Building Brand Awareness with Online Video

The popularity of online video amongst Internet users has meant that more and more business are considering the use of online video to get their product message out to their customers. But popularity is not the only reason why businesses are seeking to leverage the power of online video.

Online video, by its very nature, has more potential to draw and engage audiences through content than traditional text based mediums. This makes online video a powerful tool for building brand awareness.

A good example of how online video marketing has been used to good effect is featured on our client
Giraffe, LLc’s web site. Giraffe works with companies to produce a three year strategic plan for business growth. Their approach is very disciplined, systematic and achieves measurable results. Unlike traditional management consultants, Giraffe produces results quickly and at a very competitive price. However, Giraffe’s challenges was to explain to a wary marketplace how their process works and what makes them different. NSR determined that the best approach was to produce a series of videos that followed John Delany, founder of Giraffe, implementing a 3-day Giraffe Strategic Growth Program.

Links to three Giraffe Videos:

Day One

Day Two

Day Three

These videos have become the core content of the site,, and have become the most effective sales tool in closing new business opportunities.

Online video is a value added investment because its content can be leveraged across multiple platforms – YouTube, Facebook, PowerPoint presentations, DVDs etc.

The biggest hurdle facing small businesses wishing to leverage the power of online video is not cost. It is getting started that causes many small businesses to shy away from this powerful and essential marketing tool.

Getting started with online video need not be a difficult process, if you follow these three basic steps.

1. Identify the various stages of your customer’s life cycle – reach, acquisition, conversion, retention and loyalty – then use online video to deliver your message.

2. Choose a tactic or theme that will give focus to your online video.

3. Monitor the success of your online video and use the insight to plan your next step.


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