Unless you’ve been sitting in front of a CRT TV for the past year, you’ve seen how important video centric digital marketing has become for a business’ overall marketing strategy. So why aren’t more businesses using videos???
I recently asked this question to over 75 business people who attended at a business networking event and here are the Top Reasons I was given for why they are not using Videos in their marketing..
Don’t Look Good On Camera
Overall, the majority of the businesses I talked to felt strongly that they were the only person who could deliver the message for their business but were totally uncomfortable with being in front of the camera. Vanity seemed to be the core reason.
From the consumers point of view there is NOTHING worse than a video of a person reading a script monotone or listen to a voice broken up by being nervousness. However, with the right setting and with the right coaching anyone can become comfortable being in front of a camera.
However, there are those times when the camera was not friendly enough. Still, there are other options for the business to explore for a video production..i.e, voice over, brand talent or event graphic presentations with video file footage.
Feeling like the owner of the business has to be in front of the camera is not necessarily the only option when it comes to using video to market your business.
Complete Message Can’t be Told
The next popular reason I was given for not using video had some merit for not to using video, but still not an absolute reason to avoid videos all together. Too many times the business’ owner get’s hung up on feeling ONLY they can best tell the consumer what they can do for them in a face-to-face meeting in person. These are the businesses who are missing out on so many sales opportunities.
Consumers are not always going to be in the room with the business person. A video reaches so many more people.
Sometimes explaining a business’ service, or what their product does, can’t be quickly..or sometimes…easily explained no matter what media is used. For example; business people who consult usually have a lot to offer but explaining all they can do could take 30 minutes. Consumers are not going to sit through a 30 minute video to get to what they are looking for. The solution..break the message down to smaller points.
A good video production has to have a strategy which will outline the bullet points of what the business does and offers. Producing a few videos that outline the bullet points would best get to what the consumer is after.
Thinking a message cannot be delivered effectively using videos is more than Wrong..it is hurting the business people who think this way.
Videos are ONLY for B2C
The next most popular reason for not using videos in their marketing came from the many, many marketing people who are out selling their services or products to other businesses. Nearly everyone of them felt video marketing was best for businesses selling products or services to consumers.
Nothing could be more wrong than for the B2B business to think videos will not work for them.
Just like anyone else, businesses are consumers. They go to the internet to check on a product or service they need before they go anywhere else. Videos are the quickest way for them to gain the information on the business. If they find No video, they move on to a business that has a video.
So, bottomline, Videos are for every business, including B2B.
Feeling videos are too expensive, or a business would never recover their investment of producing a video, is one of the Oldest reasons many businesses give for not using videos in their marketing.
It is true, a quality video cost more to produce. The concern becomes, how much a business spends on a video reflects on how much they value their business.
However, even an expensive video is a waste if it is not seen by consumers or when it is seen, does not produce a sale. So it is best to go for a quality video to make sure it is first seen and action is taken once it is seen.
Previous Bad Experience
I got a few business people say they had bad experiences with videos which were related more to them going with a video production company or a very expensive videographer who was too much into themselves than listening to what the client needed. This usually happens when a business is looking for a shortcut or a cheap way out.
Then again, when I hear these horror stories I remember the clients we have had who had much higher expectations than what their budget will handle, so sometimes the bad experiences are a train wreak looking for a place to happen. Nobody wins and bother the video production group and business part on bad terms.
The bottomline, is for a business to hire a digital marketing agency that solves the problem they are attempting to solve. Many times a digital marketing agency that is centric to video production is a better choice since there is more support on the front and backend of the video production than what a videographer can offer.
I am certain this group of business people I chatted with represent the majority of businesses needing digital marketing. It is unfortunate they avoid using videos.
Of course, for those of you in Dallas, I suggest you contact us at SyncLab Media. I can assure you we do not even start talking about producing a video until we know for certain a video is going to be solution to your digital marketing strategy. Then, we determine what type of video and what to do with the video once it is produced.
Businesses have got to move rapidly to adapting to the changes consumers are making to the way they they do business. Consumers are searching the search Google for videos and businesses need to get a quality videos produced. It would also help if the business got trained on Google+, since anything posted on Google+ will also be found faster by the consumers.
Let me know how I can help.