Using online video marketing to full effect
Using online video marketing is a daunting task for professionals and yet it has now become a prerequisite to the effective online marketing of one’s firm!
But do you really have to appear on video as part of your firm’s online video marketing approach? Take a look at this short video post to gain a broader perspective on this terribly important issue and the options open to you.
In this note I’m considering whether you should be focused on using PowerPoint slides or screen capture versus presenting yourself on screen. Well the answer to this question is that it depends. It depends on a number of factors but 3 very important considerations are these:
1. What is your objective for the video and what sort of information are you conveying?
2. How well do your audience know you? and
3. Where does the video fit in the bigger scheme of things from the business development perspective?
Now a whole video series could be devoted to these topics but in short there are some very big learning points to take on board if you want to take your marketing to the next level using video; so in this short post we’ll look at these big points.
Using online video marketing requires asking some fundamental questions before you start.
Firstly What are your online video marketing objectives for the video and secondly what sort of information are you conveying?
Videos are extremely powerful not only for conveying information in ways people want to receive information they are also second only to 1 on 1 contact when it comes to building meaningful relationships.
So ask yourself is the online video marketing primary purpose of the video, information giving, or relationship building?
If your focus is primarily relationship building then you should be fronting the video not hiding behind slides.
People need to see you and look into your eyes If you’re addressing important issues or helping to solve people’s problems and they can see you as you explain the realities or show them what needs doing this is both persuasive and powerful… why, because there is a real sense of connection.
If, however, your focus is to explain things in detail or to convey multiple pieces of information, which it really would help if people could read as well as hear about, then PowerPoint or screen capture slides will help greatly to make things far clearer.
Now often times you’ll say, the purpose of the video is both relationship building, what isn’t, and its informational. In which case use both personal presentation and slides, just as I’m doing in this video
Then secondly How well do your target audience for the video really know you.
The less well your target audience for the video know you then the more important it is that you make a personal connection with them; meaning that you have to appear on screen.
It will be through the use of multiple videos and people seeing you time and again that you will build rapport. Only when people have seen you a number of times and have come to appreciate the value you bring will they start to feel that they Know, Like and Trust you.
This comes from the connection they gain from seeing and relating to you and what you offer with no sense of expectation or requirement of them to do anything other than to absorb the material being conveyed and if they like it to seek out more of the same.
Where does the video fit in the bigger scheme of things from the business development perspective
This is something that really needs thinking through. Its where many business owners fall short; usually because you’re so busy working in rather on your business as everyday pressures and demands take over; the consequence being that the bigger picture doesn’t get thought through and individual videos that ‘Seem Like A Good Idea’ just get done with no sense of inclusion in a bigger campaign context and they just get lost in a sea of other things our clients and prospects get presented with every waking minute.
In short its essential you take in the bigger picture if you are to use Online Video Marketing to the full:
1. You should see things, not in terms of individual promotions, but rather, than in the campaign context; here must be a higher level purpose in all that you do;
2. There must be absolute clarity of focus as to how everything fits together and builds over time not just in terms of the content that’s conveyed but also who presents it and how;
3. This means a disciplined approach must be adopted; who will do what and when and how must be thought through
4. There must be regular monitoring of how things are working out? How are people responding; how are you coming over?
So what. Well how you present yourself will largely determine how effective you are at building relationships, establishing trust and getting clients beating a path to your door.
Connection is critical. People buy people 1st. Putting yourself forward on video and not relying on hiding behind slides is really important. If you want to connect then get yourself on screen and do it with confidence.
No you will not be perfect from the outset; so don’t compare yourself with BBC newsreaders; but people will grow with you. Remember this. If you’re adding value and giving of your best then people will respect this and will see you as a caring, trusted and reliable professional and it is this that will enable you to stand head and shoulders above the competition.
Take your firm to the next level using Online Video Marketing.