Video can attract customers
Do I need to incorporate video into my marketing mix?
Online video consumption is exploding, accelerated by the growth of unwired viewership on smartphones and tablets. In fact, Internet analytics company comScore says 88.3 percent of the U.S. Internet users viewed online video in February.
With this in mind, a savvy small business can use video to expand its market while reaching new customers.
The content of your video may be limited only by your imagination, but there are four common video categories that can help organize your efforts: brand, product, instructional and advertising videos.
Brand videos can be used to visually introduce your company and highlight what differentiates your business from others in the market. You can post these videos on your own website, on social media pages or upload them to video websites such as YouTube.
Videos that feature certain products can be used to highlight their specific features and benefits. These product videos can be positioned like brand videos but also can be used to add depth to your online advertising.
How-to instructional videos are very popular with consumers, many of whom search the Internet for tips on a wide variety of subjects. A video from your company that is what someone is looking for can position your business as experts in the field while also featuring your products or services.
The final video type is advertising video. You may have visited a website like LancasterOnline, clicked on a video news story, and then waited while a commercial plays. This is called pre-roll video and it often looks like television advertising. Video like this also can be inserted into online display ads.
Before you produce a video, make sure you have a clear goal. And make sure your videos are compatible with tablet and mobile devices -- you don't want to make something that many viewers can't see.
As with all marketing, it is important to remember that it is all about your customers. Your message should be brief and to-the-point while answering the consumer's question, "What's in it for me?"
Perrin Patterson and Palmer Brown are on the digital advertising team at Lancaster Newspapers. Questions may be sent to firstname.lastname@example.org.