Let's say you need a new fence because the one out back is falling apart.
It's the first time you as a homeowner have ever needed to make such a large purchase. And it's the first time you've ever needed to buy a fence, and you plan to spend in the range of $7,000 to $10,000. And once you go with a company, it's likely you can't turn back. This is a MAJOR purchase.
How do you go about choosing wisely?
The obvious answer is research. You ask your friends and neighbors if they had a good experience with a particular fencing company. You go online and read every Google review, every Yelp.com review and every Angie's List review you can.
Once that is done, let's say you've narrowed it down to two choices Now, it's time to compare websites.
Both look pretty good. Both have testimonials and photos and examples of their products. Both do a good job selling you on why you should hire them.
But one website has a 2-minute video showing off its employees, the construction process and a personal interview or two with the owners. You get to learn a bit more about the company you're going to possibly write a big check to. And while watching that video, you get to see what truly separates these two fencing companies.
The choice between the two companies becomes clear.
I know the above scenario may seem like just a made-up example , but it really happened to me. I needed a fence and had no idea which company to go with.
After lots of research, I had it whittled down to two companies, and went with the one I felt I made a connection with through video.
And the result: there's a beautiful, new fence in my backyard and I have $7,000 less in my savings account.
While video can't guarantee any particular customer will go with a particular product, it can help them make an informed decision. And when it comes to small business, even the tiniest distinctions between two companies can lead to a sale.