Why and How You Should Use Video Marketing
Another fantastic way to market yourself online is to use video marketing. Have you ever just flipped through Youtube? Video marketing is everywhere and there is no end to it. One thing that is almost universal about people is that we would rather watch than read our advertisements. I get much more entertainment out of watching a thirty second commercial than I do reading a blog.
“Consumers need to be entertained, we have short attention spans.”
Video marketing is simple and will benefit you immensely. Before I get into how to make a video, let’s talk about where to put a video. There are two places you should put up a marketing video. The first is your website. If you have gone through all the trouble to make a marketing video then you need to put it on your website.
I know someone who makes video blogs along with written blogs just to keep things entertaining and keep their customers entertained. If you don’t put it on your website first, however, your client might not know it exists. Many consumers don’t go around looking for web videos of potential marketers through Youtube. In other words, if you make a video on chocobacon and don’t put it up on your own website, then you are missing out on a very marketable opportunity.
So why would you even bother putting it on Youtube if you already have the video on your personal website? I’m glad you asked. Your webpage is limited to those who know about your product or are actively seeking out someone who offers your product or services. If you sell turbo pens or chocobacon then your audience is going to consist of people pen hunting and looking for chocobacon. Now, that doesn’t mean there won’t be the occasional stray wonderer who happens along your webpage. I have stumbled onto many pages (some of them I wish I hadn’t) out of sheer curiosity. However, your customers already know you’re going to entertain them.
What you need is to broaden your horizon. Putting your video on Youtube will definitely broaden that horizon. Youtube allows anyone in the world to watch your video. All you have to do is make a video and upload it and see how many clicks it gets. One way to ensure you are getting the response by putting a link to your video on your social networking sites.
You can post a link to your Youtube video up on your personal Facebook site and your product Facebook webpage. You can also post a link to your video on Twitter. Whichever way you choose (and I would suggest all three methods) your Youtube video is there for the world to see.
What to Put in Your Video
Just like writing a blog, people sometimes draw a blank when it comes time to put content into their web video. Making a video doesn’t have to be overthought, you’re not trying to win an Oscar here, you’re simply advertising yourself in a more creative manner. What you do need to have in your video is content. Your video can go one of two ways:
- Silly and entertaining
This isn’t to say that your professional video won’t be entertaining, as I’m sure it will be, it just means that you can make your video more structured and formal or more informal and commercialized.
To answer this question you need to ask yourself what market you’re trying to appeal to. If you want a professional market full of busy entrepreneurs such as yourself, then you definitely want to make a professional video. However, if you want to appeal to the younger generation and give people a laugh then you want a more comic approach.
The Professional Video
Making a professional video means you need to have a certain style. You will want to wear a suit and tie (if you’re a man) or a dress top and professional hair and make-up (if you’re a woman). The background of the video should be a solid color and you will want sit with the video only showing your upper torso. Also, make sure whatever color you’re wearing doesn’t clash with the background of the video. It’s important to keep your appearance professional. Bright colors, loud make-up, huge hair and a five o’clock shadow are not professional.
A professional video should be short and informative. This is the kind of video you want to show to business CEO’s and use to sell yourself as a reputable investment. You want to market your product by marketing yourself. In other words, you need to do the following:
- Speak professionally
- Describe the product
- Show an example if the product if necessary
- Explain why the product is a good investment
One thing many people have a hard time with on camera is the ability to speak professionally. Slang is not professional, you must choose your words carefully and make sure they are grammatically correct. I suggest writing down your thoughts on a piece of paper first, in speech form, and then memorizing the speech. It is not professional to hold notes in your hand when you’re making your own video.
If you have difficulty memorizing speeches (you’re not alone, by the way) it’s okay to have someone hold speech cards up for you to look at. The reason you don’t want to hold note cards yourself is that it is unprofessional to look down away from the camera.
It’s almost important to note that the first few seconds of your video must get the attention of the viewer so it’s a good idea to summarize in a few words what the viewer will get out of watching your video.
“You must look at the camera at all times, just as if you were looking into the eyes of your peers.”
Don’t get caught up in the camera, simply be yourself and be confident about your product. You must accurately describe your product. Many people assume that the product speaks for itself (and in most cases it does) but what is the point in making a video if you are not going to sell your product? If your video is about an idea, then you have to sell your idea.
When speaking into the camera make sure you articulate your words. There is a popular commercial here where it sounds as if the guy is contradicting himself because his words are running together and he’s mumbling a little.
You don’t want to mumble. Speak clearly and at a conversational tone. If you have to practice pacing yourself, then do so. It’s more important that people understand you than it is to entertain people. Speak your words clearly, at a conversational pace, and with a professional tone of voice. That means don’t over exaggerate your cheerfulness into words and don’t sound as if you’re depressed or sarcastic.
Describe the Product
When you go to describe the product you’re trying to sell it’s important you don’t overdo it. One thing people tend to do on camera that drives consumers crazy (myself included) is give a bunch of technical jargon that nobody understands and, more importantly, nobody cares about. I can tell you I like a shiny toaster and will gladly listen to you describe the way my toast will pop out perfectly in record time, but I don’t want to know how it works. I really don’t. Just tell me that it works, show me an example and let me purchase your product.
Explain Why Your Product is a Good Investment
You do have to explain why your product is a good investment. You have to give a good reason to your potential consumers that your chocobacon is going to make them happy or your turbo pen is better than any other penon the planet.
“Having a good product is not enough; you have to have a product people can’t live without.”
Remember, marketing is a competition and as with any competition you have to show that you are the best.
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