4 Ways to Use Video to Market Your Business


Don’t let video marketing just be a buzzword or a vague concept. It’s not out of reach for any entrepreneur today. Here are four ways that you can use video in your business:

Meet Our Business

Video is a great way to introduce your business to people, giving them a quick tour of who you are, what you do, where to find you, and the most important other details. You don’t have to create the equivalent of the legendary Dollar Shave Club introductory video to get your message across (but if you want to, and have the creativity to pull it off, feel free to try!). A brief video on the homepage of your website gives visitors an easy way to get all the most important information they need to know, without having to go through every page of your site. It’s all in one place, and in an easily digestible format.

Meet Our Product/Service

If you want to give people a better idea about just what your product does, or how they can benefit from your service, a video is a great way to really help people get it in a visual way. It’s one thing to say your product does x; it’s another thing for the potential customer to actually see it. If you offer a product, show it in action. If you offer a service, show how someone can use it, for a practical demonstration. These kinds of videos help people get a better idea of what they’re getting (and just as importantly sometimes, what they’re not getting), and what kind of experience they’ll have. And if you can get people to understand what to expect, it will make for a lot fewer problems down the road.

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Meet Our Customers

Videos profiling the business generally and specific products gets the message out, but nothing adds credibility to your message better than when it’s a satisfied customer saying the same thing. After all, customers might see you as trying to sell something, but customer testimonials are unbiased recommendations. Powerful testimonials not only recommend your product or service, but they tell a personal story of how your business solved a problem for that customer. Again, you can always just say that you helped a person do such and such, but when that person actually comes on camera and shares their own story, in their own words, showing their own emotions? That really connects.

Meet the Answers to Your Questions

More broadly, videos should be a part of your content marketing strategy as a way to demonstrate your expertise and knowledge, providing answers and how-to’s to common questions in your field or industry. If you’re finding that a lot of customers you talk to ask the same question, that means there are probably a lot of other people who visit your website and have the same question; shoot a video that answers the question. Whether it’s a simple Q&A, or a demonstration of how to do something, these kinds of videos help build up you and your brand as knowledgeable, trustworthy sources of information. And then when customers are ready to do business, they’re more likely to come to you because they know that you know what you’re talking about and will have solutions for the problems they’re facing.

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Dan Fontaine

Dan Fontaine

Dan Fontaine is the Director of Video Production at Tarkenton Companies and for 4P Productions, directing creative strategy sessions, script writing, and both studio and live shoots. Prior to joining Tarkenton Companies, Dan studied video editing at New York University and worked on projects for The Science Channel, U.S. Soccer, Coca-Cola, and more. With extensive experience in video production, post-production, and web distribution, Dan can help answer any video-related questions you may have.