Your story is the hardest one to tell, but showing up and authentically sharing your message is a proven marketing strategy. Being on camera can be intimidating. It’s easy to fear being judged by others for what you’re saying or how you look.  Heck, sometimes I’m my own harshest critic when I’m about to sit in front of the camera. 

Unfortunately, if you don’t feel confident in front of the camera, it shows and the audience feels your discomfort. We want them to connect with you in a positive way, so here are my top tips that will help you gain confidence in front of the camera.

1. Know your story

Practicing your script is a great way to shake out the fear and get comfortable with what you have to say. Practice your script everywhere; in your car, in the shower, call a friend and ask for feedback. You need to be able to communicate your message confidently and to gain that confidence, you gotta practice what you are going to say.

2. Use a teleprompter

When you have a lot of content to deliver and can’t memorize it all, a teleprompter can save you a lot of time and frustration. It allows you to read the script in front of the camera, decreasing the amount of time spent recording and editing the footage.

 

3. Embrace the mistakes and throw away bad takes

When you’re watching a video, you do not know how many times it took that person to record the video. They could have had 43 shitty takes before they nailed the one that you’re watching. Record your message until you are satisfied with your performance and delete the crappy ones. No one’s going to know. But make sure to save the funny mistakes for the blooper reel.  

4. Hire a producer to help you

I know, but it had to be said. My job as a producer is to help you look good and sound smart. I’m also a confidence surrogate and hype woman for those nervous about being in front of the camera. A producer can take responsibility for your appearance so you can focus on making a connection.

Once you know your story, you need to share your genius with the world. You’ve got to change your internal script and stop nitpicking about what may go wrong. Just be prepared and you’ll shine on camera. Remember, marketing isn’t about you. It’s about your prospect and how your services can help them. Instead of fearing rejection, think about the possibility of connection and acceptance. I would rather get judged on my appearance than to never share my gift to the world. People need to hear your thought leadership. Now go record some awesome content.

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Your video partner is the most important relationship you can have in the video marketing industry. Video is expensive, so it’s got to succeed. How do you pick the right partner?

If you’re reading this, most likely your skill set is not in video production. You need to pick a producer that knows your audience and can guide you from production to distribution. You also want them creating multiple pieces of content out of one recording session. Whether you’re thinking of making a video or already have footage you’re not sure how to use, picking the right video partner creates more opportunities for your brand.
 

Avoid a video production company who doesn’t understand your audience or how your video will perform.

All video content creation companies are different. Some focus on the technical side of production and show off their latest expensive gear to impress you. Anyone can buy gear, that doesn’t make someone great. Some only capture what is put in front of them without adding creative opportunity. Sometimes you only need to document, but it’s always worth exploring the opportunity. Some get too artsy to feed their creative ego and ignore your needs.

If your prospective video vendor doesn’t discuss your goals, audience demographics, or distribution strategy in the first meeting, chances are, your video will not reach its full potential. 

A video company might tell a great story, but are they focused on making content that will achieve your marketing goals? For them, a video’s performance isn’t their responsibility – it’s yours. It’s your brand, so you drive the conversation. This leaves you with all the risk. If a video underperforms, it’s going to reflect poorly on you to your boss. Really, it should reflect poorly on the producer. Avoid this trap.

 

A video marketing firm is different. They take a holistic approach to video.

Video marketers examine your audience and goals, helping you plan before hitting record. Their strategic approach identifies what to make, what to say, and where to put your video to optimize performance. Less time is spent in editing because they have a plan before post-production starts. That plan includes getting you multiple pieces of content from one recording to get your brand out there.

At my company, Video Story Studio, you don’t have to worry about making a mistake, how you look on camera, developing a script, or underperforming videos. We will be that invested video partner that strategically attacks your goals for you. We check in with you. We get your feedback. BUT we take on the responsibility of making an amazing product. That’s why you hired us.

With strategic planning, compelling videos will move your prospect further into your sales funnel.

Our Story Sketch is how we help create and share compelling videos. We start with your goals, evaluate your audience, create multiple pieces of content, and develop a distribution plan. Think of our process as a larger flow chart, a plan that helps you plot out major stops but also see the bigger picture for your video.

You can take the Story Sketch to your CEO, so they see your plan and understand the importance of using video in the marketing plan. You show them they get not one video, but multiple pieces of content for the same budget. Ultimately, we help you get the thumbs up for investing the money.

 

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Did we give you some things to consider before hiring a video vendor? Ya! Want more great advice?  Sign up to get an email notice about our latest blog post.

If you’re thinking of producing a video in the next quarter, schedule a 15-minute call to see if we are the right fit for your next project!

The thing that pisses me off most about the video production industry is the lack of diversity behind the camera.

Storytime. I was lucky enough to secure employment out of college at a small boutique video production company with a female creative director and a female producer. I became the third female on the production team with six other male crew members. There was age diversity, but we were all very pale. At my next job, I was the only female on the production team with four white guys. This is a very typical experience in the industry, and that’s only speaking from my limited perspective as a white female.

You might have had your own experience with lack of diversity on the production side of the industry if you’re a marginalized group. But what problems does this lack of diversity create when you are the client hiring someone to create video content?

 

A lack of diversity behind the camera means a lack of diverse storytelling.

When you outsource as a business, you might have problems finding a content creator that relates to your target audience or can really tell your brand’s story. To make dynamic content that speaks to your prospects, you need a team. And those team members should be as diverse as possible, so you can create a deeper connection with your audience.

One perspective is boring and halts innovation. If everyone was the same, no one would stand out. That is the exact opposite of what you want your marketing campaign to do.

Having a content creator with diverse life experience, especially when that diverse background relates to the experience of your target audience, is a benefit. You get deeper connections and more effective marketing. You also avoid the pitfall of hiring a content creator to tell your story that misunderstands your audience and gives you not only less effective marketing material, but material that attracts negative attention from your audience.

 

So, what can I do?

Before you hire a production company or marketer, see who is on their leadership team. Then look at your customer base. How similar or different are they? You vote for change with your wallet and departmental budgets. Pick a partner who understands you, your brand voice, and your people.

You can also look to hire WBE and MBE-certified businesses (women-owned and minority-owned business enterprises) or some other marginalized group you want to see telling stories. Change comes by giving opportunity. For me, I’ll continue partnering with and championing the underrepresented content creators in the industry. Video Story Studios practices outsourcing to diverse partners as one of our core values.

Let me end by saying I will also be the first to admit this is a topic that cannot be addressed or solved in one blog post or even several. Like I said, my own experience and voice on diversity is limited by being white and female. But this topic is one I’m passionate about, angry even. To further explore diversity on the blog, I’ll be bringing on a diverse set of voices from the industry to speak on their experiences. Ensuring that there are diverse storytellers ensures we form deeper connections with people, and that’s the key to better communication and creativity within the industry.

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Ever wrapped up a video project and thought, “Now what?” The production process was shiny and exciting, but months of time and thousands of dollars later, you sit and wonder how to get the most out of your investment.

Whoops…that question should have been asked at the beginning of a video marketing project.

You needed to build a roadmap of where you wanted to go before investing in video recording. To maximize your investment, you also needed to consider all the ways you could have used that video asset, without it being a one-and-done investment.

Now, I’m not talking about simply posting your video on different platforms or changing up your call to action. Those are all great strategies, and you should be doing them (you’re doing them, right?). I am talking about all the other elements that you could have captured during the project to provide you with numerous assets at your disposal (see our Video Multiplier blog).

Great advice, but what do you do now that the time for strategy has come and gone? There are still ways you can get the most out of your video investment and add to your video marketing process moving forward! 

1. Build a video archive.

• Ask your production partner for all the footage on a hard drive upon completion of recording. I mean everything…even stuff you think will not be useful. If they filmed it, you want it.
• Rename all your footage source files, so they are easy to identify months from now.
•  Duplicate the footage onto another hard drive. Always have a backup, and replace hard drives every 3 years as maintenance. 

2. Use the video archive.

• Share your archive with marketing vendors and news outlets for easy access and new asset creation.
• You can use the B-roll (non-interview footage documenting the details, your people, location, and product) and interview footage for years in the future, regardless of if you hire the same production partner or not.
• Make sure you own the copyright of the footage and have it in writing. You hired the company to provide a service and paid for the footage. You own the work product from your time together. Know where to point inquiring minds if they question your rights to the footage.

3. Look ahead to the next production.

• Have your production partner take behind-the-scenes video or photos. If nothing else, have the company intern tag along and capture stills on their phone.
• See if they will throw in headshots or other photographs for free. Many videographers record on a DSLR camera that allows them to take still images.
• While you’re recording your video, focus on capturing marketing assets that can be reused time and again to build your video archive.

It is quite magical what videos can be made from existing footage. More than once, I’ve been asked to assist on a project that has no time, budget, or opportunity that allows for capturing new video assets. Combining B-roll, photos, stock footage, and a well-scripted voice-over has saved the day on numerous occasions for my clients.

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Did we give you some things to consider before hiring a video vendor? Ya! Want more great advice?  Sign up to get an email notice about our latest blog post.

If you’re thinking of producing a video in the next quarter, schedule a 15-minute call to see if we are the right fit for your next project!

You’ve probably heard of a brand book. If this term is new, a brand book is simply a brand style guide that outlines specific standards for maintaining brand identity across external and internal communications. A brand book typically defines your mission, target audience, and visual guidelines (logos, colors, fonts, etc.)

Your brand book can easily be handed out to contractors to guide them on your brand’s visual elements and style. But what about the voice of your brand, the words someone should use? For instance, how would you communicate your brand’s voice and tone to a scriptwriter? Enter the brand voice, a resource that defines meaning, communication, and tone guidelines for your brand.

For video and its accompanying elements specifically, a brand voice is a resource to start conversations about how to present yourself and your brand on camera. A brand voice helps you know what to say and what not to say (voice) and how to say it (tone) to connect with your audience, no matter who is speaking or what contractors you loop into the creative process.

Think about how many different people, in-house and out, contribute to the captions for social posts, the copy for worksheets and resources, print ads, video scripts, blogs, or presentations. Consistently communicating an idea (having a voice that’s well…on brand) and connecting with your audience is crucial to your success as a marketer. Whether you keep your writing in-house or occasionally add contractors, you need a brand voice document to convey the spirit of your brand.

 

Tips to define your brand voice.

1.   Review your brand’s core values. What do those say about how you should speak?
2.   What problem or issue is your brand on a mission to solve? How would a person passionate about solving that problem speak? Note the words would and WOULDN’T use.  Sometimes it’s what we don’t say that matters.
3.   For tone, are there any industry words or jargon that you use? How can you say those same things WITHOUT the jargon? This will create a deeper connection with your audience.
4.   For tone, what kind of conversation do you want to have with your audience? Are you a motivating coach, a wise confidant, a calming voice in a reactionary industry?

Developing answers to these questions can feel overwhelming but is crucial for the success of your marketing. We often write a B2B client’s video script, accompanying captions for posts or video descriptions, or landing page copy and help them develop a brand voice for the project. We have a few simple ways we accomplish this:

1.   Understand the goal of their video project and any constraints like budget, time, assets, talent, or internal resources (we love working with constraints!).
2.   Get to know their audience. It’s more than the demographics. It’s the psychographics (a consumer’s attitude, values, and frustrations) of what makes that audience feel connected to the brand’s service.
3.   Ask a TON of questions and note keywords and phrases they say that make the content uniquely theirs. Internally, companies often communicate in shorthand or industry terms the customer may not understand. I help break down industry jargon to connect with the customer in a voice and tone that reflects how customers understand the problem, value, or service the company is addressing. 

All of this to say, developing your brand voice and creating a brand voice document are well worth your time. The result is consistent messaging and strong connections to your potential clients.

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Did we give you some actionable items to start your own brand voice document? Great! Want more great advice?  Sign up to get an email notice about our latest blog post.

Need Help?

Not sure how to develop your brand’s voice, let alone write in it? This clarity comes with working together on a Message Map. Learn more about this service.

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Did we give you some things to consider before hiring a video vendor? Ya! Want more great advice?  Sign up to get an email notice about our latest blog post.

If you’re thinking of producing a video in the next quarter, schedule a 15-minute call to see if we are the right fit for your next project!

Video is a top attention-grabbing tool for B2B marketing, but marketing can feel like a guessing game. How do you know if your video is even performing? Most people advise you to track likes, shares, comments, and average watch times. These analytics are just numbers though and do not always tell you about the success of your content.

You need to understand what parts of your content got your viewer to bite. If you don’t, you can’t make strategic changes. By focusing on the right success metrics, you can increase your video’s performance and your bottom line.

Understand what you consider a win. From the beginning, set up a SMART goal (Specific, Measurable, Attainable, Relevant, Timely ) to know what you’re tracking and what you’re trying to do. If you want brand awareness, go for likes and comments. If you want performance, track how many people follow through on your call to action (aka your click-through rate). Understand how different numbers support your goals.  

Define a clear, desirable call to action for your viewer. Video marketing is a tool. It supports your initiative and drives people to action. Make sure your next step is well thought out and something people want badly enough to give you their time and attention.

Look at how your video is packaged for your viewers. Viewers are busy and distracted, but video is an attention-grabbing medium. Once you have their attention, keep it with strategic captions and supplemental content like your landing page. If your video isn’t converting, consider how the accompanying material could be playing a role.

Use A/B Testing to get rid of the guessing game. You can test different messages to figure out what converts your viewers. Try different titles, captions, key words, calls to action, or unique URL links for different versions of your post. These can all be tracked, tested, measured, and changed.

Get a clear picture of your video’s performance using strategic tools. You need to understand how your video and supplemental content are converting viewers (or why they’re not). Using a combination of Google Analytics, the video platform, and action tracking will help you understand what messages are working.  

Track the drop-off rate and average watch time to see if your content is engaging. Some platforms like Facebook and YouTube count a 7-second watch time as a win. Yikes! You and I, we want quality, targeted messaging that keeps a viewer’s attention span until the end when they hear a call to action. That being said, I usually advise clients to keep videos under two minutes of engaging content, less when it is a promotional video.

Wait 3 months before you try a new strategy. Part of marketing is a waiting game. Before you have enough data to change your plan, you need to let content playout for 3 months, make small tweaks, wait 3 more months, and compare your findings.

Remember, video marketing is not a popularity contest. Your most liked video could generate the least revenue. Your video with less likes could start a relationship. When you analyze the right metrics and adjust your marketing strategy accordingly, you will build the relationships you want and achieve your business goals.

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Did we give you some things to consider before hiring a video vendor? Ya! Want more great advice?  Sign up to get an email notice about our latest blog post.

If you’re thinking of producing a video in the next quarter, schedule a 15-minute call to see if we are the right fit for your next project!

For video marketing to be successful, a digital distribution plan for your videos is a must. With people fast forwarding through broadcast commercials and cutting cable, you need them to find and share your content from their devices. Be strategic with what you say, who you say it to, and where you say it. 

With a compelling story, you will capture your audience’s attention and make them fall in love with your brand. Without a plan, you are lighting your budget on fire.

 

Video is expensive, so get it in front of the right people.   

Do you know where your audience is online and how they like to consume video? These are essential questions to ask when developing your distribution plan. You have to get in their mindset and think like they do. No matter if you’re offering a service, raising money for a cause, or offering educational content, you have to speak to your people in the words they use and specifically, what they type into the browser search bar. And, you have to make your content memorable and conversational. 

While trends can be a fun way to engage your audience, if your client doesn’t engage with TikTok or Instagram stories for the content you provide, your content will not convert. Will your videos get you that paying client, convince a donor to part with their hard earned cash, or help an employee take initiative to learn something? I cannot give you a hard yes or no. To answer that, you need to understand where your people are online, how they consume media, and what content they find engaging.

 

Spend time evaluating your audience to understand their demographics and share video content accordingly. 

Not all platforms will achieve your goals. Avoid the scatter shot approach of posting anywhere and everywhere, hoping you stumble across engaged viewers. Start by thinking about your ideal customer and note certain demographics such as age, gender, income level, and education level. The Pew Research Center publishes Social Media Fact Sheets each year. Compare your list of demographics to it. You might be surprised to learn where your target audience is spending their time. Pew’s article on Social Media Use in 2021 reports that, “YouTube and Facebook continue to dominate the online landscape.” This is great news for content creators.

For my B2B clients, we focus on Google My Business, LinkedIn, and YouTube as our primary social channels and always direct the audience back to the company’s website.

After you’ve done your demographic research, dive into the psychographics to start thinking like your ideal audience and the type of content they are searching for online. Great content is the foundation of a great marketing campaign. I recommend targeting social platforms organically first and directing them to your website and blog. Once you understand your performance, then you can start working on a paid campaign to amplify your messaging and capture additional eyeballs to your goods or service.   

Every company has a different ideal client. I intentionally did not give you specific direction on where to put your content, but I gave you the next step. Spend an hour with the PEW Research Center’s articles, and you’ll be on your way to creating targeted content.

If that next step makes your head spin, consider booking a Story Sketch. We’ll help you understand your audience and provide a distribution plan that strategically tells your story to the right people in the right places.  Learn more about this service.

If you’re thinking of producing a video in the next quarter, schedule a 15-minute call to see if we are the right fit for your next project. In the meantime, subscribe to our blog to have video marketing tips delivered straight to your inbox before you actually press record.

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Did we give you some things to consider before hiring a video vendor? Ya! Want more great advice?  Sign up to get an email notice about our latest blog post.

If you’re thinking of producing a video in the next quarter, schedule a 15-minute call to see if we are the right fit for your next project!

On average, a viewer needs to hear your message 7 times before your idea sticks. If you’re only making one video from a recording session, you are missing a huge opportunity. You already have the crew, location, and equipment, which are the most expensive parts of video production. Take advantage and produce multiple pieces of content from your one recording session.

That is just the magic we offer at Video Story Studio. With our video multiplier process, you leave a session with several videos to post on your brand’s website and channels. We increase your ROI by producing more content with your same budget. Now, here are 4 strategies we engage.

1. Start with a SMART goal for your content, focusing on measurable and achievable.

SMART goals are Specific – Measurable – Achievable – Relevant – Timely.

• Specific: clear and detailed
• Measurable: can track progress
• Achievable: realistic and attainable
• Relevant: aligns with your mission
• Timely: has a deadline/timeframe

All the letters are important, but I like to focus on the M and A. 

For measurable, you have to understand how to track your video’s performance and focus on the correct analytics. How else will you know if your video successfully accomplished your goal?

To be achievable, your video’s call to action needs to be realistic for your audience. For example, a Brand Overview Video is perfect because it introduces people to your brand. Are they going to buy off this video? Hell no! You have to build trust with your people for a sale. BUT you’re not asking them to buy, just learn more about you.

2. Get as much content as you can out of one recording session.

When you bring in your talent, ask yourself, ‘what else can we talk about?’ They are probably there to speak on a specific topic, but what else can you ask while they are in front of the camera? Think about how you can use that content for another campaign in your organization or even internal moral boosting communications.

Footage should never be recorded for just one video (puts away soap box).

Consider capturing B-Roll (footage with no audio, usually detailed shots) or candid behind the scenes footage (perfect for social media to show off your brand’s attitude). Go in with a plan to produce a variety of videos from your footage. It can all be for one campaign/theme or different initiatives. With enough planning, you can record a year’s worth of video themes in one session. This strategy gives you the highest ROI and lifespan for your content.

3. Break content into smaller pieces.

Nobody watches long format videos anymore. Depending upon the topic, I encourage my clients to keep expert content videos under two minutes or else they won’t convert. People have short attention spans, so your strategic messaging must be in the first several seconds. If you do have a long format video, create a series by breaking that video into bite-sized pieces. Also, think about making a promo for social media to get people to your landing page.

4. Make a video capture plan of all the content.

Our process starts with your goal, digs into your audience and how they consume their content, and produces a plan for capturing a variety of high-performing content. We figure out what storylines we can cover in one video recording session. This is not a storyboard. Storyboards are great for planning each scene in a single video. Our Story Sketch process goes beyond that and understands your entire campaign, outlines your process, and develops your distribution plan. It is important to have this plan set  in advance. Think through all the elements that need to be in place weeks before your session to make the recording session successful. 

 

To get quality content, think like a pizza chain. 

Think of the video making process as an assembly line at a local pizza joint. They’ve standardized their production process to get a good-tasting pizza, over and over. For videos, we understand how to slice up your footage and produce multiple, quality pieces of content to increase your ROI. Like our favorite local pizza shero Jane Grote Abell of Donatos says, “Every piece is important.”

Our videos look good, they perform, and they connect with your people. If you’d like to get more ROI out of your videos, our Story Sketch is the first step in our Video Multiplier Process.

The best performing B2B videos have one thing in common: a message that resonates with its audience. That message matters more to your audience than a glamourous, glitzy, perfectly crafted video ever could. Why? Because the right message shows you understand what they want. 

 

Marketing is Not About You

It might be your face on your company’s video, but your message should not be about you. 

It should be about providing value to your customers, demonstrating that you understand their challenges, and building trust. So that when it comes time to make a purchasing decision, they will remember that you “get it.”

Have you ever watched a B2B video and thought, “What is the point?” The business owner was rambling on and on about their humble beginnings, their list of services, and pitching you on why you should call them.

If you were bored and annoyed by this approach, I guarantee others were, too.

 

Be Different

Building trust in business relationships is not that much different from building trust in your personal life. 

Ask questions. Listen. Make a connection. Offer suggestions. Don’t talk about yourself all the time like that pushy salesperson or the bad-breathed blind date who won’t stop talking.

The key to standing out in a B2B video is to do your homework to find out your audience’s pain points. If you don’t know where to find this information, your Frequently Asked Questions is a great place to start. 

After you’ve listened, tell your audience something they don’t know. Offer them ways to make their lives easier. Talk to them like you would talk to a friend and discuss things that are important to them. 

 

Butterflies in the Stomach is a Positive Sign

Most people are nervous about being on video. I get it. When I first started, I couldn’t even count the amount of times I had to re-record the video until I sounded confident and competent. My inner voice wouldn’t stop criticizing my every move.

But the words you are saying and how they connect with your audience is more impactful than the perfect lighting or your professional acting ability. When the nerves hit when you press record, it means you care about what you’re doing. The first couple of videos you do on your own will suck, but don’t let that rob your chance to make a connection and start a relationship with a prospective client. It just takes practice.

Think of the videos that have gone viral on the internet. Many weren’t professionally produced. Someone had something important to say, got out their camera, and shot a video. Their words and how they impacted others are what made the video go viral.  The message made a connection.

 

Steps for an Effective Message

To make your B2B video message a success, we recommend you take the following steps:

Step 1: Start with the most important thing
You have about 7 seconds to capture your audience’s attention and keep them from swiping left. Give them what they are asking for right from the start.

Step 2: Save the history lesson
They don’t need your back story. They can do their own research if they want to find out more about how your company started. Get to the solution and why they should care ASAP.

Step 3: Drop the jargon
Don’t flex your knowledge by using industry terms or acronyms your audience might not know. They’ll feel dumb and leave, you’ll look like an idiot, and everyone loses. I am not hating on acronyms, if you want to use one, make sure to define what it is so that everyone viewing feels included.

Step 4: Keep it short
Respect their time by getting to the point fast. Say as little as possible and your video performance will increase. This will also help you build trust.

Step 5: Tell them what to do next
Always offer your audience a call to action so they can further their relationship with you. 

Once you have your message and script, practice it. Show up prepared and clear on the purpose of your video (this will help with those video nerves, too), so you can be the confident, energetic, down-to-earth person your customers want to buy from. 

 

Tailored to You

Each of our clients is different, and we take the time to understand your business, your audience, and what message will resonate with them.

Our process is called Story Sketch, and it takes a deep dive into communicating how your business solves your audience’s problems. Then we produce a video script that performs seamlessly for your audience.

Some people make video just to please the boss. Not us. We call that shit out. We make content that matters.

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Did we give you some things to consider when scripting content for your next video? Ya! Want more great advice?  Sign up to get an email notice about our latest blog post.

Need Help?

Not sure how to develop your brand’s voice, let alone write in it? This clarity comes with working together on a Message Map. Learn more about this service.