To survive and prosper in these difficult economic times, it is essential that every company or organization spread a positive, informative message to prospective clients, vendors and partners. And in the era of the internet, when the vast majority of companies and individuals stake their claims by way of web sites, email blasts and social media, it is important that the content contained within these new media informs, entertains and sells to maximum effect.
The basic rules of marketing still apply to the new media that is being used in this new century. Determine your target...understand their needs and wants...create a message that promises to satisfy those needs and wants in a way that is both memorable and effective.
Over the years numerous studies have shown that the most effective advertising methods, in terms of achieving the desired results, be it increased sales, membership or simple awareness of a product or service are as follows:
1-Humour
Consistently scores at the top of everyone's list. Everyone remembers the funny
Spots they’ve seen on TV or heard on the radio
2-Music
Memorable music increases brand awareness. Music gets inside the mind and
Like it or not creates a long lasting impression.
3-Informational Video
Video always heads the list of delivery vehicles and with the explosion of the internet, and in particular YouTube and other similar services, video has become the content of choice for many marketers.
Individually these techniques used in a careful and methodical way can enhance the results of any marketing campaign. Skillfully combining these different
approaches can vastly improve the way in which your message is received, understood and acted upon by your target audience.
If a picture is worth a thousand words, then a video might be worth a million. All the more reason to be careful and comprehensive when attempting to create content for your online use. A video needs to be CLEAR AND CONCISE. Don't forget that the most important element is the message itself. A common error is creating a video (or any marketing medium for that matter) that attempts to be all things to all viewers. It's a much better strategy to DEFINE YOUR AUDIENCE and craft a correct, FOCUSED message before taking any further steps toward producing the video.
Here is an example..A particular Law Firm is looking to create an online video. This firm might be working in many different areas from residential real estate to tax law but are specialized in a specific corporate area. The partners have agreed that their target audience is corporate in nature. Though a small portion of the video could be devoted to mentioning ALL of the various aspects of the firm's services, the lion's share of the material would best serve the firm's stated target by explaining the details of the firm's strengths in the corporate area. An excellent way to demonstrate their expertise in this area is to have employees of the firm discuss ways the firm can solve corporate problems. Another technique is to interview existing clients. There’s nothing more powerful than a solid, focused and believable client testimonial.
With the profusion of new technology available, many marketers may attempt to produce their own methods. If you have experience within a particular area you could potentially save money that would have been spent dealing with trained professionals. Unless you have had several successful experiences we strongly suggest you work with a trusted professional partner. When done correctly, video content is a very powerful tool that can take your message to a much higher level. The opposite is also quite true. Poorly executed video can have a damaging affect on your message and ultimately your brand and your image.
WHY YOUR COMPANY NEEDS VIDEO IN THE INTERNET ERA
If a picture is worth a thousand words, then what is a video worth?
How about a clean, clear concise video, done with a bit of a creative flare that describes your business..your organization...your product or service?
The right video content for your web site...on your Facebook page, or on the DVD you hand out at trade shows is to quote the commercial, "Priceless!"
It can propel your marketing to new and great heights.
Why?
Here are three of the most noteworthy reasons.
- It tells your story and explains your business, your ideas and your unique selling proposition in an easy to understand manner.
- It can make potential clients feel comfortable about you…almost as though they know you personally. It's been proven time and again, most business is given to those we KNOW…people we feel we can trust.
- In this era of NOW NOW NOW, a properly executed video can impart a vast amount of information in a short period of time. Your or your spokesperson becomes the expert guiding the prospective client to their desired goal.
What is the converse of these points?
No video or the wrong video can make your organization look amateurish, unprepared and even almost silly. It can put a large stain on the quality of your intentions.
Because the many benefits a video brings can easily become liabilities, video is a powerful tool that should not be handled carelessly. |
