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Marketing Video Marketing Video Production Visual Storytelling

Value-Added Video

Value-Added Video

Business is about building trust. Whether you sell shoes or mortgages, if you can show potential customers that you’re an expert, you’ll win their confidence. The internet is full of videos that describe what a company sells. Why not offer something more?

A promotional video that teaches people something they want to know fosters goodwill. Who doesn’t appreciate helpful advice from an expert? Plus, a value-added video demonstrates your expertise and it may just give you a following. Answer a useful question well, and people will not only appreciate your efforts, they’ll look to you the next time they have a question.

As a business owner, you’re passionate about what your company has to offer. A value-added video gives you the opportunity to share that passion with the world. It could be how to fold a fitted bedsheet or why you need different types of wine glasses. Teach, empower and engage your customers.

Would you rather buy a barbeque from the store that shows you rows of product, or from the store that taught you how to prepare meat for smoking? What about the landscaping service that gives you a video on how to plant spring bulbs? Or, the tool rental place that shows you how to power wash?

See how this video describes a service, while teaching the importance of a good bike fit.

Now that you know the importance of a proper fit, where will you go to have it done? That’s the power of a value-added video. Show and sell your expertise. We all have special knowledge and skills that make us valuable to our customers. What can you teach yours?

You have an expertise to share. We have the expertise to capture it in an engaging video. Let’s get together and talk about how to showcase your business.

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Video Marketing

Co-operative social networking is a win-win

Co-op social networking sets off the fireworks
Co-op social networking sets off the fireworks

by Debbie Bateman

I’m sure that you know how important networking is for connecting with potential customers. When we need a product or service, we all tend to ask someone we know for a recommendation. The advantage of this approach is that it gives us confidence in the quality of the product or service being offered. If the person we know was satisfied, we believe we will be satisfied too.

It used to be that word-of-mouth spread by phone or face-to-face contact. Nowadays it spreads by the internet and the message reaches an exponentially increasing audience. Thanks to social media for business, satisfied customers can share recommendations and business owners can share their expertise with a huge audience.

The key to sharing expertise and winning new customers is to provide value-added content. It demonstrates your expertise and it makes people happy because it solves a problem. Video is a great platform for this purpose because it grabs people’s attention.

But what is value-added content? If you figure out what your customers need to know and give that information to them, you are providing value-added content. For example, a lawn care service might explain how to remove fairy rings. A roofing company might explain how to tell when a roof needs replacement.

Customer recommendations and value-added content are good, but what if your marketing budget is limited? You may think that you can’t afford videos. The driving force behind all social media is people helping each other. The same force can be used to expand the budget available for video and the number of people who will see the video. If businesses that market to a similar customer base combine their resources and create a video that is shared on all of their social networks, the reach of the message virtually explodes.

Let’s look at a simple example. A butcher shop wants to highlight the quality of the meat it provides. Local chefs want to showcase the wonderful meals they prepare at their restaurant. They decide to join forces for marketing. The butcher shop provides the steak and the chefs prepare a meal—all of this is captured on video. You can almost taste the steak it looks so good. Both businesses share the video on their social networks. The message reaches more people. Both businesses gain new customers as a result and they both were able to stretch their marketing budget. Talk about a win/win.

Here are a few other potential matches:

  • a cheese shop and a wine shop
  • a business offering kayak tours and a nearby resort
  • a photographer and a wedding planner
  • a realtor and a landscaper
  • a childcare service and a yoga studio

There are hundreds of combinations. You already know which businesses fit best with yours because you already network with them. Share the cost, fun, creativity and adventure while increasing your social reach. Let’s find someone you can team up with and together we can create that next great video sensation.

 

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Video Marketing

Mini videos are right on target

Debbie Bateman

When adding video to their website, many small businesses create a single video that provides general information about what their company offers. They combine site tours, testimonials and the other elements that suit their business into a single video. But this type of video may not be the best way of drawing in new customers.

It’s true. Some topics demand more length. For example, if you want to use a video to teach a technical skill or demonstrate a complex process, it will probably have to be longer. That’s okay because the people watching the video are willing to put time into learning the skill or understanding the process.

But if your purpose is to market your business to new customers, you may achieve better results with a series of mini videos that are each less than a minute long. An effective mini video might even be as short as ten seconds. Let’s face it. Nowadays people are inundated with information, and they favor sources that are quick and snappy.

The main advantage of a mini video is that it can be targeted at the specific needs of your customers. A mini video can answer a question, solve a problem, or broadcast testimonials from satisfied customers. It’s all about choosing a subject your customers care about. Do that well and they will not only watch your video, they will share it with their friends. Now that’s effective marketing!

These are a few ways you can use mini videos to engage your customers:

  • A frequently asked question video gives customers the answer to something they really want to know. For example, a lawn care company might post a video on how to remove moss. They’d be a hero to countless gardeners on Vancouver Island and their mini video would spread at breakneck speed. (Kind of like moss in a rainforest.)
  • A quick tips video gives customers expert advice on matters they care about. Realtors could give homeowners tips for selling their property. Furniture makers could explain how to maintain a fine piece of furniture.
  • A video tour highlights your products and services. It’s like a visit without the cost of gas. A high-end shoe store could attract out-of-town visitors with a video tour. A marina could showcase the range of services it provides.
  • A video profile of a key staff member gives new customers a personal connection. Show potential customers your face and they will feel like they have met you. This is particularly important for businesses that offer personal or professional services, such as dentists, hair stylists, realtors and more.
  • A special service video lets you stand out from your competition. If you offer something other businesses don’t, show it off. An exclusive resort that offers gourmet picnics and one-of-a-kind wedding facilities can showcase these services to the world.
  • A community event video spreads goodwill. Make people feel good and they’ll feel good about your business. If you sponsor an event that benefits the community, let your customers know. We only have to think of WestJet to know how effective this can be.
  • A testimonials video gives voice to your satisfied customers. It’s as good as a word-of-mouth referral and it spreads much faster. Testimonials bring in new business. In today’s tech savvy world, consumers check customer reviews before they buy. So make sure you give that to them.

When it comes to mini videos, there are many possibilities. Remember, the key is to think like your customers. Once you’ve figured out what they need, give it to them as a mini video. You’ll win their trust and their business.

Mini videos hold your customers’ attention and are more likely to be shared on social media. Plus, if you post five or six mini videos separately, you’ll move up on the search results. As you know, strong marketing is all about repeat visits.

So next time you’re ready to up your marketing with video, don’t assume that a single video provides all the answers. You might achieve more with a series of mini videos.

Categories
Video Marketing

15 seconds – That’s all folks

Did you watch my 15-second video? Did it catch your interest? Rumour has it Facebook will soon be posting video ads in timelines. And the ads will be this short.

So what can you communicate in 15 seconds? That is a very short story to tell. Can you capture the attention of the scrolling public in 15 seconds? What is more important: the visual or the audio?

If Facebook accurately filters for the correct buyer, a very brief video might be more effective than a longer one–at least when it comes to sparking the customer’s interest. For example, if Facebook identified that the person is looking for fine furniture, the video shown in this posting would foster deeper interest in Gelinas Carr Furniture. After seeing the 15-second video, the customer would be much more likely to explore the company’s website.

As for whether audio or video is most important, consider this. The 15-second video has to first catch the customer’s eye, so the visual must be engaging. But as soon as the customer is interested, they will turn on the audio. At that point, the audio becomes just as important as the visual.

Video production teams must plan for 15-second and 30-second spots. This may sound easy, but it takes careful planning to make sure the message remains clear. With a carefully focused script and well planned visuals, 15-second videos can be effective.

So up your game by giving value added content to your customers. Pick items you can explain in 15 seconds. If they are good, your 15-second videos will be shared beyond the circle of Facebook’s targeted audience. Most people watch videos for one of two reasons: to be entertained or to learn. People share what they like. Soon potential customers that never knew you existed will know who you are. Social media is a powerful marketing tool. Take advantage of it. If you don’t, your competition will.

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Announcements Video Marketing Video Production Visual Storytelling

Gelinas Carr Furniture involved in unique project  

Gelinas Carr Furniture is involved in a very special project. I can’t wait to see what they come up with.