For some entrepreneurs and small business owners, the thought of using video marketing to grow their business can be unnerving. Some people see the word video and hear “complicated and expensive”. For the otherwise confident businessperson accustomed to taking risks, video is like driving an unfamiliar road at night without lights. It’s the fear of the unknown that causes some of us to keep video marketing at arm’s length.
You may be asking yourself what the heck do you know about video to justify using it as a marketing tool? Fair enough. Let’s start off with what you do know. A) You’re operating a business that, while rewarding, gobbles up all of your daylight hours and takes up a shift in your mind when you’re sleeping. B) The children are growing up fast but you spend more time at work than you do with them. C) You’re blindly signing over your health and what’s left of your youth to a demanding business. D) The dream of travelling the world seems more distant every day. We’re sure that at least one of these scenarios hits home with you.
If the concern is that the sum total of your experience with video is watching YouTube, then you are worrying needlessly. Much of what you believe about video marketing is probably untrue. It needn’t be expensive and it definitely doesn’t have to be complicated. You can learn video marketing without frying your brain circuits with technical gobbledegook. Additionally, producing video content to market your business doesn’t have to mean going to a loan shark or eating ramen noodles every week.
Just be your best you
Video marketing is out of the question for many people because they fear the camera. Some folks are reluctant to open up in front of the lens for fear of being thought of as a fool. Think of it this way: how can you know people will judge you harshly if you’ve never appeared in a video before? The truth is, few people are critical or unkind towards someone sharing from the heart on camera.
Secondly, you may worry you won’t be natural in videos. Yes, some people take to video like a duck to water and others, like a cannon ball. That’s okay, though. You don’t have to be a natural charmer in your videos. Being yourself may sound a bit cliche, but there’s a lot to be said for just being genuine.
In the world of video marketing, being genuine means you are there to put your customers interests first. Sincerity trumps on-camera star power every time. Don’t worry about being Ryan Seacrest. Push any thoughts of being eye-balled or critiqued out of your mind. Be your best you and that will be more than enough to connect with customers.
Start with recorded videos
Live video streaming is all the rage nowadays. Social media platforms like Facebook, Instagram and YouTube make it possible to go live to the world from your home or office. Small business owners are connecting with their customers in real time and interacting with them one-on-one. The thought of going live on camera, though, paralyses some people with fear. How will I remember everything? Where do I look? Yet, there’s no need for all that hyperventilating.
It is a good idea to wet your feet with recorded on-camera presentations. You can rehearse what you want to say until you’re comfortable with the material. The big appeal of the recorded video for any beginner is quite simple. If you’re not happy with your recording, you can reshoot it or use editing to hide minor mistakes. With recorded video, you get a second, third and fourth chance to make a first impression. Nothing is set in stone.
Where do I find the time?
Saying you can’t find the time to do your own video marketing is the easiest myth to dispel. How does anyone find the time to do all the things that life demands every day? That’s right, we prioritise the activities and goals important to us. We create schedules to keep us on track with our responsibilities. That’s all part of being successful, isn’t it? Many of us desperately claw time from the universe to go to a concert or sporting event. We MAKE the time for things that are important.
When you establish video marketing as vital to revenue generation in your small business (and it is), the time will almost mystically appear. Suddenly, you will find you’re able to move time around, and prioritise video content creation. At any rate, video production needn’t be anything elaborate or time-consuming. All that’s required is the same planning you put into other aspects of running your business. In the same manner you prepare for seasonal sales, you can draw up a plan for shooting videos in a systematic fashion.
Don’t fear technology, embrace it
A fear of technology keeps many small businesses out of the video marketing game. The idea of coming to grips with cameras, lenses and computer editing software can be daunting to people who, perhaps, consider themselves remnants of the old analogue world. Going from recorded images to completed, uploaded video can seem like complex science to some folks. The truth is, technology has evolved to the extent that it embraces even non-tekkies.
Smartphones are now equipped with easy-to-use cameras. The use of accessories like tripods to steady your shots is practically mechanical. As for the creation of your videos, editing software has become intuitive to the point where you literally drag and drop the images to build your videos.
Resist the temptation to compare yourself to your favourite films or television programmes. You’re producing video to feed your website and social media pages. Your objectives are different from the average movie studio or television production outfit.
The fear isn’t real, but the benefits are
As demonstrated here, many of the beliefs you have about video are probably based on old information. Don’t beat yourself up about not knowing. You’re a small business owner, not a video enthusiast. By dragging your fears into the cold, clear light of day, however, you can begin to appreciate you don’t have to be a video expert to use video to market your business.
Don’t let fear hold you back a minute longer from the opportunities video can bring. Life isn’t about living without fear, but in spite of it.