Easy Video Marketing In A Few Steps

Stop overcomplicating video and start using it to boost your author authority.

We’ve been talking a lot about video, because it has quickly replaced imagery as a necessity when it comes to online sharing and engagement. The thing about video is that it can be easy - but we often overcomplicate it.

From the early days of independent features to big national TV commercials, we’ve all witnessed the glow up of video. From something that required so much time, money and expertise to create and produce to something you can do on your phone with one click.

Video powerhouse, Nina Froriep has over 30-years of experience in business, producing, and video marketing. She has seen it all. There is no film or video production scenario that she has not taken care of, which is why I go to her each time I notice a trend we need to break. Like overcomplicating video marketing.

Truth Bomb #1 - The only way to get good at creating video content is to do it. Authors tend to shy away from this - and procrastinate by downloading app after app that they're never going to use. Pick a platform, LinkedIn, Facebook, or Instagram, and go live. If you cannot bring yourself to do it, hit record on your phone and create a video you can trim with the settings on your phone. Keep it simple. Just do it.

Truth Bomb #2 - Video is the most effective way to show expertise and authenticity. Listeners want to look into your eyes, look at your face, read your body language, watch to see if you smirk at something they think is funny. They want to see you being human. They don’t want to see a robot. Video allows you to highlight the things you know about while showing that you’re a real person - not just some name on a book or a website. They get to see you light up and be passionate, and say uuuhhhhh… These things are equally important, because again, you become human in their eyes - which creates space for them to connect with you.

Truth Bomb #3 - Video content is the most versatile. You can turn one video clip into endless pieces of additional content. You can repurpose the heck out of it, and what author doesn’t need more time? It allows people to consume content and get to know you in a way that they otherwise would not. The relatability that you are creating, I like to call that brand affinity. It is not somebody who is attached to a brand because they liked the brand and its brand recognition. You are known for writing books about XYZ. That is why so many people want to do TED Talks because once they have been out in the audience, on that stage, and people have related to them, their book sales go through the roof.

Truth Bomb #4 - LinkedIn is now necessary and going live is too. What began as a professional way to exchange business cards, basically, has become the new place to go live and show your authority. On the data-driven side of it, Live trumps everything else. Live trumps video, PDFs, JPEGs, or a written word in terms of posting. If you go Live on LinkedIn, the algorithm perks up and says, “Something is happening.” It puts that content in front of more people than it would with a regular post. Our bread-and-butter is not Live. Our bread-and-butter is pre-produced videos but the beauty of Live is that once you go, you go. That can be intimidating but it can also be a great way of not having to deal with production and editing afterward.

Easy Video Marketing In A Few Steps

1. Choose your platform.
2. Pick a topic to talk about.
3. Set a time limit.
4. Write down bullet points.(not a script!)
5. Choose a date/time - or just go for it!
6. Invite a few people you know so you have a few people watching.
7. Watch the finished product. (do NOT pick it apart)
8. Share it everywhere you can cross-promote.
9. Ask your network to share it as well.
10. Do it again! (it gets easier each time, I promise!)