How to use video marketing as a marketing tool

March 29, 2012

Lights, Camera, Video Marketing

In our past blogs, we’ve discussed everything from Pinterest to the new Facebook timeline. Just about everything in the social and interactive media world has been covered, except for one vital tool. Any guesses? You’ve got it; video marketing!

The days of companies using simply text on their website is long past. We can now see links to Facebook and Twitter pages, blogs, podcasts – you name it! However, we are also seeing more and more videos or links to YouTube channels – that is video marketing right there.

I hear you asking, “But just how can video marketing promote my company or product while attracting customers?” Here’s how:

  • It is a great way to solidify your online presence – something which is all too important in this age of technology. Current and potential customers can access your video/s anywhere and anytime! Whether a client is in store or shopping online at home, no matter if it is 10am or 10pm, they can find a video about your company or product. Most importantly YouTube is the second most used search engine. Something to keep in mind!
  • Similar to marketing via podcasting (see last week’s blog!), some of your customers will naturally prefer to see and listen rather than read about a product – either they learn better this way or simply don’t have the time to sit down and read. Video marketing will grant you access to this group of current and potential customers.
  • Probably the best feature of video marketing is that it can be used to explain the features of a complicated/technical product or service. Packaging can only convey so much information, so having a video explanation online can help a customer understand your product or service and make their decision in your favour! Here’s an example from New York City audio visual retailer B and H who have used video marketing to provide customers with expert info about one of their products. (http://www.youtube.com/user/BHPhotoVideoProAudio)


Video marketing is an engaging and fun way to explain your company and its products. It is a personable way to demonstrate to your customers that you can and will meet their needs. It can be easily distributed across your website and existing social media platforms for maximum exposure. And, saving the best for last, video marketing is free (unless of course you choose to employ a production house)!

Remember your audience, what they want to know and what YOU want them to know. Keep it short as the consumer’s decision making process is fast and their attention span is SHORT! Use SEOs appropriately to ensure your videos can be easily found in a customer search. Most importantly, clearly define your aim with video marketing and how it fits into your Signature Strategy. Check out the MPC’s YouTube channel to see how we have used it as a marketing tool.

Lights, Camera, Action!