Show, don't (just) tell. It's what we've always told writers, but it's equally true for digital marketing. People find information so much much more interesting in a visual format. They absorb it so much more readily. And they are more likely to understand and remember it days later.
Video is a key part of place marketing because it's so much easier to show us than tell us about your bustling main street, your deep sea port, your commercial airport, your streets filled with happy people building your area economy. If you've been considering building your economic development organization's video presence, Neon Cloud Productions' Brian Aiken and Kye Fadeley offer the following reasons to take the plunge.
1) It’s trackable – Unlike print ads, videos uploaded to YouTube and Vimeo show how many people have seen your message (through the number of “views”). Plus, if you share your video link through social media, you can track the number of clicks.
2) Video offers a relatable human element – Psychology consultant to Amazon and Walmart, Susan Weinschenk Ph.D. notes that video offers an irresistible human element: voice conveys rich information, movement grabs attention, emotions are contagious and there is even a “brain function that hard-wires us to use the human face as a gathering point for information and believability.” Since so much of economic development depends on relationship building, video is a great solution to humanize your brand in ways that print and digital simply can’t.
3) Multipurpose marketing tool – Video is not a single-use marketing tool. Once your video is finished, you can link to it in lead generation emails, show in prospect meetings, broadcast it at trade show booths and include it on your official website. Video helps cut through the clutter in social media marketing - LinkedIn will autoplay by default as people scroll through their feeds.
Want to learn more about using video for place marketing? Check out the on-demand video recording of this webinar with Brian and Kye from Neon Cloud. They offer loads of practical tips and suggestions econmic development organizations and chambers of commerce can put into practice right away.
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