Video That Business #3 - Independent Bookstore

I have to admit that I am probably just as guilty for the financial and marketing challenges faced by small, local bookstores as any member of the general public. Not only do I buy the majority of my books through Amazon.com but on the rare occasions I do visit a local retailer, it's most likely going to be a chain store like Borders or Barnes & Noble where I can find books I like and even read through them right there over a cup of coffee. (But again I don't actually BUY the book there either - it's off to Amazon for that.)

To make up in small part for all these grievous misdeeds let me offer some free advice to local bookstore owners. You already know that to compete with chain bookstores you have to focus on service and your superior knowledge of books in general. I would extend that to your marketing. You are book experts and have valuable knowledge to share - online video is a great way to do that.

How neat would it be for a store owner to film and distribute 1-3 minute book reviews using free online video. Make it a regular thing where you release a new video once a week or once every other week. Of course we are talking ab out books that you actually carry in your store.

Or how about creating a video podcast where you interview local authors about their latest books and writing in general? When I think of book stores I think of writers. Doing what you can to support LOCAL writers seems not only a great example of community spirit but also a fantastic marketing opportunity that could draw new people into your store.

To spice up your marketing efforts even more why not offer a small discount on the book price to any customer that mentions a special code word that you reveal only in the video itself? Just be sure to change up the word every now and then.

You probably already have book readings and other kinds of public events held at your store but have you thought of capturing them on video so that they become a resource that will add value to your business not only for that night's event but for weeks, and months ahead?

One thing the chain retailers really understand is creating an environment where people want to hang out. Well maybe you can't do that in your physical store to the same extent the big chains can but in the online world your store can be just as competitive as even Amazon.com or Borders. Those big chains are SLOW when it comes to online innovations, you can run circles around them with your specific knowledge of the local book trends and by utilizing some creativity.

And please don't forget we are not just talking about creating videos for your Web site but also you need to distribute your videos to Facebook, to YouTube, local blogs and anywhere else you believe they can attract an audience.

Video production costs are they lowest they've ever been but don't fall into the trap of grabbing your daughter's Flip Video Camcorder or your spouse's cell phone and trying to capture video that way. At the very least invest in getting a few hours time from a local video pro to consult with you on what equipment to buy that's within your budget and how to use it - or better yet just hire them to film the videos for you, in the long run that's probably going to be your most economical choice.