A Quick-and-Easy Guide to Video MarketingReading time: 5 minutes

We’ve been talking about ways to establish Authority in order to create trust and attract more clients. Educational content that speaks to the people you work for is a great way to do this. And probably the most compelling type of content is video.

Moving images attract the eye and command attention. It’s not an arbitrary choice that Facebook automatically plays videos as you scroll by them in your news feed. They know that if you have to click the play button, more than likely you won’t watch most video content. Yet how many times has your speedy scrolling been halted by a few seconds of eye-catching video?

This is one of the secrets to spreading your business message further. As Facebook continues to tinker with its algorithm, business content is getting pushed out of the regular news feed. Without paying for advertising, the best way to be seen by more people is to create content that people engage with. And as the scroll-stop example shows, video creates much more instant engagement than other content.

Not to say that you can’t post engaging articles and images, but if you’re serious about Social Media marketing, you’ll need video more and more going forward.

Here are some tips for quickly and easily creating video that establishes Authority.

If you're serious about Social Media marketing, you'll need video more and more going forward. Click To Tweet

Video marketing for ANY business

Video Marketing often makes business owners think of flashy commercials or mini-documentaries with high production values. There’s no doubt that these are effective, but if you don’t have the money or time for such a project, video can still work for you.

Focus on sharing information. Answering common questions that potential clients have is a great way to get noticed and establish your expertise.

If you’ve been blogging for a while, you can also re-purpose that content by presenting it as a video. Long articles can be broken up into several videos that can be shared over a period of time.

One option is to use inexpensive screen capture software and a USB headset. Creating and recording a PowerPoint slide presentation with accompanying narration can be a good way to go.

But there’s a faster and easier method… the to-camera video.

Secrets of To-Camera Video

Most modern computers now come with webcams and microphones built-in – all you have to do is turn it on and start speaking. A couple of minutes later you’ve got something to share.

Introverted business owners immediately tense up when I suggest they step in front of a camera. Believe me, I get how it feels. But in the age of the selfie, to-camera video is now so common that the judgement factor is very low. In fact, these days the more polished the video is, the less authentic it seems.

All it takes is a little practice to get used to it, and a few pro tips:

  • Have a plan. You don’t need a script, but it can be helpful to have a point-form list of the things you want to cover. Try this:
    1. Introduce yourself.
    2. State the question you’re going to answer or introduce the video topic.
    3. Break the answer down into 2 or 3 quick points.
    4. Close with a quick offer to answer questions, or a call-to-action for a related service you offer.
  • Don’t go long. Trying to cram everything about a topic into one video makes it harder for you to keep your audience’s attention. It’s also harder on you to keep talking, which bleeds energy and leads to rambling.
  • Don’t stop for stumbles or flubs. Especially when first starting out, the urge to be perfect will be overwhelming. But just as with a live presentation, you have to learn to push through little problems. Train yourself to go all the way through without stopping. You might find that the end result doesn’t look as bad as you thought. Or at least you can try again.
  • Raise up your camera. Position the camera so that the lens is slightly above you. This forces you to raise your posture and lift your head.
  • Think about the background. You don’t need a special backdrop – it’s nice to see some of the room behind you. But if your office is a mess or the background is otherwise distracting, think about changing either the camera angle or the filming location.
  • Add light. Dim video is a downer. Try putting a lamp beside the camera. You don’t need anything special as long as it doesn’t wash you out. Be careful about light behind you, which can darken your face.
  • Consider how the video looks without sound. Remember that Facebook auto-plays your video, but without the sound. Think about how you might catch people’s eye. Maybe you can insert an opening graphic of some kind, or use captions so people read what you’re saying.

BONUS: Facebook Live

If you’re going to create to-camera video anyway, why not do it on the fly using Facebook Live? It’s great for increasing your reach because Facebook pushes this content even further than regular posted video.

No doubt the intimidation factor of live video is very high, but that can work for you in two very good ways. First, the viewer’s expectation of perfection is even lower with on-the-fly video. An imperfect presentation humanizes you and helps build trust.

Second, and maybe more important, is that your competition probably isn’t using Facebook Live, which means that your video content is a huge differentiator.

The bottom line is that video marketing creates massive Authority for you and your business. To-camera video is a simple, low-budget way to use it in your business that you can start using immediately.

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Establishing Authority is just one of my “9 Ways to Get More Clients in 7 Days or Less!” To get your copy of the free report, click here.

About David Raitt

Many professional service providers lack access to good information on actually running a business. I love to help business owners learn online marketing strategy and make great decisions about growing your practice.

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