Video marketing is described as any mp4 style marketing material or distribution. For example if a company wants to make an advert to use on TV, although this is technically advertising in its broadest form. Video marketing itself is more of the online version of advertising, but does also include video adverts. For example the viral video by the dollar shave club embedded below was never seen on TV but was viewed 22 million times on Youtube and is considered one of the best pieces of video marketing in the last 5 years. Other examples might also come to mind, generally humour and/or controversy work well as video pieces.
Video itself isn’t anything new, technically speaking video is any picture that moves, but obviously adding sound is the most efficient way of advertising. For the small businesses video can be used for 3 primary uses when it comes to marketing and sales in general. These are 1.) Explainer videos – The types that allow you to make a quick video, usually 1-3 minutes long talking about what your business does and the benefits of doing business with you, or a consumer buying your product. These are great as people generally prefer watching something than having to read through a ton of text explaining the same thing.
2.) Pre-Sales videos – Gone are the days where you would buy something just because you thought it sounded cool, nowadays we like to be convinced, especially for large purchases. The best way businesses can do this in 2016 and beyond is through a pre-sales video. Usually these are 5-10 minutes long and outline all of the advantages to using the product, as well as going through some customer reviews as well as any FAQs they think the individuals might be thinking about.
3.) Client generation – One of the key elements to using video for client gen is its extremely personal. If I create a video audit followed by a video proposal individually for each new client, then in their head I already have trust and respect. Unlike what most people think, being personal is the best way to generate trust and once you have a potential client or customers trust, all that is left is the add value aspect. If they think your product or service will add value to their business, and they trust you then they will buy from you, those are the only 2 objections.