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union activities. You can ask customers for a short video testimony when you’ve finished a job. You can be imaginative. You can try everything. There’s no reason to wait for the perfect set-up either. You can start with a mobile phone and an inexpensive clip-on mic. The important thing is to be consistent, to have a plan (which you may decide to change many, many times) and to actively communicate to your intended customers. EXPANSIVE VISION As you start to develop your video oering, you’ll start to imagine more expansive ways of developing your business. When you know that you have a video scheduled to go out next week (which will be announced in your monthly newsletter), you may be more inclined to visit that trade show you’ve been putting o, just so you have an interesting subject to shoot – which could lead to more connections and business
and a deeper integration and higher profile in your sector. Just by doing video – and doing it as well as you can – you will raise the status of your enterprise, you’ll be noticed. Analysing your audience data – who has viewed what and for long, what videos are popular and why – is essential for moving forward. You don’t need to obsessively chase numbers – a handful of devoted viewers may be worth more to your business than a load of casual passers-by – but by trying dierent subjects, dierent styles of content, dierent types of outreach (email newsletters, social media outlets, live events) then studying the resulting audience data given back by your video platform, you’ll start to get a clearer sense of what content is working to achieve your goals, and what untapped customers there may be waiting in the shadows. Ultimately, you want to drive people to your own website and get them to take
action, whether that’s through your bricks and mortar store, ecommerce site or just getting them to pick up the phone and make a call. The more you can control your video through your own platform, the better. And as your video following grows, your site, with video at its core, will become the hub for all sorts of engagement, beyond merely oering contact info or an online shop. Live-streamed events, special oers, contests, education, opinion vlogs and customer interaction can all be handled through one single portal and will boost your brand measurably. The next decade is going to be about bringing businesses and customers together, and the centrepiece of that collaboration will be online video.
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