IT’S 2016, AND communication has become
the new global currency. As customers
continue to face an overwhelming number
of choices, American small businesses are
tasked with the grueling challenge of finding
creative ways to attract attention and maintain relevance. But where there’s challenge
there’s also opportunity.
Technology has leveled the playing field,
allowing fledgling companies to reach their
audience through a vast array of digital
channels. While blogging was at one time
considered the ideal medium, today video
is fast becoming the dominant tool.
According to Cisco, a worldwide leader
in IT services, video will account for 69 per-
cent of all consumer Internet traffic by 2017.
What’s more, a recent report from Vidyard,
a global software company, found that 70
percent of marketers have witnessed better
conversion rates with video than with any
other type of content.
If you’ve been thinking about delving
into the world of video production, here are
five tips to help get you started.
1. Invest in the right equipment.
While many choose to record directly onto a
smartphone, some businesses experience an
added benefit from using more professional
gear. You have three options when purchas-
ing a camera: webcam, point-and-shoot
and DSLR. All range in quality level and price
point. If you do choose to purchase equip-
ment, be careful not to overspend. There are
plenty of reasonably priced options in each
category, and you’ll need to allocate some of
your budget for marketing and advertising.
2. Experiment with length and tone.
In general, keeping videos short, punchy and
full of personality is the wisest approach.
However, some companies find that longer-form, more educational content is most
valuable to their audience. Give yourself
the freedom to test a variety of styles and
formats before committing to just one.
3. Include a call to action. According to
a variety of data, there’s a good chance that
a viewer will eventually become a customer.
Whether your goal is to drive traffic to your
website, capture more shares or acquire
more subscribers, make sure the video
includes at least one clear call to action.
4. Share it on social media. While
it’s possible a prospective customer might
accidently stumble upon your content, the
best way to ensure viewership is to share it
across any and all relevant channels. If you
MICHAEL PARRISH DUDELL: BETTER BUSINESS PLANNING
DuDell is an entre-
speaker and best-
author. Learn more
CONTINUED ON PAGE 16 © PSTUDIO_G / SHUTTERSTOCK
FEBRUARY 2016 ;e Costco Connection 15
ACCORDING TO HUBSPOT, a website for
marketing tools and advice, the second most
viewed page on a business website is the
“About Us” section. Visitors first go to your
home page to see what your business offers,
and then want to know who you are. Are you
someone they want to do business with? Do
you seem trustworthy? The “About Us” page
is the perfect place to answer their questions
and help make the
sale. Here’s what
you should include
in this section.
This is your chance
to make your business stand out by
building a personal
potential customers. Include the
story of your business: the problem
you faced, how you
tried to solve it and
ultimately why you
decided to create your business. Add your
expertise and any press, awards or degrees
that will provide credibility.
Your company information. Include
your company’s mission statement and values
to show you care. Highlight your best-selling
products, share who uses them (your target
market) and how your products or sevices
solve their problem. This is to help customers
identify and see how their similar problems
can be solved.
Visuals. Visuals tell your story quickly
with impact and provide deeper engagement.
Show customers who they are choosing to do
business with by including a photo of the
founder(s) of the company. Videos are growing in popularity because of their ability to
build an authentic emotional connection.
Call to action. What do you want the
person who is reading your story to do? A
call-to-action should be an offer giving the
potential customer something of value in
return for something else. Depending on your
sales style, a more assertive approach would
be to have a “Buy Now” button and link to
your shopping page.
A softer sales approach would be to provide an incentive such as a discount on customers’ first purchase or free shipping once
they sign up to receive email notifications
from you. By nurturing customers through
email, you have the opportunity to create a
—Rachel Olsen is a best-selling author
and media consultant.
Create an “About Us”
website page that sells
©CORAMAX/SHUTTERSTO C K