“As humans, everyone loves a good story,” says Johnny Eaker, owner and operator of Clapboard Pictures. “If you can tell a story about your business and humanize it, people want to do business with you.”
What if your story is intricate and hard to put down in writing though? That’s when videos as marketing come in to play.
According to a New York Times report, “Online video is becoming a first stop for many customers… It gives them a channel to talk directly to customers in ways previously accessible only to large companies that could afford TV advertisements… Online video has helped the company recover it’s human touch virtually.”
Video allows you to engage with your audience in a way previously only attainable through TV. “What video does really well is show and tell,” said Johnny. “It can present all the static parts of your website or complicated parts of your marketing in a much more interesting way.”
You know your company’s message and understand what you do better than anyone else. Your marketing materials work to share that message. Video can convey your message in a living, three dimensional way. Not only are you sharing facts about a company in your video, but you put a face and voice behind the name too.
Forbes found that most respondents to marketing prefer video over white papers, case studies and even live demos with company representatives.
Fundraising events show videos to evoke emotion in donors. Sales representatives share videos to kick off meetings or answer product questions. Company videos can serve a lot of purposes. Johnny says every business should consider at least these three videos:
This video gives viewers a well rounded look at your company. It might be a virtual tour, or interviews with your staff explaining what they do, whatever it takes to give viewers a general feel of the company.
Demonstrating how to use your company’s product gives viewers a sense of trust. They can see how it works instead of literally trying to read between the lines and guess. A video can increase online purchase conversion rates by allowing viewers to make a more educated buying decision instead of a blind one.
Testimonials are awesome regardless of their format. But video can add an element of honesty and emphasis missing in written testimonials. Let viewers see and hear real people rave about how your business made them happy. It doesn’t get much better than that.
These types of videos can play a role in your sales process. They may help you generate leads, but are most successful converting website views to action. Johnny explained, “Technology now allows you to add specific calls to action, such as capturing email addresses and interactive web links, right in your video which can further engage clients and increase sales.”
“Your goal is to create a story that means something to people. The trick is to do it quickly,” advised Johnny. He also suggests:
Marketing your brand is more fun than ever in a time when technology is booming. Video is more than just TV commercials. It’s a sales tool. Make it convenient and engaging for customers to learn more about you and how you do business. Try videos as marketing!
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