same video across multiple platforms.
Ensure that you follow best practices for each site because they vary. Also, most importantly, none of the video sharing platforms are able to tell what your video is about, so your title and hashtags are of the utmost importance. If people can’t find you and your content, they can’t enjoy it.
Have fun with video. Don’t be afraid to go for the laugh, if it fits your audience. Use it to show who you are and what you know in the most helpful way for your audience. When done well, it can create a very loyal following.