One of the best examples of using video to build word of mouth for a small business is from Saddle Technology Incorporated in Billings, Montana. I came across their website several months ago after I was bucked off my horse. I was feeling a little bit “chilled” about new injuries and that caution was hampering my riding. With breakaway stirrups, I thought I could make sure that I wouldn’t get hung up and dragged if I were thrown again.
The video showed some clips of people falling while barrel racing and being hung up in a stirrup and it included a demonstration of how the STI stirrup worked and why it was different from other breakaway stirrups. From watching the falls, I realized that there were lots of ways I could get hung in a stirrup, and that although more expensive than the competition, their stirrup provided some additional safety features that could prevent injury. I decided to go with the STI stirrups and I’ve been very pleased with them, although I haven’t tested them with another buck off.
The video was compelling and persuasive in ways that a written description never could be. It looks like was professionally edited but it contains mostly amateur video. If you have a decent video camera and some movie editing software like Apple’s iMovie, you could create something just as effective for your business.
Is there some thing about your product or service that would sell better with a demonstration? Can you demonstrate a need for your product or service with video clips? If so, you should consider using video to build your word-of-mouth marketing using the Web.
If you’d like assistance getting YouTube or other social media working for your business, please send me an email using the Contact form on the website or give me a call at 979-531-8300.
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