Using Video Sounds Good, But What Do I Say?

Social media posts with video are 1200% more likely to be shared than posts with just text, and text and pictures COMBINED.

Consumers who watch a product video are TWICE as likely to purchase the product than those who do not.

Websites with heavy video content are 53 TIMES more likely to land a first page Google ranking than sites without video.

Many of you have heard the impressive statistics about using videos to reach your current and potential customers, but are unsure how to proceed when it comes to knowing what to say in a video, or in creating videos about your business.

With our Video Crisps subscriptions our clients get professionally edited and/or animated video content given to them each and every month. When we launched this program we didn’t anticipate how many people would struggle with not only knowing what to say in the videos but also with knowing how to use them.

That’s exactly why regular consultations on content and strategy are an important part of the program. This is the first of a series of blog posts in which we’ll be looking at different type of video content and usage, starting next week with community outreach and public education.

But in the meantime here are some ideas to get you started brainstorming what video can do, in very tangible terms, for your business.

  • Explain how your services work
  • Collect customer testimonials
  • Recruit fresh talent
  • Describe your mission
  • Train your employees
  • Enhance your social media
  • Increase open-rates on emails and newsletters
  • Introduce your staff
  • Showcase your products
  • Show your audience your space
  • Highlight your community events
  • Stay top of mind
  • Create videos that can be shared
  • Communicate your message

If any of this sounds interesting, give us a call at 607.239.5423, and remember to subscribe to our blog so you don’t miss a single post about how using video in your messaging can significantly impact your business.

Elin Barton is the President of White Knight Productions and the host of the podcast, Ready, Set, Grit.  Her first book, Ready, Set, Grit: How to Turn Your Daydream Into a Phenomenal Success, will be released in the Fall of 2017. To find out more about how you can use video to grow your business visit our website.

Adapt and Grow

If you’re not always changing and adapting as a business, then your business is dying.

You have probably heard that idea before, but if you’re running a small business are you so caught up in the day to day that you’re forgetting to ask yourself how you can continue to do better, be better, and adapt to and ever-changing and often fickle marketplace?

Part of the solution to this issue is a commitment to education for leadership and employees of any organization. And the other part is a willingness to grow and change, to try new things and to let go of that which is no longer serving you.

In order to do this effectively you have to ask a lot of questions, which means listening to your customers, your employees and to peers and leaders in your field. And, when you do start getting feedback, you have to be willing to do something about it.

If you start hearing that your pricing is too high, for example, that could mean one of two things. Either you need to come up with a product or service that is more affordable to your customer base, or you need to court a different demographic because you’re probably not working with your ideal clients.

Obviously no business should want to jump on every trend that pops up, but being savvy enough to balance what your customers need and want with new advances and best practices in your business are a winning combination and one which we all should be striving for.

And even if achieving the perfect balance of innovation and consistency is tough, you don’t have to be perfect to be effective. In fact, any steps you can take towards intentionally creating an innovative and forward thinking company are going to serve you well and move your closer to your goals.

Perfect Place, Perfect Time?

At times running a business can be scary. You could lose a big client, make a costly mistake or have issues with an employee. Your office space could flood as we’ve seen happen recently down in Texas, or you could get sick and have to step back from the company for a while.

I recently spoke with business owners who have experienced all of the above, and one of the similarities that I found among them was this.  While no one enjoyed actually going through the unpleasantness of a major setback, every one of the people I spoke to was convinced that their lives and their businesses are better off now than before they experienced their life-changing event.

One friend, for example, had extreme challenges in her business when she lost a major client. She was forced to dramatically cut back on her staff, and then shortly after that she became seriously ill, which meant that working 70 or 80 hour weeks was no longer an option for her.

What ended up transpiring was that she cut her work hours back dramatically and actually found that without her previous overhead, that her profit was actually significantly higher, even with the shorter hours. She also started working on a book that she had been meaning to write for years but which she had to keep putting off due to other obligations.

It’s not hard to see how this friend’s life and business were better after the unwelcome shake-up happened, and interestingly, I found the same thing to be the case with everyone I talked to about this. Each of the business owners had had a significant setback that turned out to be a blessing. And that’s the part that I started getting very, very interested in.

So often we resist change, especially when it’s something that is perceived as negative, but in the cases of the people that I spoke to, the changes they had endured all had incredible blessings attached to them.

There is a school of thought that says the Universe is always conspiring for our highest good, for our best interest – even when it’s difficult or impossible to see it at the moment you’re going through something challenging. I for one am going to work on actively remembering this the next time things don’t go my way in life and in business. Sometimes the best thing we can do is to relax and allow, and lean into our faith in happy endings and positive outcomes.

Tribe it Up

The other day I had lunch with my friend and fellow entrepreneur. We spoke candidly about some of the challenges in our respective businesses, and as we were getting ready to leave the restaurant she said to me, “I’m so relieved that I’m not the only one who goes through this stuff.”

That statement struck a cord with me because so often as entrepreneurs and small business owners we do feel like we have to figure everything out on our own, and that can be a very lonely position to take. The truth of the matter is, we have more in common than we realize. Even though we may be running businesses in different industries with our own very specific challenges, on a slightly higher level we are all the same.

We face issues and questions around cash flow, sales, employee recruitment and retention. We have to pay attention to marketing, advertising, culture and reputation. As our companies grow we most likely have a team in place to assist with many of these items, but ultimately, as a small business owner, the buck does stop with us.

But that doesn’t mean we have to go it alone.

Taking the time to intentionally seek out and build a support network for yourself is, I believe, key for the success of a business. At a minimum you may want to consider hiring a business coach or a mentor, but beyond that setting up a “mastermind” group of trusted peers will help you to keep challenges – and successes – in perspective.

Elin Barton is the President of White Knight Productions and the host of the podcast, Ready, Set, Grit.  Her first book, Ready, Set, Grit: How to Turn Your Daydream Into a Phenomenal Success, will be released in the Fall of 2017.

I’ll Tell You a Secret

And that secret is, your customers don’t care about you.

Okay, that may have been a little harsh and it may be a slight exaggeration, but only a little one. The truth of the matter is, many companies spend their time talking about how great they are and how much they have to offer.

I know you’ve heard the pitches. They go something like this:

  • We have the best team.
  • We offer the best service.
  • Come and work with us and you’ll get the benefits of our new and shiny equipment/office/services.
  • We’re so much better than the competition

The thing is, your customers probably don’t care about all your bells and whistles. They don’t really care about your awards, accolades and your team. No offense, but they really don’t.

The truth is, what they do care about is how they’re going to feel if they decide to work with you. That’s it, so start shifting the story that you’re telling and turn it into one that they actually want to hear.

Need help with your content creation? At White Knight we offer both Video Crisps and our total content solution: Content and Crisps. To find out more about our programs, schedule a time for a discovery session.

Content is King

Remember the old days of communicating with customers when you were forced to rely on broadcasting your message to the masses, whether via TV or radio advertising, print ads or billboards? You put your message out there and calculated that some small percentage of people who saw it would have a favorable reaction and buy your product or service.

These days, of course, we’ve gone a complete 180 and instead can hyper-target who sees and responds to your message. There are incredible tools available to marketers now, in 2017, but what’s more relevant today than ever before is the need to produce quality content. And quality is the key word. Your content needs to be something that your current and future customers will find interesting, relevant and engaging.

Many marketers find that producing such content is time-consuming and challenging. But at the end of the day it is completely worth the investment, and the proof of that is in the numbers. I recently saw a statistic that showed that companies that publish a blog post 16 or more times per month increase their web traffic by three and a half times over companies that publish 4 or fewer posts per month. That is a significant number because of course, every time someone comes to your website it is an opportunity for them to engage with your brand or to purchase your product or service.

When you begin to consistently put out content that people care about you establish yourself as an expert, and you become a trusted source of information. In addition, when your content is interesting and valuable it is shared by your followers and you suddenly find yourself in front of a new audience that you may have not initially been aware of or had access to.

Written content is powerful, but video content can help you take your customer engagement to a whole new level. Consider these statistics. Social video generates 1200% more shares than text and images combined. Brightcove reports that video drives a 157% increase in organic traffic from search engines, while MarketingLand says that 62% of Google searches include video. And, of course YouTube is the world’s second largest search engine and videos that are hosted there and link to your website can help your Google rankings. “How-to” searches on YouTube have been consistently growing at approximately 70% per year, and this trend is projected to continue.

It’s our belief that written content and video are both important to your customer engagement and your SEO. But be aware that both your written and video content must be high quality or it will be a turn-off for your audience. Brightcove, in one of their studies, reminds us that poor quality video will actually give people a negative perception of your brand.

Need help with your content creation? At White Knight we offer both Video Crisps and our total content solution: Content and Crisps. To find out more about our programs, schedule a time for a discovery session.

 

 

 

Let’s Celebrate!

What do you celebrate in your business? Is it reaching a sales goal or locking in a promotion? Winning an account or delivering a great pitch that your client loved? Is it a certain number of years in business or a new and greater number in your bank account?

People celebrate all kinds of milestones and achievements, but if you’re like most of us you don’t do it often enough. When we achieve any kind of goal most of us don’t even take the time to acknowledge it, much less sit back and rest on our laurels. More often than not, we just keep moving forward, continually resetting the goal posts higher and higher.

And, really, there is nothing wrong with that strategy, for that tendency to constantly push ourselves to reach higher and do better is how we grow. But I’d like to suggest that equally as valuable is the act of pausing for a moment to recognize the small victories. Taking a moment to reflect on where you started and how far you’ve come is a great habit to get into.  When you adopt this practice of celebration it can help keep you moving forward when the going gets tough, because you’ll be better able to remember your successes, victories and achievements along the way. And, if you’ve had celebrations in the past, why not also in the future?

That is easy enough to understand, but here’s the part that most people don’t realize: you don’t just have to celebrate victories.

What if you also learned to appreciate your failures? How would things change for you if, instead of berating yourself when things don’t go the way you planned, you chose to stop and honor the lessons learned during the experience? What if, instead of getting angry and upset with those who have wronged you, you instead practice showering that person with love, light and even gratitude?

The thing that happens when you do this, is you shift the energy and rid yourself of negative connotations that you may be associating with a so-called failure. Start seeing these failures as valuable lessons and stepping stones and suddenly everything gets a little easier. You may find that you’re less afraid of missteps along the way when you remove the aspect of judgment from them, and that newfound boldness may lead you to victories and green pastures that you’d only dreamed of previously.

So, go ahead and celebrate the good and the bad. Every step along your journey really does move you just that little bit closer to your goal, and that truly is something that’s worth popping the champagne cork for.

 

 

Elin Barton is the President of White Knight Productions and the host of the podcast, Ready, Set, Grit.  Her first book, Ready, Set, Grit: How to Turn Your Daydream Into a Phenomenal Success, will be released in the Fall of 2017.

An Independence Play

We’re fast approaching Independence Day here in the States and it’s got me thinking about business and why we start companies in the first place. In the beginning everyone imagines that their business is going to give them freedom – financial freedom, but also the ability to choose how to spend your time, both at and away from the office.

The reality, however, is often far from this utopia. Many of us business owners get through the start-up phase doing anything and everything that needs to be done, from answering the phones to taking out the trash. And, truthfully, some of us never stop being that person – that “start up hero”.

But at some point we have to consciously make a shift away from the place where we are the core of all that happens in our business. This can be difficult for some people to do (after all, the business is our baby). But, if we don’t grow these businesses in a smart way, putting systems for our business in place, AND empowering our employees to make decisions, we’ll never achieve that freedom that we so badly want.

In fact, we’ll end up with the opposite effect – our business will start to feel like a prison. Even worse, when a business relies so strongly on a single person to function properly, this means that systems are not properly in place. And, in many cases, it also means that the business has little cash value if the owner should ever wish to step away.

Creating a business without systems, and without a way for your team to make key decisions, means that you’re designing a hamster wheel that you can never step off of. Company founders and CEO’s feel important when they’re required to sign off on everyday tasks, and oversee operations. But, isn’t it a better testament to a company’s health and value when nobody even notices when the CEO is out of the office for a week? When things run smoothly and established policies and systems do what they’re supposed to do?

When that happens you know that you’ve built something good. Something of value that will not only provide freedom to those on the top, but which will be a sustainable and scalable company that’s in it for the long haul. And that, my friends, is when you get to experience true independence.

Elin Barton is the President of White Knight Productions and the host of the podcast, Ready, Set, Grit.  Her first book, Ready, Set, Grit: How to Turn Your Daydream Into a Phenomenal Success, will be released in the Fall of 2017.

Turning the Impossible Upside Down

I have a confession to make. My husband and I are not athletes. Not even close, actually. We enjoy light activity – yard work, walking, sailing – but you probably won’t catch us running marathons or entering Ironman competitions anytime soon. Yet, in recent months we have been paying more attention to our health. We changed our diet, taking out sugar and carbs, and started walking. As we began to feel better we wanted to do a little something more to improve our health, and when I came across a Facebook post for a 30-day plank challenge, we thought, “Yes! This is it!”

If any of you have done the plank challenge before you know that you start out planking for just 20 seconds, and in the course of the 30 days you work up to more than four minutes. Well, on day one planking for 20 seconds was hard (but not that hard), but thinking about doing 60 seconds (or – gasp – four minutes!) seemed impossible.

We’ve now been doing the challenge for several weeks and are approaching the four minute mark. We got here by practicing consistently (almost every day, with some resting days planned in the schedule) and by pushing ourselves just a little harder and longer each day. There is no way we could have done a four-minute plank during our first week, but now we’re no longer scared of this goal and we know that we’ll be achieving it within the coming days.

The other day I was listening to a Tony Robbins podcast and the topic was building a business by pushing yourself just a little farther out of your comfort zone, day after day. On the show they talked about building up and learning to flex your entrepreneurial muscles and it got me thinking how similar that concept is to what we have experienced this past month.

  1. Dig deep and find your grit: there are no shortcuts. Whether you’re building your muscles or building a business you have to show up and do the work day after day. No one can do this for you and there is no faking it.
  2. Don’t beat yourself up: some days are just better than others. Some days we would go to do our planks and we’d feel like we were on top of the world. Sometimes we’d improve our time by 20, 30 or 40 seconds from the day before. Then other days we just couldn’t hold it very long at all.
  3. Don’t psyche yourself out: it’s mind over matter. You really have to go into every challenge with a belief that you will prevail. If you tell yourself that you can’t possibly hold the plank for more than a minute, guess what? You’ve lost before you’ve even begun.
  4. Seemingly impossible obstacles become easy. When we started planking it was just like when we started the business in that it was easy to get lost in the overwhelm of the enormity of the situation. If you focus on the obstacles you will never progress as quickly as if you break your challenge down into manageable steps. When we’re planking it comes down to focusing on our breathing; one breath at a time. With the business we consider our goals and build a strategy around them. Then we figure out specific tactics – small steps – that we can take to help us achieve our goals.
  5. Teamwork makes everything a little easier. We could do our planks at the same time, I suppose, but so far we’ve been taking turns so that the one not planking acts as timekeeper and cheerleader for the other. It’s a small thing, but taking on the challenge together has made us more likely to show up to do our part, and I’m sure that we’re both trying a little harder than if we were just doing this on our own. Plus it’s more fun to work on something like this together. I think the same is true in a business. If you don’t have a business partner, then getting your employees on board as part of the team that is working together towards a common goal is key for long-term success.

The Power of Video

At White Knight we do a lot of things but one that we’re best at is making videos that tell compelling stories. Why is this important? I’ll get to the statistics later, but let’s start out with some anecdotal evidence that I’ve seen over the past ten years in this business.

For one thing, people do not like to read long blocks of text. We all know that attention spans are getting shorter and shorter, but what many people don’t realize is that the preferred way to receive information is through the multi-sensory experience of a video.

Also, videos are one of the best ways to showcase your passion and personality. Even with our increasing interest in working in the digital space (often remotely) we still crave personal attention and want to do business with people we like and trust. In many service businesses there is simply no substitute for that human element in the form of excellent customer service and partnership. How better to show your clients who you are than through video?

Strategy matters: Even though it’s easy to create and put up videos on your sites, you must remain aware of your overall goals, strategy and tactics, and make sure the video content is working for you. There is nothing wrong with using videos that are more “raw” and authentic, to give your viewers a glimpse into your company in a unique way (such as a behind-the-scenes view of your space). However, it is imperative that all of your videos reflect your overall brand and messaging, and present a professional view of your organization.

Have you heard about Video Crisps yet? If not, then check out this video for a brief overview. Then keep reading for some awesome statistics.

 

 

Here are some statistics that you might find interesting, especially if you’re thinking about making video a more central piece of your marketing content.

  1. Marketers who use video grow revenue 49% faster than non-video users (VidYard)
  2.  People spend on average 2.6x more time on pages with video than without (Wistia)
  3. 52% of marketing professionals worldwide name video as the type of content with the best ROI (Syndacast)
  4. Snapchatters watch 10 billion videos a day (AdWeek)
  5.  500 million people are watching videos on Facebook every day (TubularInsights)
  6. 4x as many customer would rather watch a video about a product than read about it (Animoto)
  7.  Almost 50% of internet users look for videos related to a product or service before visiting a store (ThinkWithGoogle)
  8.  52% of marketers believe that video is effective for brand awareness (WowMakers)
  9.  59% of executives agree that if both text and video are available on the same topic, they are more likely to choose video (MWP)
  10. 65% of video viewers watch more than ¾ of a video (Syndacast)

If all of this has convinced you that you could be doing more with video to help drive your business forward, email us to set up a time to chat about how we can help you. Or check out our website for more information about how you can get started today.