Your Business March 2020 - 133

MARCH _ 2020

Channel 1: Behind the scenes

People buy from people. If you work for the red team and leave
to work for the blue team, it's likely that people who bought
from you when you were a red will continue to buy from you
now you're a blue. One of the keys to good marketing is showing
potential clients who or what is behind the logo. Become
personable so people start a "relationship" with your company.
Staff profiles, video of an office move, footage of you on site
with a client are all great examples of behind the scenes video
content. This also uses what we call the "mirror strategy": if
your viewer sees people like themselves in your video, they'll
be more likely to invest time and money in your business
because they subconsciously see themselves in you.

Channel 2:
Community
involvement

It may not have a direct
ROI, but a community
involvement strategy
is absolutely essential.
The only way to build
trust with a stranger is
face to face - and as it's
impractical to meet all
prospective customers
face to face, the next best
thing is video content.
Millennials in
particular are looking
for moral, ethical
businesses to invest
their money in. You
need to show them that

your business is doing
good for the community
and that therefore your
community should give
back to you. Do you
sponsor a local football
team? Are your staff
training for a sponsored
5k run? Do you have
a strong sustainability
strategy? If you answer
yes to any of those
questions, make a video
about it. This kind of
content incorporates
what we call the
"1mil/2mil" strategy. If
your business gives £1m
to charity, spend £2m
telling people about it.

Channel 3: Thought leadership

This content channel is your thinly veiled sales pitch and
is your chance to show the interested pubic that you know
your industry outside of your product. You need to build
people's confidence that you're a leader in your industry
without the "hard sell" of how good your product is. No one
likes to be sold to - as soon as you start selling via video
content, people will skip it.
A great example of thought leadership content is an estate
agent inviting in a mortgage advisor and having a discussion
about interest rates. No one is saying "buy this house" or
"use me for a mortgage" but they are instilling confidence
that they're the people to talk about the industry as a whole.

If you want support in your
video content strategy,
speak to Gary at Capital
Content on 01753 874144
or visit capitalcontent.co

YB2020 Capital Content_F2.indd 133

13/02/2020 21:54



http://www.capitalcontent.co

Your Business March 2020

Table of Contents for the Digital Edition of Your Business March 2020

Your Business March 2020 - 1
Your Business March 2020 - 2
Your Business March 2020 - 3
Your Business March 2020 - 4
Your Business March 2020 - 5
Your Business March 2020 - 6
Your Business March 2020 - 7
Your Business March 2020 - 8
Your Business March 2020 - 9
Your Business March 2020 - 10
Your Business March 2020 - 11
Your Business March 2020 - 12
Your Business March 2020 - 13
Your Business March 2020 - 14
Your Business March 2020 - 15
Your Business March 2020 - 16
Your Business March 2020 - 17
Your Business March 2020 - 18
Your Business March 2020 - 19
Your Business March 2020 - 20
Your Business March 2020 - 21
Your Business March 2020 - 22
Your Business March 2020 - 23
Your Business March 2020 - 24
Your Business March 2020 - 25
Your Business March 2020 - 26
Your Business March 2020 - 27
Your Business March 2020 - 28
Your Business March 2020 - 29
Your Business March 2020 - 30
Your Business March 2020 - 31
Your Business March 2020 - 32
Your Business March 2020 - 33
Your Business March 2020 - 34
Your Business March 2020 - 35
Your Business March 2020 - 36
Your Business March 2020 - 37
Your Business March 2020 - 38
Your Business March 2020 - 39
Your Business March 2020 - 40
Your Business March 2020 - 41
Your Business March 2020 - 42
Your Business March 2020 - 43
Your Business March 2020 - 44
Your Business March 2020 - 45
Your Business March 2020 - 46
Your Business March 2020 - 47
Your Business March 2020 - 48
Your Business March 2020 - 49
Your Business March 2020 - 50
Your Business March 2020 - 51
Your Business March 2020 - 52
Your Business March 2020 - 53
Your Business March 2020 - 54
Your Business March 2020 - 55
Your Business March 2020 - 56
Your Business March 2020 - 57
Your Business March 2020 - 58
Your Business March 2020 - 59
Your Business March 2020 - 60
Your Business March 2020 - 61
Your Business March 2020 - 62
Your Business March 2020 - 63
Your Business March 2020 - 64
Your Business March 2020 - 65
Your Business March 2020 - 66
Your Business March 2020 - 67
Your Business March 2020 - 68
Your Business March 2020 - 69
Your Business March 2020 - 70
Your Business March 2020 - 71
Your Business March 2020 - 72
Your Business March 2020 - 73
Your Business March 2020 - 74
Your Business March 2020 - 75
Your Business March 2020 - 76
Your Business March 2020 - 77
Your Business March 2020 - 78
Your Business March 2020 - 79
Your Business March 2020 - 80
Your Business March 2020 - 81
Your Business March 2020 - 82
Your Business March 2020 - 83
Your Business March 2020 - 84
Your Business March 2020 - 85
Your Business March 2020 - 86
Your Business March 2020 - 87
Your Business March 2020 - 88
Your Business March 2020 - 89
Your Business March 2020 - 90
Your Business March 2020 - 91
Your Business March 2020 - 92
Your Business March 2020 - 93
Your Business March 2020 - 94
Your Business March 2020 - 95
Your Business March 2020 - 96
Your Business March 2020 - 97
Your Business March 2020 - 98
Your Business March 2020 - 99
Your Business March 2020 - 100
Your Business March 2020 - 101
Your Business March 2020 - 102
Your Business March 2020 - 103
Your Business March 2020 - 104
Your Business March 2020 - 105
Your Business March 2020 - 106
Your Business March 2020 - 107
Your Business March 2020 - 108
Your Business March 2020 - 109
Your Business March 2020 - 110
Your Business March 2020 - 111
Your Business March 2020 - 112
Your Business March 2020 - 113
Your Business March 2020 - 114
Your Business March 2020 - 115
Your Business March 2020 - 116
Your Business March 2020 - 117
Your Business March 2020 - 118
Your Business March 2020 - 119
Your Business March 2020 - 120
Your Business March 2020 - 121
Your Business March 2020 - 122
Your Business March 2020 - 123
Your Business March 2020 - 124
Your Business March 2020 - 125
Your Business March 2020 - 126
Your Business March 2020 - 127
Your Business March 2020 - 128
Your Business March 2020 - 129
Your Business March 2020 - 130
Your Business March 2020 - 131
Your Business March 2020 - 132
Your Business March 2020 - 133
Your Business March 2020 - 134
Your Business March 2020 - 135
Your Business March 2020 - 136
Your Business March 2020 - 137
Your Business March 2020 - 138
Your Business March 2020 - 139
Your Business March 2020 - 140
Your Business March 2020 - 141
Your Business March 2020 - 142
Your Business March 2020 - 143
Your Business March 2020 - 144
Your Business March 2020 - 145
Your Business March 2020 - 146
Your Business March 2020 - 147
Your Business March 2020 - 148
Your Business March 2020 - 149
Your Business March 2020 - 150
Your Business March 2020 - 151
Your Business March 2020 - 152
Your Business March 2020 - 153
Your Business March 2020 - 154
Your Business March 2020 - 155
Your Business March 2020 - 156
Your Business March 2020 - 157
Your Business March 2020 - 158
Your Business March 2020 - 159
Your Business March 2020 - 160
Your Business March 2020 - 161
Your Business March 2020 - 162
Your Business March 2020 - 163
Your Business March 2020 - 164
Your Business March 2020 - 165
Your Business March 2020 - 166
Your Business March 2020 - 167
Your Business March 2020 - 168
Your Business March 2020 - 169
Your Business March 2020 - 170
Your Business March 2020 - 171
Your Business March 2020 - 172
Your Business March 2020 - 173
Your Business March 2020 - 174
Your Business March 2020 - 175
Your Business March 2020 - 176
Your Business March 2020 - 177
Your Business March 2020 - 178
Your Business March 2020 - 179
Your Business March 2020 - 180
Your Business March 2020 - 181
Your Business March 2020 - 182
Your Business March 2020 - 183
Your Business March 2020 - 184
Your Business March 2020 - 185
Your Business March 2020 - 186
Your Business March 2020 - 187
Your Business March 2020 - 188
Your Business March 2020 - 189
Your Business March 2020 - 190
Your Business March 2020 - 191
Your Business March 2020 - 192
Your Business March 2020 - 193
Your Business March 2020 - 194
Your Business March 2020 - 195
Your Business March 2020 - 196
Your Business March 2020 - 197
Your Business March 2020 - 198
Your Business March 2020 - 199
Your Business March 2020 - 200
Your Business March 2020 - 201
Your Business March 2020 - 202
Your Business March 2020 - 203
Your Business March 2020 - 204
Your Business March 2020 - 205
Your Business March 2020 - 206
Your Business March 2020 - 207
Your Business March 2020 - 208
Your Business March 2020 - 209
Your Business March 2020 - 210
Your Business March 2020 - 211
Your Business March 2020 - 212
Your Business March 2020 - 213
Your Business March 2020 - 214
Your Business March 2020 - 215
Your Business March 2020 - 216
Your Business March 2020 - 217
Your Business March 2020 - 218
Your Business March 2020 - 219
Your Business March 2020 - 220
Your Business March 2020 - 221
Your Business March 2020 - 222
Your Business March 2020 - 223
Your Business March 2020 - 224
Your Business March 2020 - 225
Your Business March 2020 - 226
Your Business March 2020 - 227
Your Business March 2020 - 228
Your Business March 2020 - 229
Your Business March 2020 - 230
Your Business March 2020 - 231
Your Business March 2020 - 232
Your Business March 2020 - 233
Your Business March 2020 - 234
Your Business March 2020 - 235
Your Business March 2020 - 236
Your Business March 2020 - 237
Your Business March 2020 - 238
Your Business March 2020 - 239
Your Business March 2020 - 240
Your Business March 2020 - 241
Your Business March 2020 - 242
Your Business March 2020 - 243
Your Business March 2020 - 244
Your Business March 2020 - 245
Your Business March 2020 - 246
Your Business March 2020 - 247
Your Business March 2020 - 248
Your Business March 2020 - 249
Your Business March 2020 - 250
Your Business March 2020 - 251
Your Business March 2020 - 252
Your Business March 2020 - 253
Your Business March 2020 - 254
Your Business March 2020 - 255
Your Business March 2020 - 256
Your Business March 2020 - 257
Your Business March 2020 - 258
Your Business March 2020 - 259
Your Business March 2020 - 260
Your Business March 2020 - 261
Your Business March 2020 - 262
Your Business March 2020 - 263
Your Business March 2020 - 264
Your Business March 2020 - 265
Your Business March 2020 - 266
Your Business March 2020 - 267
Your Business March 2020 - 268
Your Business March 2020 - 269
Your Business March 2020 - 270
Your Business March 2020 - 271
Your Business March 2020 - 272
Your Business March 2020 - 273
Your Business March 2020 - 274
Your Business March 2020 - 275
Your Business March 2020 - 276
Your Business March 2020 - 277
Your Business March 2020 - 278
Your Business March 2020 - 279
Your Business March 2020 - 280
Your Business March 2020 - 281
Your Business March 2020 - 282
Your Business March 2020 - 283
Your Business March 2020 - 284
Your Business March 2020 - 285
Your Business March 2020 - 286
Your Business March 2020 - 287
Your Business March 2020 - 288
Your Business March 2020 - 289
Your Business March 2020 - 290
Your Business March 2020 - 291
Your Business March 2020 - 292
Your Business March 2020 - 293
Your Business March 2020 - 294
Your Business March 2020 - 295
Your Business March 2020 - 296
Your Business March 2020 - 297
Your Business March 2020 - 298
Your Business March 2020 - 299
Your Business March 2020 - 300
https://europe.nxtbook.com/emp/EMP/jobsandcareerswinter2020/21/jobsandcareerswinter2020
https://europe.nxtbook.com/emp/EMP/yourbusinessmarch2020/yourbusinessmarch2020
https://europe.nxtbook.com/emp/EMP/YOUR_BUSINESS_Spring2019
http://europe.nxtbook.com/emp/EMP/2016SixnationsGuide
http://europe.nxtbook.com/emp/EMP/NationalExpress
http://europe.nxtbook.com/emp/EMP/SixNationFeb2015
http://europe.nxtbook.com/emp/EMP/National_Express_2013
https://www.nxtbookmedia.com