Video Marketing: To Know You Is to Trust You

I read this article today and it was as if an earthquake shook the computer screen. It was shocking to hear that:

“Visitors who view video stay two minutes longer and are 64% more likely to purchase than other site visitors.”

Unbelievable. I don't know why everyone isn't doing this already. Well, actually, I do know because here’s what some of my clients say:

It’s expensive.

Yes, my friends, creating a professional, high quality video to represent your business will cost you a golden fortune. It carries with it a myriad of expenses, ranging from production costs, license fees, disc storage space, props, cast stipends, etc. The list goes on forever if you want to do this right.

For this reason I recommend creating only one or two videos that are rich in brand and can be circulated widely with success. Those are your anchor videos that you embed in your website, use as trailers on your social media channels, send to prospects, etc.

These gold level videos are an investment that you make only once or twice. If you do it right, they create enough of a draw that you will boost your following, convert them to buyers, and earn the money back.

The bulk of the videos can be “quickie”, 2 minute clips which are semi-produced at your company or home. You’d have to invest in lighting, a good camera, a microphone, a YouTube account, and perhaps a professional backdrop. These semi-produced videos can help retain attention after you hook the audience in with the trailer videos.

What I’ve learned is that while quality matters, people care more about the content. I successfully promote one of my business lines through YouTube exclusively. While occasionally I do get complaints about my home videos, it hasn’t stopped me from getting many new clients because my content is spot on. In fact, people see it as genuine when they hear my babies cry in the background. It makes me seem human and the Millenial generation loves that and hates overly stiff and phony marketing pitches.

It’s time consuming.

Same as the money argument. Make the big investment once and then follow it up with less time intensive, content rich “quickie” vids. The more you do this, the easier it becomes. I don’t have a script and talk extemporaneously into the camera now. There is no way to make this go faster other than practice.

I don’t like having my picture taken.

Neither did I - until I saw how lucrative videos can be. And then when my bank account got bigger I liked having my picture taken.

I don’t talk well into the camera.

Neither did I, until I practiced. There is no way to make this go better other than practice.

Here's the bottom line. If you want people to trust you, they have to know you; there’s no better way than seeing you on video.

You've got to spend your money on something. Out of all the uses of your marketing money, video is the best way to go. If you aren’t doing this, you should be – because your competition certainly is.