Web video is becoming a key component in the marketing mix of businesses small and large. An ever-increasing percentage of the 10 hours of video uploaded to YouTube each minute yes, each minute is corporate versus personal. It is possible today for anyone, including rental companies, to leverage the power of Web video without blowing the annual marketing budget with a three-day video shoot. Web video can translate into sales and customer loyalty for your rental business. Heres how:

Web video enhances online "findability." Becoming more findable on the Web is a key element to any online strategy. When you have more relevant content available for online consumption, your odds of being found by Internet users during searches goes up substantially. This is about your message being in more places with more quality content. Dont fall prey to the assumption that "People arent looking for rental companies" when they search videos online. Consider also that many firms derive most video views from being recommended as a "related video" versus the subject of the actual search. Assume that over the next five years, youll be deriving more business from all sources of online traffic versus traditional media. Your "findability factor" can be measured over time to track your progress from a Web video "newbie" to "power producer."

Web video encourages community. Putting video online gives others the opportunity to forward it on, comment and share it with others. By paying attention to whos sharing your material, you can reach out and build new relationships. If you notice that a local contractor embedded your company profile video in a blog post, you now have common ground to reach out and connect. When you share your originality and unique perspective through video, its amazing how many people find and appreciate it. Dont be afraid to be different. Show off the talents of your equipment operators, your transport drivers, your accountants and your field techs. Your efforts to simply share your company with the community at large will be rewarded.

Web video facilitates demonstration of products and services. Research shows that the odds of purchasing something online go up by 50 percent if theres an informative video on the product. Current and future customers will reward you when you do a better job of creatively demonstrating how your rental solution will maximize value for them. Demonstration demystifies. Its very powerful to watch a rental counter coordinator demonstrate a rental solution online, then talk to the same coordinator in the store or on the phone.

Web video creates trust. When video profiles are offered on employees or departments, you create an instant connection with the viewer. Would you rather visit a store where you had already met all of the staff members and listened to their business philosophies or one with a phone number on a Web site? Video builds trust before the customer walks in the door. A simple video introduction of your department managers helps potential customers know that youre not just a faceless company, but a group of real people with great attitudes and a spirit of service.

Web video production is affordable. Viewer expectations on the Web are substantially lower than for television and so are costs. If you contact video production companies in your area for project quotes, expect a wide variance in prices. Some high-end production companies will shoot for the moon and offer three camera angles, animation and lots of effects. Expect a substantial price tag. Focus on firms that approach your project from a business perspective first and then add creative elements to fit your budget. With a little bit of education, your company may want to begin filming its own material. This do-it-yourself approach can save cash if your in-house crew pays attention to basic production elements such as lighting, sound and shot framing. When it comes to post-production editing, its probably more efficient to source the project to a firm that understands your business. If youre lucky enough to have a video editing expert within your marketing department, congratulations.

Web video is one of the most powerful and affordable ways to differentiate your company from the competition. You dont need to add staff or double your marketing budget. By investing some time in education and then partnering with a production company that understands your business needs, youll be seeing positive results in no time.