For every business in every sector digitalisation is creating the biggest change that business owners have faced since the Industrial revolution. Standing still is not an option if your business is going to thrive and grow in this new era!

In many ways we are heading for a perfect storm in as much as the analytics to disect and breakdown markets and the customers within them has advanced considerably and it is now far easier than every before to target the ideal prospect through a range of different media channels. Your products and services need to be advertised/marketed with ‘Impact’ and that necessitates a very clear call to action primarily driven through your web site which absolutely needs to be device friendly.

The attention span of consumers has reduced significantly as information available on any subject you care to think of has literally mushroomed! In essence you have less than 10 seconds to hook folks in and your messaging should fall under these broad areas:

• Entertaining
• Informative
• Education

This is where short video clips can have the desired impact and get your message across by ticking a number of communication boxes with which your chosen audience can resonate. It is very much acceptable to use modern phones and similar devices to capture things as they are so there is a genuine feel to what you are putting out. Waiting to professionally prepare a video clip may not be the best option depending on your brand, your products and your market.

As with any aspect of business your video content should be part of a clear plan which links in traditional marketing activities, social media, SEO and your website. These elements should not exist in isolation but be totally looked together and your video material available through the respective access points.

The guiding principle being – Plan, Implement, Review, Refine & Repeat. Alongside keeping an eye on the competition and what they are doing is more important than ever. Use of video does not result in a quick fix to business generation but will build over time if there is consistency and quality to your activity.