Online Video . . . One Step Closer to Opportunity for Your Brand

Most small and mid-sized business CEOs I speak with recognize their web presence as a vital brand communications tool. Moving past the "have to have one" mentality, they realize that better web presence equals better business opportunities. That's the fundamental reason why we invest and continue to reinvest in the best possible sites for our companies. A corporate site is the online representation of our brand, designed to harness opportunity. And the first step in that process is forming a relationship, a connection with the viewer.

Online video expedites that first step. As we showcase our knowledge, philosophies, passion and personality, we extend ourselves, seeking to make a connection. If you like the sound of my voice, my appearance and on-screen presence; if you appreciate my authenticity, the good and the bad, chances are you would be willing to take the next step. That next step, depending on where you are in your decision-making process, might mean you bookmark our site, sign up for information, email an inquiry, or simply pick up the phone and call. By seeing me in "live media format," I've taking away one more barrier of uncertainty for you. While you don't know all is there is to know about me and my firm, at the very least, you are in a position to formulate some first impressions.

The bulk of our perception of others, some 93%, is based on non-verbal data - appearance and body language. Only seven percent is influenced by the words we speak. And those important first impressions are formed in the first 30 seconds of contact.

Online video, used to inform, explain, demonstrate or annunciate, allows these unspoken connections to be made. It's an opportunity to showcase a whole new dimension of ourselves, as brand ambassadors, that otherwise would be invisible. All these connections take us one step closer to a relationship and more importantly, one step closer to new business opportunity.

As YouTube ushered in an era of do-it-yourself video, the not-quite-perfect video has become expected and acceptable. We're now in a period where being imperfect comes across as genuine, where more scripted delivery is seen as fake and impersonal. As CEOs and executives, we are the human representation of our businesses and brands. Using online video can be a powerful brand communicator, bringing an element of entertainment, fun, and genuine human emotion to the brand experience for the viewer. You can show instead of tell. Be memorable instead of another page of text. Demonstrate your expertise in a new way. Engaging your viewer with your brand persona will take them closer to action . . . a click, an inquiry form, a phone call. But to truly humanize your brand, you have to be OK with being yourself – the good and the bad. Viewers will respect you for that. They will call you because of that.

It may be uncomfortable at first, but once you get into the groove of online video, you'll find it's easier than crafting copy. Plus, there's still a "cool factor" associated with video-based communications. Deploying online video to your site and online assets will increase viewer time on your site, create new avenues to attract viewers, and give reason for interested parties to return to your site. Plus, if your video delivers that remarkable "wow" factor, it can and will go viral, opening doors that would otherwise have remained closed.