Using video to market your business (part 2)

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Streamline Your Marketing with Video (part 2)

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Ron Books: Obviously, at ECi we have watched the expansion of our customers online presence. So a lot of customers now, the end consumers, are ordering their products via e-commerce. Is that becoming an extension of their e-commerce?

Ross R. Mason: It really is, and as much as is practical, we are finding that for mainstream businesses, several things are really important when they are considering video. It should be high quality, the research indicates that professional video is going to pull better than something shot with an iPhone or shot very quickly. On the other hand it needs to be based on information that you know your customers are asking about. Not so much what you want to sell to them. So some thoughts, some strategy is helpful to go through. In our business we've put together a program called Video proFile and it's allowing a lot of our customers who are professionals to essentially take session times rather than having to cover the entire cost of the video production day.

And that is allowing us to offer turnkey video solutions that are three to five minutes long for a pretty affordable price without sacrificing that high quality. And the backside of it is that when it comes to distribution we are finding that it's helpful to provide a very streamlined approach where our customers get video that they can easily put on their website, but it's also loaded to all the video sharing sites. And that will help a great deal with search.

As you and I have talked before, size of customer doesn't matter anymore because the end consumer wants video, so it becomes affordable; smaller, larger customers, any type of customer.

Every business needs to be thinking about online video the way they thought about having a website a decade ago. I would encourage everybody to search for their competitors and search for other types of products or services that they provide and see what's out there when it comes to video.

So lastly, a customer gets it, they understand they need to have a video presence. How do they get started or what would they do to sort of introduce that into their company? Is it just reaching out to you and setting up some sort of idea, where does that come from next?

Well, typically they will think tactically. It has been our experience, they want a video and so a lot of the time we are helping them think about what's the strategy, how am I different, where are those important points. In the end how we produce it, how we capture it, we have streamlined it and we are planning to have that capability at your ECi Connect Conference. So some of the customers will be able to see how that is done affordably.

So the important thing to think about is what really distinguishes you and your market place and how do you want to communicate that message.

I can tell you and really tell the customer base, video has been a very important part of our business. We now track and you have the ability to track your click throughs, you could see what videos and what sessions have been productive, how many people or how many of your customers are looking at that video, and it's been really important to our business over the last few years, and we only see that expanding. So, please just make sure you are considering this as part of your business. We say this on a regular basis, it's about what the end consumer wants and the end consumer is demanding this type of medium.

About ECi
The ECi Software Solutions family of companies provides business and e-commerce solutions, offering on-premise and cloud-based technologies. For 30+ years, ECi's companies have served the manufacturing, office equipment, office supplies, contract office furniture, lumber and building materials, hardware and jan/san sectors. Privately held, ECi is headquartered in Fort Worth, Texas, USA, with offices and companies throughout the U.S., Australia, England and the Netherlands.

ECi Software Solutions Named to Inc. 5000 List of Fastest-Growing Companies

For information, email This email address is being protected from spambots. You need JavaScript enabled to view it., visit, or call (800) 959-3367.

About Ross R. Mason

Ross R. Mason is a seasoned corporate executive with entrepreneurial experience dedicated to creating new business value. He is accelerating the use of online video by mainstream business professionals using unique talents developed while serving in C-level positions in technology, sales and marketing, and customer service. As CEO of Motion Media Solutions, he designed as a smart video network for businesses, nonprofits and professionals to present yourself using online video and encourages smart business video on his blog, engaging:VIDEO

Motion Media Solutions is ECi's exclusive partner for producing videos for office products dealers through its GoVideo Web Store Videos program.

Schedule a FREE call with Ross to discuss a smart video strategy for your business: