Using Video to Market your Business


I was recently asked by the Mahwah Chamber of Commerce to do a presentation at their Social Media Day on using video to grow your business. Below is some of the information I shared with the attendees. 


80% of all internet traffic will be video traffic in 2019 ● Using Video in your email subject line boosts open rates by 20% ● 64 – 84% of people are more likely to buy after seeing a video ● Conversation to sales increases by up to 80% when there is a video on the site ● Studies have shown that videos are over 50 times more likely to boost you to the first page over search engine results. ● Your intended audience is more likely to watch a video than to spend time reading content. ● Website visitors spend 6 times longer on pages with videos. ● Including a video on your website increases chances of being shared on social media resulting in inbound links to your website which can result in sales and increased SEO.


Just like every other marketing initiative start by clearly identifying your goal and vision for the project. What are you doing a video or series of marketing videos? To sell? Teach? Increase brand awareness or just for fun? Depending upon your overall goal, your video will need to adjust. 

Next, who is your audience and what tools do they use? See below for more information on tools. Be sure to clearly identify the audience first however. Moms? Male Executives between the ages of 20 and 45? Teens? You get the idea. 

Next figure out what problem they have that you can help solve. Remember people want to know what's in it for them, not how they can help you make money. So identify a problem and then a solution. Can you make life easier? Save them time or money? 

Remember to Be yourself with energy!

Some of the Tools to consider are: 

  • Periscope – live broadcast, see others, save to your phone, share, many diverse users
  • Snapchat – create Snap stories, quick videos, age is younger
  • Facebook Live – tape live events, built in audience, can engage with them
  • YouTube Live – same as Facebook Live, video lives on your channel
  • Instagram – short video snippets you can do in advance
  • Old Fashioned Camera – FULL CONTROL! Editing capability. Can put that content anywhere!

Consider a series of How To’s, for example: 

  •        Plumbers – fix leaky toilets
  •        Chiropractors – stretches and stress relieving exercises
  •        Landscaper – planting a new tree
  •        Skincare/make up – how to use new product or new tool
  •        Law office – reading a contract, what to look for
  •        Financial person – how to read an investment statement, questions to ask
  •        Photographer – how to prepare for a headshot

And, other Ideas

  • Take people on a tour of your office
  • Training videos
  • People introductions
  • Behind the scenes look at what you do
  • Announcements
  • Series of videos that demonstrate something
  • Interviews with executives


And here are some great tips from Bob Hutchins on using Facebook Live (my personal favorite!)


5 Best Practices for Using Facebook Live

June 22, 2016 Bob Hutchins

It’s no secret that video is where the action is on Facebook. Brand publishers are discovering that they can push their ROI even further by taking advantage of Facebook Live, a real-time, in-the-moment product that allows users (and select brands) to stream live video content in front of their audience. Early adopters are discovering that Facebook Live offers even better engagement than regular video content - and certainly much better engagement than photos and text-based posts.

The Economist is one brand that’s seen great engagement with Facebook Live this month. According to Digiday:

“[The Economist’s] videos are averaging around 45,000 views, peaking at 2,000 at any one time and get around 500 comments, 10 times the interactions that links to articles get.”

Not all Pages have access to Facebook Live (yet). If your Page does, or if you want to learn how to make best use of Facebook Live on your personal profile, we’ve got some best practice suggestions for you. (Check out Facebook’s Tips page for more of these suggestions.)

1. Stay Live a Minimum of 10 Minutes

The longer you’re live, the more time there is for users to tune in, get hooked, and invite their friends to join. Facebook recommends broadcasting for at least 10 minutes so that your audience can grow.

2. Be Personal

Call out commenters by name and address their specific questions and comments. Facebook Live is an incredible tool for building personal, human relationships between your brand and audience.

3. Be Purposeful

As with any communications tool, the medium can only be as good as the message. Before going live, seriously consider what kind of value your broadcast will bring to your users and brand. Evaluate your reasoning for choosing Facebook Live over an off-the-cuff prerecorded video or some other non-video format.

4. Give a Heads Up

Spontaneity is great, but if you know you’re going to be going live, tell your audience in advance. Also, you can tell your Fans to tap the "Follow'' button during your stream so they’ll get notifications next time you’re live.

5. Make That Connection

Wi-Fi is the best option for streaming, but if Wi-Fi isn’t available, you’ll at least need a 4G connection to use Facebook Live. Nothing’s worse than losing a great session because of a weak connection.

Increasing Networking Success

Many people hate networking. You don't have to. Read these tips below: 

1.     Make a list of 5 potential groups to join; could be business groups or non-profits you want to join. 

2.     Research the groups on line to see what they do, who is involved, past events, etc.

a.     Don’t forget that networking doesn’t just happen at business groups, it can be very effective to join boards of non-profits, see who sits on the boards already

3.     Register for next meeting

a.     If there is someone you know in the group, call and ask if they are attending

b.     Invite someone to go with you, from the office or another referral source

                                          i.    Be sure to spread out once you are there though especially when sitting at a table

4.     Day of the meeting

a.     Show up 15 minutes early, introduce yourself to the team checking everyone in

b.     Wear your name tag - have one made for your companyc.     Introduce yourself to people but listen first

                                          i.    Ask what they do

                                         ii.    Think of how you can help or connect them to someone else you know

                                        iii.    Get their card

1.     Write on the back of the card where and when you met

d.     Ask the team coordinating for specific people in attendance, e.g. for them to point out someone you want to meet and introduce you

e.     Let people know what you might be looking for, i.e., how they can help you

f.      Make a plan to walk away with at least one business card that has value, i.e., referral source; even if it means waiting until the end of the meeting to talk with someone

5.     After the meeting

a.     Enter information from each card into a spreadsheet or sales software tool including how you met them and when and who they might be connected to

                                          i.    Follow up within 2-3 days with an email to say it was nice to meet them and provide any information you promised


6.     The group itself

a.     How else can you get involved?

b.     Who is on committees or the board that you want to meet?


7.     Remember that practice improves everything

a.     Go to more meetings

b.     Bring people with you

c.     Reach out to people who seem new or lost; introduce them to others

d.     Be a connector!