During the 1960’s, pretty much the only company in Britain practicing any form of integrated marketing was the Hoover Company. Their vacuum cleaner salesmen would start their day by reciting the company’s marketing mantra: “He who wishes down the well about the goods he has to sell, will never make as many dollars, as he who stands on top and hollers!”

A modern take on that 60’s classic would be: “Stop wasting time working on endless planning; get out there and make some noise.”  And the easiest, most cost effective way of making some marketing noise, is to make a video.

Today, video is the attractive, persuasive and affordable medium of marketing communication. Make a professional quality HD video from around £650, post it on YouTube and within seconds you can be reaching-out to an audience of millions – that’s what I call making a noise, at an incredibly low cost.

6 ways to use video to market your business

1. Look, learn and copy what the big boys do

HSBC have just redesigned their website. It’s now full of video as you can see by clicking on this link.

According to this recent blog, HSBC has the most visited bank website in Britain. I am not saying it is all down to the extra videos they have added to their site, but it certainly must be a factor in their success.

2. Work out what you are selling

It might sound obvious, but before you start making videos you’ve got to cut away the bindweed of marketing gobbledegook, and work out exactly what you’re selling. Once you have a clear and compelling message, make a video and share it with your audience.

3. You’ve got to give, before you get

This is how it works;if you sell carving knives, you make videos about sharpening and caring for knives. Sell cameras, and you make videos about lenses and product specifications to show your customers can use them just like PCWorld have started to do with videos like this on in the UK. Doing this helps to position you as an expert in your field and sales and custom will come as a result.


4. Create your own dedicated YouTube Channel

It’s simple, effective and free to create your own YouTube channel. Take the time to add some information about yourself and your company and links to your website to make the most out of the platform. If you feel comfortable with design packages such as Adobe Photoshop, you can create a bespoke background for your YouTube channel to help it really stand out like this great one from Nike.

5. Utilise your Graphics knowledge

A shot of a presenter speaking to camera alone can be very powerful. Adding additional elements such as supporting video and graphics into the mix can really help to reinforce your message and grab your audience’s attention.

6. Consider using a green screen studio to make all your videos

Using a Green Screen Studio means you will get everything that you’ll ever need in one location: crew, lights, autocue, cameras and technical know-how. It gives you complete flexibility over your final video output and we think it’s a great way of making videos!

I have included below an example video that we shot in our Green Screen Studio in Cambridge that includes a presenter’s message being supported by graphics and video to create a compelling final video clip.

Thank you for taking the time to read this post and if you have any comments or questions for me, please do post them below.

You may also like these posts and pages:

- 5 Reasons Why You Should Add Videos to Your Business Website
- Five Reasons Why The Cost of Corporate Video Production is Falling
- Take a look at our Video Marketing services

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Sean Malone