The Fear of ‘Doing Video’

Video - Feel The Fear and Do It Anyway!

You have a great business. You have a good brand. A professional website. You do marketing. You even do social media! So what’s next? Where’s the edge? What’s your approach to gaining competitive advantage? It isn’t video. Video is too scary. Too expensive. Too complicated. A luxury. An expense. Isn’t it? Video is just one element of a marketing strategy that includes a web presence, offline marketing, social media and perhaps networking. Marketing is an investment, not an expense. It is designed to generate ROI, just like video should. The thing is, video is not the new kid on the block, not any more. The statistics on online video are mind-boggling. That can mean only one thing: it is prevalent; a necessity. It is how consumers like to consume information. Video connects you to your customers. Perhaps that is scary – the ‘you’ part. But people buy people. You are the most passionate ambassador for your business. So you have nerves about going in front of camera. You aren’t alone.

Leaping the video marketing barriers

How to overcome that fear? Don’t try and learn the script verbatim – it only makes your work harder. What’s needed is the sense of what you need to say and the inherent knowledge and passion. Make sure that you really connect with your video producer and know that they will help you with the script process and coach you during the filming. Don’t try and rush things – plan to allow enough shooting time. Don’t worry too much about what you look like. The video is about the message and the desired outcome, not eye candy. Video marketing doesn’t have to be complex. It has to be well planned and well thought through. It has to be the right message delivered in the right way. And it has to dovetail with your brand values and be at a level that is commensurate with your profession, your service and your profile. But that is about an integrated approach, not necessarily complex camera setups, special effects and endless retakes. Video doesn’t have to be expensive. It stands to reason that if your corporate video isn’t complex, it needn’t be expensive. Not all the summer cinema hits are Titanic in scale and means. Of course, you can pay what you like. But you also get what you pay for. You want ROI, and that is about doing things properly - a video marketing strategy. It’s about a holistic approach and working with a video producer that has both your business and creative goals in mind. Corporate videos are not a universally adopted method to winning business. Perhaps because of the fears, the reservations. Why not feel the fear and do it anyway? Because if your competitors don’t grasp the nettle and you do – hey presto – competitive advantage.