Nobody wants to be just another average joe business struggling to be seen and heard in a rapidly growing marketplace. It’s noisier than ever out there and if you’re not defining your brand and standing out from the crowd then, unfortunately, you will be lumped in with everyone else. That’s no way to build brand identity and certainly isn’t going to help scale your business.
In terms of marketing, one powerful way to both define your brand and establish authority is to publish original content. This might include blogging, podcasting, or vlogging, which is both a simple and efficient option for companies getting into content creation.
More than likely, you already know that creating your own original content could dramatically improve and amplify marketing efforts. It’s also likely that many readers, despite knowing the power of content marketing, remain reluctant to include original content creation as a key component to their marketing strategy.
If this is you, then it’s time to get honest with what’s really holding you back. If this ongoing worldwide slowdown and the various levels of quarantining have shown us anything, it’s that people are searching for new ways to connect with the influencers and brands that are important to them. Take advantage of this opportunity to stay connected with your audience and use technology to deliver information directly to them.
One of the most popular forms of content creation right now is vlogging. A 2019 forecast by Zenith estimates that in 2021 the average person will spend 100 minutes a day watching videos online. This is up from 84 minutes a day by the average consumer as of 2019.
In addition to the amount of video consumed each day, it’s important to also note what people are looking for as consumers. When asked about the qualities of online videos that would prove valuable to the consumer during the decision-making process, 48% of people said the video should reflect the products and services that interest them. The survey also showed that 43% of people wanted the experience to be interactive, meaning they could determine which content to watch and when to view it. (CMO Council / Pitney Bowes)
Consumers are spending time each day watching video content on their favorite social media platforms and they’re actively looking for information on products and services that can help them solve their problems and make life easier. These consumers are looking for this content, but they won’t be able to find it if it doesn’t exist.
When you’re just starting out with video creation it can seem a bit daunting, but rest assured that, like anything else, it becomes easier the more you do it. Here are three quick tips to remember as you begin to incorporate video in your marketing strategy.
Tip #1 – You are the expert.
This is your area of expertise and nobody knows your business better than you do. All you’re doing is sharing information with an audience that is eager to learn. These consumers are interested to discover new and original products and services that will make life easier. Deliver this relevant information. Share your best tips, tactics, strategies, and unique insights that will help turn casual followers into loyal customers.
At the end of the day, it comes down to this:
- Were you able to provide a solution for a problem that’s been holding them back?
- Did you deliver valuable information relevant to the viewer?
- Is the person in a better position to grow after viewing your content?
Tip #2 – Breathe.
Putting yourself out there and speaking in front of others can be intimidating. Sometimes our nerves get the best of us. We can experience feelings of anxiety, nervousness, or become overly stressed because we want the final product to be perfect.
Take a moment to calm your emotional state. This is especially important in the beginning stages because when you’re just starting out it may feel uncomfortable speaking on camera. This is a common experience and can be overcome in time. Prior to pressing the record button, center yourself by taking a few deep breaths to relax. Breathe in through the nose and out through the mouth, calming your mind and body. Allow the information to just flow naturally in your delivery.
Tip #3 – Practice makes progress.
The only way to become masterful in any given activity is to practice. There’s no secret formula or magic pill that can fast track success. If you want people to love your message, then practice sharing it. You can start garnering the right attention with one 3-5-minute video a week. It can be that simple. Use each new video as an opportunity to grow and develop your professional flow and style.
Incorporating video content in your marketing strategy is a powerful way to define your brand, establish credibility, and position yourself as an industry authority. Be consistent with publishing solid value-based content that appeals to your audience. Develop and strengthen the relationship you have with your audience by regularly engaging with viewers. This shows that your customers are more than just sales figures. They are people and you care about them. Show them through committed action that you have their best interests in mind. Do this and turn casual followers into loyal customers.
Photo by Kon Karampelas on Unsplash