Feature: Communications & Marketing
Video content you should be using in your business
By Rob Campbell, Lead Video Strategist at Bear North Media V
ideo is one of those things people either love or hate to do. But whether you’re a lover or a hater, it plays a key role in the digital world, especially when it comes to marketing your business. Wyzowl says that 66% of consumers prefer watching a video to reading
about a product, so whether you're B2B or B2C, here’s five different ways you can use video to your advantage.
Introductory video Start with basics. Especially effective on platforms like LinkedIn, produce a simple video (whether filmed as a ‘selfie’ or you get someone to film you) where you introduce yourself, what you do and an interesting fact about your business. Short and sweet. I can hear some of you thinking ‘I hate being on
camera, I’ll skip this’. I was the same (which is why I learnt how to use a camera instead) but just take a deep breath and go for it. Keeping it short means you there are no lines to learn and you won’t go off on a tangent - and once it’s done, it’s done. Imperfect action is better than no action at all after all.
FAQs Now you’ve got your first video out the way, you can talk a bit more about what you do. A great place to start is by answering your most frequently asked questions. It allows you to speak about your business in-depth and helps people understand what you offer. For example, I might make a video explaining what we do to help people
feel more at ease in front of a camera. This sort of video you can then keep on top of quite easily with a weekly offering titled ‘common misconceptions of (your industry)’. Once again, short and sweet is the way forward. I also advise you speak
from the heart rather than preparing a script; it will feel more natural and will help you connect with your audience better.
Secrets Sound intriguing? Who doesn’t enjoy seeing a little ‘behind the scenes’ action, a type of video that extremely popular on TikTok and Facebook. Use video to show the secrets of your industry. What becomes the
everyday norm to you other people are completely oblivious to, so a little insight can capture some interest from your customers.
58 CHAMBERconnect Spring 2021
Your product/service Once you’ve answered a frequently asked question, this is an ideal time to present one of your products or services. If you have a product show it off in the video, or film someone using your service or providing a review. No-one wants to be sold to so keep it informative and advise as to what to do next to purchase, e.g. call, send a message, visit your website etc.
What’s new A nice simple one to round it off. Provide an update on what you’ve been up to, any wins you’ve scored or introduce new staff - these are some ideas that will do the trick. Once again, speak from the heart; it will make your video a lot more engaging to your customers and they can keep up-to-date on what’s going on in your business.
I hope this has helped give you some tips on what kind of video content
you can create for your business. Your biggest critic will always be yourself, so take a deep breath and press record. I look forward to seeing your videos online soon!
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