Lights! Camera! Get Attention… Video for Your (Personal or Business) Brand!

How have you used video to enhance your personal or business brand?

I asked Angela Horne of MediaScript, LLC to contribute to this month’s post because Angela’s company has the unique advantage of having been on the cutting edge of the use of visual images in technology for some time now.  It does not matter whether you work for yourself or you are an individual contributor, your technical image is key to getting visibility for you, standing out and creating a brand that resonates with others.  It is also a great tool to back up what we always “preach” at Promoting U-  to be visible and to be unique- so why not use video?!  Don’t worry, we need to follow our own advice and are in the process of rebranding through the use of video testimonials and products- to be released each month over the next several months. 

Enjoy this advice from Angela- very compelling for why you need to consider your onscreen image as part of your personal or business brand, regardless of industry or job level.

“Show the readers everything… tell them nothing.” – Ernest Hemingway

Video has become the medium of choice for people looking for information on the internet. A few short years ago video was just movies, TV shows and commercials… now video is everywhere from your phones, Facebook, YouTube, email, etc. And professionally produced video is more affordable than ever when compared to other marketing tools. It is no coincidence that YouTube is the #2 search engine in the world with over 4 Billion videos played daily. People find it much easier to “experience” a video on a given topic than read about it.

A recent survey from Eventbrite found that 78% of 18 to 34 year olds would rather pay for experiences, such as concerts, events, etc. than buy material things – they call it the “Fear of Missing Out” (FOMO). Video is the one medium that allows the end-user to experience a connection with not only you but your products and services!

Here are six ways video can be effectively used whether you own your own business, run a line of business, or simply want to act like your own business:

  1. Storytelling – when you tell a story to current or potential clients they tend to form a connection with you and your organization and want to learn more.
  2. Stream an event – streaming gives you the opportunity to allow more participants at an event; also it allows the organization to boost revenue by opening registration up to a wider audience.
  3. Training and e-learning – with online learning you can rapidly educate, track and measure end-user performance. Also, Subject Matter Experts (SME’s) have the ability monetize their intellectual property in a secure environment.
  4. Showcase your products and services – a widely popular TV program like “How It’s Made” is a great example of this. It allows individuals to understand your products and services as well as what makes them unique.
  5. Highlight customer testimonials, case studies and press releases – a great indirect way to “toot your horn”.
  6. Get found, know and look like an expert in your industry. –YouTube is still an untapped SEO resource. (I can’t emphasis this enough – YouTube is the #2 search engine in the world.)

Video has changed the way individuals want to see content; sourcePEP says that 80% of people will watch a video while only 20% will read text. And Forrester Research’s Dr. James McQuivey says “a minute of video is worth 1.8 million words.” I feel that this is a powerful statistic because it is not just about what is in the video or even being said – it is about the connection and “experience” the viewer is having. Here are some more statistics I found.

An article by Forbes Insights says; 75% of Senior Executives watch work-related videos on a business related website weekly. And 65% of those executives have visited a vendor’s website after watching a video.

Forbes also says; video increases people’s understanding of your product or service by 74%.

Forrester says the chances of getting a page one listing on Google increases 50 times with having a video on your website.

According to Cisco by 2017, video will account for 69% of all consumer internet traffic.

As I was getting ready to send this to blog to Tonya at Promoting University, a new report came out that reinforces what we have been telling our clients for years about the quality of their video and its content. According to Conviva, 75% of viewers will leave a poor-quality video within 4 minutes of watching and one-third will leave the site to look elsewhere.

So as you can see video can be a powerful tool to increase your exposure and brand awareness. Businesses that include quality video into their overall marketing strategy see higher engagement rates, higher click-through rates and higher conversion rates.

-Angela Horne, CEO and Co-founder of MediaScript, llc.  / www.mediascriptllc.com

Since 2009, Angela has served as Chief Executive Officer of MediaScript, llc, a company founded between her and her husband Ron. MediaScript is a certified women-owned business specializing in video production, e-learning and event services. They began the business by combining both of their backgrounds to become a production house and a reseller of educational technologies to focus on the e-learning market. Five years later, the company has grown to include videography, editing, content development, custom learning management systems, lecture capture systems, streaming and event services.

Angela is a member of the Women’s Business Enterprise National Council (WBENC) and serves as chair for several committees through their Regional Partner Organization the Ohio River Valley Women’s Business Council (ORV-WBC). She was named WBE Advocate of the Year in 2013 by ORV-WBC and was appointed to WBENC’s National Women’s Enterprise Leadership Forum in 2014. Angela is also, a member of the National Association of Women’s Business Owners (NAWBO).

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