Written by: Holly Jackson, Executive Contributor
Executive Contributors at Brainz Magazine are handpicked and invited to contribute because of their knowledge and valuable insight within their area of expertise.
Business owners who refuse to use video marketing are missing out. You can’t grow your business when you aren’t marketing to a huge part of the market.
Consumers are craving videos year over year. The data shows that by 2022, online videos will make up more than 82% of all consumer internet traffic (Cisco).
Business owners who are smart and invest in video marketing will grow their revenue 49% faster than non-video users (WordStream).
There are also very simple strategies you can gain value from immediately. If you are new to video marketing, start by placing a video on your landing page. Doing so can boost your conversion rate by up to 80% (WordStream).
Still not convinced?
One-third of all online activity is spent watching videos (WordStream). One in three people who visit your website is looking for a video.
If you don’t have this in place, you are missing out on a huge market opportunity.
Don’t make this mistake.
I hope you are now convinced that video is important. It’s necessary to grow your business. Let’s dive into why video is so powerful.
Why Video is Powerful
Video Grabs Your Attention!
People are over 27 times more likely to click on an online video ad than static content.
When you are scrolling on LinkedIn, Instagram or Facebook, notice what draws you in. Is it an image? A video?
Generally what grabs us is movement. Seeing something change or transform. This is because there is power in the story.
Sharing stories engage people. Your ideal clients are 1200% more likely to share videos and stories than text or images combined.
When we started the Business Builder Throwdown, we tried launching it on Clubhouse. It didn’t take off. Because it was the wrong platform.
So we moved to a livestream platform. Once we began streaming to LinkedIn, YouTube and Facebook our engagement and audience grew.
Stop denying and resisting the use of video marketing in your business. Accept that it’s valuable and necessary for growth.
Stop blaming the medium. Accept it and get your message out there. Share your story through the power of video.
Video Drives Traffic to Your Website
Companies who use videos on their websites have 41% more web traffic. And as previously mentioned, their conversion rates are much higher.
Use quality video that matches your company's mission, vision and how you help clients. This will help you attract quality leads. Stop wasting your time with potential clients that aren’t a match.
Use video to attract the best clients for your business. Use video to dispel leads who aren’t a match. Call out what your values are. Share who your services and products are for and who they are NOT for.
On my website, I talk about what makes me unique as a holistic business coach. In that video, I also share that “my coaching services are for business owners who are ready to take bold action, get out of their comfort zone and trust my strategies 100%. If this describes you, then let’s talk.”
This tells potential clients the qualities I am looking for in potential clients. And if I’m not a match they can keep looking.
Be clear in what you represent as a company. What values you hold. Who you love working with. The problems you solve.
Do this and you will have a continuous stream of ideal clients coming your way.
Video Increases Buying Intent
A positive experience from a potential customer with a video ad can increase buying intent by 97%. That’s HUGE!
When potential clients have a positive experience on your website, it primes them for wanting to work with you.
This is because selling is inviting your potential client into a closer relationship with you. Demonstrate your ability to solve your potential clients problems. This prepares them for getting into action.
When you show them you can solve their problem, they will want to work with you. You have shown that they can trust you. You have shown credibility and value.
Video is powerful. Use it.
Let’s dive into how to engage your audience.
Video Engagement Strategies That Work
Amplify the Problem or Pain Your Audience is Feeling
The best marketers understand what keeps their customers up at night. What is their biggest hurdle today? What are the thoughts racing through their minds?
The better you understand your customers' pain points, the easier it is for you to show them how important this is for them to solve. This creates urgency and the pressure valve to take action.
In your marketing videos, we want to describe the pain they are experiencing. Articulate this in their words, not yours. Express the problem in detail and in words your customer would use to describe it.
What this does is show your potential customer that you understand them. You understand their problem. It also makes them feel like you are reading their mind.
To test your messaging out, test out phrases on someone in person or on Zoom. If they lean in, nod their head or ask more because they are interested, you have nailed it. And if it’s not quite landing, keep testing your messaging on your ideal clients.
Once you dial this in, it’s something you can use in your elevator pitch at networking events, your opening story at speaking engagements and across all your video marketing.
We want to amplify the pain to the point of triggering our potential customers to take action. This means we need our messaging to amplify their pain to a 9 out of 10 (10 being the most painful). This is key.
Without amplifying the pain, your potential customer won’t see the need to change. They won’t see the need to do anything different. The problem won't be important enough to solve today. And our goal is to get our potential clients into taking action.
Spend the time to get this messaging locked in. It works and it’s worth the investment.
Add Value By Sharing Tangible Actions That Provide Quick Wins
We must show how we are ordinary and extraordinary.
Ordinary because it allows our audience and potential client to connect with us. To see us as human. To show that we can relate to where they are.
Extraordinary because we want to show that we have learned something. That we have gained a skill set that allows us to solve this problem. This is where we prove our credibility and build trust.
One way we can do this is through sharing tangible actions that can provide your audience with a quick win.
For example, when I am doing my keynote on From Failure to Prosperity, I share my business compass worksheet.
My audience is struggling with a lack of direction, overwhelm and burnout. This stems from not having clear priorities or goals. And from not knowing when and how to say no to things that aren’t aligned.
The life and business compass worksheet allow them to map out their life priorities. Outline out their business goals. It helps them get focused. It opens up conversations with family, loved ones and team members on what’s most important to them. It provides a tool for accountability and action.
It also acts as an anchor to remind them of the changes they want to make in their life and to their habits.
It’s a simple tool that has HUGE implications. It’s easy for them to use which makes it easy for them to take action.
Helping your audience have quick wins builds trust. It also builds excitement around taking action. Hope around solving their big problems.
And it positions YOU as the leader who has the solutions.
Create Activities to Engage and Build Community
Our goal with video marketing is to get our potential clients into action. We want them to either decide that yes they want to work with us or no they want to move on and keep looking.
We want to create opportunities for our audience to share their experience. To engage and be part of a community.
One of the biggest challenges our society is facing today is isolation. The pandemic has created incredible zoom fatigue and increasing numbers of depression. We aren’t able to connect in ways that we desire.
Building opportunities for connection and community is solving a problem. This is a worldwide challenge today. It could be as simple as asking them to comment and share their story. Or share the action they are committed to taking.
You could ask them to download your free gift. To share how it helped them move forward in a comment. You can ask them to pause the video and take action on something.
The idea here is to build engagement and connection. We want them to connect with you and your company. If your service or product has a community element, invite them to connect with the community.
Take Action Today
No matter what you do, take action today.
Do something that will grow your business. That will get your message out there.
Build a video for your landing page that differentiates you. Create a video for your next blog article to increase engagement and sharing. Use live video to connect with your community and potential clients. Share videos with powerful stories on social media.
Do something that will move you and your business forward.
I would love to hear what action you are committed to taking today.
Email me at Holly@hollyjeanjackson.com, message me on LinkedIn, or find me online.
Feeling Stuck?
Consider scheduling a complimentary discovery coaching call today.
You will walk away with strategies that work. Clarity on what step you need to take next in your life and business.
You will walk away confident and ready to take action that matches the size of your dreams.
Follow Holly on Facebook, LinkedIn, YouTube and Instagram. You can also visit her website to learn more.
Holly Jackson, Executive Contributor Brainz Magazine Holly Jackson is a certified Holistic Business Coach. Through Holistic Business Coaching, Holly helps holistic entrepreneurs and business owners start, build or scale their business without burning out. Holly’s clients learn how to cope with stress, define their life priorities, and rediscover their passion for business. She helps them see blind spots that often cost them exposure, clients, and income. Having undertaken a thriving career as an executive in Silicon Valley, Holly chose the road less traveled. She decided to leave the corporate world. She has dedicated her life to helping individuals design the life and business of their dreams. For over 12 years, Holly has provided insights, strategies, and fresh perspectives across multiple industries. Holly states, “My clients can expect accountability, growth, and an individualized step-by-step game plan for success. I believe every professional must develop their internal compass and decide what their legacy will be. Holistic coaching goes beyond helping your business and helps the whole person.”
