“Show Me!” Video as the Ultimate Sales Tool
“Words, words, words, I’m so sick of words! . . . Don’t talk of June, don’t talk of Fall! Don’t talk at all! Show me!” Eliza Doolittle insists to Freddy in “My Fair Lady.” That’s how I feel as a consumer of goods and information on the internet sometimes. Don’t get me wrong — as a writer, of course I value words. But sometimes video is the most effective way to be sold on a new idea, product, or service.
With video’s ability to educate, persuade, and sell, it has become an essential medium for reaching out to modern families. Who would have thought, for instance, that video would be helpful for selling shoes? And yet Zappos has the biggest video program of any e-commerce merchant, having learned from experience that video increases conversion and decreases returns.
Video will become an even more necessary sales tool given the increasing role played by social media marketing. The medium of video is a natural way to present interesting content from your company that people will want to share and “like,” contributing to consumer engagement.
Even two years ago, social networks like Facebook were already starting to drive a lot of traffic to video. (http://video-commerce.org/2011/06/social-video-seo/#sthash.t1k9zYhK.dpuf). I see this myself on Facebook through the increasing number of videos shared by friends. According to Laurie Williams, Senior Manager of Photo & Video for Zappos, “video has allowed us to have more of a social media presence and has [contributed] to an increase in organic traffic. (http://video-commerce.org/2012/07/zappos-coms-video-strategy-at-the-2012-video-commerce-summit/#sthash.sjgL9k6P.dpuf).
The power of video to inform, entertain, and engage can be seen in Zappos’ comprehensive video program. But is video production an effective medium for selling something slightly less tangible, like the feel or culture of a company, or even a neighborhood?
Consider the place where I live, which is known as an upscale community in the North Georgia mountains populated mostly by retirees. What many people don’t know is that it’s home to 200 children in young households. The neighborhood would benefit from attracting more families with kids, but the question is how. Buying a home is a huge commitment, so of course prospective buyers in the younger set are hungry for information, and they expect to find it on YouTube or Facebook.
Given how modern families use the internet, a professional Atlanta video production would be a natural way to reach the target market. An engaging video about young families in the neighborhood could be something that could be “liked” and shared with friends on FB. What would be better than video to show the joys of a childhood marked by hikes through the woods, splashing through gentle streams, clambering over foot bridges, and jumping into enormous piles of autumn leaves? A properly styled video could capture not just the sights, but also the laughter and energy of childhood in this natural setting. As Eliza Doolittle said, “Don’t talk of Fall! Show me!”
What can video help you to sell? The options are limitless. For more information about Atlanta video production, check out www.optimumproductions.com, or call us at 404.445.6720.