Ask Mr. Marketing: Making video marketing work for you

By Rob Weinberg

When will you write about video?

— Joan Felt

How about now?

People do business with people, not companies. They must know, like and trust you.

Developing a true relationship requires some kind of interactive communications, like personal networking, sales calls, direct mail, telemarketing, electronic newsletters or personalized email.

“Video directs sales prospects to your website or store, provides credibility, portrays customer testimonials, and puts an actual face to your name,” reports Lane Elliott of RB’s WeTubeU.com.

Add in the fact that video improves your search engine results, and you’ve suddenly got some pretty compelling reasons for using it.

With 150 million US adults watching videos online, developing a well-prepared product introduction, instruction manual or commercial reel may make a big difference for your bottom line.

Remember to grab people quickly, and don’t exceed 90 seconds (you’ll bore viewers).

Content remains king, and your combined quality and message reflects the business’ personality. Naturally, don’t forget your call to action.

Like with all marketing vehicles, using a bad video is worse than no video at all.

Videos can be included on your website, in newsletters, social media and blogs. Or tie them to banner ads, mobile ads, emails, digital signatures, or pay-per-click campaigns.

Which spells tremendous flexibility and potentially great payoff for your investment.

Plan ahead to have the following:

•A budget, with all costs itemized;

•A plan of who’s doing what and when;

•A message, with clear objectives and the desired actions from viewers;

•A script, including content and location suggestions;

•Computer screens or products worth showing;

•Talent (employees, customers, etc.); and

•Production planning, including camera people and necessary equipment.

Not as easy as it sounds, is it?

Help yourself by mapping out the entire story on paper from start to finish before making any commitments or starting any work. This ensures you’ll reach your objectives quickly and effectively, while minimizing the risks of needing to duplicate efforts, costs, and frustration.

Taking this step-by-step process should help you to really grow your customer relationships and, in turn, your bottom line. And remember — just because you own the company doesn’t necessarily mean you can act.

With that said, I wish you a week of profitable marketing.

Mr. Marketing brings 30 years of nuts-and-bolts advice to every kind of marketing tool imaginable. Reach him for advice at www.askmrmarketing.com.