Anyone who has been in business for more than a few years will have heard various marketing terms being bandied around by experts. Inbound, outbound, digital and SEO marketing are just a few examples. However, more recently, video marketing has come to the forefront, and many businesses are asking for more information.
The bottom line is that if you get your video right, it can make a significant difference. However, fail to hit the nail on the head with your video campaign, and it will be more of a hindrance than a benefit. Here are a few things you need to know about making video marketing work for your business.
It’s Important to Tell a Story
Much like content on a website, a marketing video has to grab the viewers attention, reel them in and encourage them to watch until the very end. The best way to do this is to tell a story. The title of the video should catch their eye. Strong keywords should be used as well as in the tags and description. It should have an inspiring, entertaining and informative introduction. In just a few seconds, the viewers need to know what you are going to tell them about, before going into more, intriguing detail.
Decide Who is Going to Make Your Video
It truly depends on your budget and whether you’ve got the time and equipment necessary to make a good job of it, but if you haven’t got either, then hiring a professional corporate video production company is the answer. It’s going to cost you money, but you can be certain it will be a sound investment.
What Do Your Customers Need?
You should gear your video towards helping your customers with something rather than merely lecturing them about the excellence of your product. For example, do they need help using your product? Is there something technical that needs to be put into easy-to-understand layman’s terms? A short video is often going to be the better choice, although there are cases when a longer video is a worthwhile investment.
Different Types of Video
There are three different types of video marketing to utilise:
- Explainer video: Often in a “How to” format.
- Testimonial video: Given by a third-party who has benefited from your product.
- Storytelling video: A good way to build trust and show people the faces behind the business.
You can try one, two or a combination of all three and see which works the best for your business.
Where to Show Your Video
You should upload your video to various video sites, such as YouTube, which is a free website. Including it in your blog is another great idea, but be wary as it may slow down the loading speed of your site, which can affect your SEO ranking. It’s possible to promote your video using a variety of channels, but you will have to pay. For example, it’s possible to pay for advertising on YouTube, rather than simply uploading a video and hoping customers will watch it. Google AdWords is another programme.
With your marketing video, you allow customers to see the personality of your business, and hopefully, they’ll like it and want to see more! The ultimate goal is, of course, that they will buy your products. Therefore, you don’t need to be too serious; try being conversational or funny.