The ability to include videos on websites and in social media has created a powerful new marketing tool for businesses, not-for-profits and political candidates.
Once limited to broadcast and cable television and VCRs for the mobile salesperson, the power of video and its ability to deliver a compelling and easily accessible message now is an integral part of the online experience. Make it part of your marketing plan.
The effectiveness of online video was demonstrated during the past election season, when people using Facebook and other websites frequently encountered political ads that linked directly to a candidate’s video message. This allowed campaigns to engage people who were in their general geographic area with a new and innovative tactic. Businesses and nonprofits can do the same thing.
Here are some tips for preparing a video for use online:
There are some recent trends that companies are leveraging with online videos. Video news releases, often used for new product launches, event promotion or new retail locations, are a great way to pump up your PR program. A video announcement lets potential customers see the product, event or venue and observe how it works or what happened, while the audio track describes features and benefits. It’s almost like having the customer in your showroom or conference room.
A very cool trend is the use of video on corporate websites to humanize a company and give prospective customers an understanding of corporate culture at the company. These types of presentations are often hosted by the owner or CEO. This can provide an innovative way to communicate your company’s history, products, services and philosophy.
Online videos are a powerful tool and should be something you consider adding to your marketing arsenal.
Josh Sommers is president and CEO of Focus Media, a leading Hudson Valley advertising and public relations agency. He can be reached at josh@advertisingandpr.com or 294-3342, ext. 303. Read his blog at www.advertisingandpr.com.
