By Nancy Drexler
Acquired Marketing
People don't tolerate boredom today. When they have a spare minute, they turn to their computers (in the office) or cell phones (everywhere else) for entertainment. People even want learning to be easy. Need that traffic violation off your driving record? The solution is not only online; it's entertaining, too. You can learn the rules of the road via an online comedy video.
From YouTube to mobile viewing (which doubled in 2012) video is a powerful, new communications tool. Video gets attention. Video engages. Video entertains. To reach the hearts and minds of prospects, consider video.
Naturally, videos can make training more effective. But beware of "talking heads." It's not just you customers want to see; it's also your products and services in action. Keep the videos simple, and you'll overcome a huge sales obstacle.
You can also use video to become more accessible. Webcasts bring your staff, partners and customers to you. Host meetings on video to eliminate the concept of "remote" employees: they'll be right in the room with you. Establish thought leadership on video by using it to keep partners informed and show them how proactive and involved you are. Create videos at conferences and tradeshows, and share them with partners who couldn't attend. Used in these ways, video effectively builds and boosts relationships.
Video commerce is the way of the future. Click-through boxes on websites have been replaced by videos that can be interrupted at any time with a decision to purchase. Web innovators like CinSay Inc. make it simple for merchants to create and host sales videos on a number of websites. Email blasts are being replaced by videos that link to landing pages or information forms.
Video has become much more affordable, accessible and pliable, and many new providers are entering the arena. It's a powerful branding and sales tool.
Nancy Drexler is the President of Acquired Marketing, a boutique marketing firm for businesses in the payments industry. To learn more about what Acquired Marketing can do for you, visit www.acquiredmarketing.com, call 917-743-5258 or email ndrexler@acquiredmarketing.com
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