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Using Video to Market your Small Business

Posted by: Rod Kurtz on July 2, 2008

The production and distribution of video has long been a mainstay in the marketing campaigns of global brands, governments, and NGOs. Now, thanks to the Internet, small businesses can also benefit from the power of video to reach their customers and drive their brand recognition. Here are a few tips on how to maximize your video campaigns:

1. Shoot video that will work with all media. When embarking on a video shoot, make sure it’s the highest possible quality (i.e. broadcast-quality) so you can reach the widest possible audience. You may think you will only use the video on the Web, but why limit your options by using streaming video? In fact, the best video campaigns try to reach all media, meaning broadcast TV, online news and video sites, your company’s Web site, etc.

2. Tell a good story. Images speak louder than words, so make sure you use your images to actually tell a story. If you are shooting a straight product video, make sure to show it in use; if your company sells a service, show how it makes your clients’ life easier by delivering a specific benefit.

3. Choose an off-the-shelf video solution. When it comes to actually sharing your video with the world, choose one of the many video distribution services already out there instead of having your IT team build something from scratch. Ideally, the video to resides on your site so (potential) customers can view it in your own branded environment.

4. Make it "shareable." Today’s consumers want to share and interact with content so make sure your video can be e-mailed, linked to, embedded in blogs, and that journalists can easily gain access to high-quality versions. By making it easy for your fans to spread your messages for you, you will increase your reach exponentially.

In summary, video affords small businesses a cost-effective and powerful way to reach the widest possible audience. It enables you to personalize your messages and reach a large, global audience.

Shoba Purushothaman
The NewsMarket
New York

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