Growing Your Photography Business (Part 12): Use Video for Engagement, Packaging Strategy, Offer Educational Resources

Use Video for Engagement

The idea of using a video for your marketing efforts is not new. But what’s new is that video has become an important strategy in every platform or channel! More than 65% of social media users watch videos expect them from brands.

What is Video Marketing anyway? It’s about using videos to promote and market your services or product, increase engagement on your digital channels, and educate your customers.

Here are some interesting reasons why you need to start investing in video marketing:

50% of consumers want to see video from brands, according to HubSpot research
Video marketing is also leading the way not just in social but also for search engine users. After Google, Youtube is the second biggest search engine in the world
93% of businesses reported getting new customers through video

Video is shaping the future not just for marketing, but as well as for sales and customer service. Here are different ways to use videos:

Live videos
My Day/Stories Videos for behind-the-scenes
Onboarding
Sales responses to questions
Support video calls
Customer stories
Event videos
Meet-the-team
How-to guides

Customers want to watch videos and would prefer this format among others. Without video marketing, your business would be left behind.

Packaging Strategy (Or user experience for a service)

Have you tried buying a certain product because you were drawn to its wrapper or box? Have you hired a certain professional just because of his or her look and aesthetic appeals to you? Most likely you have experienced the influence of a packaging strategy.

Packaging strategy is a method of combining resources or systems relating to a product or service that aims to achieve a certain business objective. The packaging is not just the box, the wrapper, or the appearance of a product. It’s deeper than that.

There are three basic elements in a packaging strategy:

Discovery - evaluate the current status of the organization, product, or service and determine the destination it wanted to be. Identify your mission or what is it that you wanted to be known for. For example, a business may want to be known for sustainability, or affordability, or class. Understand the landscape of your industry. Find out where the industry is headed. Next, discover the goals of the stakeholders. Discover the motivations and overarching positions of the group.
Statement of Goals - After finding out what’s important for the organization, develop a statement or a group of statements that capture those goals. These goals will direct how you build and incorporate elements in your packaging. A statement of goals can be in the form of vision and mission.
Determine steps to meet those goals - Detail the steps on how your organization can move from your current state to your desired goals. Specify elements, processes, and systems that will support your mission statement. This is where visible elements come in such as colors, materials, and shapes. Also included are the manpower you will involve in the process.

Offer FREE Resources or Dedicate a Learning Center

Giving back free educational resources is really important for your business or website because it aims to develop your targeted industry or customer type. A resources section of your business or corner in your office is an area where your target audience grows deeper in their knowledge with other components of your industry. It’s not as specific as the FAQ section of your website, but more global.

Your learning center can have multiple types of media such as ebooks, videos, interviews, infographics, and checklists. Here are some examples of resources, their industry, and their links:

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