In an era of information overload, consumers need to make quick decisions on whether they are truly interested in your brand message and a big part of that interest is driven by the connection they feel with you. In short, you need to start getting personal in business. And what I have found to be the best way of doing that is through video marketing.
YouTube, which is rated the No. 2 search engine in the world, processes more than three billion searches a month with 100 hours of video uploaded every minute. Yet the mention of video marketing to business people is usually met with deafening silence followed by a shuffling towards the more traditional methods of boosting client rapport.
Getting up close and personal on video can instil both fear and apprehension in those facing the camera but, trust me, the rewards are manifold. So here are four key reasons why you should start using video marketing to get personal in business:
People will click on your link if they are curious about what you have to say. It is also far more interesting to watch someone speak rather than read chunks of paragraphs, as the human voice has an amazing way of converting information into meaningful content.
Face-to-face contact is the best and most powerful form of communication but video comes a very close second. People connect with people, not businesses, and video helps them see the warm body behind the business. Science also shows that the fusiform fascial area of the brain makes us pay attention to a face, and use it as a point to gather information and establish believability.
This is established when the person relaying the information is perceived to be honest. To that end, it is imperative that your video marketing message does not appear to be scripted or rehearsed. Viewers must get a sense of the ‘real’ you to know that you are speaking from the heart. Only then are they likely to believe what you say.
Most communication comes from non-verbal cues such as tone of voice and body language. Hold yourself well and speak with authority to deliver a sense of credibility so people see you as a living example of your message.
The good news is that you do not have to go at it alone. Hire a video production company or freelancers to write, design, shoot and edit your first video. The web also provides several innovative options that make video marketing easy to execute. If all else fails, there is always the powerful smart phone, which I turn to for some of my own video shoots.
My last word on this is not to procrastinate for the sake of perfection. You want to look professional without creating a distance between you and your viewer. So allow for the tiny imperfections that will make you more relatable.
Now go on and make that connection!