Video is a powerful advertising tool that can be an affordable part of every company’s marketing mix. In this post, I’ll explain how your business can start creating its own videos to enhance your brand across all consumer touch points.
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Video is the only media format that includes both visual and audio messages. When in sync, these messages work together to explain a brand by engaging two senses simultaneously. The more senses that reinforce a message, the more memorable it will be. Martin Lindstrom wrote a book about this concept called BrandSense. In this book, Martin summarizes his research findings that confirm the idea. Simultaneous visual and audio stimulation is why I believe that TV is is considered the most powerful advertising medium.
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I understand that TV advertising is expensive and paying for a sustainable television campaign isn’t always possible. However, it’s very likely that your business already has all the tools needed to create a commercial. With a little creativity, a $200 camera, an $800 computer and some software (iMovie, powerpoint, spotmixer ), you can create your own videos.
If creativity or the software is an obstacle, you may need some help. In every city, there are a number of local creative teams that can help you produce the video. In my experience, the prices range from $800 – $2000 each. In Calgary, you can ask for Tish Bell at BizBoxTV for more information.
In addition to local businesses, there are a number of helpful online resources. This document of tips and best practices to creating video is from YouTube and is an invaluable source of great information.
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Once you’ve created the content, you can distribute your branded videos in one of three ways. First, is self distribution. You can send your videos as attachments to clients and prospects on your own through email or your own social media networks. Second, is by SEO and organic sharing. You can tag your video with keywords and titles that relate to the content then publish the video to your own channel on YouTube or Vimeo. Here is a link to help guide you on setting up your own channel. Your video can then be delivered to a customer looking who is searching online for the information that your content is labeled for. If the viewer likes your video, they can then share it with their networks. Third, is paid distribution. There are a number of sites like TrafficGeyser.com that charge a fee to distribute your videos to a wide range of hosts.
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Trying to create a one time “Viral Video” isn’t your goal. Creating content that is consistently valuable to your prospects and existing customers is. Your business can add video to a website, Facebook Page or your blog. You can email thank you messages, showcase a product or send a call to action to prospects. You can engage your staff or customers to develop a movie of your product in use or a testimonial. There are hundreds of messages that your videos can communicate. The key is to consider how each piece will add the value required to build your audience.
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Have you created any videos for your business? Have you seen any videos that are smart? Please share a link and your thoughts in the comments below.
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