Branding and Awareness
Before talking about video marketing, lets look at the broader issue. No matter who you are or what you are offering you need to make people aware of what it is you do and the value of what you offer to them. It is a challenge to get the world beating a path to your door and you need to make sure that all your activities work together to make sure you are attracting the right sort of business, in the right numbers, in the right quality, at the right time and to distinguish you from the competition.
Whatever you need to do you also need to consider the amount of messages that are out there and how your message is going to get through.
Public Relations and Video Marketing
Good PR generates understanding and positive interest in your business, it prompts enquiries, re-establishes contacts and reinforces your company image in the minds of your existing customers. PR is a long term process, building reputation and image through a combination of your brand design, staff and the willingness of your customers to broadcast their good experiences.
Here are 2 ways video marketing can help:
1. Use video marketing to show case the skills and personality of your team members
By capturing on video the people behind your brand you can show off the diversity and specialism of your company. Get them talking about their passion for what they do and you’ll immediately begin to build and strengthen relationships with both new and existing customers. Strategically place these where the people are likely to see them: on your website, social media, presentations… even a DVD welcome pack and you’ll maximise their exposure 24/7.
2. Use video marketing to capture the good experience of your customers
Video testimonials are quick and easy to do, capturing real people providing positive feedback. Collect these in one place on your website or You Tube channel. Even more effective is an interview case study with the client, going into more depth and detail. This can be supporting information for any press releases or paper case studies you do.
Publicity is the part of PR which takes advantage of newsworthy events or opportunities, using the press to send a positive message to your marketplace. This is really something that needs an experienced PR Agency to identify good PR opportunities and manage the process.
Video marketing can leverage an opportunity to tap into the newspaper or magazine’s audience:
3. Use video marketing to get your videos on the newspaper or magazine website
It is a fact that the press loves video content, although it can’t be printed it makes their websites more engaging to the readers. Re use some of the ideas above or create your own short press release videos. Even better why not capture the event on video to release to the press?
Although PR cannot guarantee results, you can measure the effect that using video marketing in PR by using analytics on your online video channel to track where the amount of views your PR efforts are generating and where the views are coming from.