Using Video Marketing for your Business

These days, we are saturated by video—on social media, news feeds, entertainment and so on. Apparently, internet users (including prospective customers of your business) can’t get enough of it. So it makes sense to explore marketing opportunities presented by video and apply them to your ventures whenever possible.

Here at Baillie Lumber, we create and actively share videos of our business on social media and with both current and prospective customers. These videos highlight our facilities, products and people, as well as help educate prospects on industry terminology and the wide range of benefits Baillie provides to customers.

Videos can be a great way to showcase your business. According to MarTech Advisor, video information “is easy to digest, less time consuming to comprehend and has a lasting impression.” Video “grabs more attention than a simple text-based email or pdf” and can offer “more personalized content” for customers to feel connected to a brand. DSC4406

Video also helps boost lead generation and establishes trust among prospective customers.

There are many ways to showcase your business through creative videos. Here are tips to keep in mind:

Leverage the appropriate social media platforms. People consume video frequently as part of their social media activities. Share the videos you make on the most platforms your target audience prefers (Facebook, Twitter, LinkedIn, Instagram). This knowledge enables you to customize your video production for proper viewing on a range of mobile devices.

Expand the range of what video can do for your business. Of course, a short video offering a “tour” of your business is helpful to would-be customers. But there are plenty of other possibilities, such as explaining the benefits and features of a complex product or service or offering a behind-the-scenes peek at your company. Customers may even value learning about the process of which your product is made. For example, we have found that customers have enjoyed learning more about our hardwood ripping process through video.

And, says marketing expert Lauren Fairbanks, sometimes "a CTA [call-to-action], can go a long way in reaching potential new leads.”

Use video as a new employee recruitment tool. A sizable portion of the type of job candidates you’re looking for are likely enthusiastic consumers of online videos. A brief video (no more than five minutes) that shares with this audience what it’s like to work for your business can attract more interest than a typical job description offered as a block of text. The allure of such video can really have an impact on recruitment efforts. We have found this method particularly useful when trying to attract college students for internships and careers with Baillie after graduation by creating videos that allow a viewer to get a better idea of what we are all about.

A few other reminders:

  • Try not to tell more than one story at a time.
  • Invite your business leaders to say a few words on-camera.
  • Encourage viewers to promote your video on their social media networks.
  • Offer a call-to-action at the end of the video.

The videos you produce should appear prominently on your website. They offer a valuable way to humanize your business and generate interest among prospective customers looking for a company that shares their values—along with offering high-quality products at competitive prices.

Have you used video marketing to promote your business? We would love to hear what worked for you!

Brett Del Prince
Baillie Lumber
This email address is being protected from spambots. You need JavaScript enabled to view it.



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