The more customers know about your small business, the better for customers. It may not always be better for your business, but it can only be better for customers. For example, a cluttered back office or unkempt yard is perceived as a warning by customers that a company is disorganized or sloppy. Most business owners are attune to this dynamic, which is why you won't find many live office cams on company websites. This behavior is mirrored in everyday life, which is why so many people prefer to stay silent rather than to speak up. However, this natural phenomenon presents an opportunity to businesses who are willing to speak up, and understand how to speak up in a way that wins new customers. This article will explore some ways you can speak up so that you win customers, and not lose them.
In the 1980’s, the only information customers had on businesses was a phone book listing—unless they had a recommendation from a friend. Today there are websites, social media and directories with photos and reviews. The next step forward to accommodating customers with more information is a concise video overview for all businesses. A profile video immediately shows customers that the business is legitimate and established. And if all businesses had a video, customers would be able to more efficiently choose the company best-suited to their needs. Here are five tips for attracting more customers by showing them more of your business using video:
- Produce a video that includes only the most useful and compelling information about your business in your marketing video. Wide shots of your building or facility, company vehicles, equipment, staff, office and owner narration giving factual selling points are all substantive elements that communicate how your company is unique. For an industry-specific list of things your video should include, as well as library of example videos, check out: https://biveo.com/create-it-yourself
- Avoid including low-value footage in your video. Many small business videos out there today give video a bad name because they are a poor use of the customer's time. Avoid including footage that doesn't efficiently communicate who you are. For example, while animated footage is good for showing how things work, it misses the opportunity to showcase your actual business. There is more credibility in seeing the real staff, real office, real vehicles and real equipment in action, not animation, stock footage of actors, or other unrelated footage. Avoid adding a graphic logo intro to your video as this provides too little information for the time demanded by the customer. Try to avoid creating photo slide show videos. If you don't put effort into your video, the customer will assume you don't put effort into your service.
- Add a profile video to your website, social media and online directories. Videos on directories enable customers to better comparison shop. Show customers where you fall on the low-cost versus high-quality spectrum. This will deliver better-matched, more committed buyers. You can also add your video to email newsletters, email marketing campaigns, PR articles and video marketing programs.
- Respond to email inquiries with a link to a video of your business. A video overview of your service can proactively answer objections the customer didn’t know they had, especially in quote request emails. For example, if you inform customers you have a product that meets certain standards, the customer will likely look for that standard to be met in similar products when comparison shopping. A concise video can do a better job of selling than text and enable you to close a higher percentage of your emailed quote requests. It also enables you to spend less time selling yourself.
- Collaborate with your marketing videographer. Videographer experience is diverse so choose someone whose marketing style fits your business. You can compare the portfolios of small business marketing video producers by running a search on sites like Biveo. Getting involved in the process will improve your video. If you have videography experience, another option is to shoot it yourself and hire an editor. Regardless of your approach, always be on the lookout to capture some shining moments of your business with your smartphone. This could be a bustling celebration if you own a restaurant, or rooftop delivery of shingles if you are a roofer. It's also good to have a rough script ready using some suggested templates from https://biveo.com/step/narration. But this is just the beginning. To learn more, read How to Produce Your Best Small Business Marketing Video for Under $500
Aside from a personal visit, no other form of marketing gives the customer as much information about your business in such a short amount of time. More information leads to more sales—provided that information is compelling. A good marketing video will help you attract more comparison shoppers, win more quote requests, and make it easier to get full price for your service. Today, the process of producing a small business marketing video is being refined and streamlined into an affordable process by Biveo, a directory of over 500 small business-specializing videographers. What might take over 20 hours for an amateur, can be done in 12 hours referencing Biveo’s create-it-yourself, 6-step process, or in under 1 hour of your time by hiring a pro (and typically yielding higher quality).