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Video marketing for business is powerful. I’ve been leveraging the power of video for many years. Over and over and over again, people ask me, “Ramon, how have you been successful in your business.” Or I’m often told, “Ramon, we see you everywhere.”
Video is a large part of that marketing success.
It’s not just me; many business owners, especially business coaches, consultants, speakers, authors, and those who are selling their expertise (like attorneys, doctors, financial planners, real estate agents) are using video to GROW their business.
This growth is because they are building their brand, which grows name recognition and community, which leads to more sales.
Video humanizes and personalizes you and your personal brand.
Video helps you build a community of fans and followers that you can educate to buy from you.
Want to learn more about community building and personal branding?
I highly recommend you check out my book, “Celebrity CEO – How Entrepreneurs Can Thrive By Building a Community and a Strong Personal Brand.”
So how can you leverage video in your business?
Answer Your Customers’ Questions.
You have customers, or potential customers, who come to you for your expertise and knowledge. If they’re not coming to you, you know the questions they have, or should be asking.
Even if you’re selling a product, I bet sales increase as people see your knowledge and can help them decide what product is best for them. Video marketing puts your expertise in front of your ideal customers.
So think, what are all the questions people have or should be asking and answer those questions. Marcus Sheridan’s book, They Ask, You Answer is all about this.
As you think of these questions, write them down. Maybe you start by writing down the first 3 or 4 questions. Over time as you leave a client meeting or think of more questions, keep a running list of items that you need to answer.
Along with these questions, write down a few key bullet points of the answers. You’re the expert, so you won’t need to write down an entire essay.
The answers should be able to come from your heart and mind quickly.
Now you have the basis of a script for your video. A script is essential and will help you quickly create the video.
Video Creation Tools
Your phone – It doesn’t take a lot to create a great video. All you need is your phone. If you are using a phone, make sure it’s not too old, but good enough to make a great video. I have a Samsung S10, and new iPhones also make beautiful videos.
I recommend you get a simple tripod. There are zillions of great ones. I use a video monopod like this for when I travel or even for the office. Tripods are made for DSLR professional cameras; you’ll want to get a cell phone tripod mount to hold the cell phone in place.
When I’m in my office, I use an external video camera, I use the Logitech Brio. I find the webcam quality built into many computers is less than ideal or poorly positioned.
Lighting is so, so, so important. When you create videos, make sure people can SEE you. You don’t want too much light; you could end up looking like a white sheet (if your skin is light). If you’re darker-skinned, like me, use too little light, your audience won’t see you well. Natural lighting and office lighting wor just fine. OR, do what I did, and inveat in a clip-on light for your desk. There are SO many options.
I use two simple lights like this and clip them on my desk, facing me.
Audio is another essential part of a great video, make sure people can hear you. With my webcam or phone, in a quiet room, the sound is clear and good quality. But, I also have several audio tools such as a lavaliere mic that I can put on my chest or a “shotgun” mic that captures sound right in front of it. Again there are so many options to consider, but you probably won’t need this as you’re just starting.
Editing Your Video
You don’t have to edit your video, but it could be a nice touch. Some edits to consider:
- Adding opening and closing music
- Branding your video with your name and company at the bottom of the video (called lower thirds). Important.
- One of my favorite tools for editing video on your phone is Magisto
Marketing Your Video
Now that you’ve recorded it, how do you MARKET your video? Creating a video is only HALF of the job.
Marketing your video is the most significant and time-consuming part of using video for business. Video marketing ensures that people SEE your video.
There’s so much you can read and study about video marketing, but here’s a quick summary and probably all you need.
Video marketing is similar to what you would do with social media marketing!
- For video to work, you must do it with some frequency. Weekly or so. Watch me talk more about this here. Just doing the video alone will have you SEEN more in people’s social streams and build your brand. But there’s more.
- Have a call to action. More often than not, your call to action will NOT be to buy your service, but instead, invite someone to schedule a call with you or download a free guide. You want to nurture and educate your audience before asking them to buy from you (based on my principle attract, sell, wow).See me talk more about that here.
- There are many social platforms you can post to – Twitter, Instagram, LinkedIn, YouTube – is there more? I don’t think you need to post to all platforms, but you should understand which platform your audience is using. Also each platform is a bit different. The length of the video (timing), sizing, and orientation are some differences. LinkedIn is great for business, and YouTube is a powerful search tool; I use all the platforms in different ways. But FOCUS on one platform (maybe two) and get good at it.
Remember, the call to action is essential. What do you want your audience to do when they finish watching your video? You want them to TAKE ACTION!
Three Types of Video
As you explore video marketing for your business, keep in mind these three types of video.
- Showcase – this is the sizzle video, advertising video, or video that is polished and professional and used to showcase your business. It probably won’t change that much. You might refresh it every year or so.
- Education – this is the video that I reference in this article. You create and share them often, maybe a few times a week. You’re HELPING someone, making them smarter, educating them, and drawing them into your funnel. Getting their contact information or having them follow you on social, so you can BE TOP OF MIND and nurture them to keep thinking of you and eventually buy from you. When they’re ready for what you have to offer, they’ll think of you and BUY!
- Personal – sometimes, it’s great to “let your hair down” and chill. Show your community the non-business side of you. Maybe show yourself in the garden (don’t reveal personal information about your house), or on a Friday, show your community on Instagram what you’re watching on Netflix.
Three Ways to Publish Video on Social Media
There are three ways to publish videos on social media.
You can do a traditional video on your phone or computer and upload it directly to one of the social platforms. Today the easiest way to upload a video to Instagram is with your mobile device; it can be challenging to do from a computer.
Live video is a powerful way to engage your audience. People love “live” or what seems like live, hence the popularity of The Bachelorette and Shark Tank.
A video story is probably one of the most powerful types of video. This type of video is available for a limited amount of time for your community to see. Hence, people rush to view it. Also, stories are often given more visibility in your audience’s social stream.
There are a few more ways, depending on the platform, but these are the main ones today!
What If You Don’t Do Video Well?
Most of the time, you’re doing just fine, and you’re too hard on yourself,
If you keep doing video, you will get better and better at it.
Using a service like VideoSocials can help you collaborate and create videos with others.
If you think you’re TERRIBLE with video, get some practice by doing more public speaking. Speak in your church, speak at non-profit organizations, speak more at local chamber of commerce events.
Video Marketing for Business – In Conclusion
Video is easy to do. It can be a bit scary if you’re not used to it and are just starting.
- Be yourself. Resist the temptation to try to be like someone else.
- Be clear and to the point.
- Have a clear and straightforward call to action.
- Educate yourself. There are so many ways to create and market videos.
- Your first video will be terrible. Get over it, keep doing it, you’ll get better and better.
- Don’t stop at the video. Use marketing automation to nurture your fans and community to paying customers. Tools like Keap, Salesforce, Infusionsoft, Hubspot, Mailchimp, vCita, Aweber, ConverKit, and many others can help.
- Don’t wait for PERFECT. My videos aren’t always perfect. I make mistakes; the sound is not always as good as I want it. JUST KEEP GOING. Over time you’ll get better and better. And if MOST of your videos are great, you’ll be fine.
- Focus on delivering great INFORMATION to the right audience and they’ll love you for it. Make your audience just a bit smarter when they finish your video.
Did you like this guide? Please use the contact form and let me know. Have you followed me on social media?
BONUS Video I did all about how to use CONTENT to build your brand and grow sales!