Video is a great communication tool but only if you know how to get your message across in a way that doesn’t turn people off. (Here’s a hint: talk TO them not AT them.)
If there is one person right now who totally gets all aspects of relationship marketing, it is social media professional Mari Smith. Her new book “The New Relationship Marketing: How to Build a Large, Loyal, and Profitable Network Using the Social Web” will no doubt be another huge hit with social media marketing professionals looking to imitate her success.
You can also see signs of her relationship marketing success at her web site, MariSmith.com, her Facebook Page, Facebook.com/MariSmith, or Follow her on Twitter @MariSmith. She was also one of the first people to set up shop at Google+ where she has already carved out a decent niche of marketing professionals. Mari understands relationship marketing because she uses it every day to promote her brand. She understands video relationship marketing for the same reason.
Don’t just create videos, because that’s not enough. Create videos which engage your viewers and build relationships. These relationships are what you use to strengthen your network and promote your brand, the same way Mari does every day.
You’ve been doing your own online video marketing for years now, and you do apply the very things you teach. So what tip would you have for people who are just getting started with doing online video and want to apply your “new relationship marketing” techniques?
Well, I don’t profess to be a video expert or anything like that. But I do know that when I am making eye contact with the lens, I’m looking beyond the lens; I’m looking through and past it; and I’m imagining that there are people there and that I have a live audience; and that they’re warm, and friendly, and helpful, and connected; and that they want to hear my message; and that they want to befriend, and I want to befriend them.
So it’s just very much a sense of warmth, rather than having a sense of self-consciousness, which I think a lot of people have. Like, “oooh, I don’t want to see myself on camera!” and feel awkward. But it really does come with practice. And especially, when they’re doing web video, or any kind of live video situation where they’re recording, is that even though it’s that tiny little pinpoint of where the webcam is, you make the eye contact with that. It makes a huge difference.
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