“Show, don’t tell” – using video to promote your services
If a picture is worth a thousand words, then a moving picture is worth a million.
You can use video to showcase your business’ ‘personality’, promote testimonials from satisfied customers, interview business partners to provide insightful knowledge.
In this module, you’ll learn how to post and share videos, the type of content that your customers will love, and how to build trust and credibility to help increase your exposure.
Part 1: Why use video?
Video marketing has gone gangbusters in recent years as more businesses realise the potential of visual storytelling. Video captures your attention and appeals to your emotions in a way that words cannot. This makes video a particularly powerful marketing tool.
According to the Yellow Social Media Report…
Some professional services sectors lend themselves more easily to using video, such as architecture, engineering and graphic design companies. For example, architects can use video to showcase their design work in 3D.
How does it work?
When you post a video online via a service like YouTube, you can allow people to share your video and comment from anywhere in the world. Videos can be easily shared through social media platforms, email and websites, either publicly or to a few select people.
Other video sharing services include:
A website popular with designers and producers interested in a cleaner design and different interface.
Periscope and Meerkat
Sites where you can live-stream video content. This means that in real-time you recording and uploading to the internet. Great to showcase what is happening in the moment. Take your customers for a tour around your offices!
The most popular social media site in the world allows you to upload videos, photos and text.
Teleworking or working remotely is a massive part of our business. It allows us to engage with the clients. And it allows us to be really available to our clients not just when we are sitting at a fixed location. You never have to say to a client, when I get back to my desk I
will answer that question because you are always available.
Part 2: Providing greater value via video
One of the most overlooked, yet most effective ways to go beyond simple video marketing is to give customers something of value.
In a consumer market that feeds off excitement and entertainment, being unique and standing out can attract new customers.
Provide a video or a series of videos on topics that your customer is interested in. For example, a company promoting graphic design services may want to make an educational video on colour theory and design elements. Not only will a customer be interested in the content, but they will also look to the business as being an expert in their field.
Part 3: Building credibility
Building credibility with customers is crucial to the success of a small business. Here are some ways you can gain trust and credibility, and increase your exposure.
1. Engage your customers’ interests
Be the authority on a subject that relates to your business and provide useful advice or information about a topic your customers are interested in.
2. Demonstrate the effectiveness of your product or service
Physically showing customers how a product or service works is one of the best ways to build trust.
3. Share footage from credible sites
Leverage successful events or consulting seminars you may have held, or attended, by showing footage of key highlights. Make sure you get permission.
4. Keep it up
Building credibility takes time. Post videos on your website or through social media networks and gradually distribute more and more. The more you post, the more exposure you’ll gain for your product or service.
Part 4: Attracting buyers and generating leads
While it’s important to build credibility and demonstrate the effectiveness of your product or service (as discussed above), it’s even more important to produce a video that will pull in an audience and have them share it.
A video that is compelling and entertaining is more likely to be shared. Ideally, videos should have a call to action. Like asking people to comment, rate the video, share it, promote it or subscribe to a video collection. It motivates potential customers.
Your video should:
- Have interesting, video-friendly content to share.
- Be preferably 30 to 60 seconds. Maximising the potential for it to go viral and be shared rapidly by viewers.
- Have a ‘personality’ as well as a brand. If your brand were a person, how would they talk, think and feel?
- Welcome feedback, comment and interaction, and have a plan to manage this.
When you upload videos to your website or to YouTube and then embedded in a blogpost on your website, you give viewers a first-hand perspective on what it is you provide. Including a video may also increase your weighting in a search engine such as Google; those doing a Google search are more likely to find your website.
If you’re interested in using video to promote and market and your business, these resources may help. All information was current at the time of writing. When you go to any of the links below, you will be leaving the DBK site.
Support.google.com/youtube – Learn how to upload, view, and share videos on YouTube.
Youtube.com/user/GoogleBusiness – YouTube tips for businesses.
Vimeo.com/help/basics – Vimeo basics
Vimeo.com/business – Vimeo for business
Distilled.net A step-by-step guide to online video marketing.