Video—An Important Component of any Overall Marketing Mix
The use of video is widely accepted as being an important component of any overall marketing mix for businesses today. We would say this is especially true for businesses using their website and other online platforms to communicate their brand, products and/or services.
So Many Business Don’t Use Video—Why?
So, why are there so many businesses not using video? Are there perceptions about the video production process that raise barriers? Is it, perhaps that video is thought to be too expensive or too complicated? Is it thought that video is for larger businesses with higher marketing budgets? Is the importance of video not widely accepted enough, particularly in the start-up and small business community?
So, Why Video?
Video improves SEO—Google loves websites containing video and if you have keywords in the tags to the video it can help you be found much easier on search engines.
Video proves your track record—Video testimonials from satisfied customers prove you are exactly as good as you say you are. These videos help provide a second opinion of you and it is this opinion that your prospects want to hear - not yours. The emotions that can be put across on video with how much you have made a difference to them can not be taken from text on a website and becomes a powerful persuasive sales tool.
Video proves your professionalism—If your business is about you and your staff, how are potential clients supposed to know what you are like as people? If you are professional? If you are friendly? If you would be easy to work with? Video shows exactly what you are like. In staff interviews we ask questions that allow you to show off your professionalism & expertise as well as adding your personality (and sometimes sense of humour). REMEMBER people want to buy from people, not a faceless company.
Video is fast and effective—The average 'window shopper' only stays on websites for around 30 seconds to browse through a website. In that short amount of time video can explain who you are, what you do and the benefits of using you whilst introducing staff members and showing off your facilities, products or services in practice. Can your website do that in 30 seconds?
Video is versatile—You can use your video in several different places: your website, YouTube, in email shots, as DVDs in direct mail, on social media pages, in presentations, on screens at exhibitions, on loop in receptions, point of sale displays and more!
Video saves you money—A salesperson's expenses can be very costly over the course of a year. Using a video can substantially decrease your cost per customer contact as people can see the benefits of products, services or facilities without you having to come out and perform a demonstration or paying for a client to come to you. The video message can be reproduced in any language and allows you to promote yourself to a global market.
Author: Phillipe Avery
Founder Director, Future Point 4 Business