Video has a great deal of applicability to small businesses as a marketing tool. If you can put your best foot forward in a solid video presentation you will have created a proxy that can represent you and your business to a wide audience on-demand. Consider the following applications of video for your business.
Consumers want information first. Yes, a good sale will always catch a buyer’s eye, but for purchases that are of significant financial investment or time commitment, they want to know how the product works and if it is a good fit.
Product demonstrations can be effective for a variety of businesses.
– Clothing, jewelry and other fashion related businesses can do some seasonal fashion demos illustrating how to coordinate various items into a seasonable outfit. Video is also a great way to demonstrate the size and make of items such as bags and jewelry. www.Zappos.com is an online retailer that makes great use of video and stills as sales tools. www.Thestyleunderground.com created great scarf tying tutorials for their product.
– Any appliance retailer is a great candidate for demonstration videos. Some of the labels being carried may already have their own videos that can be used on a website and marketing campaign.
– Service oriented businesses such as yoga and fitness instruction may consider posting a two minute demonstration for each of their instructors. What this gives the consumer is the opportunity to experience your service and determine which instructor or class is going to be the right fit.
These types of videos can be created to train employees and consumers on company policies, processes and tools. Consider all the frequently asked questions that have your employees and managers repeating themselves from one end of the week to the next. Putting those FAQs into a video you can direct other’s to will free up staff time to conduct other business.
Ask some of your most loyal customers if they would be willing to say a few words about your company’s customer service, how pleased they are with their purchase of your newest product or why they support your current initiative. These are the kinds of sound bites that work well sprinkled throughout a site or used individually in a social media marketing campaign intended to drive people to your site.
Conferences, ribbon cuttings, open houses and other public events are all worthy events to consider filming. It is a great way to acknowledge collaborative efforts with partners, inform your audience of company milestones and thank them for their support. You may not want to put a video of an entire 4 hour event on the web, but these events will lend themselves to wonderful sound bites that are sure to grab people’s attention.
Meant to be short, sweet and under a minute, this type of video is a great way to announce the unveiling of a new project, merchandise, event or anything else your audience may want an update on. Don’t just tell customers your spring line is in; shoot a brief video of the shelves being stocked. This can be done on your smartphone. No editing required. It’s a more dynamic status update than simple text.
Video is a great way to reach your audience, share information with them and allow them to experience your company and product first hand. Once you have an information rich video make sure to use all the social media tools available to make it known to your audience that this video exists.
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