Have you ever wondered how many marketing messages you see in a day?
This is a hotly contested subject among marketing experts. Estimates range from 360 ads including TV, print, and billboards to more than 5,000 if you include online, social media, gaming, product placement, etc.
Odds are, the number is somewhere in between the two estimates but that’s not the point. The point is the number is huge. All of these impressions create “marketing clutter” and that clutter has trained consumers to tune out your message.
So how do you break through the clutter to get your message heard and your business seen? The best and the brightest do it by creating and distributing valuable, relevant, informative content a strategy otherwise known as content marketing. The Content Marketing Institute defines the strategy in the following way.
"Content marketing is the art of communicating with your customers and prospects without selling. It is non-interruption marketing. Instead of pitching your products or services, you are delivering information that makes your buyer more intelligent. The essence of this content strategy is the belief that if we, as businesses, deliver consistent, ongoing valuable information to buyers, they ultimately reward us with their business and loyalty."
In my opinion, video is, by far, the most engaging of all content. Historically, only firms with huge marketing budgets produced video. Today, you can shoot, edit, and post-HD quality video from a smartphone. The barrier to this powerful medium has been eliminated.
Here are seven video content strategies to help you break through the clutter and be seen.
1. Product Demos
What do you make? How does it work? This is what people want to see and it’s so easy to give it to them. What makes your process or your product special? Highlight that to start. Film a chef making a signature dish or a bartender mixing a handcrafted cocktail. Make sure to highlight what differentiates you from your competitors.
2. Owner Interviews
Everybody loves to meet the owner. Take the time to introduce yourself, talk about your background, experience, or motivation for opening the business. What’s your passion? Tell them why you do what you do. Let people connect with you emotionally.
3. Meet the Staff
Your most valuable resource is your staff. Front of the house or back office, introduce them to your customers. People want to buy from other people. Have some fun doing it. Share the awesome things your team does on a daily basis. It demonstrates you care about people and value their contribution.
4. Story Telling
I don’t know a single small business owner who doesn’t have a few great stories. It’s a chance to demonstrate your dedication to the customer, the product, or the process. Can you tell a story about how you saved the day? Bailed a customer out? Went the extra mile? Solved a problem? Made a breakthrough? In your own words, tell customers what they should expect when doing business with you.
Related Article: What the Numbers Say: Is Video Marketing Really Effective?
5. Customer Testimonials
In the absence of direct experience, nothing builds trust like testimonials. Got a customer who loves you? Ask them permission to film a 30-second testimonial. You may find this to be the most powerful sales tool of them all.
6. How To
Obviously, you know how to do or make something that others don’t. Why not share some of this knowledge? Demonstrate your expertise and provide value at the same time. People love “how to” videos. Everyone has a little DIY in them. Help them today and they’ll buy from you tomorrow.
7. Business in Action
You know those days when everything is going perfectly? The business is humming, all the seats are full, or the line is out the door. Take a moment and capture it on video. Customers seek validation from the community when making purchasing decisions. Scenes of a crowded business provide that validation.
Video might be inexpensive and easy to produce, but it remains one of the most valuable selling tools there is. Once a medium only for large companies, it can now be used by all businesses to share content and build a customer base. Video content can be added easily to your website, social media platforms, blogs, etc. Your customers are tired of the clutter; they crave original content. The only question is whether you will give it to them or allow your competition to beat you to it.
Related Article: 4 Inexpensive Ways to Add Video to Your Marketing Toolbox