How to Promote Your Small Business via Video Marketing
If you think video marketing is not for your business, you’re probably wrong. Videos are not just for roller coasters and rock bands and celebrities. They’re for accountants and lawyers and small business owners too.
You have probably seen videos made by random people that went viral. We don’t mean the ones of their cats coming out of a Kleenex box. We mean video blogs of people telling us things. The super successful videos are of people who are naturals in front of the camera — full of charisma.
If that isn’t you, don’t despair. You can still make decent videos; just don’t be afraid to ask for help.
And that doesn't mean you have to hire an expensive production company. This is, after all, supposed to be about making money, not spending it. Ask your friends and relatives for advice — especially the ones who are always posting Instagram stories. They’ll be able to give you advice about lighting and camera placement and other technical aspects of which you may not be aware.
If you’re new to videos, or video blogging, here are a few tips:
Start with an introductory video. Potential new customers on your site love to see what you look and sound like. It makes them feel like they already know you. This is a great way to break barriers and win new clients.
Make a 30-to-90-second clip highlighting who you are, what you do, and the kinds of problems you can solve for customers. Avoid bragging about your degree or other intangible or unprovable skills. Concentrate on what you can do for clients. Sales numbers, the number of years in business, and other concrete proof of customer satisfaction and success is legitimate here.
Write a script and practice it. You don’t want to sound over-rehearsed, but you won’t have a teleprompter either, so it’s good to have an idea of what you want to say.
Regardless of how good the first take is, remember that this isn’t live, so your best friend is a video editor, that can take out all the awkward pauses and uhmmms and give your video some real polish.
Be authentic. People are drawn to people who seem real — they like them and trust them more. If you talk loudly and use your hands a lot, don’t try to stifle these habits in your video; embrace them. They make them who you are.
Dr. Phil didn’t try to lose his Texas accent and Larry King didn’t stop wearing suspenders when they got famous. It’s who they are. (However, you may want to limit your self-expression in thorny areas such as politics and religion.)
Have guests. If you do an ongoing video blog — once or twice a month, for instance — consider having guests. It will increase your reach.
Promote your videos on social media. Business vlogging is not like Field of Dreams. If you don’t promote it, no one will watch.
A great place to shoot your videos is in your executive shared office space. The bright lighting and well-appointed surroundings make for a professional look. You could shoot your video in your private office space, use a conference room or even roam around while you’re shooting. Try different angles and rooms; feel free to experiment.