11 Ways to Kick-start Your Video Marketing Strategy

Online video is a very hot topic in marketing this year.  Why? Because it’s effective. Video is an easy, inexpensive way to show off  your business, help your customers, and set you apart from your competitors.  Online video will become a dominant marketing tool this year, and I strongly believe that any business can use video as a part of their marketing mix.  In this post, I’m going to cover 5 ideas for video topics, 3 questions you should ask yourself before making your next video, and 3 tools you can use to get started.

• Product/Service Overview.  The purpose of this video should be help your potential customers answer the questions “What do you do?” and “Why should I choose you?” as clearly and briefly as possible.
• CEO/Owner Interview.  One of the reasons video is so popular is that people crave human interaction, even when they’re online.  Help your customers and prospects get to know who’s behind your products or services by setting up an interview with the founder or CEO of your company.  You might ask questions about his industry experience, business philosophy, and why he chose to start/run the business.
• How-To.  Generally, people can follow video easier than written instructions.  Use a how-to video to guide customers through an online ordering process, installation of a product, proper care for your products, etc.
• Working for _____.  Ask several employees why they love working for your company and record their answers on video.  You can compile their answers into one short video and post it on the career/jobs section of your website.
• Testimonials. In my opinion, testimonials are the most powerful marketing tool there is, and video only makes them more powerful.  Ask some of your best customers what you do that they value, and record their answers.  You can post these testimonials throughout your website to establish credibility for your business.

• Who is your audience?  Who is this video intended for– your prospects, existing customers, potential employees?  Keep this in mind as you develop your script and be sure your video ends up in the proper place.  For example, a general product overview might be a good fit for your website’s homepage, but a specific how-to video would work better in a “Existing Customers” or “Resources” section.
• What problem/issue are you trying to address?  Try to think from your audience’s perspective, and address their concerns.
• What are your expectations?  Why are you making this video?   Do you want to generate sales, improve customer service ratings, or increase your hiring pool?  Figure out what you want to achieve with this video and find a way to measure the results.

• CNET Camera Reviews.  Even though some of the newest Android phones and iPhones can record decent high definition video, you might want an enhanced experience. These camera reviews on CNET will help you find a good HD video camera that fits your needs and your budget.
• Wevideo. Edit your videos in the cloud directly from the Wevideo website.  It’s very easy to use and free for a limited amount of space.
• Viewbix. Allows you to add interactive calls to action to your videos (links to your website, social network icons, etc.).  Like Wevideo, it’s also very easy to use and free for a limited amount of videos.