Have you asked yourself a million times yet what differentiates you from your competitors?
Whatever you think the answer is, I’d argue that it comes down to nearly one factor: YOU!
That’s a bit broad, but what I’m getting at here is that it’s not necessarily about WHAT you know. We all like to think what we know is important—and it is, but it’s not often WHY people choose you over your competition.
It’s YOU that wins customers, not necessarily WHAT you know!Click To TweetA few years ago on Periscope, I watched a twenty-something sales clerk from Piggly Wiggly getting coaching clients and promoting his hourly service rates. Although he had little to no experience, he had an audience. I checked in on him today, and he’s got himself a business!
He’s a powerful example that—to a very large degree—you are who you say you are. It’s the story you tell your fans that makes you relatable, likable, and trusted.
But what really skyrocketed his appeal and influence was his engagement online via video/live streaming. Building a community through online interaction is a powerful way to connect with others and build your business.
Sharing your voice in a physical manner is the quickest, most impactful way to reach your ideal clients in lieu of a face-to-face or phone meeting. Your fans want to hear your beautiful voice and/or see your wonderful face. Let’s give them what they want!
1) Video
One method to accelerate the know, like and trust factor is to use video to connect with your audience.
Videos are perceived as much more personal and give the feeling of a one-to-one conversation. As such, the benefit is that you can share your story and personality directly with people through your own voice, tone, and mannerisms.
According to an infographic compiled by HighQ, video is one format of content marketing that has big payoffs. For example:
- Online video accounts for 50% of all mobile traffic.
- 65% of video viewers watch more than 3/4 of a video.
- 78% of people watch videos online every week; 55% watch them every day.
- By 2017, videos were forecasted to take up 69% of consumer internet traffic—more than 4x as much as web browsing and email!
- 59% of senior executives agree that if both text and video are available on the same page, they prefer to watch the video.
- Using the word “video” in an email boosts open rates by 19%, increases click-through rates by a whopping 65%, and reduces unsubscribes by 26%.
You don’t need a lot of equipment to shoot a video. Try using your smartphone or your computer’s camera to record your video. Then upload your recording directly to social media platforms.
I’ve been using my iPhone 6s for recording all of my social media videos, including my YouTube channel. It’s so easy, especially using a tripod or stand. However, you really need an external microphone. Otherwise, the sound is echo-y and often distant.
2) Podcasting
If you’re not a fan of how you look on camera but don’t mind your voice, you might be great at podcasting.
Similar to video, podcasting allows you to directly speak to your audience, meaning that they hear your tone, voice, and mannerisms. The advantage from a brand perspective is that you can form a relationship with your audience much faster than with blogging alone.
Additionally, since podcasting is a different form of content marketing, it introduces you to new audiences. Imagine your podcast being available on iTunes or SoundCloud and how that exposure expands your reach and highlights your story (and expertise) to millions of people.
From your audience’s perspective, podcasting is popular because it’s an easy way for people to consume information—on the go, in the car, at home, or at the office.
Here are some stats according to Edison Research and Midroll:
- 35% of podcast listeners have household incomes over $75,000.
- Podcast listeners are educated, affluent, engaged, and gender-balanced (about 50/50 male/female).
- 51% of the podcast listeners had, at least, a four-year degree.
- 60% of the listeners are active on a social media platform, at least, several times a day.
- Podcast listeners are more engaged with the companies, brands, and products they like.
If you’re not ready for an official podcast, you could try recording your weekly blog articles and offer them as downloads. Or consider being a guest on a podcast. Baby steps sometimes work the best!
Here are several how-to resources to help get you started:
- Entrepreneur on Fire’s The Podcast Workflow
- How to Start a Podcast by Pat Flynn
- How to Start Your Own Podcast by LifeHacker
3) Live streaming
Back to the store clerk for a minute. How does a grocery store clerk achieve the job of his dreams? Live streaming!
Well, it takes more than that, but live streaming certainly helps to interact with your fans.
Periscope and Facebook Live are booming with the opportunity for new people to find you and for you to reach out with your story and offers. All you need is a smartphone or tablet with internet access. Costs for live-streaming are minimal. And, Facebook is currently giving FREE preferential exposure to live sessions versus other types content on the platform.
If you’re using Twitter, the opportunities are even greater with Periscope due to the integration of the two platforms: when you go live on Periscope, you can directly tweet to your followers to let them know.
Side note: I was on Periscope last year for a short while. I’ve since deleted nearly all of my scopes. The platform did generate leads and connections for me; however, I didn’t feel, at the time, that Periscope was my jam. And with so many platforms from which to choose, I abandoned Periscope. Again, Periscope worked for me, but I didn’t enjoy it because I’ll be honest: I find live streaming to be a bit nerve-racking.
The Wrap Up
One caution: it’s always good to go where your audience hangs out online. Research these platforms first to make sure you can reach your ideal client on them before embarking on any investment of time, money, or energy.
I hope you’ll join me as I partake on a journey to incorporate several of these into my strategy at Smart Bird Social. Are you planning to use any of these methods in your business this year? Or are you struggling in these areas?
Agree with you Meghan, and I was not convinced before, but video, blab and live streaming is really powerful. At least blab for me is starting to turn out really great so far, my wine blab start getting more and more people joining etc. So I am telling all my translator colleagues too that they should start doing streaming or videos. 🙂
I know, I know, everyone loves video. Except me. I’m a reader. If I click on something that is just a video, I close it. I want to read! I tried doing Periscope last year because, hey, everyone loves video. Although I love teaching, I guess my dislike of video came through because I had very little response from people. There is something to be said for sticking with what you’re good at even if everyone says to jump on the “newest” thing.
Hi Carol! I vaguely recall watching a scope or two from you. With Periscope, there are many variables, such as timing, audience considerations, topic, niches, etc. It can be tough. I’m not a “natural” when it comes to video. I recently did a video for my personal Facebook profile, and it took me MANY tries to produce something I wanted to share. Like you, I enjoy reading, although I must say that watching videos of others makes me feel as if I know them. But if you’re best at writing and you’re having enough success at it, then by all means stick with what works!
Meghan, good points about comparing video, podcasting and live streaming. They all have their learning curve and are another way of reaching audiences. I like your idea of taking on only 1 new item each year. That really makes sense. Learn more system well and then go on to the next. Trying to learn learn and incorporate too much at one time can drive yout crazy. All the endeavors then suffer.
Thanks for your comment, Joyce! I agree with you that trying to do everything at once means things will suffer. Running a successful business whether you’re a solopreneur or a small business requires prioritization. When it comes down to it, choosing one priority is key–as well as implementing it (just do it! right? 🙂 ).
Meghan, I really like this article. I book marked it to come back and re-read today. I have been thinking of podcasting and want to do more video. I will work on one at a time and get it going. Thanks for the wonderful info!
Hi Teresa! Thanks for the complimentary comments! It definitely makes sense to focus on one thing at a time…we’ve learned that lesson repeatedly. 😉 Go for it, and I hope both or either of these platforms help you reach your goals.
Personally I LOVE Periscope. The interaction is what I love most about it. Although I have a decent following I can’t say that I’ve generated any sales from Periscope. That’s my next step; learning how to sell from Periscope. I’m also very interested in Blab and will be getting started on there soon. Maybe one day I’ll start a Podcast, for now that would be putting too much on my plate. I love the interactive direction social media is taking. I think it’s bringing people closer together.
Hello Lisa! I think I’ve watched one or two of your scopes! Although it would be awesome to use Periscope to sell, I would guess that consistent scoping helps builds your authority, influence, and likeability…which may lead to sales indirectly. When you love a platform and your ideal audience is on it, it’s a winning combination. Blabs seem more fun to me only because you get immediate verbal and video interaction with others versus text responses only. Sounds as if you’re headed in the right direction to connect with others and grow your brand. Congrats!
Wow – okay, I had no idea that a video would enhance click-through rates or decrease unsubscribers by such a huge margin. Also, the stat about podcast users having household incomes of an average of $75K kind of blows my mind – and I have a couple of ideas about why this may be true. Truly an interesting article. Thank you.
Those stats were crazy, right Joan?! I had no idea either until I wrote the article. The popularity of podcasting makes sense to me because the platform is easily consumable in a world where no one has any “free” time left. I’m sort of wishing we had chosen podcasting over video, but the live nature of podcasting freaks me out too much at the moment. We will record my blog posts into recordings, though, so that will be my way of dipping my toe into the podcast market. Thanks for your comment.
All your points are very current and I get they are right on for today’s online world. I’ve considered hosting a Podcast, and yet don’t want to take on that responsibility, so have had the fortune of guesting on lots of both podcasts and blog talk radio shows and regular radio shows. I love having engaged conversations, so it is the perfect place for me to do that. Video …not so comfortable with though. And live-streaming I wouldn’t be comfortable with either. These formats seem to be perfectly suited for the young millenials who grew up with technology and are comfortable sharing everything they do online and visually. Thanks for the food for thought about recording my blogs, as that might be something for me to consider. Maybe Meghan! 😉
Hello Beverley! You’re an all-star when it comes to writing, but I’d LOVE to hear your actual voice! The cool thing about recording your blogs is that we get to hear your blog read with your intonations and emphasis as you intended. Not to mention, you open up your blog to other audiences, which has its own benefits and opportunities. I’ll be totally transparent: I’ve been asked on two podcasts and I chickened out! It’s the “live” stuff that scares me the most I suppose. Video is a HUGE step for me. I’ll add that I know plenty of women over 50 who are crushing it with video, so I’m not sure it’s just about the millennials. 😉
Great post, Meghan. I like the stats you added. It’s very motivating to me to start making videos again. I started years ago but had issues with finding the niche market at the time. Now, it is coming clearer to me, I plan on revisiting it in the future. I recently upgraded my technology and looking at doing recorded webinars for small business owners and for individuals who want to have an organized home. The details are still being worked out. Thanks for sharing.
Hey Sabrina! I’m addicted to stats because they tell the real story. I love that you’re figuring out how video can be incorporated into your business strategy. Webinars are HUGE! They are on my list for this year as well, and you reminded me that I should have included them in this article. But thanks for the blog post idea for another time, ha! 🙂 Technology has been a barrier to me in the past for videos. We purchased a lighting kit and some other supplies, so soon I should be ready to go. Thanks for your comment.
Awesome info Meghan, I’m bookmarking this page for sure! I’ve been looking at Periscope for a while and see how peeps are growing their audience rapidly. But you’re right about market research, at this point my audience (women over 50) is not on Periscope. But the video, I’m definitely going to try it asap. Thanks again!
Thanks Verushka! I’m happy to hear that you’re considering your audience when making a decision about what platforms or media types to include in your strategy. I’m excited that you’re going to try video! I’m camera shy, but I know how critical video is to connect with my audience quickly. Let me know how video works for you!
Ugghhhh, I know… but uhhh, moooooom! lol Great stuff and in your first sentence, I was like that is ME… and it is. There are tons of SEO, Social Media and PPC marketing experts out there.. but I have a way with words, I guess (hadn’t thought I did before blogging) and people just get it. My goal from conference last year was to Scope… and I guess this is where my OCD, AR perfectionist comes out and I just need to get over it and just do one… w/o scripting, w/o thinking and know, it will be just fine. Thank you!
Your blogs are simple, clear, and easy to understand–and I do believe that separates you from others in your space. You have so many wonderful qualities that are best appreciated in person, so I could see how scoping would work for you. I’m like you, though, in that it’s nerve-racking to get over live streaming and just do it. I did it but didn’t love it, yet I was glad I ripped the band aid off. If your Social Boom goal was to Periscope, you’d better get hoppin’ to it chica! When I see you in September, I’m going to ask how the scoping is going. 😉
What a great resource. Thank you for sharing! I got burned out on video and need to start doing it again…. what I would love to do is repurpose so, video to podcasting.. and the nice thing about podcasting is that the everyone looks great when it comes to podcasting 🙂 Thanks for a great resource.
I’m just starting out on video, Karen, but I can see how it might become something I tire of since I’m not a natural on camera. Podcasting seems to be the clear winner in terms of what people want to incorporate into their business this year. And I agree, we all look magnificent when it comes to podcasting, which makes life easier! 😉
My coach told me that Periscope is not for me. I agree with you that getting to know someone establishes trust. We are not doing videos or live streaming, however, I engage in communication thru comments, posts & blogs consistently for our potential customers to trust us and our jewelry.
HA, your first sentence has me laughing, Roz! I’d rather watch Periscopes than do one, that’s for sure. I’d love to see your jewelry on women, so I could see you using video to show off your unique creations live. I think of how Zappos has videos for their shoes and how that could work in a similar way for jewelry. However, it may be more work than needed.
Love this, Meghan! When I was a fledgling writer, trying to sell my first novel, the best advice I got from the seasoned pros was that you’re not selling books. You’re selling YOU.
Works across the spectrum!
And I know I need to do podcasts, etc. I’m daunted by it! LOL. But I’ll follow your advice 🙂
It’s so true, Susan: it’s all about you! I find this funny because as business owners we always hear that it’s about our customers or clients. Your products and services must have your client in mind and solve a problem. However, I think it’s equally as important to realize that you’re selling yourself in the process of promoting your products and services. I hope you decide to try out podcasting!
I’m thinking about starting podcasting but haven’t done it yet. I am more about doing fewer things and so I don’t jump into something until I’m pretty sure it’s what I want to do. Thanks for all the suggestions.
Podcasting is very exciting to me, Beth! However, our rule for 2016 is one new thing at a time, and we’ve chosen to incorporate video instead. I’d love to hear your voice and would enjoy a podcast from you, so I hope you try it. 🙂