Mind Your Business had the opportunity recently to sit down with Goldfarb Weber CEO Tony Weber to dive deeper into how visual storytelling can help sharpen a company’s marketing strategy. Here’s what he had to say.
MYB: Where do your clients need the most marketing help and what solutions has your company provided to help them overcome these challenges?
Weber: Clients want to create awareness about their organization or company, but often don’t know where to begin. Our solution is to start with a vision or anthem video that puts the stake in the ground of who you are and what you stand for. This is typically a big picture piece that serves as a table-setter, meeting opener, and introduction to your mission, values and impact. This is the video that will be shared throughout your digital landscape. One hundred million hours of video content is watched on Facebook every day and 10 billion videos are watched on Snapchat. Starting your strategy with a vision piece gives you some clarity to break through all the clutter.
MYB: What are some of the best solutions that your clients have adopted?
Weber: Having a video marketing strategy is paramount for leveraging the massive audience that social media presents. Eighty-one percent of individuals have purchased a product or service after watching a video. Your video strategy needs to have goals and the great thing about social is that it can be measured—so you can calculate your ROI. We are experts in determining what type of video works best on what platform (Facebook, Snapchat, LinkedIn, YouTube, e-mail and broadcast). We determine when the time is right to produce a longer format video with superior production values or when it’s time for more of the short, snackable content. Knowing your audience and what you want them to know, feel and do is a good start. One thing is certain—your video must be formatted for the mobile viewer!
MYB: What’s the most effective way for a business to tell their story?
Weber: The most effective way to tell the story of my business is by showing the work we have produced for our clients. I have a PowerPoint presentation that I show at pitches, and I always tend to breeze through our history, and mission and quickly get to showing some of our work. The work is what resonates with potential clients. They can tell that we have mastered the craft of documentary-style digital storytelling and have the ability to capture the heart of a story and establish a personal connection with the viewer.
MYB: What do you think will be the next big marketing trend as it relates to video?
Weber: Virtual reality; 360-degree video; live video; vertical; square-shaped videos; e-learning videos. All of these are growing. Lately, I am seeing a big push in animated, explainer videos for my clients. Sometimes, an effective approach is to combine typical documentary-style talking head videos with an animated, info-graphic look. We are also producing a lot of anniversary videos. This town was really on a roll 100 years ago!
MYB: And now for some shameless self-promotion on our part: How has COSE and the Greater Cleveland Partnership helped your business?
Weber: Being involved with COSE/GCP has helped my company in so many ways. First, we are very tied into many things that involve moving this region forward—so having the most updated information and being educated on every business initiative is a must for us. Second, the networking is invaluable for being able to know and converse with the business leaders of this community. And third, knowing best practices and taking advantage of the advice that the business leaders of this community can provide.
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