5 Ways To Leverage Video In Your Business
People consume content in all sorts of ways. Fewer people read the newspaper, but more people are turning to the internet for their media consumption, including websites, social media and, increasingly, video.
According to an analysis done in 2017, people watch 1 billion hours of content on YouTube around the world every day. That’s certainly different from the media landscape many of us remember when we were growing up, but this particular market shift means that people who wouldn’t have thought of themselves as content creators before are able to now.
While the next viral video sensation isn’t likely to come from the mortgage business, we’ve got tips on how you can use this as another communication medium for your business.
Complement Your Existing Content
If you’re looking for ideas for video content, the temptation can be to reinvent the wheel. You don’t have to. It’s important to remember that people consume information in all sorts of ways.
If you have content that’s being put out in written form, consider summarizing it with a video. If you have infographics or short slides, you can repurpose these as visuals for the video. That way, even if someone might not read a 1,500-word post on your website, they might watch a 2-minute summary video. Videos also work well for people scrolling through their feeds on social media. If you’re posting videos on social media, it’s a good idea to keep them under 30 seconds to get the most viewership.
If you’re still unsure what you might focus on for your video, here are some ideas that you may already be marketing in different channels.
You live and work in your communities and that puts you in a great position to understand the market in your area. Turn on your webcam and record something once a week on what’s going on in your area. Write out a small outline so that you know what you want to cover. Just don’t read verbatim. You want to be conversational.
If you have a new product you want to promote, a video is a great way to support the other content in your marketing plan. But you also don’t have to necessarily have anything new. People who aren’t in the mortgage business can usually benefit from a simple breakdown of the relative merits of conventional and FHA loans. Go for it!
Clients usually don’t know what LTV is. It’s a good bet that more than 95% of them have no clue what the acronym PITIA means. You can record helpful 1-minute segments. By educating clients and displaying your knowledge of the mortgage space, you can position yourself as an authority and build trust with clients.
Show Your Culture
Rates and price are an important variable in the shopping process, and you do have to be competitive. But more and more of your clients, including first-time home buyers, are also very interested in what you do in the community. If you and your team volunteer, these are great things to highlight in a video! It also gives you the ability to show activity and talk about something different than mortgages and finance.
Show Your Clients
Did one of your clients just buy the home of their dreams? Did you help a client close faster than they expected? Ask them to film a quick 30-second video about their experience. It’s a great way to show how you’re doing more for your clients and going that extra mile!
Use These Tips For Better Videos
Given COVID-19, it can be a bit challenging to do creative executions for videos in the same way you might traditionally think of doing them. However, this can actually work to your advantage because an environment without great expectations can be the perfect one to test in. Here are some tips:
- Keep It Simple: If all you have is a webcam, that’s fine. That’s all you need to get started. Many of these videoconferencing platforms also allow you to record calls, so you could set it up as a conversation between a couple of people.
- Be Authentic: Speak in a way that supports the values of the brand but also comes naturally to the person in the video. If it’s stilted, people will be able to tell. Don’t be afraid to show family occasionally. We’re all dealing with this right now, so it’s a commonality you can connect on.
- Frame Your Shot: While you don’t have to be Spielberg and no one is expecting it, know what’s in the background of your shot. You should also pay attention to lighting. Perhaps do a lighting test before you do your actual recording.
- Avoid Anything that Could Lead to Copyright Issues: Our videoconferencing tools let you be on the Millennium Falcon from the comfort of your living room couch, but you’ll want to avoid that if your video is being recorded for public marketing purposes. Avoid any logos or brand identification – put away the Nike posters. Plants behind you can look nice and even a bookshelf, but avoid any trouble.
Utilize QLMS Support
As a QLMS partner, you can take advantage of great partnerships that help you create videos affordably. If you’re a Pinnacle partner, you can receive a complimentary custom video that promotes your business, created by our sister company Waymark.
QLMS is here to help you take your business to the next level. Learn how easy it is to become a partner!