If you’re looking for a way to allow prospects to get to know you and your business before stepping foot in your office, you should look at producing videos.
“Start to build trust using video,” says Michael Wickware, creative director with Toronto-based Wickware Communications Inc. “Your tone and manner really works to start to build a comfort level [with prospects].”
Follow these tips to get off on the right track in using videos as part of a successful marketing strategy:
> Start with a website
To make sure you are ready to add video to your marketing plan, you need to have a certain level of commitment to an online strategy, says Wickware.
This commitment starts with a professional website, he says. The website doesn’t need to be elaborate; however, it should properly convey your brand and message to visitors.
> Get the word out
Have a distribution channel ready to go to make sure your videos reach prospects and clients.
You need to be able to get people to your website to watch the videos, says Wickware, whether it’s through advertising, developing an email list of clients and prospects, or using social media.
> Look professional
Maintain your brand with a professional looking video.
“There’s a certain production quality standard that is being set online,” says Wickware, “and it’s shockingly good even for non-professionals.”
The last thing you want, he says, is for the video to have bad graphics, sloppy editing or poor audio.
> Get help
For a video to be successful, you need to be comfortable with the technology.
Technology today is so accessible and affordable, says Wickware, it’s relatively easy to create a professional looking video on your own.
However, if you’re not comfortable learning the technology and basic editing software, he says, it’s important that you work with someone who is, whether it’s a professional consultant or possibly your teenage or adult children.
> Follow a routine
Get into a routine with your videos so clients and prospects know when to expect a new one.
Wickware suggests producing a new video on a monthly or quarterly basis.
“Once you start to build that library of video content,” he says, “think how much [clients and prospects] can learn from you and the comfort they can start to gain in your services.”
This is the first of two articles on using videos in marketing initiatives. The next piece will look at the specific content you should include in these videos.