Recording video has never been so easy or effortless. Everyone has a powerful video camera in their pocket: a smartphone.
With a little practice and access to a few key tips, even you – yes, you – can start recording great promotional videos for your business.
Great content is the key to a powerful video that will get your audience to connect with your brand.
However, what most small business owners, sales and marketing teams do is make the message in their video all about themselves: they talk about themselves, they talk about their business, they talk about their products and services and then, they ask their audience to buy!
Which is why they don’t get the results they want.
Over the past 8 years, I have worked with thousands of people made of business owners, sales, marketing managers and their teams, to guide them on how to produce their own professional looking video with ease, by just using their phone or computer, and how to promote those videos online, to attract their ideal clients. Most of them went from struggling to connect with their audience and failing to get them to engage with their videos, to having their ideal clients watch their videos and buy from them.
Below are my tips on how to produce videos that generate quality sales leads with ease:
1- Know your audience
One of the first things we set-out to do when we start working together is to craft your ideal client profile also called your buyer persona. This critical step enables you to be clear on who your ideal client is, what their goals are; and most importantly, it will give you clarity on their pain points and challenges and where they need help from you right now.
By knowing this, you will be able to use the video to let your audience know that you understand what they are going through and that you can help them.
With this information in your back pocket, you can create powerful videos that engage your audience and compel them to buy from you.
2- Make the message of your video all about your ideal client and not about you!
Stop selling, and share your knowledge with your audience, teach them some things you know and can help them.
Be authentically helpful, even to non-buyers, share with them information they will find valuable and can use whether they buy or not.
See, the only reason your audience will stick around, is because your video will add value to their life.
The aim of your video should be to help your ideal client move forward in whatever they want to do, get them unstuck, end their suffering or solve their pain points.
This is how you get your audience to connect with you, and this is also how you build trust with them.
As you know, people buy from people they know, like and most importantly trust.
3- Ensure you end your video with a call to action
The call to action is when you tell your audience what you want them to do after they have watched your video.
Here are some examples of calls to action:
- Call us now
- Subscribe
- Visit our website
- Email us
It is important for you to know that the call to action is what converts the video view into action and therefore into a lead, once the viewer does what you have asked them to do at the end of your video.
Why is it important that you learn to make your own videos? You may ask…
Because video is a powerful way to connect with your audience and generate more sales for your business.
Did you know that businesses who use video get 66% more qualified leads per year? And that video on a landing page can increase conversion to 80% or more? (Source: invideo.io)
However, hiring a video production agency is expensive. So, what is the answer? The answer is to produce your own videos and market them efficiently to grow your sales. And believe me, working with a lot of small businesses, coaching them on how to do just this, I know that it is possible, and you don’t need to be technical or study media for years to pull this off.
In collaboration with County Wexford Chamber Skillnet, CB Media is running a 3-day workshop that will equip you with the tools to be able to create your own professional videos by just using your iPad and smartphone. To find out more about the course and to book your place, click here.
Written by Cynthia Cynthia Baloula, Managing Director of CB Media