How video can help you reach your audience in a noisy market

In today's noisy market, it can be exhausting to make your voice heard. If you have ever played one of those camp games where you have to shout directions to your blindfolded friend carrying an egg on a spoon, you know what I mean.

In such a noisy space, reaching your audience by video can be tremendously helpful and rewarding. 

Video is a powerful tool that can help you connect more personally with your potential clients. It allows your audience to get an idea of who you are before committing to signing up for your services. In some sectors who serve people in a vulnerable state, such as in counselling or health coaching, this is especially important.

Why Video Is So Effective

The most engaging medium on the web

Video is significantly more engaging than text content. We humans are naturally drawn to visual content. Our brains process images faster, and we retain more information when it's presented visually. People are far more likely to watch a 2 minute video than read a page of text.

Connect emotionally

All text content can do is pepper your audience with a bunch of weird squiggles. But video allows you to convey emotions, personality, and body language. Communicating with your potential clients by video helps them to feel like they know you before ever meeting you in person. When potential clients feel that connection, they are far more likely to take the next step and reach out for the sort of help you provide.

Build trust

Trust is crucial when clients are choosing a professional service. Seeing your face, hearing your voice, and watching your mannerisms helps to humanize your practice and create a sense of familiarity. Trust is built not just through what you say, but how you say it. Video captures that.

Sell... yourself

As a counsellor, a health coach, or a consultant, you aren't selling a product. You're selling yourself. A lot of solo professionals have a hard time promoting themselves because it is awkward to ask people to "choose me!" I've worked many professionals who fought the idea of posting videos of themselves talking about what they do because of fear or feelings of awkwardness. But without exception, once they bit the bullet and got into it, new habits and new confidence began to form, and many even learned to enjoy the process.

Types of Video to Help You Connect with New Clients

Intro videos

A great way to start is by making an intro video for your website. You probably already put the work into writing an introduction for your website. Just use that, but speak it in your own voice as if telling a person and not the impersonal internet.

Explain how you work

You likely have “service” pages explaining how you work with people. This is another great opportunity to make use of the words you already wrote. Set up your camera and explain how you help people and why you do this. This gives you an opportunity to say more than you might have written. Tell a short story. Give a human-friendly introduction to your services.

Share your expertise

Another great use of video is to speak about topics you care about or that are important to your clients. Counsellors and coaches might talk about self-care issues; consultants might offer insights pertaining to their area of work; accountants might share helpful tips about the upcoming tax season. These are great videos to use on social media and can help grow an online following, which can lead to new client connections.

Where to Share Your Videos

The best places to share your videos are probably pretty obvious: your website, your social channels, and on your YouTube channel.

Website

Embedding videos on your homepage, services pages, or blog makes it easy for potential clients to find them. Videos can make your website more dynamic, engaging, and effective in converting visitors into clients.

Social media

Sharing short, informative clips on platforms like LinkedIn, Instagram, and Facebook can help attract potential clients who are scrolling through their feeds. Social media is an excellent way to connect with your audience in a more casual setting.

YouTube

Creating a YouTube channel for your business allows you to host all your video content in one place, improve search visibility, and reach an audience looking for answers related to your expertise.

Share your videos where your clients are

The best rule of thumb, though, is to share your videos where your clients are. YouTube isn’t effective for everyone if the people you want to attract don’t spend any time there. It is worth thinking about the people you are trying to reach, and making plans to post where they spend time.

Tips for Making Effective Videos

Be yourself

Try to relax and just be yourself. You’re not a deposition, and you’re not giving a presentation to your classmates. You’re just sharing about who you are and what you do. Clients will enjoy your candor more than your over-rehearsed perfection.

Keep it short and focused

Attention spans are short, especially online. Keep your videos under 3 minutes when possible, and make sure each video provides real value. Answer common questions, address concerns, or share useful tips that your clients care about.

Try for good video and audio quality, but don’t overthink it

Most people’s phones have excellent cameras and microphones. You don’t need to invest in boom mics and production studios. Just grab your phone, set it against a book, and hit record. Find a quiet place with good lighting, and go for it.

Measuring Video Success

Most platforms allow you to track views and other types of interactions, such as comments and shares. This can help you see how many people are seeing your videos.

Here are a few things to look for:

• Views and Engagement: Track views, likes, comments, and shares. Engagement metrics can help you understand what resonates with your audience and improve future videos.
• Conversion Rate: Use clear calls to action in your videos (e.g., 'Contact me for a free consultation') and track how many people respond. This helps you measure how effective your videos are at turning viewers into clients.
• Client Feedback: Ask your clients how they found you and whether the videos played a role in their decision. Direct feedback is invaluable and can help you fine-tune your approach.

Ready to hit the record button?

Have I convinced you? 

It might feel overwhelming at first, and you might feel that you don’t know what you’re doing. But it is worth the effort. You will learn new confidence as you become comfortable with talking to your audience in a new way, and you will be providing your audience with a personal, approachable way to remain connected with you.