This article is part of Video Marketing 101. You will find the links to the other articles in this series at the bottom of this post. Stay tuned for future ones.
There are several reasons why businesses should consider video marketing to reach their international markets.
Video marketing is fast becoming a necessity throughout the online business world. It is used heavily for online B2C marketing. It is also used effectively in online B2B online lead generation.
The best practices for online marketing and online business in domestic markets can almost always be adapted to international markets.
To get good results internationally you do need to integrate your best internet marketing practice with good cross cultural communication practices.
Video marketing is a powerful credibility building tool. It can be used to:
- create proof
- desire for your product
- familiarity with your company and products
- reinforce credibility
It can be a very powerful tool in your cross cultural internet marketing.
In order to use video marketing in your international business development, you need to get good at both:
- video marketing and cross cultural communication.
We will look into integrated cross cultural communication with video marketing in the near future here at Get International Clients. First let’s run through the basics of video marketing.And now let’s review when to use video marketing online.
Here are 6 ways to effectively use internet video marketing:
1. Your product has something special or unique about its motion or sounds
To get ideas on how this can be used, get inspiration from television commercials.
A very well known American commercial spoke of the virtues of Alka-Seltzer. It’s famous “plop, plop, fizz, fizz” song played while Americans watched 2 tablets drop into a glass of water and begin to dissolve. Many Americans can still remember that song, and can even still sing it. The viewers thought the product was something new. In fact the original Alka-Seltzer was primarily aspirin and baking soda. They used the unique sound made by their product.
Add appropriate special effects to get people to remember your videos and create buzz.
2. Your product or service can be easily demonstrated
Your product may not be horribly complicated. It might be new or strange. A short video communicates better with less words if done well.
Imagine reading the first print advertisement for a trampoline. “You can lose weight and have fun while jumping on a large piece of material attached to an iron frame by really big springs.”
Make videos to explain things easily to your viewers and to make your product accessible to them.
3. Your product is very expensive – your clients need to see it first before buying
Even a 30 second video has much more impact when trying to sell a house than a text, such as “3 bed 2 bath, 4 car covered garage and work space, stacked stone, w/view”.
What’s better than plain photographs? For a house you have several “video” options. A slowly changing panoramic style set of still pictures with a voice describing what the viewer sees works better than a plain photograph.
A luxury car is a decision that most people will not make online. Drawing attention to a new luxury item is already difficult. With video the options of seeing the product from all possible angles dramatically increases sales.
Several years ago there was a luxury car maker that offered a free video cassette to their potential clients. 8% of those that received the cassette purchased the luxury car: 5500 cars in total.
Use videos to present all luxury items and stimulate desire.
4. You need to show that your product works to make people believe it works
If someone made a car that ran on water, the idea of a car would not be new. It would be difficult to see the internal function of a motor. Showing the car having water being poured into the tank and then driving away would impress your viewers.
Use videos for proof your product works
5. Your product is specially manufactured or offers special service
For example:
- Show a cook in a restaurant creating something he is famous for.
- Show the team of a “clean room” dressed in their protective clothing and manufacturing a medical product.
- Surgeons performing cosmetic procedures can all be very impressive to the viewer.
Show special processes on video to create strong proof and credibility.
6. You have a valuable endorsement or testimonial
Clients are naturally cautious, especially when dealing with something new. There are some people that will simply say what is best about their own product and this can remove some of the fear of making the wrong buying decision.
If you have a well known person eager to endorse your product, get it on video. If you don’t have someone famous, then you can make one long testimonial from different people. This creates general faith due to a large number of people speaking for your product.
Your prospects seek reassurance they are doing the right thing. Who is better placed to explain the benefits of your product or services than your best clients – people that have already purchased your product.
Leave video testimonials for your prospects to create credibility.
Use Video Marketing
Online video marketing created for your international prospects can get you good results.
Study your foreign target market’s cultural behavior profiles to determine the best one of these six options to implement.
We are going through the series of 5 different cultural behavior profiles this month in the weekly Get International Clients Newsletter. Sign up and find out how you can use this to improve your international marketing.
Here are the other articles in this Video Marketing Series:
