A recent, highly unscientific poll of my social media circle revealed the following top reasons for not incorporating video into their brand marketing:
YouTube is the second largest search engine in the world.
10. I can’t afford to invest in expensive equipment
9. I don’t know what to talk about.
8. I don’t have anyone to run the camera.
7. I don’t know how to use the video even if I could create it.
6. I don’t like the way I look on camera.
5. I think people will think I’m boastful or vain.
4. I don’t have time to learn how to edit video.
3. I’m not convinced that video will increase my revenue.
2. I don’t have a tangible product to show on video. I’m a consultant.
1. I’m not comfortable in front of a camera.
According to a January 2010 report by research firm Forrester, optimized video increases the incidence of Google front page search results by a factor of 53x. And, Internet Retailer’s April 2010 report states that e-commerce site visitors are 85% more likely to purchase if they’re presented with a video.
Let’s debunk the top 10 concerns about using video in your brand marketing.
10. You do not need expensive equipment to create video. You can upload still photography and copy to a site called Animoto and create polished 30 second commercial style videos in minutes, free of charge.
9. The How-To category on YouTube is very popular. Any subject related to your business that you can show or tell is perfect for a video. Think about what you offer and add “How To” to any aspect of it and you’ll have your first video.
8. You can use the camera already inside your computer to record yourself. You don’t need a camera operator. You can purchase an inexpensive tripod to mount your video camera, turn it on yourself and walk in front of the camera. YouTube gives you a simple and easy to learn way to clip the unwanted beginning to a homemade video so you can start your video at the beginning of your presentation.
7. Create the video. Save it to your computer hard drive. Upload it to your YouTube Channel. Share the link on Facebook, Twitter, LinkedIn and your website. Put the link into your e-newsletter. These are just a few ways to use the video you create.
6. Get over it. No one likes the way they look on camera. But consumers like to see the face behind the offer. They like to look into your eyes and know that a real person is making the offer. If you truly can’t do it, create a powerpoint and capture your presentation with a program like Camtasia for PC or Screen Flow for Mac and you’ll have a video without ever showing your face.
5. This is old mental programming. We’re marketing in a new very social, very connected world and to succeed, you’ll need to put those feelings behind you and operate from the knowledge that sharing the things you know if actually selfless and generous.
4. You do not have to edit your video, in the beginning, if you keep it short. Practice making 15-30 second videos where you deliver one tip or strategy or idea at a time. Put it up and repeat after me: “Imperfect action is better than no action.” Your audience will value your authenticity and watching you improve. Later you’ll be able to reference those early videos, laugh and share your journey with your followers. Sales is about storytelling. You’re early efforts become part of your story.
3. If you still don’t believe that video will increase your revenues, you haven’t been paying attention. See the intro paragraph to this article and spend some time on google.
2. Sharing ideas on video is demonstrating authority. If you are a consultant, you’ll want to position yourself as an authority and let people see you in action. Video is ideal for consultants. Consumers buy based on a “know, like and trust” factor and video is the fastest way, aside from in-person presentations, to establish a feeling of relationship.
1. Confidence comes with practice. Talk into the camera as though you are at a cocktail party or networking event. Create a heightened sense of yourself without going over the top. Practice. But above all, to borrow a phrase from Nike, just do it. You can see some of my early work and later work here, which I hope will encourage you. I am not remotely “perfect,” yet I’ve been able to impact people, share knowledge and increase my personal brand awareness.
Have you been using video in your marketing with positive results? Please share your thoughts here to help encourage the entire community.