Don ’ ts
• Don ’ t be inconsistent – “ You won ’ t get the traction you ’ re looking for if it ’ s inconsistent or if your posts are too far apart ,” advises Burns . “ You ’ ve got to have a consistent cadence . Once a month is too long of a gap . The longest I will go is every other week .”
• Don ’ t make it a sales pitch - Don ’ t make it a commercial .
• Don ’ t call out or speak about another company or person - “ I never think this is a good idea , but certainly not on social media ,” says Burns . “ Burning a bridge is a bad idea , whether it be in person or online . You end up looking petty and unprofessional .”
• Don ’ t let the details keep you from getting started - The longer you consider all that ’ s involved , the less likely you are to jump in and try this , according to Burns . “ Just do it ! Just record yourself . It takes practice . I ’ m not anywhere where I want to be , but I ’ m better than I was when I started ,” he says . “ Last November , when I started doing these video posts , it took three , four or five attempts before I got the one I wanted . You will get better with practice . You ’ ll get comfortable on the screen . I promise .”
Who ’ s the Face on Camera ?
Those thinking about following Burns ’ lead and doing video posts may wonder who the “ face ” on camera should be . Burns believes strongly that it should be the company leader . “ The leader should be the face of your company ’ s video posts . I think it adds value ,” he advises . “ It shows exactly who is running the business . It shows that the leaders are in touch . That they are engaged . That they are experts . We all know that one of the big reasons people pick our sector instead of using one of the Big Four is because of that personal touch . This is a way to capitalize on that .”
He offers a few words of encouragement for leaders reluctant to put themselves on camera : “ Many owners want to outsource this , whether it be to one of their kids , an intern or maybe an outside marketing company . It ’ s fine to bring in people who know more about social media and video production to make it happen , but for the face , it should be the leader . Don ’ t underestimate how valuable it is for people to see the business owner as a visionary . The one who sets the tone . What you ’ re doing is doubling down on your expertise and your position as a thought leader .”
With that said Burns points out that there are alternatives if the leader doesn ’ t want to put himself or herself on camera . “ There are different ways to do this ,” he acknowledges . “ The leader doesn ’ t have to be talking to a camera if they ’ re uncomfortable . The posts could feature a video of the business in action with the leader doing a voiceover or filming the leader in a collaborative interaction . So if you ’ re uncomfortable with being on camera , there are still ways to do this .”
“ IN TODAY ’ S WORLD , FOLKS ARE COMPETING FOR DRIVERS . ONE OF THE WAYS TO DIFFERENTIATE YOURSELF IS TO SHOW POTENTIAL DRIVERS HOW YOU WORK WITH THOSE WHO DELIVER FOR YOU .”
42 customized logistics & delivery Magazine I summer 2024