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What is video marketing? And how can it help promote my business?

PUBLISHED: 16:08 05 September 2015 | UPDATED: 16:08 05 September 2015

Porschemode promo video

Porschemode promo video

Archant

Business owners are increasingly looking at new and innovative ways to promote their company to the widest audience

Forde Abbey VideoForde Abbey Video

Customers can easily chose to bypass traditional forms of advertising. You can now fast-forward the ads while watching television for example, or you can read your news online and escape the pages of print advertising in your daily paper.

One way in which businesses are keeping up with technology is to use video marketing to promote their services or products. Tony Parker, CEO of Picture Box Productions in Devon, has been producing marketing and testimonial videos for businesses for 20 years. Last year his company won the Media Innovations Award for his work in producing promotional videos for clients. He explains why video marketing is such an effective new tool for promoting businesses:

Sitting Spiritually product marketingSitting Spiritually product marketing

What is video marketing?

“Video marketing isn’t a new concept, but the way it’s used has certainly changed. Businesses can use these high quality, short videos on their website, Facebook and other social media. Picture Box regularly create new and exciting viral ads with their clients, and it’s so easy to share now on your mobile; it’s all about the customer having that instantaneous access.

Video marketing is much more than just showing how the product is made,it’s about visually demonstrating what that product is going to do for the customer and how it’s going to make them feel. A video allows you to sell your product as an emotional investment and something to love. If you can get that across in a three minute video then you’ve won.”

Hilton Herbs product marketingHilton Herbs product marketing

Why use video marketing over traditional forms of advertising?

“With many of my clients I’ve worked with here in the West Country – architects, interior designers, craftsmen – what they are selling is a physical product that needs to be shown visually, and that’s why video marketing is so effective. A video is much richer and engaging than text. It really goes a long way to help sell the product.

Customer feedback and review ratings are also huge selling points at the moment. Customers are doing their research before they buy, and YouTube is emerging as one of the leading channels where customers search for product reviews, and that’s where video marketing comes in.

In our videos we use a lot of feedback from customers who have bought that product before – the voice of your customers describing how great your product is very powerful and gains trust. Obviously this can be done with text and photos, but certainly the benefit of seeing and hearing a real customer has far greater impact. And the feedback I’ve had from clients is that there has definitely been a marked increase in sales since their videos have been shown online.”

Is there a future for this sort of marketing?

Video marketing is the future. I’ve seen it increase tenfold just in the past couple of years, even to the point where TV is being pushed aside and people are only watching television online. People have instant access to what they want, when they want on their phones and tablets. That’s the very essence of why video marketing is an such an important tool for businesses. It’s about keeping up with current trends so that you’re up there with everybody else.

When I film and edit a corporate marketing video, I ensure that they do not look like the traditional, stuffy corporate videos you may have seen. I create short, engaging documentaries or mini films that show real people, who are passionate about their product and the company they work for.

To get a better idea of what video marketing can do for your business, watch Picture Box Production’s show reel.

For more information visit www.pictureboxuk.com/

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