Why Video is a Great Networking Tool

As most people know, the best way to get new business is through networking.  Networking, in it’s most basic form can be as simple as the interactions you have with your closest friends and family.  Your daughter just bought a really nifty wallet that inspires you to buy the same thing.  Why?  You trust her.  She suggested you buy one.

Small Business

Spreading out a little bit, networking in a wider circle such as at mixers, industry events, and social gatherings employs the same concepts as a personal network.  You are trying to instill trust in others who may refer you to their friends, colleagues, and co-workers.  Likewise, getting to know a little bit about someone and their business first hand, makes it easier for you to recommend them to others.  Building trust is the cornerstone of networking.

Perhaps you don’t have a lot of time to network.  You might have few opportunities to do so either because of your schedule or maybe you live in a rural area which inhibits your chances to network.  Then video may be the perfect solution.

Some of the most popular videos we produce for our clients are specifically designed to act as a means to communicate to potential (and existing) customers.  Again, building trust is the primary goal of the videos we produce. 

When you watch a movie that stars a major celebrity like Brad Pitt, or Tom Cruise, a part of you feels as though you know them.  Of course, you don’t, but if you were to see them in person, you might feel compelled to say, “hello” because of your perceived familiarity with them. 

We jokingly tell our clients that we are going to make them famous, but the truth is, we are making them familiar to their customers.  If you were in the market for insurance and visited ten broker websites, would you feel any more inclined to choose one over another?  Perhaps.  But if one of those brokers had a video on their website in which she spoke to you about her business and how she works to make herself available to her clients, wouldn’t you feel more inclined to giver her a call?  Of course.  Because you’ve already seen her.  You’ve heard her talk.  And you might have even gotten a sense of who she is.  You’ve established a level of trust.  When you pick up the phone and ask for this agent, you already know who you will be speaking with.

Kelly Clayton for Allstate Insurance

 

Major Corporations

So what if your business isn’t small anymore?  We all have our ideas of a small business, but for argument’s sake, let’s say your company is 150 employees+ strong.  You have a corporation.  It’s in a high rise building and the company name is on the outside of the building.   I would argue that video is even more important for you than for a small business.   Whether you operate solely as business to business or business to consumer, there is still a need for trust.  Why?  Because the decision makers who do business with your company still need to feel they can trust you.   Of course, this is where the world of television commercials comes into play.  Coca Cola, Apple, Home Depot, and other major corporations spend billions of dollars on advertising designed to build a sense of trust with their customers.  And where that trust is breached, as in the case of BP, they spend even more money trying to regain it.

But there are many new avenues where that type of marketing will not work.  Consumers are easily distracted or numbed by traditional advertising (Good for advertisers who need to change the message).  Many younger consumers want to feel a sense of connection with the businesses they deal with.  And many of these younger consumers are also the new executives and decision makers who will be making purchasing choices for the businesses they work for. 

When large businesses can use video to put a name to a face, it helps build a more sincere form of trust.  For example, a simple three minute video relaying a company’s latest offering with interviews of key players within the company give prospective clients an opportunity to see who they may be dealing with.  As an added bonus, these types of videos are a perfect way to build morale within a company.  People who work for any business like to feel that they are part of a trustworthy and likable company and a well made video can instill a stronger sense of pride for employees. 

Conclusion

There has never been a better time for businesses to harness the power of video than now.  And as social media becomes a bigger part of company marketing strategies, video remains among the strongest messaging tools available.  Familiarity breeds trust and a personal connection will always win out over a virtual one.

If you have any questions you'd like me to answer, please feel free to reach out to mikon@haaksmanmedia.com