The Undeniable Power of Speaking on Camera: A Definitive Guide for Business Success in the Digital Age

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Public speaking skills – a quaint hobby?

Maybe in the past, we could be justified in thinking of ‘effective public speaking’ as a nice-to-have – a luxury. Perhaps we thought of it as a quaint hobby, the preserve of confident extroverts, but never a skill on which might rest the success or failure of our businesses.

How times have changed! Whether we’re pitching our latest product to a potential investor via Zoom, hosting a webinar to nurture our audience, or even conducting job interviews, our camera presence will play a pivotal role. A shaky voice or an awkward pause can be the thin line between sealing the deal and losing out on an opportunity. We all need to master this invaluable skill.

The role of video in the marketing landscape

In this blog, we’ll touch upon the revolutionary transformation from traditional to digital marketing. Then, we’ll explore the different roles that video now plays across the marketing landscape. We’ll examine the evidence for the benefits of video in each of the following fields –

  • Websites
  • Social media
  • Webinars
  • Workshops
  • Masterclasses
  • Guest speaking at virtual events

The world of marketing is ever-evolving. Gone are the days when traditional media, such as print ads, billboards, and radio spots, were the go-to methods for businesses to reach their target audience. Enter digital marketing—a realm that’s expanded the possibilities and redefined how we communicate with our audience. The shift isn’t just a trend; it’s a revolution that has changed the marketing landscape beyond all recognition. Increasingly central to this revolution is the medium of video. Only when we can master the craft of presenting on video will we be able to enjoy the maximum benefits of the digital revolution.

Video on websites

Video is a powerful and effective tool for businesses and organizations to use on their websites. It helps to enhance –

  • Traffic through SEO
  • Engagement
  • Conversions
  • Trust
  • Customer relationships

Here are some stats to support the increased recognition of the value of video on websites –

  • Websites with videos receive 41% more organic traffic from search engines than those without videos. (Brightcove)
  • Videos can increase dwell time on a page by up to 53%. (Wistia)
  • 81% of consumers say they are more likely to purchase a product after watching a video about it. (Wyzowl)
  • Video viewers are 95% more likely to remember a call to action than text readers. (Insivia)
  • Including a video on a landing page can increase conversion rates by up to 80%. (Unbounce)
  • Videos can help to reduce bounce rates by up to 80%. (WordStream)

How do businesses make the best use of video on their websites?

  1. Product demos and explainer videos
    These videos can help to educate potential customers about your products or services and demonstrate how they work.
  2. Testimonials and customer stories
    These will help to build trust and credibility with potential customers by showcasing the positive experiences of your existing customers.
  3. Behind-the-scenes videos
    These videos can help to give potential customers a glimpse into your company culture and values.
  4. Educational videos
    These videos can help to position your company as an expert in your industry and provide value to your potential customers.
  5. Entertainment videos
    These can be used to engage and entertain your visitors, which can encourage them to stay on your website longer and return in the future.


Video and Social Media

Be in no doubt. By using video on social media, you’ll be making the most of a highly engaging and effective way to

  • reach your target audience
  • drive traffic to your website
  • generate leads and sales.

Here are the stats to back up the claim –

  • 93% of companies have acquired new customer(s) via social media video (Wyzowl)
  • 81% of businesses prefer to use Facebook for their video marketing. (Wyzowl)
  • Video campaigns on LinkedIn have 50% view rates. (Wyzowl)
  • Social video generates 1200% more shares than text and image content combined. (Wyzowl)
  • 87% of marketers say that video marketing has helped them drive more sales. (Wyzowl)
  • Short-form video offers marketers the highest ROI of any social media marketing strategy. (Oberlo)
  • YouTube is the most popular video-sharing platform for marketers, with 89% of them using it. Facebook is second with 70%. (Oberlo)

What makes video so popular on social media?

The evidence is clear. With few exceptions, people find video far more engaging than other types of content. They are more likely to watch a video than read a blog post or look at a picture.

Video is a wonderfully effective way to tell your brand story. A well-made video will help you connect with your audience on an emotional level and build trust.

Video will enable you to educate and inform your audience. Tutorial videos, product demos, and explainer videos are all great ways to teach your audience about your products or services.

Video is an ideal medium for promoting your products and services – showcasing them to convince people to buy.

Webinars – from lecture hall to PC

Webinars are proving to be a highly effective tool for

  • Generating leads
  • Nurturing prospects
  • Build brand awareness and thought leadership
  • Closing sales

There’s plenty of evidence to show how marketers value the role of webinars –

  • 73% of B2B marketers say that webinars are one of their most effective marketing channels for generating high-quality leads. (GoTo Webinar)
  • 89% of marketers believe webinars outperform other channels in creating qualified leads. (HubSpot)
  • 48% of B2B buyers consider webinars the most valuable form of content for their decision-making. (DemandGen Report)
  • Webinars have a conversion rate of up to 20%, which is much higher than other marketing channels. (BrightTALK)
  • 91% of B2B professionals say webinars help them lower their cost-per-lead. (Content Marketing Institute)
  • Webinars are the most popular type of content for 91% of B2B professionals. (Search Engine Journal)
  • 61% of B2B marketers hosted a webinar in the last 12 months. (DemandSage)
  • 54% of B2B pros engage with webinars weekly or daily. (Search Engine Journal)

Why do marketers hold webinars in such high esteem? Four strong reasons –

  1. Webinars are interactive. Attendees can ask questions and participate in polls and quizzes, which helps to keep them engaged.
  2. Webinars can reach a global audience. Anyone with an internet connection can attend a webinar, regardless of where they are located.
  3. Webinars are relatively inexpensive to produce. There are a number of free and low-cost webinar platforms available.
  4. Webinars can be reused. You can use recorded webinars to generate leads and nurture prospects even after the live event is over.

Webinars are especially useful as a way of introducing a topic to your chosen audience. Rarely lasting more than an hour or so, they are often used to provide an overview of a subject. Many are free, but not all. Importantly, webinars often serve as a marketing funnel, providing valuable information while promoting a product or service at the end.

In short, webinars make the most of video technology by bringing the benefits of the lecture theatre into your audience’s home or office.

Online Workshops – practical online study

It’s common to confuse webinar presentations and masterclasses with workshops. There’s a distinct difference. The former are largely one-way exercises, where interaction and feedback remain minimal. What distinguishes an online workshop is the interactive element. The attendees expect to ‘work’ – typically, to put into practice, sometimes in groups, elements of what they’re learning.

The evidence of their value is clear.

  • 82% of marketers say that online workshops are an effective way to generate leads. (HubSpot)
  • 79% say that online workshops are an effective way to educate and nurture their target audience. (HubSpot)
  • 73% find online workshops an effective way to close deals. (HubSpot)
  • 90% of workshop attendees declare that online workshops are a valuable way to learn new skills. (GoToTraining)
  • The most popular topics for online workshops include marketing, sales, leadership, and personal development. (GoToTraining)

Many of the benefits of webinars also apply to online workshops. But the latter can produce further benefits.

  1. Online workshops can help you build relationships with your target audience. By providing valuable content and engaging with attendees, you can build trust and loyalty with your audience.
  2. Online workshops can help you position yourself as an expert in your field. By sharing your knowledge and expertise, you can establish yourself as a thought leader in your industry.
  3. Online workshops can help you generate leads and sales. By providing valuable content and engaging with attendees, you can encourage them to sign up for your products or services.

In summary, online workshops offer cost-effective, scalable training solutions aimed at elevating the attendees’ skills and levels of productivity.

Masterclasses – in-depth online learning

Masterclasses are usually led by experts in the field, offering attendees an invaluable learning experience. They’re inclined to be less interactive than workshops but may still feature exercises and feedback.

Masterclasses last longer than workshops. They sometimes span several sessions. The audience for these classes often has some background knowledge of the subject. Unlike webinars, the primary goal of a masterclass is educational, usually without the intent of selling a product or service.

In recent years, the demand for online masterclasses has grown exponentially, as these statistics clearly show –

  • The number of people taking online masterclasses has grown by more than 300% in the past few years. (Research and Markets).
  • People who list online masterclasses on their profiles are more likely to be hired and earn more money. (LinkedIn).
  • 94% of students said that online masterclasses have helped them to achieve their learning objectives. (Coursera)
  • Employees who take online masterclasses become more productive and innovative. (IBM)

These statistics show that online masterclasses can be a valuable investment for anyone who wants to learn new skills and advance their career.

The many benefits of online masterclasses include

  1. Learning from experts in the field. Masterclasses are typically taught by world-renowned experts in their field, giving attendees access to their knowledge and insights that they may not be able to find elsewhere.
  2. Convenience and flexibility. Online masterclasses can usually be taken to fit in with attendees’ own schedules. This makes them a great option for busy people who want to learn new skills or advance their careers.
  3. Affordability. Online masterclasses are often more affordable than traditional in-person courses. This is because there are no overhead costs, such as travel and accommodation.
  4. Interactivity. Many online masterclasses offer interactive features, such as live Q&A sessions and discussion forums (although not as much as from an online workshop). This allows interactions with the instructor and other students and the opportunity for feedback.
  5. On-demand access. Once enrolled, attendees typically enjoy on-demand access to the course materials. This means that they can review the material at their own pace and as many times as they need.

Guest speaking at virtual events – a business game-changer

With recent developments in online technology, well-executed speaker slots can deliver numerous benefits to any business. Keynote speeches, talks or presentations can transform the impact of your brand. Let’s look at those benefits. Guest speaking provides the opportunity to

  1. Impart knowledge and skills
    You can provide educational experiences – insights into your specialist field, enriching others with your knowledge and updating them on industry trends. The result? You’ll build trust and credibility amongst your audience.
  2. Offer fresh perspectives
    Keynote speakers can shake things up. You can encourage others to think outside the box, nurturing creativity, innovation, and problem-solving.
  3. Elevate Morale and Engagement
    As a guest speaker, you can work wonders for the morale of your host’s workforce, inspiring and enthusing them to greater productivity.
  4. Promote your own brand
    Present yourself well online, and you’ll enhance your own brand, making yourself and your services memorable.
  5. Reaching a wider audience
    Online speeches can be shared all over the world, regardless of their location.

Video presenting – your most potent marketing weapon

Learning to present yourself, your brand, and your services on video opens up a world of possibilities for your business. Video is arguably the most potent weapon in your marketing arsenal; a powerful tool that not only markets your products or services but also builds your personal brand, your confidence and your credibility. Video presentation skills are no longer a ‘nice-to-have’. They are increasingly seen as a non-negotiable marketing tool – an absolute must in the digital age.

Are you ready to speak with confidence on camera, position yourself as an expert and attract your ideal client?
Your business needs you to speak up for it!

Here at Breakthrough Public Speaking, I’m here to help. Let’s start by scheduling a no-obligation chat. Tell me about your goals and your public speaking challenges. I’d love to hear from you.

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