More companies should be adding video to their marketing mix, and more than likely, they already have the necessary equipment to produce high-quality videos from the home office and on the road. During “Point and Shoot: Create Powerful Videos for Your Marketing Efforts,” Joe Haley, host of The Joe Show, said that high-definition videos can be created from a smartphone’s camera. And while add-ons like microphones, tripods and lighting are available to help improve the quality, they are not actually necessary.

“You don’t need to spend the money because you already have a mini video studio in your hands,” Haley said.

In addition to product showcase videos, attendees at the ASI Chicago session learned to shoot client testimonials, how-to videos, voice over videos and interviews with suppliers. Haley also went through the various free apps that would help in video production, from YouTube for streaming services to Facebook and Twitter for sharing. “Younger clients use social media in their personal and professional lives so you want to connect with them where they’re hanging out,” Haley said. In addition, he reviewed other apps like Vine and Instagram which allow users to create and share shorter videos.

There are several advantages to using video in marketing plans, Haley said. It can help with search engine optimization (SEO), it puts salespeople in front of their clients on a consistent basis, it shows a high level of professionalism and it can help with prospecting. “If you want to target the pet market, for example, position yourself as an expert in the field and shoot a video showcasing five pet-related products,” Haley said. “Then, take the video and send it out in an e-newsletter to all pet market companies in a 50-mile radius.”

Finally, Haley demonstrated Facebook Live which allows users to stream live video. The advantage to this is that anyone can connect with fans of their Facebook page in real time. “When you go to tradeshows, promote the times that you’re going to go live with product demonstrations or industry interviews,” he said. “That way, if your clients are interested, they’re more than likely to check in with you then.”