Here’s an important point to remember about creating an online video for your company – when you use it as a marketing tool, that video becomes part of your brand. It becomes part of your image, and it can affect what consumers think about you. A brick-and-mortar store takes great pride in its physical appearance. You, also, should take pride in the quality of your videos. You will hear the term “authentic” used a lot when people discuss online video. Consumers want companies to be real; genuine. As a result, people often believe that the quality of a video doesn’t matter. After all, if it looks bad, it will be more “authentic” and more people will respond to it. However…
- Would you use that same approach with the appearance of your store or office?
- Would you use that same approach with the design of your business cards?
- How about your website?
- How about the way your logo is designed, used, and displayed?
Business owners wouldn’t consider an unkempt retail location as a sign of being “authentic.” And they wouldn’t equate a shoddy logo design as an effort to be “real.” Authenticity isn’t necessarily related to quality. Image is an important part of your company’s identity, and careful thought should be given to your video marketing strategy before you dive in head first.
- Video is Becoming a Must Have for Online Retailers (marketingpilgrim.com)