As someone who produces videos for a living, it still surprises me how often I come across people who are afraid of using video to help promote their business.

It surprises me for several reasons:

1. Video connects with people online

Given how effective video is for engaging an audience, retaining customers and generating leads, it just makes sense to be using it. Video enables you to build rapport and cut through the noise in our information intense environment in which we now live.

Businesses who use video are seen to be more engaged with their community. Buying decisions are easier and people feel more supported by your business. If in doubt of the effectiveness of video, check your Facebook feed. Video is dominating how people are connecting and communicating online.

2. Your competitors are using it

At some point you have to address the fact that even if you are trying to avoid using it, you will either work with it or walk away. Video is now the predominant way to engage with your customers. You can try to bury your head in the sand, but when everyone around you is using it you’ll just get trampled by those heading over to your competitors.

You are no longer ahead of the pack if you are using video, you are simply in the game.

3. Everyone can do it

Now I know that some people are saying “I look terrible on camera” or “I freeze when a lens is pointed in my direction”. Well that’s okay. You don’t have to be the focus of the video. In fact your customers should be the focus of the video. Any marketing you do should be about them.

Often to put first timers at ease I tell them, “Don’t worry if you do a terrible job, we won’t use it.” Surprisingly my little joke actually works. They realise you don’t have to nail it. It’s only video. If it’s not great, no one has to see it. They also relax and generally perform quite well.

4. Fear is not real (it just seems that way)

Trying to rationalise fear is like trying to say why I like blue. It’s not about logic, it’s emotional. But generally at the root of all fear is a lack of exposure and a lack of understanding. 95 % of things we worry about never happen.

But like anything, the more exposure you have to it, the more comfortable you become with it and the better you become at performing. So the only thing you should be afraid of in regards to video is not using it.

Dip your toe in the water. Accept that you will improve over time. Putting yourself outside your comfort zone is where real success occurs.

5. There’s plenty of options

There are dozens of different types of videos you can be using to promote your business, engage with your customers, answer frequently asked questions and generally support your business community. Standing in front of the camera is just one of them. So if that’s not your thing, relax. There are plenty of powerful ways to use video that’s not about you.

There’s animations, there’s case study videos (when you film your customers), there’s products overviews, you can use a voice over or an actor to speak on behalf of your organisation and many more ways to use video effectively without having to be in front of the camera.

6. Lots of ways to learn

There are plenty of courses online and live workshops that can help you master the skills in video production. It has never been more important to use this readily available technology on a regular basis. Thinking I don’t know what to do or how to do it, is no longer an excuse. You might be surprised once you look into it, that’s its actually not that hard.

In fact, I’ve written a book “Shoot Me Now -making videos to boost business” which takes you through what you need to know to make impressive videos. Feel free to get in touch and I’ll send you a free copy.

Follow Geoff Anderson on Twitter @geoffsonic for more tips on how to use video to improve engagement with your customers.