This appeared in print as part of the story “Best Laid Plans” In 2007, the City of Columbia’s visioning document suggested that council...
“As humans, everyone loves a good story,” says Johnny Eakers, owner and operator of Clapboard Pictures. “If you can tell a story about your business and humanize it, people want to do business with you.”
But what if your story is intricate and hard to put down in writing? That’s when videos as marketing come into play.
According to a New York Times report: “Online video is becoming a first stop for many customers. … It gives them a channel to talk directly to customers in ways previously accessible only to large companies that could afford TV advertisements. … Online video has helped the company recover its human touch virtually.”
Video allows you to engage with your audience in a way previously only attainable through TV. “What video does really well is show and tell,” Eakers says. “It can present all the static parts of your website or complicated parts of your marketing in a much more interesting way.”
You know your company’s message and understand what you do better than anyone else. Your marketing materials work to share that message. Video can convey your message in a living, 3-D way. Not only are you sharing facts about a company in your video, but you also put a face and voice behind the name.
Forbes found most respondents to marketing prefer video to white papers, case studies and even live demos with company representatives.
Fundraising events show videos to evoke emotion in donors. Sales representatives share videos to kick off meetings or answer product questions. Company videos can serve a lot of purposes. Eakers says every business should consider at least these three videos:
These types of videos can play a role in your sales process. They may help you generate leads but are most successful converting website views to action. “Technology allows you to add a call to action right in your video to link clients to your business,” Eakers says.
“Your goal is to create a story that means something to people,” Eakers says. “The trick is to do it quickly.” He also suggests: