By Catriona Mitchell
Did you know that by 2019, video is predicted to account for a staggering 80% of the way people consume content on the Internet?
Video (including live-streaming options such as Facebook live and Instagram stories) is the communication tool du jour – and if you aren’t creating video content to promote for your business or creative project, you’re putting yourself at a disadvantage.*
Video can be a brilliant way to connect to your audience, particularly if you’re offering a service that won’t involve meeting clients in the flesh. How better to offer a potential client the opportunity to get to know you a little, so they can find out if they can relate to you, and like your style and message?
Here is a list of five ways you might consider using video to help boost your business or project. You don’t want to pour your sweat, love and tears into an endeavor that ultimately people don’t engage with – and video fosters engagement like no other marketing tool!
It’s up to you whether you decide to have your videos created by a professional videographer, or make them yourself with your smartphone, depending on your budget and technological know-how.
I’m making my own videos for BRAVA at the moment. And I have to tell you: it’s a challenge, but it’s also a lot of fun.
*Of course the idea of making videos can raise visibility fears. I’ll go into this in more detail in a later article.
1. A ‘Welcome’ Video
This is a brief ‘hello,’ to welcome visitors to your website and give a brief snapshot of your product / service. Place this video prominently on your homepage: make it one of the first things visitors see. From here they can decide whether they want to explore your site to learn more about you, subscribe to your mailing list and/or get in touch directly.
In the video content, make sure you include a brief welcome message, and a short, sharp introduction to who you are and what you do. Explain what your business/creative project is about and what you can offer the site visitor. Tell them to subscribe to your mailing list and why, and also how they can get in touch with you via social media or by email.
For use: on your website homepage.
2. A ‘Personal Story’ Video
This is your flagship video, designed to allow your site visitor to get to know you better (and to build the ‘know, like’ trust’ factor). They’ve watched your welcome video, are intrigued, and want to spend time finding out who you are in greater detail. Here, you share a personal story that creates a level of intimacy between you and the potential client, acting as “connective tissue”: you share who you are, what drives you, the nature of your work, why you care about it deeply, and why s/he should too. Share your zeal for your work here.
If this feels daunting to you and you’d like some help with how to brainstorm, write and share your personal story, you can download my free guide, ‘7 Steps to Crafting Your Unforgettable Signature Story’ here. It will help you get started.
For use: on your Homepage or ‘About Me’ page. You can also embed or link this video in your newsletter, and have it sent automatically when people subscribe with you.
3. A ‘Testimonials’ Video
This is where pre-established clients or customers elucidate why they enjoyed your product/service so much; and how it was of benefit to them. This builds a potential new client’s trust in your ability to deliver what you promise. Make sure your testimonials use the words “I highly recommend…” followed by exactly why and how.
NB Although the filming may not be within your control, do try to make sure your testimonials videos are well lit and composed, and that the audio is clear; it’s always a turn-off to see a badly recorded testimonial, even if the praise is profound.
For use: on your ‘Praise’ or ‘Testimonials’ page, or on sales pages.
4. An ‘Interview’ Video
If appropriate, you can use video to interview an expert in your field – someone who can share information that’s related thematically to your work, and serves to enhance or expand your message. Introduce yourself and the person you are interviewing; ask them to share some of their journey and/or knowledge (using pointed questions that lead straight into the most important material); get specific expert tips if relevant; highlight the important information relevant to the viewer; thank the interviewee and let the viewer know how to contact your interviewee if desired.
Interviews of this kind build your own credibility and insight, and give a gift to your viewers by offering great information. They’re good for building your own visibility and communications skills, too.
For use: On YouTube or Vimeo, making sure your brand name and contact details are clearly indicated. You can share the video to your social media pages too, to boost its reach. If you draw attention to the interview in a newsletter, include the word “Video” in the subject line as an incentive for recipients to open the content.
5. A ‘News Story’ Video
If a local or international news story comes up that’s directly relevant to the work you do, create a quick video that addresses that story. Report on the details, share your thoughts on it, and connect it to your own work / message. End by expressing your main opinion about the story, with a call to action.
Some further tips:
If you find you enjoy and want to get into the habit of creating video content, it’s helpful to use a calendar to plan and schedule your videos. Video marketing is most effective when it’s not only aligned with your goals, but delivered consistently.
Make sure you educate your audience as you go along, on how to best engage with you. Make sure each video has a ‘call to action’ – whether that’s an invitation to sign up for a service, buy a product from you, subscribe to your newsletter or YouTube channel, or follow you on social media.
Further down the line, BRAVA Pro will be offering video services for women like you, too.
And again, if you’d like some help getting started with scripting your personal story for video, you can download my free e-guide here.