When Using Video For Marketing Think Of Your Camera As Your Observer
Using video for marketing is a powerful strategy but there are specific ways to use video such as using your camera as your observer.
When it comes to marketing strategies then video is in my opinion the most powerful strategy that you can use. For several years I have been creating video content around all my businesses and that catalogue runs into many hundreds.
I find it the easiest way to get my message across and to connect with my audience. It is real, raw and show your true authenticity or lack of it. There is a saying that the camera never lies!
The Camera Is Your Observer
The purposes of your videos will change depending on the content that you create. They may be used for generating sales or leads for your business or they could be spontaneous when you have inspired thoughts. What ever the reason I want you to adopt a mindset of using your camera as an observer. So, what do I mean by this?
Many business owners and marketers think that when you use video for business purposes it has to be polished. The lighting must be spot on and the audio needs to be crystal clear. That is true if for example you are using video for training purposes such as tutorials in a virtual or physical environment.
When you are outside at various locations it is not always possible but that should not stop you from pressing the record button. Some of my best videos are where I am out by the lake or on my run and I feel I have something to share. As I have always got my phone with me it is extremely easy to stop and then record my message.
Getting Comfortable With the Came When Using Video For Marketing
Video is a fantastic medium to become creative and to explore what you have inside of you. Fortunately, the majority have access to camera with our phones which are like super computers. They have more functionality than what was available 50 years ago when they sent men to the moon. Imagine having the equivalent to space command in your hands!
Also, for just a few hundred dollars you can have professional DSLR camera and tripods which are easy to assemble. Added to the fact you can connect to the internet from these devices you are good to go. Nothing should be in the way to stop you creating content for your audience.
Have The Confidence To Explore Your Content
Just a few months ago I started to explore and practice new ways to deliver my content through video. I have always used selfie sticks or just holding the camera in front of me. It was over some time that I was on holiday at my parents’ home in Tasmania that I got the tripod out. Over the road from my parents’ home is a beautiful spot near a lake so that was where I headed to.
I had purchased it a few months earlier in the USA and it was only around $20 but it expands up to face height. Also I had a really nice DSLR camera which I hadn’t used for a while, so I hooked everything up.
I set up on a public footpath which was part of the exploration process because it adds to the authenticity. I didn’t know if anyone would pass but they did which was cool.
Then I started to talk to the camera as though it was my audience and observer. Facebook live is a brilliant tool so decided to connect with my Build Your AU members.
Having The Freedom To Express Yourself
Because of my set up it was extremely easy to express myself as I had no restrictions. One of the comments I had from one of my members said it all. He said that “going hands free was very liberating” which is true.
When you are on video you can leverage so much more than just your voice. The words you speak has impact but so does your facial and hand language. You can become much more animated and visual to enforce the point you want to make.
Also, your body movements can have an effect when you move into the camera. Sometimes you will want to draw the camera in, so the focus is more on you which people take notice of.
Never be afraid to have notes with you either to remind you of things that you need to say. The thing to remember though is that you don’t want to come across a being scripted. Pausing adds to the experience you want to create for your audience because it engages them. They are hanging on what you are saying and eager with anticipation.
This whole process revolves around you having fun and exploring your content and ideas. You are exploring what you are good at along with what you do within your business. Sometimes we rely on being told what to do and how it is meant to be.
At the end of the day there is no right or wrong way to do it. Sometimes the uniqueness comes from not being told what to do and how to do it. By exploring you will discover your own uniqueness which is what you audience wants to see.
Practice Makes Perfect
This process may be foreign to you so I would suggest that you practice this way of delivering your content. Maybe in a safe and secure environment such as a Facebook group you have for your business. It is a learning curve and you can get instant feedback from your members like I do.
Then take this approach out into the big wide world and see what happens. Your audience wants to see real people and this process will enable you to show your authenticity.
It is a matter of speaking from the heart without having a formatted script in front of you. Live video in many ways is easier to do than if you are recording it. If you record things you become super critical and look for any imperfections. When you find them, you tend to do a retake because you feel the need to do so.
Live video is a one take shot and you find a way to deliver the message you want. Any imperfections add to the realness and authenticity. The most important thing is to take action.
Get things set up and then as I have mentioned use the camera as your observer. You don’t have to look straight down the camera lens all the time. Think about when you have a conversation, yes you make eye contact but it not a case of staring people out. Glancing away adds to the feel of having a real conversation, only this time the conversation is with the camera.
Your audience is the other side and what they see is a real person delivering real value and being authentic.
Using video for marketing is something that I cover within my Build Your AU mastermind program. I have created an immensely powerful series of previous masterminds so you can see the process I go through. I feel these would help you define many things about your business. Who you are, what you have done and who you want to impact? Registration is free so click here to see how I can help you develop your authenticity, authority, and your audience.
Helping you build your authenticity, authority and audience.
Trish Davies
Build Your AU
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