By Tom Delamater
In this age of streaming platforms, social media and shrinking attention spans, it’s important to communicate your message quickly and clearly. One of the best ways to do that is with a compelling, well-produced video.
A professional video that promotes your business is an effective way to build a connection with prospective customers and strengthen bonds with existing ones, while raising awareness of your product or service in an engaging, informative way.
Although it still pays dividends to work with an experienced video production partner, the good news is that technology has made the process of creating a video faster and more affordable. It has leveled the playing field and made it possible for businesses of all sizes to include video in their marketing plans.
Let’s look at five effective ways to use video for your business.
1. Branding
One simple definition of branding is creating a distinct identity for your business in the minds of your prospects. A well-crafted video can help do that, often in a matter of minutes.
Prospective customers want to invest in a brand they can trust. A professional video presentation can help establish that trust and build a relationship that will lead to a buying decision.
2. Short Introduction
These days, everybody acts like they’re in a hurry whether they are or not. Expecting them to read long marketing copy or spend time browsing through page after page of a website is unrealistic.
That’s why a quick-hitting, informative video—anywhere from 30 to 90 seconds in length—can make all the difference. People are used to receiving snippets of information, so give them a quick overview and leave them wanting more.
3. How-To
Reading long articles, manuals or brochures can be time-consuming and overwhelming. Why tell them when you can show them? A how-to video cuts through the clutter and gets right to the point.
People search the Internet every day for videos about how to do things. Offer them solutions and you’ll earn their trust, which is an important step in gaining them as a customer.
4. Storytelling
Everything doesn’t have to be a hard sell. Let customers get to know you by sharing stories about your history, your people, your involvement in the community and other topics that reflect your company’s mission and culture. It’s all part of building a relationship.
People like to do business with companies they trust. Gain theirs by sharing stories that offer a glimpse into what makes your business tick.
5. Social Engagement
Posting short videos on social media is an effective way to increase engagement and gain followers. You can also “go live” by streaming a presentation on most of the popular platforms, and can make a recording of it available for later viewing.
Live streaming is a great way to generate interest in a new product or an important announcement. If you don’t already have one, a YouTube channel is easy to create and is an ideal place to post videos about your company and its products or services.
To harness the power of this versatile medium and start seeing results for your business, get in touch with us today.
Tom Delamater is a senior consultant at Pecchia Communications. He leads a wide range of video, digital and traditional communications projects and activities. Email Tom here.
