"The secret of getting ahead is getting started. The secret of getting started is breaking your complex overwhelming tasks into small manageable tasks, and then starting on the first one."
~ Mark Twain
When you think of business video and video marketing, what comes to mind for you? Do you think of TV commercials for big business or gimmicky videos of businesses wanting to flog their wares with loud owners with annoying voices doing silly things, trying to get your attention in any way they can? You might think that video is only for big business and that in order to garner the attention of your customers you have to do something silly...something that isn't you. Well I'm here to tell you that you don't!
In fact, you only need to do what's right for you and your business and what's going to have the most impact on your target audience and customers. It has to be something that speaks to them and their demographic and it should bring you qualified leads of customers who genuinely want what you have to offer. The more personal it is and the more your offering resonates with your customers, then the better chance that your video marketing is going to work and start bringing you business.
But where do you start? There are so many types of video and ones that work well for small business. How do you choose?
Over the next number of weeks, I want to share with you just SIX TYPES OF VIDEO that you can start using in your video marketing right now. Some of them are very simple, easy and affordable to get up and going quickly. Others take a little bit more time and you may need a slightly larger budget. But all-in-all, these are a great place to start and are still affordable for small to medium sized businesses . Of course, there are more than six types, but I've chosen the ones which I think may be easier to get off the ground. You'll also find, that depending on your type of business or industry and also your objectives, some types of video will suit your business better than others.
This week I wanted to talk to you about one of the easiest type of video to get started on your video marketing journey... THE INTRODUCTORY VIDEO. The introductory video is just as it reads...an introduction of you and/or your business; what your business is or does and most importantly, how your business solves the problems of your customers.
Most introductory videos appear on the 'About' or 'Bio' page of their website, but statistically, to get the highest conversion, an introductory video is best placed on your home page. They are a great way for your potential customers not only to get a good idea of how you can help them, but can be critical in helping them decide if they want to do business with you through an impression they form from seeing and hearing you speak. Often this impression is formed in their subconscious, and it can be one of the most powerful ways to build instant trust and connection with them. And when comparing your business with another, if one business has a video and the competing business doesn't, potential customers will often go with the business that has video because it forms the strongest impression by engaging the senses, evoking emotion and inviting your customers to take action.
So how can you create an introductory video? The most common type of intro video is one where you or an employee feature in the video, speaking about the business. And there are basically two ways to go about it. Firstly, you can create an introductory video yourself (DIY Video) if you have basic equipment, such as a DSLR camera or your mobile phone, tripod and a microphone. And if you want to add in some creative features such as text, music or your logo you'll need some type of mobile phone app or desktop software program for editing. The other option is to commission a video production business to create one for you. Depending on your business and the level of professionalism you want to display and also depending on who your target market is, will depend on which way you choose to have your introductory video created.
This is just one style of introductory video and one I highly recommend, because it's more personal and is the quickest way for you to build rapport and connection with your customers. However, there are other styles of introductory videos that don't rely on you having to be in front of the camera, such as animated videos or whiteboard videos where you or your business is depicted through illustrated characters or animation. Again, there are software programs that you can purchase online to create these types of animated video or you can commission local video production companies or online services who specialise only in these types of video. But we'll go into more details about these types of video in a future post.
Whichever way you go, and whatever type of introductory video you choose, I recommend that you sit down and take an honest look at your business--the size, your budget, your type of business or industry and most importantly, what your objectives are--how do you want your customers to feel and respond?--what action do you want them to take? Just because you might think that a certain type of video is the easiest or the cheapest, doesn't necessarily mean it's the best course of action. Choose one that is going to best serve your needs and get you the best results, taking into consideration your budget, objectives and your target audience.
I hope this post has stimulated some ideas for you if you are considering video marketing for your business.
If you have any questions, please feel free to leave a comment or email me at firstname.lastname@example.org and I'll be happy to help!
Ciao for now...
Kerry :) x