Business Videos Can Have Two Audiences
Your business may be small, but you can still utilize video like the big brands. Corporate marketing departments produce videos that reinforce the company message in two directions: internally and externally.
External Communications
The intended audience is your ideal customer. The goal is to raise brand awareness in the marketplace and to create demand for your brand’s product. The trend in marketing for big business is to tell stories that humanize the company brand and to nurture connections with the audience through social media interactions. They’re betting that, once you get to know someone within the company, you’ll become a loyal customer and “brand evangelist.” People do business with people they know, like and trust.
Internal Communications
Trust is earned slowly and destroyed in an instant. For big businesses, it’s vital that every employee understands the company branding, culture and values. Internal videos act as training tools to motivate team members to deliver on company promises. The desired outcome is to make every exchange with the customer live up to the expectations established by external communications.
Guest Expert
I spent the week before Valentine’s Day working at a corporate training event at the Gaylord Palms Resort in Orlando, Florida. Between sessions, I talked with Jonathan Hall of DV Communications. His company serves some very prominent brands by providing live event and recorded media production.
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Application for Small Business
You may be thinking, “my business has no employees; why would I need internal communications?” If you are a solopreneur, you need to use video more than anyone! Think of how much time it could save you by recording a standard new customer greeting…or a tutorial that explains how to use your product? Think of these videos as an “internal” marketing message for your new or existing customers.
Part of the process in delivering the “wow” factor to customers is anticipating their needs and meeting them before they ask. If you’re running your business all by yourself, you may not have time to personally follow up with every request in a timely manner. But with a library of videos in your arsenal, there’s no better way to guarantee consistency in your follow-up system and marketing.
