In today’s fast-moving digital world, rarely have I come across anyone who doesn’t own a cell phone. In fact, having a cell phone has become a necessity for most people to survive.
However, what people fail to realize is that in addition to these devices being great means for communication, they can also be your secret weapon when it comes to boosting your agency.
For those of you that fall in the category of a marketing agency owner, who also owns a cell phone that you use daily for taking pictures and recording videos, get ready for a ‘reel’ dose of excellence.
Today, I’m going to tell you how, with the help of videos, you can connect more with your customers, save time and resources, and ultimately augment your business to newer heights.
The importance of social pages
Before we move ahead and I tell you more about the value that making and sharing videos provide, it’s necessary that all marketing agency owners have a Facebook public figure page.
A Facebook public figure page is nothing but a business page that has your personal name, instead of the business name, as the name of the page. Contrary to what some people might say, a public figure page is NOT the same as a Facebook profile page, which is just an account.
The reason for having your own name as the name of your Facebook public figure page is that such a practice helps you build trust and connect better with current and potential customers.
At the end of the day, creating an emotional connection with people is of the utmost importance since people tend to buy from you, as opposed to your business, because they trust you more.
Now, even though I have specifically taken the example of Facebook as a medium, the learnings here are completely foundational. This means that the same practices can be followed on all social media platforms including LinkedIn, Twitter, Instagram, Snapchat, etc.
What makes these social media pages very important, especially during times like these when everyone is spending more time than ever online, is the fact that they’re your portal to the world. You can showcase to people who you are, how you do things, and what you sell in the form of videos that could range from short 15-second clips to longer one-minute speaker reels.
Making videos helps build trust
Over the years, I’ve seen many people refrain from posting videos on their social media channels, owing to excuses like they’re not comfortable or they’re not well enough to do so.
However, noticing the trend on how people react to the posts they see online, one of the biggest learnings for me is that the more people get to see who you truly are on social media, the more they like you, the more they trust you, and the more they want to do business with you.
Perhaps you not being well enough to shoot a video is a good thing. Sometimes being sick is advantageous because then you get to humanize your videos and show the real you. Afterall, people might not want to work with you if you look perfect all the time.
Often local business owners don’t feel like they can identify with you as a marketing agency because you might be coming across as too professional. Sometimes what gets people to convert is for them to see that what you're saying is from the heart and not a publicity stunt.
The best way for you to post more and more videos of yourself, your business, and other general topics that would help your agency build trust and credibility, is through your cell phone.
Face it, your cell phone is the most handy piece of technology at your fingertips that will help you check all of the boxes that I’ve mentioned above. Furthermore, when you have a phone, you can take advantage of the fact that you can move around with it while shooting your videos.
Videos are powerful to land customers
Did you know that you can use videos to not just post content on your social media channels, but also for other purposes? For example, when was the last time you recall somebody replying to one of your emails with a video? How many days ago was it? Probably never.
Here’s another question. Do you think that sending a personalized video reply from your email could be more powerful, as opposed to a keyboard text reply, when it comes to closing a client? Maybe you’re a little reluctant to begin with and that’s understandable. But, let me ask you another question. Do you think it takes longer to make a video or to reply using the keyboard?
Using videos as replies for emails that you receive is a powerful strategy, especially since it shows people that you’re putting in the time and effort to personalize things. In addition to that, it’s a win-win because in reality it actually takes you less time to do so than writing an email.
Such a practice shows potential customers that you’re invested in your business and would go the extra mile to work for them. It also shows them that you’re not a robot and actually care.
Sending a video goes a long way in building brand equity and trust. Here’s an example of a reply I got from a customer when I took the time to actually do a 15-second video reply.
I could have either sent this person a text reply or I could have directed them towards a pre-set landing page; however, that would not have given my business the attention it truly deserved.
Don’t get me wrong. Sending pre-set email replies in the form of text is not a bad strategy. In fact, there might be times when that is the most appropriate form of communication. However, for those instances when it’s possible, marketing agency owners should always reply with a video.
I know what you’re thinking right now. If this approach is really so powerful, then why isn’t every agency owner doing this? Is it because they’re lazy or because it’s too much work? Maybe it’s because most people are outside their comfort zones when it comes to video replies.
The answer, however, is none of the above. The real reason why digital marketing agency owners don’t do video replies is because they don't see other people doing it. Well, now’s the time to change the game and get ahead of the pack.
Start practicing what you preach
One of the chief reasons why digital marketing agencies must immediately get onboard the ‘create videos and use them everywhere’ bandwagon is because it’s the only way they can ensure that their customers follow suit.
Can you imagine how impactless it would be to tell your customers that they need websites for their businesses when you yourself don’t have one for your own business? It’s the business equivalent of a cobbler’s children not having shoes for themselves.
All teaching must be done through direct examples. If you’re a marketing agency owner, then you should be making videos for your business because that’s the only way you would be able to convince your customers to do so. People like to follow examples and you must set those for them.
Once you’re comfortable with the approach of creating your videos, you must then learn to adapt the process of starting to use them as email replies and posting them on your social channels. The best way to start creating videos is to create the WHY, HOW, and WHAT videos.
It goes without saying that changing circumstances call for dynamic strategies, and making videos to disrupt social media is as dynamic as it gets when it comes to boosting your business.
There have been times when I have been uncomfortable making videos myself because I’m a complete introvert; however, I still do it because I know that it’s necessary to make an impact.
To grow my business, it's necessary to teach by example and we as marketing agency owners must be fluid when it comes to practice and making these kinds of videos.
It’s possible that you might be discouraged because others might be doing a better job than you at creating those videos, but you’ve got to motivate yourself to get into the pool. Once you gather the courage and take that first plunge, the whole process becomes a lot easier to handle.
Remember, the best video is the one that you make. So, get out there and start creating!