Web Video: More Creative than a Commercial

So, why video? Because it’s easier than you think. Although ultimately the questions “why” and “what” need to be answered by your customers and potential customers. Unfortunately most video found on a small business website seems to be a commercial and, while I’m not against putting commercials on your website, I am suggesting we can be far more creative than that. On the more familiar side, realtors see value in creating tours of homes and a restaurant may show off their unique dining experience with photos and video.

Here’s an example that’s reaching out a little farther:

I’m looking for martial arts lessons and you are a martial arts teacher. As a consumer I have a number of resources for research at my finger tips and while your commercial may have given me a good first impression, I’m surfing the net to compare all the martial arts lessons available in my area. Does your business stand out? For the sake of comparison, let’s say I can get access to basic info on you and your competitors (including facilities, class schedules, style, etc.) from your websites and by making phone calls. Do you stand out? You see, I’m sitting in front of a computer you have my full undivided attention if you choose to use it. At this point, if you tell me your story, show me your facilities, or take me through your philosophies you may have found a way to stand out. It’s at this point that you have begun making a real connection with me. This connection could quickly move a potential customer to a quality customer and even make them a “fan” whose enthusiasm will now help you market your business.

Aside from improving your customer “pitch” the right videos can do remarkable things. A clever video could be quickly shared thousands of times putting your product in right in front of large numbers of potential customers. A heartfelt video could show that you’re more than “just a service” or “just another ________.” The possibilities are endless. Now, certainly there are many ways to make these types of connections with your customers, but some stories are best told with video.


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