Want to know how to make more sales from less content? For many business owners…
Want to know why video should be in every content strategy? If you are marketing your own business, you have lots of options. Choosing what is right for your business will depend on your business’ current position, your future goals for the business, your ideal client and more. However, video should be included in your content strategy. That doesn’t mean you have to start a YouTube channel or dancing on TikTok. Even within the content format of video you have options. Keep on reading to find out why video should be in every content strategy.
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WHY VIDEO SHOULD BE IN EVERY CONTENT STRATEGY
Video speeds up the know, like and trust factor
In order for people to buy from your business, they need to know, like and trust your business. There are numerous ways you can build the know, like and trust factor (I share 9 ways here), but video content enables the know, like and trust factor to build quickly.
When someone watches a video, especially if the video is of you speaking on camera, they are able to see you and hear you. This is considerably more powerful than reading something you’ve written down. When reading something it is easy to not make the connection between what you are reading and the writer. For example, you might be reading this blog post and not even aware of the fact that it’s written by me – Charelle Griffith. And even if you know it’s written by Charelle Griffith you might never have seen a photograph of me, heard me speak or seen me on camera. Therefore, the connection isn’t going to be as strong as the connection made via a video.
Video content will help you stand out and be remembered
To be successful in business, you need to stand out and be remembered. Video content will help you with both of those things. Firstly, in relation to standing out, you have the opportunity with video to visually stand out. This can be as something as something you wear or what your background is. For example, in the majority of my videos I’m wearing yellow (my brand colour) and in front of my bookcase. These two things combined are visual hooks that help me stand out and be remembered. Video naturally helps you to be remembered because there are multiple senses involved. Someone has seen you and heard you. This is going to create a stronger reference, which helps drastically with recall. This is useful for two reasons. Firstly, this is useful if the person wants to work with you in the future and is trying to recall information about you and your business. Secondly, it is useful even if the person doesn’t want to work with you, but wants to recommend you to someone else.
I have lost count of the times I have wanted to recommend a business, I can remember having seen a social media post in the past, but then can’t remember their name or anything else so I can actually find them and recommend them. You want people to remember your business so that if the time is right in the future they can recall your business and work with you. And you want it so they can recommend you to others too.
Strategic video content will make scaling your business easier
Not all video content is created equally and as I’ve already mentioned there are multiple ways that you can include video in your content strategy. The important thing is to think about your buyer journey and map out where you’ll use video content.
For example, if you want to use video content to help new people become aware of your business then you might decide to focus on using video in combination with SEO (search engine optimisation). You could make the decision to do this by creating long-form videos on YouTube or you could so this by creating short-form videos on TikTok. In both situations the focus will be on creating content based on what people are searching for. By optimising for search you are creating content that has the opportunity to be consumed months and even years later, which is why it will help you to scale sales in your business.
Video content isn’t just useful for the awareness stage of the buyer journey though. It can also be great for nurturing or converting. You might decide to record live videos on a social media platform as a way to nurture your social media following. Going live regularly on a social media platform enables you to be able to demonstrate your expertise, and as mentioned earlier build the know, like and trust factor.
With the video content mention so far it is fairly common to regularly create this type of content, but even if you don’t want to commit to regularly creating videos you can still strategically and sparingly use video. For example, you might decide that given how powerful video is you want to create video content specifically for converting. You could create a webinar (masterclass, training etc) where you provide value and then the next step is to buy a specific offer. Again you have options you could do these live – and it is a great way to be able to sell to hundreds or thousands of people at once. Or to really maximise the scaling opportunity you could do a recorded webinar which with the right software can be accessed whenever someone would like.
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GETTING STARTED WITH VIDEO CONTENT
Hopefully, by now, you can see why video should be in every content strategy. But as I said earlier you do have options. So if you want to get started here are some things to consider.
What length of video do you want to create?
When thinking about video content there are main two categories – short-form and long-form. Short-form video is video content that is usually filmed in portrait, edited and published on social media platforms (think Instagram/Facebook Reels, TikTok videos and YouTube shorts). Long-form video content is usually 5+ minutes and can either be recorded live or recorded and edited.
Recorded versus live
With video content you can also think about whether you want to do recorded versus live. I have experience of doing both, and there are pros and cons of both. However, from working with small business owners I’ve learnt that one type of video content usually seems easier. For example, when I first started video content I made YouTube videos. I liked the fact I could make a script in advance, would be able to do numerous takes and ensure I was happy with the final video before hitting publish. However, this is a lengthy process time-wise. As my confidence on camera grew I decided to start going live weekly on Facebook and Instagram. Time-wise it is a much more efficient use of my time. I will just write a few bullet points down and then I go live. Do I stumble over words? Yes. Is it as perfectly polished as it could be? No. But that also means potential clients can get a realistic idea of what working with me is like since if they decide to work with me they’ll either be on video calls with me or accessing video trainings.
Do you want to use video sparingly or committing to using it ongoingly?
Another thing to consider is the type of commitment you want to make. If you are willing to commit to creating video content regularly, then you might decide to start a YouTube channel or open a TikTok account. If you want to use it occasionally or sparingly, then you might decide to occasionally create video for a social media platform you are already using for your business, or to go down the webinar route.
| TAKE YOUR MARKETING TO THE NEXT LEVEL – JOIN SHINE ONLINE
Shine Online is for business owners who want to make the most of online marketing so they can scale their business with ease. Inside you’ll learn how to attract, and convert, great clients worldwide – in the most efficient and effective way possible. If that sounds good to you come and join us.
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That’s it! You now know why video should be in every content strategy.
I hope you’ve found this blog post useful and now understand the importance of including video in your content strategy. As you’ve hopefully seen, video is a powerful marketing tool and you don’t have to commit to regularly creating videos in order to gain value from it. By strategically including video in your content you can help to speed up the sales process and also have content that supports your generating sales on an ongoing basis – so you can easier.
If you now feel ready to strategically use video content and build a strong online presence that attracts and converts your ideal client then I’d love to help you inside Shine Online.
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As you can see there are multiple things to consider when marketing your own business, especially if you to get maximum impact from a moderate input (because it’s just you not a team marketing your business). Shine Online is for business owners who want to make the most of online marketing. If you want to do marketing that feels good and get great results come and join us. |
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