Latest / The SmallBizChat with Melinda Emerson / How to Leverage Video for Your Personal Brand with Cher Jones

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How to Leverage Video for Your Personal Brand with Cher Jones · The SmallBizChat with Melinda Emerson

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  3, 10, 1, 0, ignition, liftoff,
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  Ending small business failure.
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  Welcome to the Small Biz Chat podcast with a number 1 small business expert Melinda Emerson.
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  Bolinda's goal is to end small business failure, and she'll give you the information
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  you need to succeed and live the life you've dream of.
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  Now here's the small biz lady herself.
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  Melinda Emerson.
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  Hi, everybody.
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  I'm Melinda Emerson.
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  Small biz lady.
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  I'm America's number 1 small business expert, and it is my pleasure to welcome you to small
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  biz chat and we have an amazing show for you.
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  You know, we started small business chat because my mission is to end small business
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  failure.
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  And everything we do is in support of that.
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  So with that, let me tell you a little bit about tonight's guest.
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  We have one of Canada's top branding, personal branding experts.
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  Her name is Sheer Jones, and she is here with us to talk about how to leverage video if
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  you're ready to build a personal brand.
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  So welcome, Sherry Jones.
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  Thank you so much for having me.
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  I'm super excited and, like, just the fire that both Alice and Phil Alice and Phil has brought
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  is just like, I'm on fire now just because their energy was just that high.
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  So I'm happy to be here.
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  And you are just rocking it.
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  So thank
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  you for having me on.
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  Thank you for being here with us.
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  You know, that Phil govern shade, you gotta watch that guy.
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  He does.
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  Caffeine.
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  That dude is on fire.
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  Right?
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  So listen.
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  Let's talk about personal branding because right now, it, you know, it's like one of these
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  buzz words.
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  Everyone's talking about, you gotta get out from behind this anonymous website you wanna
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  have up here on the Internet.
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  So when I'm thinking about developing a video strategy for my personal rent.
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  Where do I go first?
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  Okay.
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  Well, you have to figure out what it is.
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  And so it almost harkens back to what Alice was talking about.
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  As far as what are your goals?
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  What is it you want to accomplish with your video strategy in the first place?
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  Because some people, it really is, and and to to speak to Phil's point around, you know, you
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  have to do video so people can get an idea of your energy because Phil's absolutely right.
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  Phil and I are like, super high energy people.
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  And we're not for everybody, but it's a great way to, when you're thinking about your video
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  strategy, it's a great way to get your out there so that people can understand what it is
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  you're doing.
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  But again, with the video strategy, not everybody is for on camera.
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  And that's also what people have to understand.
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  And so what are they comfortable doing?
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  What is it they wanna accomplish?
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  What sort of video strategy work will work best for them.
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  Some people, it's voice over over, like, webinar style, for example, or some people if
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  their if their audience is on Instagram, it might be behind the scenes, Instagram stories,
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  or it could be on YouTube, how to videos, So you have to think about is what do you wanna
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  accomplish, then what are you comfortable with, and most importantly is how are you going to
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  add value?
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  Because having a video strategy without value, you might be wasting your time because your
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  whole job when you are creating videos is to build trust.
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  So when people see your content, they actually wanna click on it.
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  So if you are not showing and producing value, it's actually a waste of time.
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  I agree with you completely completely.
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  And as a former television producer, I gotta say less as more people
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  Absolutely.
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  Corporations tell you things in 30 seconds.
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  You do not need 10 minutes of anything.
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  Okay?
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  I'm just saying.
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  Now listen.
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  Let's talk about, okay, so I've decided I'm gonna use video and I wanna use, you know, some
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  of the social video formats.
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  I decide which one is best for my brand?
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  Okay.
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  1st, you have to figure out where's your money network because most small business owners if
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  they're really truly gonna focus on where they're gonna be socially speaking, they could
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  probably focus on one network and go deep on the one network.
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  Phil talked about the importance of engagement, and that is really what will accelerate their
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  their their videos is really the views on their videos is all about engagement engaging with
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  their network, their network will actually see their content.
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  But as far as as far as what considerations you need to make as far as the network is what kind
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  of video are they willing to consume on that network?
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  So for example, if you're a personal trainer and you're starting to build out your clientele
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  on LinkedIn where we can see there's an obvious fit on Instagram, Your content on Instagram
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  cannot match this type of content that you have on LinkedIn.
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  You need to be talking about how can you get little work breaks in where you can work out,
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  or how can you when you're traveling, how do you eat well, that sort of thing.
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  So it has to be in context to the network.
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  Where people are willing to hear the message and it makes sense for that network.
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  My new book fixture business is really about encouraging people to take back control of
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  their business and change how their businesses is run.
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  It's not okay to skip paychecks.
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  It's not okay to never feel like you can take a vacation, and it's also not okay to not know
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  how much profit you've made in your business until your taxes are done.
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  I really want business owners to stop letting their businesses be run away trained.
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  I've written this book to teach people processes and systems to help them run their
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  businesses intent my goal is to help existing entrepreneurs create a business that allows
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  them to live their dream life.
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  Now I know that there's people out here who don't know that you can also damage a brand
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  pretty quick with video.
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  I I know everybody's talking about video.
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  I know video is converting more than anything else, but, you know, what happens if you don't
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  produce good videos?
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  Okay.
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  So good is
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  a really subjective word because there are people on, for example, where I where I hang
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  out is primarily on LinkedIn, like, the rest of the everybody on the show today.
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  And there are people who will do walk and talk videos, and they are solid.
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  Like, literally I'm pausing, taking notes, but then there are people who do walk and talk
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  videos and, like, that was a complete waste of my time.
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  So where you damage your brand is quality.
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  You have one chance with each video to make a first impression that's gonna be a lasting
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  impression that they will trust your next video.
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  If you, let's say you have 3 videos and back to back, they're all horrible.
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  They have no value whatsoever.
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  I'm never gonna trust your content again because you took 3 to 5 seconds of my life to
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  realize that I don't wanna watch this.
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  So it is really important that you put out value.
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  So as long as you are going to going towards your strategy with a service based mentality.
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  How is this going to help my audience?
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  Not what am I gonna sell them?
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  How is this going to help your natural service based attitude will will sell them.
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  I mean, there are other nuances around video from a professional standpoint.
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  So your sound, your lighting, that's all really good stuff, and that will level up your game.
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  But at the end of the day, if you are dropping dimes, if you are wrapping information that
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  your audience is hungry for.
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  It doesn't matter if you're doing a walking and talking or if you're in a live studio.
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  Alright.
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  So should you give away your best advice in your videos?
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  I believe yes.
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  And here's why.
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  What I believe in is If your best advice is 5 minutes long, and that's all you got, should
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  you really be selling your advice at this point?
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  People buy you and people wanna work with you because you can customize that.
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  You have so much information, then you can help them.
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  So if You really believe that 5 minutes, I'm gonna give it all away.
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  I'm selling the farm, then you really don't.
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  You have a really small farm.
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  And what you need to do is think about not everybody's going to be your customer.
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  Everything that we have all talked about today, you can Google it.
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  Guaranteed.
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  But what you're getting when you work with me is a package and my approach and the fact that
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  you've decided to know you've decided to trust me based off of the content that I put out
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  there.
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  And that's why when you put out quality, when you just give it, it will come for the right
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  clients that wanna work with you.
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  I love it.
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  I love it.
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  Alright.
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  Last question for you, Cher.
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  If I wanna build a home studio to record my videos and stuff at home, What kind of what
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  kind of budget do I need and what kind of equipment do I need?
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  Okay.
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  So it really depends.
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  So that is how much money you got.
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  Right?
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  So you can start with something as simple as, like, a really quick pop up background and they
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  have cowboy studio lighting.
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  You can do something for under $200.
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  You can use a webcam, or you can go for an entire DSLR.
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  It really depends on what you're going to do with it.
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  What sort of what quality does you what quality are you going for?
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  What is your budget?
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  I think that, you know, a lot of people are now using their iPhones, but you can you can as
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  long as you're focused on the value that your video is bringing, you can start to Bring in
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  higher pieces as you move along.
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  I always say work with what you got.
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  If your iPhone is what you got and a nice white wall and and that good, good morning light that
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  comes in with the with the natural light in the window, start there because it's about
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  progression.
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  Your first video is not gonna be as good as your 10th So you just gotta keep on going and
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  tweaking along the way.
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  I love it.
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  I love it.
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  That is such great advice.
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  Sharon, thank you so much.
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  I really enjoyed learning from you.
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  Listen, you guys, I appreciate you all so much.
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  Thank you so much for joining me on small business chat.
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  We will be back next week, next Wednesday, The mission of small business chat is to end small
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  business failure.
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  I'm Melinda Emerson's small business lady, and I will leave you with this.
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  You never lose in business, either you win or you learn.
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  We'll see you next time.
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  Bye bye.
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  Thank you for listening to the small biz chat podcast with Melinda Emerson.
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  For more resources and small business success strategies, visit succeed as your own boss.com.
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  Subscribe to this podcast wherever you listen to podcasts and join us next Wednesday.