Marketing is all about communication. It’s all about communicating your company’s products and services to your potential customers. There are many way to communicate with your potential customers about your company’s products and/or services:
- newspaper ads
- radio advertisements
- television ads
- direct mail
- web site
As you look at the list, you’ll see that are many methods you can use to communicate with your potential customers. Even if you’re not a marketing professional, you know it takes more than one "shot in the dark" to connect with your potential customers. The more often you can "connect" with potential customers, the better your chance at enticing them to come visit you either in person or on the web.
Video has always been a powerful communication medium. Video allows you to use visual AND audio to deliver your message. According to the Harvard Business review, studies show that people remember only 20% of what they hear, and only 30% of what they see. However retention rates skyrocket to an incredible 70% when subjects were tested on retention of what they hear and see. With this in mind, it’s no wonder why video is such a powerful communications tool.
Way back in 2003, when I began writing my book Beyond the Niche: Essential Tools You Need to Create Marketing Messages that Deliver Results, I spent a lot of time talking about Minor Sales and Major Sales. You can read more about Major Sales vs Minor Sales here, but in a nutshell, the key element for almost any business, especially one dealing in Major Sales is building trust.
Being trusted by your customers or clients is essential for business success. It takes a certain level of trust just to get customers or clients to pick up the phone and contact you initially.
There are a lot of elements that go into building trust with your potential customers.
- Building trust is the reason why you invested in signage for your brick and mortar store. The store that doesn’t have permanent signage in place is fighting an uphill battle in trying to win customer confidence.
- Building trust is why you want to have a professional looking web site, because many customers will visit your web site before they make the drive to your store.
- Building trust is the reason adding video to your first point of contact with potential customers is so essential to your marketing success.
It used to be that merely HAVING a professional appearing web presence was enough to gain customer trust. Now you need more. The bar has been raised yet again. Companies on the cutting edge realize that including video clips via the web is a powerful way to gain confidence before your potential customer picks up the phone.