Last week, Fire Enterprises (FEI) marketing maven Marka gave savvy salesperson Zoot some tips for creating compelling video content on a budget. This week, Marka shows Zoot how FEI can use video content to connect with customers. Remember, fire = print.
Zoot reclined in his office chair, fresh off filming his first “Monthly Fire Tip” video. “I think FEI customers will respond positively to getting the Monthly Fire Tip this way,” he told Marka, who’d filmed the whole thing. “People like seeing other people. Online video lets us put a face behind our brand to more powerfully engage with customers.”
“Zoot, you’ve touched on a key benefit of online video,” Marka said. “The visual and social nature of the medium lets us connect with our customers in a meaningful, intimate way. Let me give you a couple of tips for creating video content that will resonate with our viewers.”
Marka started scribbling on the whiteboard in Zoot’s office.
“Let’s use video content to explore what makes FEI different,” Marka said. “We could spotlight key employees, highlight an unique production process, or illustrate our company’s storied past (and exciting present and future) through a brief company history video. Viewers will connect with our brand when they learn about and identify with the names, faces, and ideas that make FEI an exceptional company.”
Marka scribbled more on the whiteboard.Video Content Should Drive Customer Interaction
“FEI’s video strategy should contain an interactive component that allows customers to engage with our brand directly,” Marka explained. “That doesn’t necessarily mean we should film a video in response to every customer complaint. But if we’re aware of a production or customer service issue that’s causing friction with one or more customers, we might consider filming a short video explaining the problem and what actions have been taken to solve it.”
“Of course, our video content should focus on the positive,” Marka continued. “Why don’t we encourage our O-Tube subscribers or O-Facebook fans to submit their own content? We could hold a contest awarding a free e-book (or anything relatively inexpensive) to the customer who submits the best ‘Why I Love FEI in 30 Seconds or Less’ video. Promotions like these create positive customer engagement and double as good branding.”
“These are some fantastic video ideas,” Zoot said. “Are you sure you never considered being a movie director?”
“I did have a good idea for a movie once,” Marka said. “It was about a group of poor Olympians who wanted to enter a chariot in the big Annual Olympian Chariot Race, but the only materials they could afford were wheels and a bunch of copper wire.”
“Yeah?” Zoot asked. “What was it called?”
“’Chariots of Wire’” Marka said with a grin. Next week: Marka discusses how to create an effective branding document.
Today’s FIRE! Point
The visual and social nature of online video lets you connect with your customers in a meaningful, intimate way. Use video content to explore what makes your printing company different—you could spotlight key employees, highlight a unique production process, or illustrate your company’s storied past (and exciting present and future)—through a brief company history video. Viewers will connect with your brand when they learn about and identify with the names, faces, and ideas that make your company so exceptional. Also, consider making your company’s video presence more interactive by encouraging your YouTube subscribers or Facebook fans to submit their own content.
FIRE! In Action: Visit Carlsbad Uses Online Video to Increase Site Traffic
The destination marketing organization used a customer-submitted video contest to grow site traffic by 13 percent