How to Easily and Cost Effectively Add Video to Your Marketing Arsenal


Note from Jim: I originally was going to have this be the last installment of the “you lost me there” series, but I seem to have gotten sidetracked.  At any rate, video is in my opinion the next big opportunity in social and direct marketing if harnessed correctly.

How to Easily and Cost Effectively Add Video to Your Marketing Arsenal

I recently conducted a testimonial contest for a client. I asked for all types of submissions, from written to video. Of course I was hoping for video, and boy was I rewarded. The contest winner’s video was slick, well-written, modestly well-acted and, with some tweaking and a call to action, could’ve actually been put on TV. All this came from a customer who was in love with my client’s services, had a video camera and some editing software (like Apple’s iMovie, which comes standard with all Macs), and a couple of cue cards.

Just by putting the video up on YouTube, the company’s blog, Facebook and tweeting it on twitter, it’s gotten almost 300 views. This client isn’t a large company, so while 300 views doesn’t seem like a lot, it still counts. Lots of clients and prospects have commented on the video, too.

This week, the contest-winning video is going to be promoted in the company’s email newsletter. Doing so should increase exposure and net the company some new clients.

So while this may not be a mainstream example of viral video going to millions of people like the “United Breaks Guitars” video, which had 5.5 million viewers, it is a great example of the creative use of video as part of a company’s marketing strategy.

What Can Video Do for You?
Video is a perfect social media marketing channel for engagement. Here are some tips on WHAT to shoot:

  1. Beyond holding contests for testimonials, directly contact your best customers and ask them for video testimonials. If some of your best customers are located near your offices, then by all means go to the places of their choice and shoot some video testimonials.
  2. I love the notion of behind-the-scenes content. Before social media, a prospect’s or customer’s interaction and experience with a given company were either on its website, though its call center or in a retail store. But for the most part, corporations remained pretty much anonymous. Social media presents an enormous opportunity to humanize companies and allow customers “behind the veil” to see their personalities and corporate cultures. Shooting behind-the-scenes videos helps build companies’ personalities. One multichannel retailer I know of posts videos of its photo shoots on YouTube and Facebook. It gets tons of feedback on Facebook about this. Other behind-the-scenes action works well, too, from interviews with staff to candid videos of people doing their jobs. Even seeing staff cutting up and mugging for the camera can add value if done right.
  3. Does your product/service lend itself to demonstration? If so, video it and put in on your website. If you have a product that needs to be set up, heck, video is better than an instruction manual, right? What a great customer service opportunity using video.

I’ll continue my examination of how video can be successfully added to your marketing mix next week with part 2 of this multipart series. In particular, I’ll offer some more ideas for ways that video can be used at your company.

Request: If you’re an expert at video search optimization, contact me at jimdirect@aol.com. I have some questions that I’d like to include in part 2 of this series.

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5 Responses

  1. Great article on the use of video, especially the “behind the veil” comment. Video of the company, product and brand engage back story engage customers, increases customer interaction and knowledge and leads to higher sales and brand loyalty. However, video is not very useful if it does not follow the product to all distribution points. Take a look at SmartSymbols.com to see how to take those videos, organize them in a meaningful way and ‘push’ them to all distribution points. Now the customer can see those videos at the all points of sale. The more they interact with the product information at the point of sale, the higher the conversion rates.

  2. Very nice post. As time goes on, more businesses start to realize that this medium is not a replacement for other types of advertising, but an extension of existing strategies to reach their target audiences. As consumers become more active in researching products and services online, it only makes sense to present them with a form of media (video) that they comfortable with. When visiting two websites and a consumer is presented with the choice of reading a 500 word synopsis of a product/service vs. watching a video, the majority of viewers will click on the video thus leading to potentially more sales.

  3. As a video producer, I really appreciate this article. I spend a great deal of my time educating clients in the way video can enhance their business. I will forward this information on.

    Thanks
    Pam

  4. [...] How to Easily and Cost Effectively Add Video to Your Marketing Arsenal [...]

  5. [...] How to Easily and Cost Effectively Add Video to Your Marketing Arsenal [...]

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