5 ways to use video to build your brand
It’s no secret that video is outperforming any other type of content right now. As marketing guru Gary V says, “The single most important strategy in content marketing today is video.”
And once you get into the swing of things, it really does become easy. Would I have said that one year ago? Absolutely not!
The very first video I did was an interview for my business coach on branding for a program she was running. I’m not going to lie - it scarred me for life (by life, I mean 2 years, I’m a bit dramatic like that)!
What is it about that little black lens that can strike fear into the heart of even the most gutsy entrepreneur?!
Thankfully, I’ve gotten over this fear now and create video content weekly for my blog aswell as for my Brandfluence training program. And I know most people don’t want to hear this, but IT WORKS. It allows your audience to get to know you and that starts to build the know, like and trust factor which is crucial for all successful brands.
So how can you start to incorporate video into building your brand?
Nobody likes to be overly salesy, I get it! So how can we promote our brand in a genuine and authentic way? I would say content marketing would have to be the #1 way to do this. You are building trust and authority by being helpful to your community. And the best way to do this is with video so people can get to know you better. Instead of writing a weekly blog post, why not try creating a YouTube video instead that you embed on your blog? You can use a tool like rev.com to create subtitles to make it even easier for people to view without having to turn the sound on.
- Social Media
On instagram, video posts receive 38% more engagement than image posts according to Sprout social statistics. That’s enough to show you need to be incorporating some videos into your feed, huh? I have recently started using IGTV which is awesome because a video snippet automatically goes into your feed which shows your audience a preview in your feed which they can click on to watch the full recording. I love anything that allows you to maximise the same piece of content. Especially when these videos receive 10 times more engagement than my image posts. My workflow now looks like this:
- Create one piece of video content
- Upload to Youtube and IGTV
- Embed into blog, send as a newsletter, post to social media
This maximises your reach while minimising your effort!
- Sales pages
Including video on your landing pages can increase convertions by 80% according to eyeviewdigital.com. Think about the last time you went to buy an online program or new product. Was there a video? Did that help you to get a better sense of what you were about to purchase making it easier to do so? I have found that I now get leads that know so much more about my company and philosophy since adding video to my sales pages. So why is that a good thing? Well, it means you will attract aligned clients that are easy to work with and a great fit for your business. Yes please!
- About page
People buy from people. YOU are what separates you from your competitors. Even if you are a copywriter and there are hundreds of other copywriters out there, nobody quite does it like you! Your audience buys into your philosophy, your why and your process or framework. So if this is a huge factor that separates you from the rest, why not allow your audience to get to know you better? Add a video to your about page that tells people why you do what you do and your vision for the business. If you need any more convincing, check out Simon Sineks Ted talk.
- Personal videos to new leads and customers
All customers have one thing in common. They want to be heard, they want to feel understood and they want to have personal connections. Why not use video to your advantage by sending personalised messages to new leads? That would sure be a way to stand out from the standard email or phone call response! Check out Bonjoro, which is an awesome platform that integrates with your newsletter platform to do just that.
I get that video can feel daunting, but I promise it’s not so bad once you get used to it! Start with baby steps like doing instagram stories and you can always build up to the more professional videos on a sales page.
If you’ve been considering adding video to the mix but aren’t quite sure where to start, you can grab my FREE mini video masterclass training right here. You have so got this!
Kady O Connell is a brand strategist, author and founder of Kady Creative. Her mission is to empower savvy business owners to attract their dream clients through strategic branding that stands out from the crowd. She has launched a GOURMAND nominated cookbook and a brand which has been featured in Latte Magazine, League of Extraordinary Women, 9 Honey and more. She is passionate about giving small business owners the tools and skills they need to leverage their brands to make a huge impact online with her 4 week implementation and training program BRANDFLUENCE.