Welcome to the Content Champion Podcast, in this episode we're considering how to create video content with confidence for your online business, with video marketing expert Lindsey Hazel of HazelHaven.com.
Listen To Lindsey's Show On Video Confidence
- Discover how Lindsey got into video marketing
- How you should start where your comfortable with your videos
- Why we shouldn't overthink making marketing videos
- Always speak like you're speaking to just one person
- Why self belief when making videos is crucial
- How practice creates confidence in video making
- Learn what video creation tools we need to succeed
- Lindsey's YouTube publishing primer
- Where we can find Lindsey online
- The PS Question – Lindsey shares a great video marketing tip you won't want to miss!
Watch The Video Podcast
Loz James: Welcome to the content champion podcast. In this episode we're considering how to create video with confidence for your online business with video marketing expert, Lindsey Hazel of hazelhaven.com. So without further ado, let's dive in. Thanks for coming on, Lindsey.
Lindsey Hazel: Yeah, thanks so much for having me.
Loz James: Now, before we get started on video confidence, could you share your back story with us please?
Lindsey Hazel: Yeah, sure. I worked at a tech company in marketing for almost 10 years, and I worked really long hours, really long days, and it just got to the point where I was just kind of like this is really what I want to do? So I started my own business and really got into video, and pretty much it's just kind of grown from there.
Loz James: What made you specialise in video particularly?
Lindsey Hazel: You know at my old job, I worked in video and just kind of did little marketing videos, and then when I started my own business I was doing social media marketing and I kept having clients ask me, “Hey, how did you do this?” So I started making video tutorials to show them, and it just kind of evolved from there. My video tutorials got really popular, and then people wanted more videos. So I just have kind of ran with the videos thing.
Loz James: Well, that's how I found you because I've got these lights in my face now on this video recording the podcast and I feel really uncomfortable. I'm a former sort of broadcast journalist so I'm used to all audio, but when it comes to video it makes me feel really nervous. I know a lot of listeners will have sort of nerves and issues about being on camera as well, so today we're going to go through some helpful tips to make this whole thing a bit more palatable. Based on a sort of blog posts that you've already puts out on hazelhaven.com we start, don't we, with being comfortable within ourselves before the whole process begins, don't we?
Lindsey Hazel: Yeah. Yeah. Well, you start being a little uncomfortable before you get comfortable, but I encourage people to just start where they're comfortable. So like you said, you're not used to having the lights on and all of that. That's okay. If you didn't want to have your lights on, you could turn them off or just do a voiceover instead on a video, before getting to the point where you feel comfortable being in front of the camera. Does that make sense?
Loz James: Hmm. So there's lots of different things. I guess it's down to strategy, isn't it, from the start. What you want to achieve with your video will dictate what type of videos you make a after afterwards.
Lindsey Hazel: Yeah. It really depends on what kind of videos you want to make, as well as what kind of value you're giving to your audience when you're creating a video as well. So you might think that you have a really good idea for a video, but if it's not gonna help anybody achieve anything, it's going to be hard to get good traction on your video and get better at your videos. Does that makes sense?
Loz James: Totally. So the kind of like, although we need to be comfortable doing this, it's not about us, is it? It's about your target audience and making it relevant for them.
Lindsey Hazel: Yes, exactly. Exactly.
Loz James: Okay, so that moves onto my second point really, which is we shouldn't overthink this, should we? Marketing videos don't have to be hard.
Lindsey Hazel: Yeah, exactly. Like I said before, you get to the point where you want to create a good video, but at the same time is you just kinda have to do it and not overthink it. A lot of times this phrase for procrastiperfection, we get to the point where you're procrastinating so much because you're trying to make it perfect, and then you just end up not doing anything at all, and as long as you just put it out there and you don't overthink it, over time your videos will get better because you'll keep doing them.
Loz James: But being natural in front of camera is kind of unnatural. It makes me think just doing a few of these, my sister-in-law's an actress. She's a brilliant actress. To be able to be natural and and convincing and engaging in front of a video camera when all these lights are shining light like we said, it is quite difficult if you think about it too much and that feeds into the point, doesn't it? Don't overthink it. Just kind of get on and do it.
Lindsey Hazel: Yeah. Yeah. Totally. One thing that I used to do when I started doing these things is that I'd never wanted to see myself in front of the camera. I was really self conscious, and then know where to sit or to stand or if I had a double chin or if my hair is messed up any of those little things. And then more people would just say like, “Oh, I'd really like to see you,” or something like that. So I started getting in front of the camera and what I used to do is I would get a Post-it note and I would put it underneath the camera lens, and I put an arrow pointing up at the lens and said “Look here,” and that really helped me just focus. Okay, if somebody is on the other side of this, I need to look directly at the lens, and it helped me just get more comfortable with being on camera and seeing myself on camera instead of not.
Loz James: I'm slightly cheating here because I'm kind of sideways on, because I'm going to split screen this on the podcast video version. You'll be the centre of attention, so your face on because you've got experience doing this and I'm sort of sideways on. But yeah, it is. You do start questioning what you look like and I'm follicly challenged so I have the camera so you can't see my little bald spot and things like that. So all of these sorts of things you have to get round don't you? Because it is strategically important to create video, isn't it?
Lindsey Hazel: Yeah. But most of those things that we're self conscious about, nobody even notices and nobody else even cares. As long as your message and you know what you're trying to keep convey in your video comes across all of these other things don't matter. People don't care if you know your hair is coming out or if you have something on your face or something's in the background. I mean, people really don't care. That's something that we deal with.
Loz James: Having said that, you've got a very nice picture in the background there.
Lindsey Hazel: Thank you.
Loz James: Okay. Talking about the way we come across, we should speak like we are now as if we're talking to just one person when we're making our videos, shouldn't we?
Lindsey Hazel: Yes, that is the best. That's probably hands down the best tip somebody ever gave me.
Loz James: Okay.
Lindsey Hazel: A lot of the times on videos people would be like, “Hey everybody, hey guys. Hey, the whole world,” any of that kind of stuff. To me that is overwhelming because if I am thinking that I'm talking to 2.2 billion people on YouTube or on anybody at video platform that's, that's really nerve wracking. But if I'm just thinking, I'm talking to one person that's not as stressful, and on the other side, the person watching the video can kind of connect with you more because they feel like you're just talking to them. That's really helped me with my videos and I know that that's also helped my clients as well.
Loz James: Well I guess that sort of feeds into, comes out of an understanding of your target audience, knowing exactly who you're speaking to. So you can't really make a good marketing video unless you've nailed down that customer avatar and everything related to that.
Lindsey Hazel: Yeah, yeah, definitely. But you could always just kind of act like you're talking to your best friend and use them as your custom avatar or your custom person if you're not quite sure. We tend to talk to our best friends a lot more naturally than we do if we're talking to a stranger.
Loz James: Okay. Now in the blog post on which this discussion is based, you also talk about mindset, about it's important that we believe that we can create these types of videos. Explain that a bit more.
Lindsey Hazel: Yeah, sure. So when I first got on YouTube, I was really intimidated by all these big YouTubers and all this stuff. One thing that really helped me was just believing that I could do it and just believing that it was possible for me to also be a YouTuber. Now I still don't have a thousand subscribers, which is totally fine. A lot of people get really focused on their subscriber account, but I have over 150,000 views on my videos. So understanding that, okay great people are watching my videos and this is possible for me is just really encouraging as that mindset of yes, this is possible for me to and is possible for anybody to get on YouTube and that they can do it as well.
Loz James: So self belief, self confidence, understanding who your audience are, speaking directly to them, and then the next tip, practise makes perfect. Or in this case practise creates confidence. Tell us more about that.
Lindsey Hazel: Oh yeah, sure. Like any new skill that you're learning, you're not going to be great at it the first time. It's going to take a few times to get better at it. Yes, done is better than perfect, but as long as you just continue to practise things, and especially with video, the more that you do it, the better you'll get at it and the more confident you'll feel about doing a video. When I first started doing videos, it would take me hours to try and get my setup right and make sure everything was working and where I was sitting and just all of it. It was just, it was very, very overwhelming. Now I can just be like, okay I'm going to do a real quick video and be done with it. Something that used to take three hours now takes 30 minutes or less. The more that you do it, the more that you will get more comfortable and confident creating videos.
Loz James: We'll talk about the process a bit more later in the show but I just wanting to touch upon that thousand hours thing. It feeds into that, doesn't it? That whole thing that if you just do something over and over again, you're bound to get better at it. You become an expert.
Lindsey Hazel: Yeah. Yeah. I would've never thought that I would be teaching people how to do videos or how do we comfortable on camera because I've not ever really feel comfortable, before for sure.
Loz James: And how do you, when you're making videos, when you want them to sort of convert, obviously they're a great content marketing medium, but when you want to include conversion elements in them, is that something you do verbally or do you do that with call to action buttons and things underneath if they're on your website? Just to expand on that a bit, if you would.
Lindsey Hazel: Yeah, sure. Usually it's just telling- my best converting videos or affiliate commission videos. But usually instead of being like, “Hey, just click on my link and I'll get commission,” I will tell them, “Hey, this is why I really enjoy using this tool or this product and if you want to use my link, I'll get a commission that school. If not, that's fine too.” And giving them just saying that natural if not, that's okay, people really connect to that more than just being like, “Hey, buy my thing.” So yeah, I use it in the video as I'm verbally speaking. Ill say it and then if it's on YouTube or in a blog post, I'll have, “Here's my link. You can click here and do this.”
Loz James: So we're talking about being yourself and being honest and then you come across as authoritative and trustworthy.
Lindsey Hazel: Yeah, definitely.
Speaker 1: You're listening to the content champion podcast, showcasing the training and tools you need to become a content marketing champion in your online business.
Loz James: Okay. So what comes out oof that as well as if you're making the sort of marketing promotional videos of your company, you are then going to need someone to step up and almost be the face of your business, aren't you? I guess.
Lindsey Hazel: Oh, not necessarily. I have a lot of people in my membership programme who don't ever really get on camera. Most of them are makers. Like I have one girl who designs cards, and she rarely gets on in front of the camera. Most of her shots are shot from above while she's creating, and there'll be her hands, and then she makes most of her conversions or sales off of the products that she's using. She doesn't necessarily have to become the face of the business, but she's able to just use her expertise as the value and an etc. Does that make sense?
Loz James: Yeah, yeah. Yeah. So we can either do videos like this. See, we're recording, we're face to face. It's just sort of head videos, talking heads, or we can do screen casts where we're recording our desktop. We can do, like you say, other forms of video where maybe we've got, I don't know, a slideshow playing and we're talking over the top of the text. We can do like your example there. You can have just the hands using specific tools or tasks or artwork or anything like that, which I guess is great for sort of craft related niches and stuff like that. There's a tonne you can do if you strategically think it through, isn't there?
Lindsey Hazel: Yeah. Yeah. The reason I really liked using YouTube is because most of it is very similar. I mean, it's owned by Google, but it's a very similar to the whole search engine thing and I know that it's very popular with your content and just all the SEO and everything. When you're creating those videos, as long as you stick close to what keyword you want to rank for, you can kind of base off your video creation off of those keywords too. Does that make sense?
Loz James: Let's stick with YouTube actually, then we'll look at the tools that we've got here, because I've got my mic and I've got my camera and then I've got various lights and things, again, dazzling me. It feels so strange to do this. YouTube, okay. You can use YouTube as a search engine, obviously. As you say, you pick your keywords. What are we doing to use this platform to get some eyeballs on our videos. How do we upload them and use that as a publishing platform?
Lindsey Hazel: Yeah. So the biggest thing on the YouTube as far as ranking goes or using everything with YouTube is making sure that you're using tags. A lot of times people don't even realise what a tag is. They usually think it's the hashtag like on Instagram or a Twitter, but it's not. Technically it is, but it doesn't perform the same. But you just want to make sure that when you're putting out your videos, you are including in a really good title and you have a really good description. Then you also have your tags, and those are the things that will help your videos show up on YouTube and on Google when you do a search. Because sometimes, it depends, but sometimes on Google and videos will also pop up at the top as well, and that's just really how you have your description and everything on YouTube.
Loz James: Okay. So the video that comes with this podcast, it's about creating video with confidence. So let's say the key word is “video confidence” or “how to have video confidence.” I would obviously make sure that it's in the video title and a description, then obviously my blog posts are tying to that and then I can put the video up on YouTube and link it back to my blog post as well because that's a good thing to do for SEO as well?
Lindsey Hazel: Yeah, definitely. A lot of times people don't realise that when you embed the video on your blog posts that actually helps you in video do better. So what I always do is after I create a video, I will use this transcription from the video and turn that into a blog post, and then I will go in and get the video link and embed the video into the blog post. But I would still have all of the text from the blog post as well because sometimes people don't have the time to watch a video or they just want to read it. But that way you're able to have all of your keywords and all of your everything in a few places at the same time. And then another thing that you can do is on your actual video, so on your video on YouTube, in the description, you can put something like, “If you prefer to read this, click here,” and it will go directly to your blog link. And then that's just another thing that's nice as well.
Loz James: Because as you say, they're both Google properties, Google the search engine, YouTube, it's kind of becomes a closed loop, doesn't it? So you go to YouTube, find your video through keyword research on their, watch that and then maybe find yourself at the blog clicking through, or you go and do a search in Google, find your blog posts and then watch the video on YouTube. But it's all keeping that sort of cycle going and keeping the eyeballs on where you want them to be, your website, your properties.
Lindsey Hazel: Yeah, definitely. And what's really nice about having at the bottom or in the description in the video to the blog post is that really comes in handy if it's something that's really technical, like a video editing tutorial or something that you really need to know what are the details to do this. I mean something if you're like trying to build something, and you really need those tips and you can't just sit there and hit pause all the time on the video. That's when it really comes in handy to also have it in text form.
Loz James: Are there any restrictions on what you can upload in terms of length of video and and size of video, or is YouTube pretty much you can put any kind of length on there, a couple of hours or whatever.
Lindsey Hazel: Yeah, there are no limitations on YouTube really.
Loz James: Okay. So in terms of using it commercially, there's no nothing, in terms of using it for your own membership sites or if you're promoting your business, that's all fine as well?
Lindsey Hazel: Yeah. The only place that YouTube gets really a weird is when it comes to for music and things like that. That's when you have to be really, just pay more attention to copyright things.
Loz James: It amazes me when I say some of the videos people using like full songs. I'm thinking you surely don't have permission for that. Okay, so let's look at the tools as well. As I say, I've got my microphone here. I'll put a link to the tools I'm using. I've got my camera. It's a Logitech HD 10 ATP or something. It's a really great camera. It's just a USB one. You plug all these in.
Lindsey Hazel: Yeah.
Loz James: What are some good tools we can use to make videos that aren't too expensive?
Lindsey Hazel: So going back to the start where you're comfortable, I usually tell people just start with what you already have, and most likely that's just using your mobile device. So as long as you have your phone and even just the white headphones that come with the iPhone or just some headphones with a microphone on them, that's really all you need. Then as you start doing this, yeah, of course you can get a better camera or get a better microphone and get lights. But the three things that you always want to focus on are of course the camera, the lighting situation, and then the sound. If you have any of those that are off, people will click away from your videos faster than anything similar listening to the podcast. If you're listening to a podcast and it's got horrible sound or something is not sounding right, nobody's going to really listen to it.
Lindsey Hazel: So you just want to be mindful of that when you have your things. But I'm probably using the same Logitech camera as you are right now. I think mine's the C920. it's been great. I don't even have my lights set up right now. I do have this one little thing. I mean, I can turn it on, but you can see that it makes me a way too bright right now, so I just left it off. But yeah, you just kind of take steps as you start growing. When you start getting more comfortable with it, sure, add a new thing. You don't need the fancy whole studio set up if you're not ready for it.
Loz James: I was going to ask you about that actually because I'm in my office here and you're in your home office there. I don't have any of that special stuff on the wall to mask the sound or anything like that. I've got my mouth guard thing here so they don't get popping on the Ps and all that sort of stuff. I still do get a bit of that, but I guess there's curtains in here, whatever that that soak up some of the sound. But the worst thing you don't want on audio is echo because you can't edit echo out. It's a complete nightmare. But apart from that, if it doesn't sound like you're the only person in a sort of small warehouse, if you've got something to soak up a bit of the sound, it's normally fine isn't it?
Lindsey Hazel: Yeah, and it's interesting. You'll see all kinds of people that you're doing different things. There's this one friend I have, and she would put her microphone in a shoe box and put pillows on both sides of this shoe box and lean her head into it so that it didn't have any ambient sound. But in here, it did echo a bunch in this room and just putting a rug down just really helped. Even just plugging in my headphones and just having that, because a lot of people don't realise. A lot of people want to use the microphone through the camera, through the Logitech camera, but then that's when you get a lot of the background noise. So there are a lot of different things. I don't have those sound things on my walls either. Just because I think it looks kind of crazy having them.
Loz James: Yeah, I mean just as long as it sound's not feeding back from one microphone to another, then you've closed that loop off and you're going to be fine, aren't you?
Lindsey Hazel: Yeah.
Loz James: So some of the best videos I've seen on YouTube, sometimes if I'm really interested in it, I've seen some sort of screen shares where people are going through how to do something with a piece of marketing software or whatever it is, and the quality of the sound that she wasn't that good and they were just sort of a little tiny talking head in the corner. It was really quite awful, but I've literally watched it for sort of 40 minutes because the information is great. I guess that's key. They come across really well, and therefore the video's engaging and that's what you need, isn't it? That connection with your target audience.
Lindsey Hazel: Yeah, totally. And yeah, like I said, you don't need any of the fancy things to do videos. Of course, as you grow, it does help a little bit, but as long as your message is good and as long as what you have on your video is valuable to who's watching it, that's really all that matters.
Loz James: Hmm. Well that's fascinating. So look, just before the PS question, which I ask everyone at the end of the show, can you remind us or where we can find you online please?
Lindsey Hazel: Yeah, sure. So you can find me at hazelhaven.com. That's my website, and you can find me on YouTube. It's YouTube.come/LindseyHazel. You can just search “Lindsey Hazel YouTube,” and I'll pop up.
Speaker 1: Wait for it, listeners. Here comes the PS question.
Loz James: Fantastic. Okay. This is what I call the PS question. Could you please share one advanced video marketing tactic we can use right after the show?
Lindsey Hazel: Sure. Okay. So this is, you're probably going to laugh about this, but it's the best way that you can connect with your audience when you're doing videos is to include your bloopers. You make these videos and a lot of times you'll have to record it and a few times and be like, “Oh gosh, that's horrible.” But if you include those bloopers, you will connect with your audience so much faster than if you just put everything out that's perfect. So the next time you make a video, even if you make a video of right now, just share it on social media and tag me and tag you and just let us see you making your bloopers then laughing at yourself.
Loz James: That's really good advice actually, because my most listened to podcast is with Brian Dean of Backlinko and halfway through my son, he's about 11 now. It was a few years ago. He came in with his Venus fly trap plant that we just bought him because he wanted to show me there was a fly in it halfway through, and I just left that in, and it actually was kind of halfway through and it was a nice break to the whole thing. The worst one I did, the least listened to was where I went in and I listened to it back and I'd literally over edited it so much, it sounded like two robots speaking to each other without the natural breathing in and everything, the gaps and thee actual pauses and stuff, and it sounded awful. Whereas the more free flowing one where one of my kids sort of interrupted was much more popular. So yeah, that's great advice. Okay, well those are great video confidence tips. I'm going to take them on board cause I still do feel a little bit uncomfortable, but now I've spoken to you, I feel better about it already. So yeah, great conversation, great tips, and all that remains to say is thank you very much for coming on today, Lindsey, and the best of luck with everything in future.
Lindsey Hazel: Yeah, Thank you so much for having me, Loz. It was a lot of fun.
Speaker 2: You've been listening to The Content Champion podcast available at contentchampion.com and on iTunes. Until next time, thanks for listening.
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