I recently read a solid blog post from Jeff Turner, a smart and thoughtful guy I met in San Antonio at the Xplode Conference with the Texas Association of Realtors. Titled A New Focus – Reducing The Distance Between Us, it was posted to the RETSO (Real Estate Technology Solutions) blog.
After reading, I immediately thought about video marketing in general and video email specifically.
In the piece, Jeff describes the distance created between us by relying too heavily on digital communication. Though video neither closes the gap completely nor replaces face-to-face communication, its ability to convey subtlety, nuance, emotion, and nonverbal cues does help reduce distance.
Adding video to your online marketing can help you connect more effectively with your prospects, customers, colleagues, and community members than relying on written words and static pictures alone. It can be added to websites, blogs, landing pages, listing pages, forms, emails, and all kinds of other places.
Video Marketing: Reducing Distance Between People
In describing the process by which nonverbal communication is eroded, Jeff quotes Joshua Meyrowitz’s No Sense of Place: The Impact of Electronic Media on Social Behavior. “Digital communications convey ‘content‘ messages, while analogic expressions convey ‘relationship‘ messages.” That’s to say: our likes and retweets and status updates do not truly connect us, despite the sense of engagement they provide, the way in-person experiences do.
Some of the negative consequences of relying on “content” information too heavily include:
- reduced nonverbal communication
- reduced “relationship” information
- increased distance between people
- increased need to write well (difficult to do!)
- decreased differentiation of you and your service
In the post, which was great (read it here), Jeff addresses much more than the “erosion of nonverbal communication” that comes with digital media, but that’s where I’ll focus here. When I read the post, I was deep in an edit of dozens of customer testimonial videos. I was identifying and editing to themes like “ease of use,” “customer service,” “cost effectiveness,” and other aspects of our video email marketing software.
The video I was working on at the time: “the power of video.” You can see the video below. In it, dozens of our customers explain how and why they use video marketing and video email. Consciously or not, our customers are adding video to email to make stronger personal connections, to restore some nonverbal communication to their digital marketing, and to connect with people in a more powerful way than through text and images alone.
The Power of Video: BombBomb Customers Explain
I doubt any of the people in the clip above would suggest that video replaces real, analog face-to-face meetings. I wouldn’t, either. I will say, though, that its ability to restore some eye contact, human emotion, and nonverbal communication to your digital marketing efforts makes video a must-add to your mix.
Many of our customers are sending video email before an in-person meeting to introduce themselves, to set the tone, and to set expectations. Many are also using video email as a follow-up to a face-to-face exchange, whether a scheduled appointment or a first-time meeting at a networking event. Thanking people for their time or their insight is also a popular use.
So, video can be used to work together with your analog, face-to-face communication.
Your thoughts on medium, engagement, and relationships? Share ‘em! Comment below or find us on Facebook or Twitter.
My Thoughts Exactly - Jeff Turner’s Personal Website
Videos of Jeff Turner (and Others) at Xplode San Antonio on YouTube
Videos of Jeff Turner (and Others) at Xplode San Antonio on Pinterest
What You Need To Know About Video – Recorded Webinar
Pros and Cons of 5 Different Camera Types – Blog Post
Free: Add Video To Your Email
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