If you believe that a picture is worth a thousand words, then you should consider how videos can be a powerful marketing tool for your product or service. Video marketing helps you reach people that you don’t know. It gives customers time to get to know you before they buy. While face-to-face encounters are the best, it takes more time and staff than you probably have. An effective use of videos is a valuable way to turn strangers into friends and, hopefully, into customers. King Solomon reminds us that we have “ears that hear and eyes that see.” (Proverbs 20:12a, NIV) A video allows the viewer to use both their eyes and ears, doubling the opportunity to communicate your message.
Develop a strategy for adding videos to your website. You can start with the video features on your computer and add a $20 lapel mike to improve the sound quality. Watch some online videos to identify the plus factors you want to include.
Begin with a two minute introduction to your product. Although you may want more time to develop your ideas; most people will give you two minutes to communicate what your product does, why they need it, and why they should buy it. Use those two minutes to take your customer to the next step. The next step may be a longer video with more information about your website or how to contact you.
Since this video is a marketing piece, it must include your Unique Sales Proposition (USP). If you are not sure about your USP, read my earlier posting here: http://bit.ly/kCQ1N7 .
As you develop the script for your video, make sure that you identify a problem and how your product or service solves the problem. Dentists could describe dental problems and demonstrate how their dentistry practice corrects those problems. A pet hotel could picture your staff caring for pets in a safe and playful environment.
Make sure you supply evidence for the claims about your product or service. Do you sell health products in your home based business? Outline the health problem, identify your product as the solution, and furnish reliable evidence about its effectiveness. Weight loss programs often show before and after pictures to provide evidence that a weight loss product works. Ask customers to offer a short testimony for your video or to incorporate into your longer one. Real people who find success with your product help build credibility for your product.
Several production principles will help you get the most out of your video. Keep it to two minutes. That means you must move the pace fast enough to engage your listeners but not so fast that folks can’t grasp your key points. While picturing your product and its use, explain what is happening. Even for very visual products, include a description.
Demonstrate your product or service. The customer needs to see how he or she could use the product or service. Home Depot uses the slogan, “You can do it--We can help.” This theme gives confidence to customers about completing home improvement projects. You need to find a way to deliver the same message.
Establish yourself as the expert. Your video is a tool you can use with customers as a bridge to make them want to buy from you. King Solomon taught, “The lips of the wise spread knowledge.” (Proverbs 15:7, NIV) You need to present yourself as a wise expert in your business. Demonstrate your expertise to others. You aren’t being egotistical, merely confident that you have the solution to a customer’s problem.
Always create an action step. The key question is, “What step do you want someone to take after viewing the video?” Make a clear call to action. If you want viewers to go from the short video to the longer version; then, furnish a link and ask them to take that step. Use the longer video to move them to the action step of contacting you to buy. The prophet, Amos, wrote, “Does a bird fall into a trap on the ground where no snare has been set?” (Amos 3:5, NIV) Your call to action is the bait needed to spur further action.
Not many small businesses will take the time to produce a video marketing tool. They don’t see its importance. That’s why you have an opportunity to stand out from the crowd. Jesus said, “Neither do people light a lamp and put it under a bowl. Instead, they put it on its stand, and it gives light to everyone in the house.” (Matthew 5:16, NIV) The effective use of videos will help keep the light of your business in front of customers.
Steve Marr, Your Christian Business Coach
More ideas in gaining customers, order here: http://bit.ly/pdMxj8
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