Promoting a business in today’s markets can be difficult, especially trying to differentiate your company and services from that of another’s. There are so many methods to promote and market your company, including Facebook and Twitter and blogging. But what if the message you’re trying to convey to customers can’t be said in a post, tweet, or words for that matter.
Videos are a huge source for public information around the world, with YouTube being a huge supplier for free public information of all kinds. Many businesses have already started using YouTube videos to their advantage, by getting their product out there in a convenient way for viewers to stumble upon. Videos are so much easier to access and there are videos about everything you can imagine, with people searching these videos thousands of times a second. So, the best way to promote a business in my opinion: YouTube video! The following video describes the reasons for using YouTube in your business marketing strategy:
For those who are not as creative as they would like to be, or have no idea how to get started on a video, I am going to provide an example of some interesting strategies and ideas for a promotional video. I have been given the task of creating one or more promotional videos for the following imaginary business:
Pet Pawsitive is a mid-sized business with two locations in Belleville and Kingston. Unlike your traditional pet supply store, Pet Pawsitive is focused on providing behavioral and psychological training for pets and their owners, including basic animal education, obedience, rehabilitation and service classes. Each location also contains a retail outlet that sells all-natural and holistic pet foods and a variety of training supplies. Pet Pawsitive doesn’t sell animals but does work closely with local and national shelters and humane societies to connect would-be owners with their next animal companion. The company is known for being very active in each of their communities, participating in and holding events and fundraisers. The average staff size of a Pet Pawsitive location is 6 to 10 employees which includes management, retail clerks and certified trainers.
The add mentions behavioural and psychological training for your pets, including education and rehabilitation classes etc. First of all, what methods are used for psychological training as well as behavioural? How? Why? As a pet owner of an almost 10 year cat (see photo, right 🙂 ), I would think about what kind of details I would like to know, as well as the customer. In this case, I would create a video giving a visual on the different procedures and techniques the staff would perform for different pets. If I was a concerned customer and wanted to know what methods of training would be done on my pet, a video will give me great insight to the actual practices at work instead of just hearing about these services that I have no idea what is involved or is being taught. This type of video could be used for many types of videos, including a behind-the-scenes, product, or demonstration videos.
I may also have a general information video on the company by itself. This video would include a virtual tour through the store and facilities in the Belleville and Kingston locations (1 video per location could be beneficial and less confusing). A description outlining the various services provided by Pet Pawsitive would be useful for browsing customers, as well as interviews or reviews by satisfied customers and their pets to justify the services. Real reviews are very important to me, no matter what I am looking to purchase, so I would recommend adding them to the video.
All videos should definitely be very friendly and engaging, and the previously mentioned video idea should be a short and general video could be the video most viewed by customers the most, since a lot of people are looking for fast information on the company. I believe that there could be a segment on the staff as well, who would always be friendly and helpful in all of your pet’s needs. The staff is important, and a level of trust between the customer and the staff has to be communicated through the video to grab the viewers attention and business. Pet owners are devoted to their pets, I would know, and I would always want to know that my cat is in safe hands, so this to me would be appealing.
As far as promoting products, like the all-natural pet foods, a short and simple video on what the benefits are for the product would be the best. I liked the following video called “Canidae All Natural Pet Food”, which briefly describes their all-natural pet food product. Canidae is a company that is using YouTube to promote its products in a friendly and relatable way for customers to understand. Another video that could be added is an interview with an expert on organic and all natural pet foods, to hear the science and health pros and cons of using all natural foods. To me, hearing from the experts tell me what I would really be giving my pet that I wouldn’t know from watching a commercial.
Lastly, a video promoting the fundraising and events that Pet Pawsitive is so important, especially with consumers today. Corporate social responsibility is one of the traits a customer looks for in a company, to see if they are helping the community or impacting their environment for the positive. I would definitely make a video for each fundraiser, because if all of the events are in one video, the goal or idea of each fundraiser may not come off as clear as you would want. Videos highlighting your businesses fundraising goals, achievements, information (including contact info.) and how people can get involved. A well thought out video with staff, pets, and volunteers will leave a lasting and heart-warming impression on viewers.
Uploading YouTube videos is one of the best ways for your business to spread its name. As soon as one person watches the video, 50 other people are going to hear about that video from that person. This is why it is so important to have an engaging and influential video that the viewer cannot ignore or forget. If an extra challenge is what you want, then I would suggest making a YouTube Channel for your business; that one place where all of your videos will be together, similar to a website. Hopefully my opinions as a real-world consumer and self-promoter will help your business reach new levels. And who knows, your company could be the next video going viral!