Hello Rainmaking readers! Several weeks ago, I shared my perspective about the difference between direct and indirect marketing strategies, and how those of us who sell professional services should use a combination of both in order to generate business. I mentioned that the most important strategy (if you could only do one of them) is the direct strategy – the one-on-one contacts with your target audience or referral partners. But, indirect marketing like your website, blogs and video (among others) are a nice complement – and hopefully you have time, resources and a little bit of energy to dedicate to that as well.
Why Use Video?
Images and videos are much more compelling to your audience than simply sending newsletters (electronic or paper…paper??) or link to websites. That’s why my blogs always include an image, always include links to more information, and sometimes include links to video. That’s because, I’ve just recently found an affordable way to share video. I tried it last December. And then had so much fun with it that I’m rolling out a 5 day “Rainmaking Forecast” to promote my Jumpstart Your Rainmaking program.
Green Screen Technology
Check out this video. You can see that I shot it with a screen behind me that featured my graphics, logo, and company colors. I worked with a team of directors at a company called Your Biz Vid http://yourbizvid.com/ to shoot 6 videos in just over an hour. Not a lot of rehearsal, no memorization, and no editing. And I walked away with the videos on a flash drive – ready to use immediately. Green screen is the same technology used by weather people on television, as the various weather maps are displayed behind them. Sounds very complicated. But the team at Your Biz Vid has found a way to make it easy and affordable – mostly by cutting out the editing time. You set it up with them and they work with you to get the best “take” on the day of the shoot, without doing the expensive editing. You can post your videos to your website, YouTube, and social media on the same day. I sound like a commercial – don’t I? But I’m not getting paid to say this. I just feel very strongly about this service. And they are a start-up! Who doesn’t love to support a start-up? Talk about building rapport with your audience, gaining search engine optimization with proper placement, and having multiple places to tie this together in social media.
How Will You Use Your Hour?
Let’s assume that you like the concept. You agree that adding some video to your marketing is a good idea. And you call up and book the appointment. Now what? Consider making a few short videos that will be compelling to view. A good rule of thumb is to make each video last less than 2 minutes. By shooting a few shorter videos (remember you can spend the hour however you want to), you can test out different products, markets, etc. For your first video, maybe you want to introduce yourself and your company. Address your target market with a short introduction about your services, something cutting edge in your industry (or theirs), and a “what’s in it for them” summary. Maybe shoot a series that you will continue in subsequent appointments in front of the green screen. Consider quick posts that you’ll share on Facebook and Linked In, either directly or through the creation of your own company YouTube Account. For instance, here’s my company YouTube account showcasing the various videos I’ve created. (Spoiler alert…part of them include a campaign I’m running next week.)
More information
Interested in learning more about how to use indirect technology like videos in your marketing for service professionals? Check out my “Jumpstart Your Rainmaking” 3 day webinar series, starting again in May. Want to check out Your Biz Vid directly? Contact one of the founders, Buddy Saupe, directly at 650-533-8790. I hope you’ll check it out. What have you got to lose?
