Small business owners are now strategizing successful re-openings. They are concerned with following health and safety guidelines, drafting human resource plans, and managing cash flow.
One area seemingly lacking attention is branding.
As businesses consider the right medium available to get their message out to potential and existing customers right now, none is more powerful than video.
Branded video content has the power to connect to consumers in meaningful ways through emotions and senses.
With COVID-19 social distancing measures limiting human contact, video feels warm and personal.
“Video advertising is going to be one of the most effective marketing methods when it comes to advertising after COVID-19 for two reasons: clarity and connection,” says Brad Fugere of Flux, a commercial video production company based in Arkansas.
Consumers will dictate how they wish to interact with businesses, forcing small business owners to make a decision: adapt or struggle.
Small businesses that are able to communicate their evolution to match consumer preferences will win new customers.
“High-quality video content has the clarity needed to effectively communicate how the business has adapted post COVID-19 to remove friction for consumers. Video has the show-and-tell capabilities to easily capture consumer attention, deliver a message, and provide value along the way,” said Fugere.
“Even more powerful than clarity, videos have the ability to communicate emotions and build a connection between the brand and consumer.”
The Forbes article, Making Video An Effective Part Of Your COVID-19 Marketing Strategy, advises businesses to have a clear customer-focused purpose in mind. “Beyond having a business goal, your video needs to give something back to the customer. After all, digital is about customer experience. If your content is serving you, rather than your customer, it’s only going to cause irritation.”
Quoting Simon Sinek’s Start With Why, Fugere said, “’People don’t buy what you do, they buy why you do it.’ Post COVID-19 will be the perfect time to utilize branded video content to appeal to a consumer’s emotions and build brand equity.”
Unsure about where to start in crafting your COVID-19 messaging?
Inc. provides excellent insight into getting started in its article, The 3 Components that Create Unforgettable Brand Stories.
Contact the ASBTDC to fine-tune your post-COVID-19 message.