Businesses learn Video 101

HOLYOKE – Businessowners and other professionals were given a crash course Friday on how utilizing video can generate more business and potential customers.
An afternoon seminar entitled “Video Marketing 101: Video As Part Of Your Marketing/PR Plan” was part of a series of presentations held at the Western Massachusetts Film and Media Exchange, hosted at Holyoke’s Baystate Health Conference Center and presented by the Berkshire Film and Media Collaborative and sponsored by The Westfield News Group.
During Video 101, a group consisting of everyone from graphic designers and furniture upholsters to realtors and legal aides, were shown ways to increase the traffic on their websites and YouTube channels.
“Consumers are 72 percent more likely to purchase or pick up the phone if your product is connected to a video demonstration online,” said Mary Jo Cranmore, a partner at Client Cycle Marketing who held the lecture. “Video is the new black.”
According to Cranmore, a business of any size can utilize video, thanks to the visual world we live in.
“It is not about big budgets or big, long, involved pieces. It’s about understanding who you’re talking to,” she said. “If you have a budget, a good producer or videographer can work with you to determine what kinds of videos are going to make the biggest bang for your buck.”
Storytelling is a crucial aspect of the video medium, especially in industries where services can be physically demonstrated, such as in service or manufacturing industries.
Search engines also help drive video’s importance among businesses trying to increase their appeal.
“Google loves (video),” said Cranmore. “It is the most ubiquitous, powerful thing in our world right now, especially when it comes to business.”
“If you want to attract people to your website or business, the first thing they do is Google you,” she said. “Google wants you to use their services. YouTube is Google, it’s the second most powerful search engine in the world. (Google) rewards you for using their stuff.”
According to Cranmore, who worked as a television news producer prior to founding Client Cycle, using video is not about incessantly sharing content with the masses.
“It’s about consistently putting relevant information out there in front of your ideal client,” said Cranmore. “If you can match video with what someone is searching for, they will find that video and that’s how you attract people to your website.”
“It’s one thing to make a great video, but if nobody sees it, who cares?” she asked. “If it’s a great joke but nobody laughs, is it really funny?”
Cranmore also did her best to dispell the illusion that trolling for likes and sharing video on the other ubiquitous social media giant, Facebook, is the end-all-be all for a business.
“Don’t just drive clients to Facebook for no reason. Tell them why they should like you on Facebook,” she said, stressing that Twitter is a far better mode of gaining followers than Facebook. “Anyone looking to build a coalition online, Twitter is the place to go.”
Cranmore also shared her golden rules about how to make effective video.
“Here’s how we organize content – share, show, tell,” she said. “Share your expertise. What is the problem your ideal client is most looking to solve?”
“Show off your work. Someone who has a visual business, show them what you do,” said Cranmore, who went on to share the story of one of her Connecticut clients who installs pools all over New England.
“He’s got a Henry Ford system – one group of guys who dig the pool, one group that does plumbing, one that does electrical,” she said. “(His customers) pay $50,000-$60,000 for a pool because of that system.”
Cranmore also told the audience about the power of testimonials from satisfied customers in video.
“It is the most powerful thing you can do. Those people want to tell your story, they want to share,” she said. “If you can capture from clients what it is that’s special about you – they used your service, they’re going to be way better at it – you can then use it on social media or a TV ad.”
In addition to sharing, showing and telling, Cranmore listed the top 20 video ideas for businesses, a list which included answering frequently asked questions, announcements and news, product demonstrations, interviews of leaders in your field, tips and case studies, among others.
“Any of these ideas would be easy for any size business to handle,” she said.
For business people working in knowledge or creative industries, building an online following is of the utmost importance and Cranmore finished her presentation with the secret to gaining a following of thousands of potential consumers.
“A person with 20,000 followers… creates information products that they will sell,” she said. “They give you free information so you trust them and their free stuff is great, so they’re paid stuff better be awesome.”
“That person is elevating you into a paid funnel. They make money by building information products and selling knowledge,” Cranmore said. “They then reach out to collaborators, who have followers who are interested in what they do. It’s all about building collaborative partnerships online… and that is the community of the Internet.”

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