30 ADVERTISEMENT FEATURE Brightcove
passive activity, like putting better bait on your hook and hoping a bigger fish will swim by (then hoping you can haul in that fish and convince it to call/email you so that you can do some business). The Internet has passed the point of being a resource that we refer to. It is now deeply integrated part of our lives. This means that as a business you have the opportunity to become deeply integrated into the lives of your customers. You have the opportunity to become a part of their everyday experience. And if you don’t take advantage of it, someone else will. The days of building a better mousetrap and watching customers come rolling in are gone – if they ever were. You need to engage with your customers beyond just selling them products. You need to oer them value and an experience that will enrich their lives. You need to explain to them what your company’s vision is – and how they can and should support it.
One of the best ways of doing all these things is video. Every business is now a media business. No matter what product or service you are oering, you can start publishing video content to show o your skill sets and your satisfied customers, provide education around your area of expertise, or engage an audience with a special event. ACTIVE COMMUNICATION As a media business – and remember, you’re a media business now – you need to be approaching your video oerings with both forethought and a well-thought out business plan. And creating a video oering – deciding exactly how you want to communicate to your customers and stakeholders and choosing what you really want to show and to say – will be a great tool in clarifying what your company’s vision is and for developing new types of services.
YOU NEED TO ENGAGE WITH YOUR CUSTOMERS BEYOND JUST SELLING THEM PRODUCTS If you’re a plumber, for example, you could start doing short videos on simple home plumbing fixes – How actually do I turn o the water supply to the toilet? You could set up shop at a local event and answer home plumbing questions from passers-by. If you belong to a plumbers union, you could develop video around
feedzine feed.zine feedmagazine.tv
Powered by FlippingBook