August 26, 2012

How to video blog like an expert

By JaneFrankland | Marketing, Sales, video | 6 Comments

The secret of a successful video blog

Without a doubt, video now fills the missing piece of the online jigsaw. It allows us to add a personal touch to our website and communication. It often helps to speed up our relationship building which in turn develops sales for we all like to interact with people who either inspire us or who we can relate to. And, business is always done with people who we feel we know, like and trust. Video helps to bridge the technology gap created by computers and business and today it is a vital medium for our business development. So, how do you get started with it when you've never done it before, and what tools do you need?

In answer to this, when you’re starting out, you need to consider the following points:

1. Know your objective from the start e.g. is it to:

Attract people to your website?
Aid the sale?
Improve the buyer/user experience?
Build trust and rapport?
Position yourself as an expert e.g. through interviews?
Increase your SEO rankings and traffic?

2. Branding

Whilst the Internet is forgiving, you must be aware that this is just another medium for your brand. Your video blog doesn’t have to be of film or even studio quality but it needs to be fit for purpose. No-one actually expects Hollywood-style production from your blog either. In fact, polished videos reek of corporate subterfuge so much so that even content-producers who can make a polished video choose not to! You are portraying an image though so you must make your communication appropriate for your marketing objectives.

3. Essential tools

Video camera – An iPhone is a good solution and rivals much more expensive equipment if it is used well. If you film with it, always remember to use it horizontally. An alternative is a Kodak Zi8 (Flip Killer)/HD/+10hrs camera or one of my favourites, the camera on your Mac (iMovie) if you have one.

Tripod – Using a tripod means you avoid wobble! Improvise if you must by using a table, box or chair or another flat and steady surface.

Camera angle – Ensure a proper camera angle. Many amateurs use an angle that is too low, unflattering and shooting up into their chin.

Frame – Your frame is equally important. You say the most with your head and shoulders only, so frame from the waist up or higher. If in doubt think about what you see on the news. If you’re seated a stool is preferable to a sofa.

Lighting, shadows and background – Focus on good light and a simple background. In many situations you're limited to the available light, and a reflector board can be a lifesaver. They are cheap, easy to use and very mobile. If you're videoing outside the natural sunlight should be fine but be aware of shadows, and if the sun is low it can cause squinting. If you're videoing inside, try to avoid mixed lighting, e.g. sunlight through a window mixed with artificial light. Depending on the strength and quality of your light sources, you can either turn the artificial lights off or block out the window light. Overhead lights aren't great as they create ugly shadows on the face. If they are all you have you may be able to balance them with a reflector.

Sound – this is often overlooked but it’s a massive distraction if below par and will put viewers off. Always avoid background noise, like traffic, birds tweeting, sea, crowds and the wind. If you’re using a camera you might want to consider a lapel microphone.

Posture – Look straight into the camera, have good eye contact, smile and use minimal movement. Try to be relaxed, but show energy.

Script– It's best to keep the script short. I'd aim for about 2/3mins if you can. People tend to lose interest if it's any longer plus everyone's short on time. What I find quite effective is to start with a question, and then to answer it. Have a few bullet points and then list them as tips. Remember that often more attention will be on how you look and how you make the viewer feel than what your content is. Entertain in preference to educate, but make it congruent with your brand. If you're worried about remembering what you have to say you can use an autocue or teleprompter, e.g. www.cueprompter.com.

Wardrobe – This is so often overlooked but it’s an important consideration for your branding. Do you want to appear professional, corporate or laid back? Whatever your preference, as a rule of thumb, it’s best not to wear stripes, patterns and colours such as black and white. Teal and plum are two of the most universally flattering colours for skin on camera, whereas neon and brights will almost always overpower you, washout your skin tone, and put the focus on your clothes rather than your face.

Editing –There are some great tools for editing such as iMovie, Camtasia and Screenflow. Remember to cut the fluff out, stay succinct and to the point.

[box]“Online reality is almost replacing actual reality so get your face behind your virtual real estate so people to feel closer to you.” TWEET THIS[/box]

In the comments below, tell me what frustrations you have with your online video marketing and if you have an top tips for starting out with video. Let me know what action you'll take as a result of watching and reading this post too. I'd love to hear.

Thank you, as always for watching, reading and contributing here. If you found this useful, please share it with your friends!

With love and gratitude – as always,

July 15, 2012

Six tips to make networking at an event easy and enjoyable

By JaneFrankland | business start ups, Established business, New business, video | 5 Comments

Networking is the key to success in business

I recently attended an event and was inspired by Claire Brummell from Feminine 1st when she spoke about networking. Her presentation reminded me that for some people networking is second nature but for others it’s hard work, tedious and nerve racking. Both parties, however, recognise that networking is the key to success in business. So how can you enjoy it and master it if you’re feeling overwhelmed when attending an event?

1. Look approachable and smile

This is such a simple, basic rule, yet so many people don’t even think to do it. I’m not going to give you a hard time, for if you’re anxious it’s probably the last thing on your mind. However, in order to succeed at networking you need to overcome this and look approachable. No one warms to a scowling, serious face. A smile, on the other hand is incredibly welcoming.

2. Use body language and mirroring

Let’s be honest here, joining a group can be awkward even for the pros. One of the best ways to do this is by quietly approaching the group and standing on the peripherals. I wouldn’t recommend introducing yourself immediately unless asked to. Rather, I would suggest listening attentively and mirroring the group’s body language. What you’ll find is that soon enough the group will open up and invite you in to participate.

3. Use the event facilities as your aid

Coffee and tea areas are a perfect place for striking up conversations, and mundane conversations are usually good to get a dialogue going. Once you’ve struck up a rapport you can then ask more pertinent questions, for example, why are they at the event, what do they hope to get out of it, what do they do etc.?

4. Ask for an introduction

Asking someone else to make an introduction is probably the easiest way to network and I’d thoroughly recommend it. Let someone else do the legwork! Obviously if you’re at a large event then this probably isn’t practical, but for smaller events it is.

5. Ask interesting questions and be interested

Asking interesting questions is one of the fastest ways to build not only your credibility but also rapport. Furthermore, it’s a lot easier than bargaining with an opinion.

Most people love to talk about themselves. If you can get people to discuss their experiences and opinions and listen with genuine interest, giving them your full focus and attention you will build immediate rapport and trust. Be authentic, share your passions and help other people feel good about themselves.

6. Be generous and helpful

It’s incredibly refreshing to have someone offer to make an introduction or connection or share some useful information at an event. Remember, if you do this; follow up, as you’ll be seen as an action taker, dependable and a person of their word.

In the comments below, tell me how you get on with networking and what methods or techniques you use. Let me know what action you'll take as a result of watching this video and reading this post too. I'd love to hear.

Thank you, as always for reading, watching and contributing here. If you found this useful, please share it with your friends!

With love and gratitude,

January 10, 2012

Relax: you are in safe hands

By JaneFrankland | video | One Comment

When it comes to business development, your aim is to get an edge on your competitors and seize market share. My team and I are here to help you do just that. We're all pros in branding, online marketing and business development. Importantly too, we're abreast of all the current trends, tools and techniques. We're stoked up, fired with energy and passionate about helping small businesses achieve tangible results.