How do your marketing videos affect your overall company culture? It’s a twofold approach. First, they act as an example to your team of what your business stands for both internally and externally. They can be used to showcase the brand, boost employee morale, and leverage both recruiting and retention efforts.
Not only are they a promotional tool for hiring the best talent, they build your company’s online presence in a way that sets expectations for the audience. Video is a way of demonstrating what you stand for, what you do, and how you engage with others. It establishes trust and a level of comfort, as your viewers start to feel like they know you and what you stand for. This lowers any perceived or hidden barriers between you and your followers. Know, Like, and Trust – the social marketing triad – is established by posting videos regularly.
Starting with Video
The great thing about video marketing is that you can begin with as little as a cell phone or invest in really high-quality production experts – depending on your budget and what you are looking to achieve with your content. With the rise of live video, people no longer expect an expensive end result. Often, just sitting down, speaking to your audience, and responding when they engage is all that is needed to make video worthwhile.
Stay on Point
If you don’t really understand your own branding yet – I mean backwards and forwards – then take time to fully develop your brand story before diving into video. Why? You are going to want to display those aspects of your branding that make you unique, interesting, and that differentiate you from your competition in your videos. Clear and concise content is what is needed to retain attention and audience.
Do you hate being spotlighted or feel uncomfortable with the idea that it must be you on camera every week? Get creative or switch it up. Give your staff a voice by interviewing them. Highlight your products as they arrive or as you are packing them up to ship out. Show off your work space. Give viewers an insider’s perspective on how and why you do what you do.
Have a Purpose
As with any decent marketing strategy, understand before you start what you are wanting to get out of this process. What is your call to action? Are you trying to connect with your audience and deliver your brand messaging to more people (reach)? Trying to grow your list / sales funnel (lead generation)? Do you want to flip viewers into paying customers (conversions)? Communicate what you need and what is important to you, and your business. In order to get your audience invested in you, they need to understand your “why.”
If you haven’t started creating videos for your website, email newsletters, vlogs, or social media – then now is a great time to start! Soon everyone will be doing it and it will be more difficult to #BeAwesome and get the sort of results you can get right now while this movement is fairly new.
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Consistency is relevant to your brand in regards to ALL of your content, not just social media. When a business owner thinks about social media marketing, a blog isn’t usually top of mind. However, blogging + social media can be a powerful promotion combination!
You’ve probably heard of other businesses that have been successful either as bloggers or on social media. This is not an either/or scenario as having a content plan for both will boost each individual effort.
A company blog accomplishes a great many things. In this world of content marketing, it’s difficult to justify not having one. A blog is great for SEO purposes since it keeps your page looking fresh and consistently updated so that the search engines crawl it on a regular basis. It’s WAY better than an About Us page when it comes to showcasing your brand to your audience and allowing them get to know you – and what you do. It’s an organic, non-pushy sales, marketing and branding tool that often requires little in the way of monetary investment but, when done well, reaps rewards.
Blogging + Social Media
There are a great many benefits to blogging but my favorite is that it makes creating social media content so much easier! Pulling content directly from the blog can be used to great graphics, infographics, quotes, etc. A regular blog means consistent, but still relevant, content to pull from without staring at the screen and wondering what to post next, or posting from the same well over and over. This keeps the content fresh and interesting for everyone involved!
Many bloggers experience the same problem and that is their audience doesn’t necessarily think of hitting their website on a regular basis to read their blog. How do blog owners expand their reach and consistently get their content in front of people? They post their blog on their social media platforms! Linking back to your blog on various social media sites gets the information in front of the right people so that they drift to your website organically instead of relying on them to remember to visit your website. This also opens up the opportunity for people to share the blog with their own followers, boosting the reach that could have been achieved by the blog owner alone.
Since this month is all about #AwesomeConsistency – understanding the value of setting up a routine is essential. Your audience is being inundated with content – content consumption is at an all time high. Between algorithms, competition and short attention spans, it can be difficult to achieve the viewing numbers small business owners are hoping for. How do you stack the deck in your favor? Consistency. As with social media, having a consistent schedule trains your followers to expect your content on a regular basis. It keeps your brand, image, and content in the running and helps people find you. Having a break in content may convince viewers that you are no longer serious about what you do – that you are on hiatus – or that you are no longer putting the same focus into your work. Since there is more than enough content online to choose from, the potential that they will drift to your competition is high.
There is different advice when it comes to frequency and that it really depend on a lot of factors including your niche, your industry, and your time commitment. We recommend posting a blog at least once a month (at a minimum). The best results tends to come from businesses dedicated to posting weekly. Daily is too much and waiting longer than once a month is not enough. Find the middle ground that works for you so that you can commit to being consistent.
I can’t wait to read what you post and watch you #BeAwesome using the combined powers of blogging, social media and consistency!
If you want someone to break down aspects of social media to get more clients and build your business using social media, this is the program for you.