How to Use Video to Humanize Your Business
Clients want to do business with people, not companies. So why do small businesses continue to pursue the same old-fashioned marketing techniques that, let’s be honest, no longer work?
As a small business, one of your biggest advantages is having the capability to get to know most (if not all) of your clients. Video can help potential clients to learn about you, not your brand, but YOU, before you even know they’re looking for someone like YOU who can solve their problem.
No other marketing avenue conveys emotion, personality, humor, and trust as well as video. Having the company owner or president sit down in front of the camera and speak directly to a client (or potential client) sends a powerful message. It tells clients that PEOPLE in the company are personally invested in solving the client’s problem.
The key to having a video that connects with clients is keeping the video informal, minimize the editing needed, and allowing the speaker’s personality to really shine through. This doesn’t mean that the speaker needs to be an entertainer on par with the likes of Jerry Seinfeld, Jim Carrey, or Gary Vaynerchuk; but it is vital that customers get a sense of the PERSON at the company, and what they’re really like. We can all tell when someone is reading from a script or teleprompter.
Current client testimonials are also a way to help future clients connect with your company. Including clients in a company video is a great way to spread the word that, yes, you really are out there solving problems for clients. To a potential client, seeing a current client ranting and raving about the great service they received from Person “A” and Person “B” at Company XYZ is an incredibly powerful motivator for that potential client to also do business with Company XYZ.
Understanding the power that comes with client testimonials, some companies have gone as far as giving away small video cameras to clients in exchange for a testimonial – “Here, take this camera and record yourself speaking about what you think of doing business with us. When you’re done, go ahead and keep the camera.” (Be sure to get the client’s permission before using their testimonial.)
Video is the driving force behind most successful marketing campaigns used by small businesses today. It gives current and future clients an opportunity to connect, on a personal level, with your company.
What are some great examples of video marketing you’ve seen small businesses use?