We all appreciate the value of a great first impression. Whether in our professional or personal lives, getting off on the right foot always helps at the beginning of a relationship.
By investing in content, businesses are looking to do just that. They're looking for new clients, and they're looking to impress. More and more I'm being asked about the different ways to use video, by clients who know they've done the first bit by commissioning a video, but aren't sure about the next step.
There's been plenty written on this website about the online side of things, such as social media channels, websites, OVPs and gated content. But in this post I want to talk about some uses of video which don't need an internet connection. Here are three uses of video that you might kick yourself for not thinking of before:
This is the one I've found myself mentioning most recently in conversations with financial advisers. We help advisers to introduce the evidence-based approach to investing, particularly with our infographic video series, Six Steps to Successful Investing.
Videos like this are a great way of attracting new clients online, but if a video is educational, then it can be useful further on in a client relationship. We've found that video is great for explaining concepts to investors, which saves the adviser time and makes sure that their clients have a basic level of understanding about their evidence-based approach to investing. Watching educational videos with clients and encouraging them to ask questions is a great way to establish that understanding, and what's more, you're showing the client that you'll go the extra mile to make sure everything is crystal clear. I've used financial advisers as the example here, but this approach could also be beneficial for accountants, lawyers, doctors and dentists.
Our forays into financial services led us to the Accountex exhibition earlier this year at the Excel in London. It was really rewarding to see the amount of conversations we started because people were drawn in by the videos we had playing at our stand. We were using a looped playlist from our portfolio of videos, with no sound. The effect of this was that they attracted the attention of passers-by without affecting the atmosphere of a public event.
You can do the same. The majority of businesses could use help demonstrating what they do - We know this because we get asked to make so many videos to explain products and services. This video for Learning Book is a good example.
Of course, you can also use video in an active way, as part of a presentation. Even for experienced professionals, public speaking can be daunting. A video can take the pressure off. For example, they can provide case studies or examples to the points you're making, or provide a summary before you ask for questions. If it's more of a marketing pitch, a video comes into its own. You don't really get the sense if a product is cool or desirable just from someone speaking about it, but a video will illuminate a product's intangible qualities. Whatever you do, though, make sure you keep the video clips in your presentation relevant and concise.
A reception area is typically the first opportunity you take to stop and look around when you visit a company's premises, somewhere you sit and wait. It's where guests will either reaffirm or change their thinking about your organisation, so it should reflect your company culture. There is plenty that could spoil this formative experience for visitors. They could be put out by a less than affable receptionist, maybe they don't like the colour of the walls or are finding the seat uncomfortable. Not all of us have the budget for interior design consultants or a twisty slide, but a video allows you to highlight your products and services in a place where the audience is easily captivated.
When it comes to using video, of course, social media channels and your company website are vitally important, but when you commission a video, stop to think what you can do beyond that. When it comes down to it, using video for business is about educating people and creating a good impression. Using video as part of meetings, presentations or in reception can help you do just that.