Video Marketing is the Future: Don’t Be Left Behind
Marcus Sheridan knows all about videos and what they can do for a business.
His first business focused on pool installation. After maintaining the company through the collapse of the housing market, Sheridan’s website (RiverPoolsandSpas.com) has become the most visited in the industry.
Sheridan, who is known as a web-marketing guru according to some publications, recently spoke with us about how companies can introduce video into their company culture. He offers some great starting ideas for those who are looking to start out in the exciting world of video marketing.
How to Get Started with Video Marketing
An increasingly visual culture has driven up the value of video. As Sheridan puts it – if customers can’t see it, it doesn’t exist. Showing can be better than telling. It’s certainly better than focusing solely on text and graphics. Mixing in videos can be an exciting step in any company’s marketing efforts.
To get started, Sheridan recommends getting all involved parties together for a discussion. Once everyone understands why video marketing is important and knows their role in the process, things can be set in motion. Getting the best results requires having skilled people behind the video marketing effort. If the person in charge of the video is wearing a dozen other hats, results may be lackluster.
Sheridan has two important rules. The first is simple – once a take is started, it can’t be stopped. The second rule says though a take can’t be stopped, it can be started over. Editors may blend multiple takes together to get a polished result, or the speaker may be able to improve their presentation by giving it a second try.
Addressing Hesitations About Creating Video
Sheridan has spoken on multiple occasions about one thing he has a low tolerance for – the Internet police. It can be easy for companies to fear getting into video marketing for fear they will be called out on less-than-professional quality or ideas that have been done before.
While he acknowledges a learning curve is present for video marketing, he also knows companies must start somewhere. Luckily, there are several simple but effective ways a company can use video marketing effectively.
Ways to Use Video Content
- Demonstrations: Buyers like seeing a product in motion before they purchase it. Adding an expert to the video (can be an employee) makes the presentation even more effective.
- Responses: If a company has received questions about a product via email or social media, addressing them in a video presentation can sway a buyer and speed up their decision.
- Overviews: Summarizing each product or service page in a video can appeal to those who prefer this option to read.
Another suggestion Sheridan makes for video marketing involves interviews. A simple two-way conversation with an expert is often enough to keep a user’s interest, answer their questions, and incentivize them to buy.
When a company makes a dedicated effort to use videos, the recording process becomes more natural. The results are improved content and a new tool that companies can use in their marketing endeavors.
This article is contributed by Dave Reimherr who is the founder @ Magnificent Marketing LLC. Magnificent is a full-service digital marketing agency with a specialization in content marketing and social media marketing and advertising. David has 20 years of experience in sales, marketing, strategy & branding.