Video has, in fact, become something of a "secret weapon" for marketers who want to make a lasting impression. There is strong evidence that videos grab more attention than text and photos, and unlike elaborate television commercials, Internet videos of good quality can be produced inexpensively.
Small businesses in particular can make excellent use of video as a marketing medium. As small business marketing expert Gail Goodman points out, writing for Entrepreneur, there are many effective ways to use video, including product demonstrations, customer testimonials, staff introductions, and video tours. "Video engages people in a way that photos and text alone can't," writes Goodman. "For small-business owners, using video in your marketing can bring faces, voices, personality and heart to your operation, while also demonstrating your authenticity." Goodman also shares some valuable video production tips in her article.
Once a video is produced, it can be posted for free on platforms such as YouTube and embedded in web pages, blogs, and emails. Some of the most successful videos reach thousands of viewers when they "go viral," particularly across social networks.
Another smart use of Internet video technology for small business is the online seminar, often called a "webinar." Webinars can be presented live, or on-demand to be viewed at any time. Webinars are gaining in popularity as a way for marketers to engage customers and prospects in an extended discussion about a particular topic.
For additional small business marketing insights, check out the new online course by brand marketing expert Barry Silverstein here: www.bigbrandstrategiesforsmallbrands.com