How To Get More Clients Through Video Marketing, Pt. 2
- The importance of video to your business
- Tips on how to plan for your interview
Click here to read it first or recap. Part 2 gets into all important aspects that only a professional in the field can teach from experience….
How To Sound Good, Look Good and Get More Clients Through Video Marketing
How Do You Look Good On Video?
Once people have determined what they’re going to say, they ask me, “What should I wear?”
If you have the chance to do a planned Facebook Live or you’re going to be interviewed for a live TV segment, consider taking a few minutes to dress for the part.
Choose a solid color that flatters you and stay away from patterns and clunky jewelry. Typically, the focus is on you and what you’re saying, and not specifically on what you’re wearing.How To Sound Good, Look Good and Get More Clients Through Video MarketingClick To Tweet
Choose the right background
As for a setting for the video, if you can, stay away from plain white walls. The photojournalists I have worked with have always told me to look for color and depth for backgrounds. When interviewing people for stories, we would always look for a background that included pictures, fireplaces, or centerpieces.
Make sure you get the lighting right
Great lighting is a gift, but in my opinion, getting started in video is more important than getting it perfect – in the beginning. Unless you have a relative or a friend who is a lighting expert, getting the right knowledge and equipment takes so much time and money. If you’re not quite ready to invest in a light kit worth thousands, try this instead. Start off with some diffused light from a window on one side, and add another table light 45 degrees on the other. Make sure the light is in front of you, not behind you.
And get the camera placement right
As for the placement of the camera, which could be your laptop, set your camera on something just above eye level. That way you’ll be looking up as opposed to looking down. Sit up straight during your time on camera. And remember to smile. A smile goes a long way in showing off your personality.
And whatever you do, don’t forget about the audio!
When we talk about video, we must address the issue of audio. Video quality is important, but video watchers are more forgiving of poor video quality than poor audio quality. That may not seem so odd when you think about how much we’re doing in our day while we watch video. We may have the video up on the computer while folding laundry or paying bills. When you hear something interesting, maybe you pause. So focus on audio quality as much as possible. I use the ATR-2100 microphone and the sound is very good. Use headphones to keep outside noises from coming in while you’re recording your video.
Will clients magically appear once you post your first video?
Maybe. And that would be great.
But there are some things you can do before you even begin with video to ensure that one-off sale turns into a flood of new customers.
What is your goal?
Before you carry out a plan, you should determine what you want that plan to accomplish.
Is it to get more clicks to your website, more email subscribers or more sales? Below is a list of video types that can help you reach your goals.
Taped/Pre-produced Video Options:
This type of video is used quite often in internet marketing. It’s you or your spokesperson on camera, facing the camera. The person on camera is telling a story and connecting directly with the audience. This type of video is great for home pages or sales pages.
Add another person and you have an interview-style (think news-style) video. This could put more people at ease, as there is another person in the shot. The back-and-forth conversation can offer more insight into your business. You can create this effect by using Skype and recording the call via Call recorder (for MAC). On a PC, you can use the Pamela software.
Short snippets (taken from longer interviews).
Attention spans are getting shorter and shorter, and shorter videos are beginning to capture even more attention. Consider pulling out key ideas from those longer interviews to place on social media outlets like Instagram, Twitter and Facebook.
These are short videos – usually about 2 to 3 minutes – that describe your product, service or company in a fun way. There’s usually music, narration and sometimes comic elements to attract potential clients and encourage them to take a call to action, like sign up for a newsletter, sign up for a free gift or stop in to the office.
Presentation with Slides.
You don’t always have to be seen on video to have a successful one. Simply create slides and record your voice over them. You can use PowerPoint or Keynote (for Mac) to create the presentations and you can use software like ScreenFlow to record and edit them.
Sometimes the best videos don’t feature you. They feature your customers who are more than happy to sing your praises. Find your best customers and ask them to share their feedback for your product or service – on video.
Sizzle Reel, also known as a Demo Reel.
These are pre-produced videos between 3 to 5 minutes long that give the audience several snippets of your on-camera work. They are used for speakers, on-camera hosts and people who are trying to pitch television shows. It pulls together the best examples of video that represent the person’s brand.
There is no doubt about the popularity of video marketing. But in recent years, something new has been added to the mix: livestreaming. Anyone with a smartphone can broadcast live using one of the broadcast services below.
Live Streaming options:
- Periscope – A live streaming option tied to Twitter.
- Facebook live
- YouTube live
- Instagram stories
The choices for video and live streaming are varied and can be overwhelming. It isn’t a good use of your time and money to create all of the videos listed above on all the channels available to you.
Before you hit record, determine who is going to be watching your work. Answer these questions:
- Who are your customers? Age, gender, industry, hobbies
- Where will they consume your content? Instagram, SnapChat, YouTube, Facebook
- Do you want to create live Q&A-type videos, do you want to teach live and include live interaction in the video, or do you want everything pre-produced?
- How often will you share your videos? (Hint: make sure it’s consistent).
Once you have a better idea of where your potential clients are, go there. I wouldn’t try to do too many in the beginning. Pick one channel and master it. Then expand.
The best advice I have for business owners who want to use video to their advantage is to be helpful.
You can come up with marketing gimmicks and spend tens of thousands of dollars on clever ads. But the sound that will rise above the noise is the solution.
People simply want their problems solved, and if you can showcase yourself as a the problem-solver, you’ll have clients ready and waiting to do business with you.
That means answering specific questions, highlighting how your product or service solves a problem, and being willing to create connection points consistently. If you say you’re offering a weekly Q&A series, follow through.
Maybe you create a platform around taped videos on your Facebook page or maybe you do live videos on YouTube. No matter what platform or where you hang out, this back-and-forth interaction gives potential customers something to look forward to. It creates loyalty, as well as the building blocks of a solid relationship. And before you know it, not only have you built a growing brand, but potentially, a thriving business.
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