How to use the Power of Online Videos to market your Business

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Written by Chipo Mapungwana

Video is a powerful marketing tool for small businesses. Online videos offer  businesses new, and  innovative and cost effective ways to acquire customers and enhance relationships. And in this day of Smart phones, cheaper video cameras, YouTube and other online media channels, videos are inexpensive to produce. There are even better that TV adverts because you spend less on production and zero costs to flight, while creating a greater opportunity for your video being seen by your target audiences on your website, your blog or on your You Tube channel.

Advantages of Online Videos

Moving Pictures Evoke Emotions.

A moving picture tells one thousand words. Online video is a visceral communication vehicle, and is more likely to elicit an emotional response  from your audience ,  one that is remembered and compels them to behave in a certain way.

Videos  Helps You to save your Pennies.

A good entrepreneur or marketer  knows how to cut corners, reduce frivolous spending, and focus on high-impact, low-cost marketing. In the past 5 years the “barriers to entry”  for businesses  who want to produce a video have plummeted.  A few years ago, those companies that could afford  an advertising agency and  pay for TV adverts were the envy of many. Now all you need  is a good quality video camera, a laptop and editing software and some lights and you are in business. You don’t need a lot of money or time to dabble in this medium, which means the “ROI” is fairly easy.

Video Doesn’t Have To Be Complicated.

Everything you need to know about video production but was afraid to ask, is right here  on this  page:

  • Start with a clear objective, target market  and develop a script for your video
  • Avoid using still images, cheesy music loops and text graphics in your videos.
  •  Videotape someone credible and able to speak for your brand (“people buy from people they trust”).
  • Keep it short, and get to the point.
  • Shoot it outdoors so we can see the video well
  •  Avoid a lot of ambient sound (traffic, wind).
  • Edit it down so you’ve got a very concrete beginning, middle and end (and save a surprise for the end).
  • Strive to keep each video to 45-90 seconds.
  • Upload to your website or YouTube channel. Ask your Web developer ( or your son/daughter)

You Can Make Video Your Search Engine Optimisation “Cheat.”

Your chances of appearing on a customer search on Google or You Tube are dramatically higher if you have video content on YouTube and other sites (versus loads of text on your company website). Search engine optimization (SEO) is vital for on and offline businesses. As I like to say, “fish where the fish are,” and they’re schooling on Google and YouTube.

Creating Valuable Video content  for  your customers and prospects

Demonstrate your Thought leadership and expertise

  • Upload recordings of presentations you’ve given, to demonstrate authority and public speaking skills.
  • Create short videos of valuable tips of interest to your clients and prospects to show off your expertise.
  • Conduct an interview with an expert in your company.

Promote your brand , products or services

  • Put together a creative video explaining your product or service.
  • Show your product in action using movie trailer-style video that is fast, creative and catchy.
  • Show the results of someone using your services.
  • Promote your events using recordings of previous events.

Demonstrate great customer service

  • Create “how to” videos to help your customers use your product or service.
  • Post solutions to common product or service problems.
  • Answer customer-specific questions using videos. Imagine how surprised a customer will be when you point them to a video with the answer!
  • Show a work-in-progress project to a customer for review and approval, without the need for a face-to-face meeting or in-person demo.

Examples of Companies Making it BIG on YouTube

  1. Blendtec, manufacturer of high-quality commercial-grade blenders, is well known for using homemade video to build it brand and increase market share. Its first YouTube video was seen over 5 million times within 30 days.
  2. Coca cola uses its You Tube channel to promote its marketing Campaigns, whether it’s the Olympics, Football, Christmas  etc. It links it’s You Tube channel to  it’s other social media sites and its Website
  3. Dell’s video channel, which the company refers to as a video blog (vlog), is one part of its overall social media outreach that includes the Direct2Dell blog community, customer forums, Twitter channel and Facebook page. Dell categorizes its videos into playlists, covering topics such social media, case studies, healthcare technology, cloud computing, special events and more.
  4.  OfficeMax utilizes its YouTube channel to focus mainly on building brand awareness around its rubber band ball. A favorite video on the channel was inspired by a father-son project to create the world’s largest rubber band ball.



About chipomaps

A brand reputation, marketing and new media trainer and consultant. Constantly curious, constantly learning.
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