You don't need to be a natural salesperson to grow sales for your small business, you just need the right strategies. In my experience working with small business owners, video has led to positive results attracting new clients.
The goal with video content marketing is to start the conversation with an interested prospect. It's not to make the sale on the first introduction.
The key to success is following the right steps even if you are camera shy. It’s important to note, however, that before you turn on the camera, you must first define your audience, identify how they consume information and set the stage for your on-camera entrance as the expert.
Here are 5 steps to using video to increase sales.
1. Identify Your Ideal Client
This may sound obvious but identifying your ideal client makes it easier to also identify their needs, wants and problems. You can also acquire information about your ideal client's key business stats, including revenue, business size, industry profile, or the type of product or service offered, among other details. This information is important because you have a better ability for targeting in your advertising and social media marketing efforts.
2. Identify Where Your Ideal Client Resides
It's important to identify where your ideal client resides online. In other words, what type of information do they consume and where do they consume it? Thus, the job title of your ideal client matters. For example, if you're the owner of a software company that sells services to chief information officers of consulting companies, there are certain publications, trade organizations, Facebook and LinkedIn groups they spend time with. Additionally, the CIOs may read or study certain information for their industry. Knowing this helps you create valuable content for your prospective client.
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3. Make a List of Frequently Asked Questions
After identifying the ideal client, craft a list of frequently asked questions. People buy goods and services for two reasons: to get a desired result and/or to solve a problem. The CIO you sell goods and services to is always looking for answers and solutions to his or her company's problems. Creating a list of FAQs highlights you as the expert to solve that problem. More importantly, answering a question your prospect is concerned with before they ask shows you're aware of their challenges. It makes it easier to show your expertise.
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4. Understand the 3 Keys to Video
This is the most important part of using video for your marketing and client attraction strategies. I shoot my own videos for LinkedIn, YouTube and Facebook and in my experience, lighting, sound and backdrop are overlooked considerations when shooting a video. . Many business owners struggle with video because their lighting is bad, audio is terrible and the backdrop isn't framed correctly. You can quickly and easily shoot your own video with your mobile phone, a tie clip microphone (easily found online) and use your office or backyard for the backdrop. If you're not skilled with video, you should consider hiring a videographer to help.
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5. Make Sure Your Video Has Important "Calls to Action"
Adding a call to action is one of the easiest, yet most overlooked strategies to selling with video. A call to action is a direct instruction to the viewer to do something you want them to do. For example, on radio or TV ads, a call to action would be "visit our website" or call this 800 number to buy this product.
The difference with your video is that you're not asking your viewers to buy anything, instead you're asking your viewers to contact you, post a comment with a question and/or share your video with a colleague.
If you provided important content to a prospective client, your next step is to encourage them to make contact. The call to action guides your viewers to your next steps.
A Word of Caution with Video
Don't fall in love with the vanity metrics of your videos. Vanity metrics are likes, shares and comments. Vanity metrics don't lead to new clients because if a viewer is interested in your services, they'll call or email you directly based on your call to action. The goal is to present yourself as the expert with the right experience to solve your prospective client's problem. Think of it this way: who you connect with is more important than how many. Wouldn't you be happier if you connected with the CIO of a major company, even though you only had 10 views on your video?
About Ebong Eka
Ebong Eka is no stranger to the world of personal finance. As a certified public accountant and former professional basketball player he offers a fresh perspective to small business planning and executing. With over fifteen years of accounting, tax & small business experience with firms like PricewaterhouseCoopers, Deloitte & Touche and CohnReznick, Ebong provides practical money solutions tailored to the everyday person, the aspiring entrepreneur or the small business owner.
Ebong is the founder of EKAnomics, a sales, pricing and leadership firm. He is also the founder of Ericorp Consulting, Inc., a tax and management consulting firm. Ebong is the author of “Start Me Up! The-No-Business-Plan, Business Plan.”
Ebong is also the founder of The $250 Tax Pro, which provides tax preparation and consulting services in the Washington, DC area.
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