Your Own Personally Branded Video Channel Gives Your Company a Low-Cost Marketing Strategy
I was recently reading, in the NY Times, about a small business owner- Ed Davis. He wanted to change the direction his California based manufacturing company, Ceilume was heading. He had started it out as a custom job shop and wanted to put his energies into becoming a maker of vinyl ceiling tiles. His plan was to begin selling directly to consumers. He also wanted to change how people thought about ceiling tiles. He wanted to show how vinyl ones were much different.
So how do you go about changing a market’s perception ?
He decided to try online video.
So for several years, his company has been producing videos. The best known place to put videos is on YouTube – with these videos embedded in the company Web Site, customers, by the droves, have been able to search for them on the Web. They have created videos of their products and have created step-by-step how-to instructions. This has turned into a very low cost form of advertising.
Online video has become the number one option for many businesses. Many small and medium businesses, 10 years or so ago, had first created a competitive edge by putting up a Website that would introduce prospective customers to their products and services. Many could not afford the cost prohibitive advertising that big businesses did and this gave them a way to attract customers and talk directly to them on a large scale.
So what is the next step in the evolution of low cost, online advertising?
Many have come to realize that, although YouTube is well known, it is not the best place to put your videos. Have you ever gone there to look at a video? Just to the right of any video you have on there….is a whole line of videos from your competitors! I don’t mean just competitors in the sense that they sell the same thing. Often it is your competitors from the standpoint of time and attention.
For example: I once was directed, by a motivational speaker, to check out her video on YouTube. I went there….her video popped up on cue, but…….before it started playing, my eye was grabbed by the video in the column next to her video. In this thumbnail of a video was a woman- scantily dressed in a bright Santa outfit! I don’t remember exactly what the title said, but it was something like Naughty Santa…blah, blah, blah. Now, as hard as I tried, and I tried real hard, my eye kept stealing over to that Santa thumbnail. That poor motivational speaker had no chance!
Did you also know that if you put your videos on YouTube, that they are no longer yours? They become the property of YouTube and they can put them wherever they want and do with them what they want.
So, if it isn’t YouTube, then where?
Many businesses are coming to the realization that the best choice for them, is to create a “video channel” that is all theirs. When people come looking for them and land on their videos- that is all they will see. Just your video content on your own video channel. No competition from anyone else!
So what should I have on my video channel?
The first thing a business/individual has to do is to sell itself. Don’t come across “salesy” or make it obvious that you are trying to push a product. Offer something of value that your prospective customers can use or learn about that will move them along in your selling process.
Several ways to do this are:
- Give them information on how to do something. Whether it is putting up ceilings themselves or how to make a birdhouse- it doesn’t matter. Create videos that demonstrate this. Find something that goes along with what you do, or sell, and give them some information. Educate them.
- Show them the products that will help them get the results they want. If you have shown them the “how”, it is time to show them the “what”. What type of products do they need? Obviously, it is your product they need. If you can make it easy for them, through the use of video, to know what the product looks like- they will have very little resistance to using yours. Most people want to keep things simple, if possible.
According to Mr. Davis, more Ceilume customers place orders without requesting samples because video helps them find what they want. At Ceilume, video helps customers choose among 30 different styles of ceiling tiles. Ceilume, a 40-person company that has about $5 million a year in sales, produces its “Ask the Ceiling Tile Guy” videos for little expense with internal tech staff and Mr. Davis as narrator. The videos have attracted more than 500,000 views, and Mr. Davis says he believes that video has been a crucial factor in increasing sales 15 percent a year.
*Figures stated in the NY Times
- Have your customers send you videos and display these on your video channel. They can be videos of your customers using the product…or even more powerful, videos of your customers telling about the products in the form of testimonials !
If you can create an atmosphere that your video channel is a place to come for information and solutions, it will attract viewers who will be much more likely to buy from you. Your conversion rate will go up considerably.
And that…is the name of the game.
Attract, Convert and Retain.
Contact us to learn more about how simple it is to set up your own, personally branded video channel.
by Adrian Schleis
Filed under: MyVideoTalk News





















