More Tips for Creating Compelling Online Videos

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.

Personality Sells

“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.”

T.J. Tedesco is a sales growth, business strategy, marketing and PR consultant operating at the intersection of clear vision, compelling content and effective outreach practices. For nearly two decades, T.J. has been an independent consultant and sales growth team leader. Previously, he sold commercial printing, graphic arts machinery and supplies, and finishing and bindery services. T.J. helps North American companies with content development, Web and print design leadership, nurture marketing programs, sales coaching, sales team alignment and business strategy. Since 1996, T.J. has worked with more than 100 clients on retainer, 80 percent in the graphic arts industry. T.J. is author of "Win Top-of-Mind Positioning," "Playbook for Selling Success in the Graphic Arts Industry," "Fire! How Marketing Got Hot," "Direct Mail Pal" and four more books published by PIA. He can be reached at (301) 404-2244 or
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  • Melissa Sienicki

    Thank you for a great post. I love the idea of holding a contest that encourages people to submit their own content – brilliant!