We’ve all heard the saying “the proof is in the pudding.” I’m not here to explain why that’s the saying (I’ll let Google do that for you). But I am here to explain how you can use video (“the proof” in this case) as a business development tool. And not just any tool; a powerful business development tool. More powerful than any other piece of content you create.
Yes, there is a time and place for written content, graphic design, and photographs. There’s no arguing that. A well-rounded business development plan includes all of these elements. But the most consumable piece of content is video. And there are different styles of video that you can use for business development.
Let’s take a look at some samples.
Customer Testimonial Videos
This is example number one of “the proof is in the pudding”. Customer testimonial videos share your success as a business through the voice of a customer or client. I think it’s safe to say everyone looks at reviews, whether you’re looking for a video production company, a date night restaurant, or where to get a haircut. Other people’s words and opinions have power.
When customer testimonial videos are created authentically, using the true voices of your customer, it’s hard to find a more powerful tool in your business development tool belt. Trust is important, and a impactful customer testimonial video builds trust. And it can be consumed in under three minutes (or however long you choose to make your video). If that’s not powerful, I’m not sure what is.
But again, the key is authentic content told with a thoughtful story.
Project Videos for Business Development
Your business has a specialty. When someone approaches you about a job or a project, it’s easy to tell them “we can do that.” And I’m sure you can. But there is no better way to back that up than video. If you’ve successfully tackled something similar in the past, why not show your potential customers how you’ve excelled in the past. Enter “the proof is in the pudding” example number two.
Take construction for example (although project videos can be created for any industry). Just by name, you wouldn’t know that Seattle-based Global Diving and Salvage conducts complex marine construction projects all over the country. But when you watch they’re video content, you see that they do marine construction work and they do it well. That includes many different samples of their work to share as a business development tool.
Product Videos
Product videos are the most obvious type of video for business development and marketing. If you have a product to sell; make a video about it. Generations of businesses have used this tactic and will continue to do this, although the platforms video is delivered will continue to shift. Technology will change but videos will always exist.
It’s simple to share what some products are. But others take some explaining. And/or you need to show why your product is better than the competition. Again, there is a time and place for written content, graphic design, and photography, but nothing reaches an audience as easily as video.
Linedata is a perfect example. Their popular Capitalstream software has revolutionized lending and leasing. And it just keeps getting better thanks to the incredible team behind the product and their commitment to making every release of the software better than the last.
Company Feature Video
Let’s face it: not everyone knows who you are and what you do. We’re not all Amazon, Google, or Microsoft. The whole purpose of business development is to develop business. It seems silly to write that, but the fact is — you can’t develop anything until people know who you are and why you exist.
That’s where a company feature video comes in. This is the most foundational piece of video content every business should have. It explains who, what, when, where, and why. Let’s call it your foot in the door for business development. You can deliver a company feature video directly to potential customers and clients, let it live on your website, and keep it pinned on top of your social accounts. Talk about a return on investment!
Community Service Videos
You should be proud of the work you do in the community or communities you serve. It just so happens, people like buying from and doing business with companies and individuals who do good. TOMS is the glowing example of this. So many other companies have followed suit.
But it’s not just donating items. It’s also your community service and/or the organizations you support, and most importantly why you support them. If you do good in your community, don’t be afraid to share that. And I mean that in the sincerest way. You deserve a pat on the back and the praise that comes with volunteering. The work should be the focus. The bonus is business development. When you approach your community service videos with that in mind, you can only win.
Video for Business Development
I could go on and on about how to use video as a business development tool. The options are seemingly endless. And again, it’s the most consumable content you can provide an audience. If you haven’t jumped into the world of video, it’s time. You can create content on your own or turn to a professional video production company. I mean it in all honesty, reach out to me if you want to dive deeper into this. I’m happy to help.
We are an experienced team of video production professionals, telling stories for small to medium size businesses in the Seattle area and well beyond, conducting video work across the country. Contact us to find out how we can work together on your business development videos. You can also take a look at our video production testimonials (the proof is in the pudding, right?), and/or find more examples of our work on YouTube and Vimeo.