By Chonce Maddox
My one-year anniversary of being a member with The NRWA is quickly approaching, and I can’t believe how fast time has flown by. I have learned so much from everyone involved with this organization, from the workshops at the conference last year to the interactive group emails and support that are sent out every day. I’ve been helping out with the newsletter for a few months, and when I was asked to submit a marketing article for this month, I seriously didn’t know what to say.
Well, of course, yes. I was excited to share, but quite nervous; I didn’t really know what I could share that would be of value. I thought long and hard the other day, and then it hit me. I’ve been working in marketing and public relations for some time, and I’ve learned a lot about new-age marketing tactics along with innovative ways to help businesses reach new crowds.
Today’s business owners should really jump on the video content-marketing bandwagon and take advantage of this digital marketing tool. I’d like to talk mainly about YouTube, as it is the leading digital resource. According to comScore, 45.5% of Internet users claimed they viewed at least one online video over the course of a month. About 100 million users said they watched an online video each day.
While this information clearly proves how effective videos are for capturing attention, it’s not solely about the number of people who are watching videos but more about the reasons they are watching. Maybe your video attracts an individual who is interested in your services but hasn’t been able to call and seek out more information. Maybe an individual who is struggling in his/her job and seeking information that may help with the situation comes across your video and finds it useful. Marketing videos are a great way to pitch oneself to potential customers and bring in leads. Videos are quite easy to make and are a great way to attract a whole new market of customers. You can dedicate as much or as little time on video content marketing as you deem necessary.
YouTube is not solely filled with silly videos of singing cats and aspiring singers. It’s the second most utilized search engine in the world (second to Google). People everywhere are using YouTube to search for products, services, and information. Your YouTube video could intercept some of the traffic and use it to your advantage. Videos can also be used in blogs, emails, social media, and even directories.
The first step is creating a YouTube account for your business (if you haven’t already). At first, it may be hard to think of a résumé business making videos, but, contrary to that belief, there are plenty of things you can do to create marketable video content.
Create a How-to-Video: How-to videos are very popular today, and you can associate them with a variety of topics, including résumé-writing and career-coaching tactics. Think of a problem or issue that some of your clients may have and create a video of you actively solving a similar problem. This would be great approach for clients who aren’t tech savvy and respond better to visuals.
Create a Weekly Tip vlog: As an expert in your field, you can use your industry knowledge to market your business through a video. A vlog is a video version of a blog. Each week you can create a 60-second video where you provide clients and potential clients with a weekly tip about résumé writing, job interviews, common mistakes job candidates make on résumés, or anything you’ve learned in the career services industry. Be sure to assign a catchy name to the weekly segment and send it out to everyone via email or social media.
Upload Videos of Public Speaking Events: If you speak at seminars or events, be sure to have someone videotape your speech so you can upload your presentation to your business’ YouTube page.
Respond to an insightful teleseminar via video, with your comments and feedback on the material covered for interesting content. Videotaping a mock interview with a volunteer participant could also add to the video marketing of your business.
As always, you should include your business’ information and mission in all of your videos and share them on social media. You’ll be sure to observe that through the videos you’ll not only be able to capture your audience’s attention and make them remember your brand, but you’ll motivate them to research more information about your company and turn to you when it’s time for a résumé.
Chonce Maddox is a senior journalism major at Northern Illinois University. Her skills and expertise include writing résumés and cover letters for peers, creating dynamic keyword optimized LinkedIn profiles, and developing/monitoring social media brands. She is currently seeking a certification in résumé writing from The National Résumé Writers' Association.