Cheryl Tan
October 20, 2016

How To Get More Clients Through Video Marketing, Pt. 1

This is part 1 of a 2-part article on video marketing

How important is video marketing for your business?

Consider this…

According to a study published by Cisco, 80% of online consumer traffic will come from video by 2019.

According to comScore, 64% of web visitors are more likely to buy a product online after watching a video.

Bottom line: If you want potential customers to sit up and take notice of you and your business, take a closer look at video.

What is the power behind video?


  • Grabs attention. Let’s face it. We are distracted. We’re juggling more at home and at work. Our email inboxes are overflowing. There’s so much demanding our attention, and we are losing focus. Video, especially good video, grabs our attention. It allows us to pause in our day, watch a funny or inspiring story and move on.
  • Results in higher engagement. We may be busy, but we are in the social media age. We want to share our opinions on what we’ve seen. We also feel the need to share stories that resonate with us. If the video I watched is something my brother might enjoy, I’ll share it with him. Social media makes that so very easy.
  • Creates connections. Nothing beats a face-to-face connection. But video? That’s the next best thing. People like to do business with people they know, like and trust. If you can share your story or convey your message on video in a way that engages the person on the other side, you have a better chance of creating a connection. That person will get the opportunity to see the real you. And connections equal business.


Video is definitely worthwhile, but before you shell out thousands of dollars on a camera, lights, and a microphone, read this article thoroughly. You’ll learn the ins and outs of preparing for video success.

Video works!

It does!

But, go up to a crowd of people and the majority of them would rather swim the English Channel than get on video.

Video scares people. The addition of LIVE video is even scarier. Because anything can happen on live video.

Over a TV news career that has spanned 20 years, I have interviewed thousands of people. I have seen that look of sheer panic in people’s eyes when the red light pops on. I have had every imaginable technical challenge take place while that red light was still on as well. It hasn’t always been pretty, but I have survived.

That’s why I have worked hard to ease people’s worries when I talk with them in the studio or on the street during interviews.

I can tell you with certainty that preparing for a video opportunity can go a long way in easing the distress.

What am I going to say?

thinking-272677_1280More often than not, if you’ll be on video, whether it’s a taped TV interview, Facebook Live, YouTube Live, or if you’re creating a video series for Instagram Stories or Snapchat, you’ll be talking about a subject with which you are pretty familiar.

Maybe you’ll be discussing your business journey, or your startup story. Perhaps you’re talking about a breakthrough your company has developed or a new solution to an old problem for which your company is responsible. You could even be giving a tour of your facilities. You’ll be talking about something you likely could talk about in your sleep. And you probably already do.

Remember that, and practice answering questions or create prepared statements related to your business or expertise.

Questions like:

  • How did you get your start in business?
  • What idea sparked the creation of your company?
  • What were some of the early challenges in growing your business, and how did you overcome them?
  • How has your business evolved?
  • What things do you do to keep your name in front of your customers? Your best marketing advice.
  • What are the biggest mistakes you’ve made in business?
  • When did you decide to hire your first employee?
  • How do you maintain your company culture as you have added more employees?
  • What business accomplishment makes you the most proud?
  • How are you an inspiration to other entrepreneurs?
  • How long did it take before you felt like a “success?”
  • What do you do to set yourself apart from your competitors?


Of course, these are simply sample questions, but know ahead of time what kind of topics you’ll be talking about, and PRACTICE YOUR ANSWERS.

You can do this in front of a mirror, but honestly, we all have video cameras right by our side these days. It’s a smartphone. So get a friend to ask you the above questions and record the answers. You can play back the video in the privacy of your own home and then give yourself a critique on the results.

One thing I know – you will get better in time. And no time like the present to get started with the practice!

Do you have any comments so far?

In one week, the 2nd part of this article will be published. But don’t let that stop you from commenting now! If you have anything you’d like to share or ask, please leave a comment.

Click here to read part 2, in which you will learn:

  • How to look good on video
  • The importance of establishing clear goals before embarking on your video project
  • The 7 types of pre-recorded videos
  • Livestreaming options
  • Why being helpful in your video is so important


Images: Copyright: ‘‘ / 123RF Stock Photo

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Cheryl Tan is a PR & Media Strategist for Entrepreneurs, the host of the STANDOUT podcast, and the creator of CherylTanMedia. Connect with her on Twitter @CherylTan.