Stories are curious things. Made up of words, images, a handful of symbols, written down or spoken aloud, a story is in danger of disappearing just as soon as it’s spoken. But a good story is a seed and a spark— they endure and inspire. For businesses, video marketing is a great way to show your value and generate interest.
“After nourishment, shelter, and companionship, stories are the thing we need most in the world.”
― Philip Pullman
Larger companies can afford to hire advertising agencies to tell their stories for them. But that doesn’t mean that your small or medium-sized business should give up on marketing altogether. At Evilnut Technology, we’re committed to helping small and medium-sized businesses maximize their digital potential. With that goal in mind, I’m here to tell you how your company can use video to tell a great story.
Getting started with video marketing is far easier than you think.
Get a camera, a decent microphone, and go out and find your story. No need to break the bank here, chances are your smartphone is fully capable of filming high-quality video. Indeed Tangerine, one of the standouts at this year’s Sundance, was filmed entirely with an iPhone 5S. Take the jitters out of the shot with a Steadicam, and pick up a quality clip-on microphone for your smartphone. The Filmic Pro mobile app ($11.99) is a good buy, allowing you to further control the quality of your video.
With video technology becoming ever more accessible, the focus is back on storytelling. Having an ‘about us’ video isn’t a bad idea, but, as you move on to promotional video marketing, take the focus off your company and instead show the world what you do and how this will help them. If the intent of the video is to increase sales, then focus on the customers and make them the heroes of the story. Apple’s 2013 Christmas iPhone ad is a great example of this: Misunderstood . Notice how Apple is hardly mentioned. The focus is entirely on the misunderstood kid who makes a fantastic iPhone video for his family. By making your customer the hero of the story you invite them in. The old adage to show not tell holds true here. Show them how your product or service will help them to realize their deepest ambitions.
The Power of Video Marketing
It’s hard to exaggerate the power of video. Approximately half of the marketers who used video in email campaigns saw increased click-through rates and increased sharing and forwarding. (Source: eMarketer). Video marketing might sound intimidating, but it’s far easier to get started than you think. Why not begin by making a short ‘about us’ video, and follow that up with a ‘thank you’ video for your customers. With help from Evilnut’s Digital Marketing experts, video marketing is no longer a technique reserved for large companies. You’ve already got a great story to tell, now’s the time to share it with the world.
By Connal McNamara