BUILD-A-BROKER
How To Become A Video Marketing Master
Brokers and originators can create high-quality videos with this basic boot camp BY BEN HOLLAND | SPECIAL TO NATIONAL MORTGAGE PROFESSIONAL
V
ideo marketing has become one of the best ways for entrepreneurs to connect with their audience, because we use video for everything from entertainment to information. Moreover, videos can be deeply personal. They are a way for people to connect directly to you, not just through a profile, or a picture. Additionally, customers enjoy ease of use, and nothing is easier to understand than a video. Not to mention that YouTube is one of the largest search engines in the world. YouTube has 2 billion users worldwide and 79% of Internet users have their own YouTube account. Most of all, video is fun and our obsession with it is only growing. So, why isn’t it the first tactic you turn to when you begin marketing?
DON’T IGNORE THIS OPPORTUNITY It’s important to remember that not all clients are the same. Our customers learn in different ways. Many are audio or visual learners, and unless you are using video, you will never reach this particular audience … and let me tell you there are a lot of us. Not to mention, video ads on some platforms
such as Facebook actually get a better click-through-rate. Finally, video is easier than ever to use yourself. Anyone can produce a relatively good video simply by picking up their phone and following a few tips.
MAKE ENGAGING VIDEOS Your videos need to be concise. To maximize the value your videos provide, you need to get to the point. Many content creators make videos without considering a plan first. Ask yourself why you’re making a video, and consider what you want to tell the consumer. There has to be a reason for them to continue watching. Make sure you focus on the first 10 seconds and give your audience something of value in the beginning. Don’t ramble … no one is going to watch all of that. Make sure your videos are concise and to the point. Even with technology as amazing as it is, people can still create videos that viewers don’t want to see. You don’t need a full crew to prepare your video, but if your screen is blurry or it’s too dark, your user is not having a great experience. In general, if you follow these steps you will be able to create a good video. • Use natural lighting (when possible)
• Lift the camera above your head • Prepare a script, or know what you want to say • Don’t be afraid to have multiple takes If you want some great examples of successful videos, you only have to look up Tasty’s recipe videos (Tasty. co). They accomplish exactly what they set out to do. Tasty understands that their audience won’t sit through a long recipe video, so instead, they create short form videos that their audience can consume.
HOW TO CREATE ORIGINAL CONTENT Your personality is the best asset to create original videos. Your individuality is a huge reason why many people are going to click on your videos. If you’re hesitating to create videos because you don’t have any ideas that you like, simply getting started is the first step. You’ll want to become more familiar with the medium and learn how to use it. The more that you experiment, the more that the ideas are going to flow. There are a ton of different types of videos that you can consider creating when you are planning your own video marketing CONTINUED ON PAGE 64
PEOPLE ON THE MOVE //
> Homebridge
Financial Services added a new branch in the Fort Worth, Texas suburb of Aledo to be led by Shonn Cournyer, a 20-year industry veteran.
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| NATIONAL MORTGAGE PROFESSIONAL MAGAZINE
> First
Community Mortgage named Brook Benton as assistant vice president.
> LenderClose
selected Martina Schubert as its new chief technology officer. She joins the company with more than 25 years experience.
> Homebridge
Financial Services named Glenn Hodge its Midwest area sales manager, focusing on the Ohio, Kentucky and Indiana tri-state market.
