Create a “Wow” Moment for Your Clients
Do you want a way to stand out from the crowd? Would you like to be seen as a resource for potential customers? Do you want to build buzz for your organization? Here’s a great idea that can do many of those things and more all at the same time:
Record a workshop or seminar on video.
For many entrepreneurs, you know you need to be the face of your business. You want to provide great content and ideas to keep your customers coming back for more and captivating new audiences.
If you regularly present a workshop or seminar, set up a camera and record your next one. If you don’t, then create an event that includes you speaking on a topic relevant to your target market. Inviting current clients is a great excuse to reach out to them, stay on their radar, and be seen as a valuable resource. Potential clients will get the added benefit of seeing you in person. And once its recorded, those potential customers who can’t attend will be able to watch it on-line and get to know you virtually.
What if you don’t like presenting? Or what if the information your company could share is too technical and not enticing enough for people to want to attend?
Bring in experts who have exciting and valuable content to share that relates to your business. For example, auto loans are one of Mid-Atlantic Federal Credit Union’s biggest products. Rather than bringing in a loan officer to talk about the snooze-worthy details of auto loans, they instead brought in an expert to talk about car buying and how to negotiate the best deal. Not only is this great content, but now when people view this seminar on MAFCU’s website while already thinking about an auto purchase, they’re more likely to think of MAFCU for their loan.
What if you aren’t a brick and mortar business and don’t have a location to use for a presentation? Consider teaming up with another locally-owned business who has a shop and with whom you share a target market. For example, a fitness trainer might connect with a local exercise apparel store to give a talk in their store. Both the trainer and the store can cross-promote the event to both of their customer lists, thus reaching an even larger audience and adding more value for everyone.
Make sure that with any speaking event, you use it as a great reason to get in touch with media outlets and gain press and exposure for your efforts.
Once you have your video recorded, make the most of it. Post it on your website, youtube and vimeo. Tweet about it and share it on Facebook. Tag it and share it. Do whatever you can to get your video in as many places as possible on-line.
Whether you hire a professional or do it yourself, a few things to keep in mind:
1) Audio is key!
You want to make sure you have quality audio to record your speaker. Don’t rely on your camera’s microphone, which will likely be much too far away to capture good audio of your speaker. Use a wireless lavaliere microphone or make sure the speaker is using a microphone in conjunction with a sound system. If your viewers can’t hear the content, they will turn it off. And then what was the point of recording in the first place?
2) Audio is really key!
Plan your presentation ahead of time to factor in other audio issues. If your talk is likely to have question and answer, you need to do one of two things. The first would be to let your audience know that you will take all questions at the end of your talk. Once you've recorded your ending, turn off the camera and answer questions. If you work better handling questions throughout the presentation, make sure to repeat the audience member’s question into your microphone before launching into your answer. Otherwise, the viewer will be confused and may turn off the video.
3) Adjust your video settings ahead of time.
If you or the speaker has a Powerpoint presentation, you want to make sure the camera video levels are set so that the Powerpoint screen isn’t too bright and unable to be read, but also that the speaker isn't so dark that they can’t be seen.
4) Remember your end product.
Your final video will likely be on-line and typically shown in a fairly small box. Remember this and don’t film the talk as one long wide shot so as to include the audience. Otherwise, the speaker ends up looking the size of an ant. Stay mostly on a medium to medium-close shot of your speaker so the viewer can concentrate on what is being said.
5) Use the time you have your camera to your advantage.
Especially if you hire a professional, consider having your current clients who attend the talk record brief testimonials before or after the event. Likewise, you could use that time to film a brief “About Me” interview of yourself that can be edited later into a video about your business.
With a little advanced planning, you can truly make your business stand out from the crowd with a signature talk event that is recorded and shared for months to come.
I’d love to hear how you’ve used video to make your business stand out. Please comment in the box below and let us know how you did it!