Think professional services firms shouldn’t use online video? Think few people watch online video and those who do are teenagers and children? Think again.
A recent report from The Shattuck Group, Five Strategies For PS Firms To Leverage Online Videos For Business Gain, points out that in April 2009 there were more than 130 million unique viewers of online video. Not only is viewership growing, but the number of videos a person watches is increasing. More important, however, is the fastest-growing group of viewers by age is that of 35- to 49-year-olds. The second fastest-growing group is made up of those 65 years old and older.
In addition, the medium is perfect for professional services firms, who market and sell the intangible, because “it allows for such a tremendous range of expression—more than any other form of communication,” says Randy Shattuck, founder of The Shattuck Group, in his recent RainToday article How Poor Quality Online Video Can Hurt Your Brand. Online video shows prospects what it’s like to work with you and your people. Videos can help build relationships with people you’ve never met. “They powerfully communicate your expertise and value in a way that no other medium can,” Shattuck says.
Video provides a way to differentiate yourself from others in your industry. It can enhance your perceived value, establish you as a leader in your market, and attract new clients, which leads to increased profitability.
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The trick, however, is to create quality video. For if you produce bad video, not only will all of those benefits disappear, but you can end up damaging your reputation and your firm. Bad video equals bad branding and bad word of mouth, which travels faster than ever these days thanks to social media. You do not want a bad viral video. Not only does it put you in a bad light, buy your competitors can use it against you.
If you’re looking for a way to stand out from the increasingly competitive crowd, video could be the answer. The benefits could be well worth the effort. Just make sure you do it right—follow the strategies The Shattuck Group provides in its ebook or hire a professional videographer. You have just one chance to make a good first impression.
