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Which marketing channels are right for your business? Online video

Which marketing channels are right for your business? Online video
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Which marketing channels are right for your business? Online video
Siobhan Stirling - Sharp Minds Communications for Capital Space by Siobhan Stirling - Sharp Minds Communications for Capital Space
Owner/Director - Sharp Minds Communications Ltd

If you want to show off your brand in a more personal way, videos might be what you’re looking for. They provide many benefits to improve your brand image and potentially increase sales. Our marketing expert, Siobhan Stirling of Sharp Minds Communications, explains whether it’s right for you.


Here are some of the reasons why online video marketing can be so useful to your business: 


Sometimes all it takes for someone to buy into your brand is to see the person behind the product. Being able to show your company’s enthusiasm for what you do and providing the personal side of your business gets people involved in your organisation. Not only that, but you’re also able to interact with them as most online video services offer comment sections, giving you the chance to respond to feedback. 

A lot more visual

Online video has become incredibly popular and there’s a reason for that: what would you rather do, read a long article on what a business does, or watch a three-minute video summing up who they are? Most people would choose the second, as it’s easier to digest. There are more opportunities to make a video fun and interesting compared to an online article, which typically only has few images on the page. Pitch it right and you can entice more people with a video. 

More to work with

When was the last time you saw a picture of a product and said: ‘I’m going to buy that?’ Someone is more likely to want to purchase from you if they can see more of your product and how it could benefit them. In a video, you can show every aspect and all the features that you have to offer. Sure, it’s not the same as getting your hands on it but, it’s very close. That’s why big brands are always sending their products to online reviewers to get them to show off how good they are, and why so many product videos crop up on your feeds on social media. 


But before you jump into your first video, make sure you know what you’re getting into: 


If you’re running a business, your own marketing is often the first thing to be squeezed when there are client deadlines to meet; good videos can be time consuming to create, so be realistic about how you are going to fit that in.   You need to think about how long it will take to shoot, edit and upload the finished product with proper SEO management. 

The more effort you put in, the better your video will be and the more likely it is that it will deliver returns on investment, but doing it badly – because you haven’t got the time, the kit or the skills – to do it well, could damage your brand.  So be realistic about your in-house resources – in terms of skills, equipment and time – and consider whether you should be doing this yourself or hiring in an expert. 


If you want to get the most out of your video, it has to be high quality. That costs money. You’ll need to get the right camera, tripod, lighting equipment and many more items that add to the cost of running an online video profile – or hire a professional who has all the kit, but will charge a fee that reflects their investment and expertise.   

Gaining traction

Like other online platforms, video is the same when it comes to growing your followers. You may be making the world’s best videos, but if they aren’t getting seen by anyone then it can be demoralising. That’s why it’s so important to promote your videos across the right social media platforms and recommend them to friends, family, customers, suppliers and supporters. 

Videos take a long time to create and the cost involved may seem hefty. However, when you’ve got it right, you could significantly boost your brand profile, engagement and enquiries.  

To find out how Capital Space business premises could benefit your growing business,

call 0800 107 3667


Siobhan Stirling is the director of Sharp Minds Communications, which provides strategic marketing communications for small- and medium-sized business across Kent, Sussex, Surrey and London.  A published author, former BBC presenter, reporter and producer and writer for national newspapers and magazines, Siobhan has a background in public relations.