In talking to several of my solopreneur clients and coaching members, the conversation is growing around the increase in video usage popping up everywhere, and it’s coming from a place of stress. Some blame it on how easy it is to whip out your phone and take a short, sometimes wobbly video. Some blame it on the growing need for “instant gratification” when looking for answers or “being authentic”, whatever that means. Others say the “selfie world” has exposed us to all kinds of poor quality video out there in the guise of “keeping it real.” Regardless of your immediate thoughts on the subject, we must recognize the impact video has on the way we communicate, and it’s only going to become more prelevant. This brings us to the point of this post.
What are some of the barriers to adding video to your marketing properties? There are few that come to mind, and here are a couple of big ones I hear from clients.
Barrier #1 Fear of being on camera: For many people, the idea of using video conjures up the picture of them being in front of the camera, sternly touting the benefits of their services. An idea, by the way, that seems to shine a light on our personal insecurities and fears that can sometimes render people speechless. For many this is right up there with public speaking – something to be avoided at all costs. For these time-strapped business people, at the initial suggestion of adding video to the mix, many hesitate. I hear things like: Well, I’d have to get into full make up, get a haircut and probably a couple of new outfits before I’d do that, or this one: I’d prefer to lose a few pounds/kilos before I’d be comfortable doing that… We’ve all said something like this at one time or another. In this case though, this thinking can be a real barrier to seeing the possibilities of getting the benefits of video in all it’s forms in your business.
Remove this barrier by recognizing that you don’t have to step out of your comfort zone immediately by turning the camera on yourself and suffering through those heart palpitations as you try to look relaxed on camera. You can work up to putting your best foot forward after you’ve spent some time deciding how to deliver your message. You can create video with a musical background over text if you wish. You can do your own voice-overs and not be on camera at all. If you feel you need to you can hire professional voice actors for a fee that can give you that “polish” you might feel you need. There is value in using your own voice if you won’t be on camera though.
Barrier #2 Cost, time and commitment: People raise this one right after the first barrier noted above. Creating video is seen as costly, time and pressure-filled to getting a video completed. They feel it should be approached it like it’s a Hollywood movie requiring the technical knowledge and costs associated with producing something worth putting out there. With technology moving along at such a pace there are many tools out there to fit any budget. You may quite rightly need help in making sure you get the best result with what you’re using, but the argument that the cost is outside what can be afforded is not longer what it was.
Why should you take video seriously?
You know yourself that video is creeping into your daily life – as it will your business. Have you thought about making changes in how you market yourself going forward? Here is some information from HubSpot about video in the near future:
- Video is projected to claim more than 80% of all web traffic by 2019.
- Adding a video to marketing emails can boost click-through rates by 200-300%
- According to YouTube, mobile video consumption grows by 100% every year
- 59% of company decision makers would rather watch a video than read an article or blog post
- Digital marketing expert James McQuivey estimates that a single minute of video content is the equivalent of 1.8 million words.
This post isn’t going to delve into the how’s of adding video – that’s a post for another day, but what I wanted to do it to get you thinking about your current outlook on how you see using video. I’ll offer you a challenge at this point: How will this knowledge be included in your marketing direction? Will you seriously make room for this new marketing opportunity along side your more traditional activities?
Barbara Jemmott is the founder and business strategist at Your Entrepreneurial Spirit. Her 4-point YES to Customer Acquisition Program (C.A.P.) allows her to work her passion which is helping entrepreneurial women grow their audiences and income, online. She got here through her 20+ years of experience helping businesses understand and implement systems, strategies and procedures to increase productivity as well implement change and streamline operations. With experience and responsibilities to design, develop and deliver training for small to large technology training initiatives for Fortune 100 companies, she brings “Big Business” expertise to the small business space. Learn more about Your Entrepreneurial Spirit and the YES to Customer Acquisition Program at www.yourentrepreneurialspirit.com