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Show Don’t
Tell with Video Marketing
Customers when searching for a particular product, on the internet,
will enter the name of that
product and/or perhaps the type of company that may produce the
product they are looking. The search result will more than likely
generate a long list of companies, to include yours, from which the
consumer can buy the product they are looking for. As you can see
the competition for the products you produce and advertise can be
immense. The question is: “How do you gain the edge over your
competition?” The answer is video marketing.
Another issue that concerns the consumer when
purchasing merchandise through the internet is identity theft.
Because of the growing incidence of identity theft on the internet
people, unless they feel comfortable with a company, are ever more
reluctant to place their credit card number on a website that they
may want to purchase a product from. Video marketing can be of help
here too.
First, video marketing helps you to directly
connect with the consumer. This connection in turn can put your
customer at ease because they feel they know you and your company
and therefore increasing the trust value the customer will have for
your company. Secondly, a company on the scam will more than likely
not go through the trouble of developing and filming an
advertisement because their investment would outweigh the immediate
gain, and it’s the immediate gain that scam artists are after.
Many companies use
television networks to market
their goods. We know this type of marketing as commercials. And not
only does the customer seeing the commercial buy the goods of a
particular company, but that customer also tells their friends about
that commercial, thus increasing sales for the company utilizing
this medium. The word of mouth principle can also be applied to
video marketing on the internet and it’s less costly than marketing
your merchandise in a television commercial.
There’s a saying among writers: “show, don’t
tell”. The best writers are able to get their readers to see the
story, like a movie in the reader’s mind. The writer doesn’t say the
character was afraid, for example, but shows through description,
the terror the character has. This same principle can be applied to
advertising on your website. Presenting text and pictures of your
company’s products will generate some sales, but imagine how many
more sales your company can make with a powerful video presentation.
In your video you can show the product, demonstrate how it works,
and highlight its features all in an entertaining video that’s fun
to watch.
In the bottom frame of your video you
display your website address
while it plays. The viewer will not be able to avoid seeing it and
will remember it and help them to remember the products you
distribute. This technique is a marketing strategy that television
commercials use all the time and it works. The only real difference
between television commercials and video marketing is the costs. A
television commercial costs thousands of dollars to produce, while
video marketing costs merely pennies and you don’t need special
equipment or personnel to do it.
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