Using Video As A Business Tool

With the way mobility technology and media trends are going, we are seeing more and more content being delivered in videos.

Improved transmission speeds and communication infrastructure as well as short-format videos have made this possible, as well the the spread and market penetration of smartphones. Think of how video use has surged in promoting small business enterprises among various social media platforms. Think of the short 6 second format of Vines, or Snapchats, that make it incredibly easy for one to be shared and go viral.

From another aspect, think of the video-on-demand streaming services like Netflix that made it possible for thousands of people to “cut the cord” (referring to cable) and choose their own preferred shows for information and entertainment.  In production, presentation, and consumption, video is a very powerful platform for communication, especially when the power to choose is in the hands of the consumer.

Think of the following:   Education, communication (business, entertainment, and leisure), sciences, and innovation. There’s an incredible amount of overlap in these areas — are you poised to leverage this trend within your own market?

Video is a very effective method of communication — it brings in sight and sound, and acts into the minds of viewers. We process information differently when we watch a video, not like when we read or view content delivered through text, or even in infographics.

Video delivers information in a way that is easily more digested by the brain — it uses our audio and visual processing centers to create an immersive internal experience that can be retained longer and understood more easily than reading regular plain text content. It’s easier to watch how a thing is done and understand it, that it is to read about a thing and attempt to visualize it yourself.

Continuing in this vein, it’s also easier to elicit strong emotional response with video. You’re mentally and emotionally primed to receive the message sent and shared in the video’s internal story structure. If you’re an entrepreneur or a marketer, producing good videos and being creative about deploying them through your various channels and platforms gets you a better in with your target audience (and target market) over text-based messages like emails and newsletters. If you’re a business owner , the same thing can build brand loyalty and contribute massively to your sales.

With social media plug-ins, videos can be upvoted and shared — for SEO purposes and for social media marketing, videos can be a game-changer, especially if they go viral.

What is the core element of a good video?
Your message: Your core message and your audience determines how you deliver that message. This influences your script, any additional visuals, and your time constraints.

You don’t have to produce a documentary or a full-length movie. Sometimes, thinking small can make you more focused on giving value  in a easily digestible short video, running in terms of 30 second increments or in minutes. You can, over time, amass enough content to engage and educate your market, and possibly even leverage that content into a paid series of more in-depth and longer videos. There are simply a lot of possibilities when it comes to making and sharing video.

To put things in perspective, consider the following:

Educational: Udemy and Stackskills are only two of the many, many online learning websites where people can study, and offer their own video-learning series for enrollment . It’s not just the big businesses or even the medium-sized enterprises, there are many one-man bands with their own series of lectures and educational vids out there, making a business  and a living on the valuable content they produce.

Millions of people with access to the internet can search for and find free and paid options to learn about any possible subject under the sun. There are formal courses and DIY video series on YouTube, for example, and anyone with a working smartphone can film and upload their video for consumption on practically any of the available video platforms out there (video length limits applied.)

Social: In the area of social media, for example, Thomas Sanders, known as “That Vine Guy”, has created hundred of short comic videos and now has them on his own website. And get this: he has 7.4 M Vine followers as of this writing. And his YouTube channel has over 780,000 subscribers. Just like the movies and in music videos, you need to has something interesting going on, and Sanders certainly does.

For example, in video sales letters , good scripts have the following characteristics:

  • Gets the viewer’s attention immediately.
  • Tells a story that brings the viewer along a certain story arc.
  • Offers the viewer real transformation in their lives.
  • Offers them a specific result.
  • One by a specific period, answering “When?”
  • Gives the viewer compelling reasons to act now on the offer.
  • Ends with a specific call to action.


More than 85% of online marketers use video, and video is expected to account for almost 70% of internet traffic by next year, according to CISCO. Video is a large part of the future of content marketing. Small business owners and entrepreneurs who aren’t already using it in their marketing strategy may stand to lose a lot of ground with their competitors, and can struggle to catch up.  Going viral is a large part of the strengths behind video — a small, short video can explode over night into an internet sensation.

Youtube is the world’s most popular video sharing website — it gets over a billion unique visitors a month: imagine the international market reach and spread in even a fraction of that size of audience. Using video in your marketing strategies can introduce you to that particular platform, and well-produced videos can get you part of that audience.

Many people have leveraged their expertise in their specific niches by hosting free video lesson on YouTube and directing more information to their website. Just look at the exercise niche where Fitnessblender’s husband and wife team Daniel and Kelli have produced over 450 free videos on their YouTube channel. People who want to know more can go to their website  and there are presented with tailored workout programs, ebook programs and even meal plans.


With developments in tech and media, productions costs aren’t a real barrier — smartphones have video filming functionality, and editing can be done with free or low cost video editing software. But the main thrust of marketing is something you can’t lose focus of: Always bear your audience in mind . Offer them relevant, valuable content. If video isn’t the best way to get your message across, don’t waste your time or theirs.

When you do decide to go ahead, maximize the spread of your video by using social media share buttons to help them spread, and don’t forget to adjust for multiple device playability: mobiles and tablets/phablets as well as their bigger screened computing cousins.

It’s not only the quality of the content and the production values of the video you have to keep up with, it’s the campaign strategy you use to promote your videos. Visual content is everywhere: Facebook, Instagram, and the aforementioned Vine and Snapchat.  Deploy your videos strategically, you can strengthen your brand and business substantially., especially when you tailor them to fit the  avatars of your particular niche market.

Related articles: Using the Personal Touch In Marketing touches on marketing segmentation

Helpful link: Video Statistics: How video impacts conversion, engagement, and experience.

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