Video marketing is a powerful tool for businesses to connect with their target audience and convey their message effectively.
However, not everyone feels comfortable appearing on camera, and that’s perfectly fine. In a world of selfies, this statement alone definitely surprises some people! If you’re a solopreneur seeking innovative ways to leverage video marketing —without stepping in front of the lens–you’ve got options.
The first thing you’ll need to do before you decide on what kind of video you’ll make is to define the part of the buyer’s journey your video fits into.
By clarifying your audience, it will help you focus on what elements need to be in the video. What part of the buyer’s journey is your audience on when they watch this video? Do they even know you? If not, you need to make your video, and whatever you are marketing (you’re not selling them anything in this video) memorable and clear.
As a brand, authenticity is key. But ironically, sometimes having someone else speak about you or your business can be more genuine and relatable to your target audience. As an example, would you trust a man to market a nursing bra? Or would you be more interested in hearing from a mom in her 20s, with a newborn?
Have your clients create testimonial videos where they share their positive experiences working with you. This type of video would be used in the “evaluation stage” of the buyer’s journey. Again, you don’t need to be in this video at all.
So how do you plan your video if you’re not in it? The same way any video is planned. It’s either different talent, or different presentation.
Explore alternative video styles when it comes to what is seen and heard.
For example, professional spokespeople can deliver the content on the camera, while a voiceover artist can narrate a slideshow you’ve created from imagery of your product. Whiteboard animation videos, on the other hand, use a narration track to drive captivating animations, making them perfect for explaining complex concepts, processes, or products.
Creative scripting allows you to choose the visuals
Once you’ve determined your messaging and chosen the appropriate video style, it’s time to create a compelling script. Outline what visual elements will accompany your narration and gather the necessary resources, such as stock photos or videos, graphics featuring your logo, and a clear call-to-action at the end. Consider how you’ll start and end your video to capture viewers’ attention and leave a lasting impression. If you feel confident in your video creation skills, you can handle the process yourself. However, if you need assistance or advice, I’m happy to help- just reach out!
Whether you’re in the video or not, you should consider where it will be seen, and ensure you format the video for that showing.
Different social media and ad platforms have their own rules and specifications for video content, so make sure your video aligns with their requirements. While uploading your video on YouTube is a good start, it’s important to reach your desired audience effectively…and that might not be YouTube. Explore a variety of ways to share the video with your target audience to maximize its impact.
