Creating effective web video marketing is the Holy Grail for marketers and businesses. They read that video can boost Search Engine Rankings, and build customer engagement. They are regularly told professional online video will help with their social media activity and that customer’s are expecting see video on websites. And yet most businesses still hold back, perhaps uncertain where to begin. Maybe the answer lies close at hand – could your team be the springboard for your success?
Let’s look at the thought behind this idea.
Firstly, most customers will not want to sit through a ‘Corporate video’ where some faceless individual (or even worse, the MD) extols the virtues of the company. People buy from people and web video can help them get to know the people behind the organisation – positioning it as a brand powered by individuals, not just another business trying to part them from their money.
Secondly, one way to give your company a competitive edge is to position the company as authoritative or expert. Logically and emotionally, the company as an entity cannot be an expert but the people working for it can be. Leverage their expertise and knowledge and create very specific videos that show the specific skills of the individuals: demonstrate, for example, how your dispatch team makes sure your customer receives their goods in excellent condition.
Thirdly, use their expert knowledge to create videos that add value for your customers. OK, they have bought your latest product – now tell them where they can view a video showing them how to look after it, or ensure it lasts even longer or functions better. If you sell two or three similar products, get one of your team to talk through and even demonstrate the differences between the products. Yes, you can write all this down (and you’ll probably have a web page to back up the video) but think how powerful a tool this video will be: it makes things clearer for the customer and its something they can share with friends and family.
Staff are of course always reluctant to be photographed let alone become the stars of company.tv but if they are made to understand the value to the business, and the fact they you have asked them because of their expertise and dedication, it may persuade them to appear in front of the camera.
Remember to watch this space as we will be releasing a range of online video marketing blogs over the coming months. Our readers can also find our Pro Web Video Facebook page at www.facebook.com/ProWebVideoOnline. For all the latest goings on, you can keep up-to-date with Pro Web Video on Twitter https://twitter.com/ProWebVideos. And we also now have an Pro Web Video YouTube page live at http://www.youtube.com/ProWebVideoOnline.
