Don't make the mistake of ignoring video marketing.
It's the most important medium of the current era and still some business owners are trying to avoid using video. Yet, they're wondering why their marketing is struggling.
As a business, it goes without saying that you should be looking towards integrating and utilizing as many marketing methods as possible – especially those that produce the best results.
And when it comes to video marketing, no other technique is close to the efficiency it provides. 70% of marketing professionals state that video is better at conversions than any other medium.
So why is video marketing so awesome?
Well, without delaying things any further, here are the five reasons why your business needs (yes, needs) video marketing:
1. Producing Video is Much Cheaper and Easier Than You Think
The seemingly big stumbling block that prevents video-shy businesses from using this form of medium is that it is a combination of expensive and difficult.
If that is the mindset you currently find yourself having, be prepared to change your way of thinking.
Not long ago you needed to splash the cash to produce high quality videos with professional-standard cameras and complex software that only the most tech-savvy could get their heads around. Plus that was just the cheap alternative – if you went with a video agency, you needed to sell your soul to be able to afford that option.
It just wasn't a viable endeavor for a small business owner.
Yet in the present day when you have HD cameras residing in your pocket on your phone and with video software becoming more sophisticated and user-friendly, marketing with video has taken a drastic shift into the realm of affordability and accessibility. The only thing that can really hold you back is your creativity and ambition.
You can also just easily go live from your smartphone and create live video without any fancy editing.
Tips to keep in mind when creating videos:
- Consider what type of video your audience will want to watch. Do they want a demonstration of a product you are selling? Maybe a tutorial that gives them a step-by-step guide to use one of your services? Perhaps a series of eCourse videos? The options are countless, but making the right choice is vital.
- Equipment counts. You don’t need to break the bank to obtain top of the line equipment, but you still need a camera, microphone, good lighting etc. that won’t compromise on quality too much. An alternative is just a smartphone released in the last few years and sunlight.
- Preparation is key. Draft a script to get your point across clearly and avoid mumbling throughout your video. Get suitable lighting to make sure everything is suitably visible. Frame your video so that everything is in the shot, and so on. Simple things in the grand scheme of things, but important ones to consider all the same.
- Get accustomed with a top rated video software program. There are many great choices available – Sony Vegas, Final Cut Pro and iMovie being just a small selection – yet they all offer a comprehensive set of tools and features you need to learn about before you can get the best out of the software.
- Create compelling content. This is certainly easier said than done, but the aim with any content marketing option is to generate absorbing content – and video is no exception. Try and be original and credible, experiment when possible and always keep your audience in mind.
2. Videos Connect, Persuade and Build Trust
We are currently in the midst of the visual content craze, a craze that is spearheaded by video content.
Although the bulk of your content marketing may generally comprise of text-based content for many businesses, mainly because it is comparatively easier and cheaper to create than most other options available, the visual variety is so much more effective on average. In fact, statistics reveal that we process visuals 60,000x faster than text even when we “think” we prefer reading to video.
This is because videos are more engaging, persuasive and trust building than any other form of content.
Emotional bond = big results
Think about it, if you are reading a blog post, isolated text can be incredibly mundane if you are not fully invested in the topic. There’s a tendency to skim over the written word until you find something that grabs your attention, such as a bolded piece of text or visual content like images and, you guessed it, videos. The result of this means engagement levels are low, your message will not be conveyed fully and conversions are less likely.
With a video, however, you are immediately tapping into both the visual and auditory systems of the viewer, and creating that vital emotional bond. They are seeing the face and person (quite literally) behind your brand, and picking up on visuals – imagery, body language, expressions – as well as sounds – music, voice – that helps connect and persuade the viewer to make a choice/action.
In terms of building trust, just seeing or even hearing another person helps us to connect on a human level. You can add a great level of personality with video, where humor, testimonials and stories can be included naturally. And with that, viewers can share the same emotions and develop a deeper relationship with you and your business – an essential component in gaining a customer’s trust.
3. Video is a Search Engine’s Dream
If you are currently partaking in content marketing, then you will know just how important search engine optimization (SEO) is for your business.
Well when it comes to combining video and SEO, did you know that:
- YouTube is the second biggest search engine in the world, only finding itself behind Google (which owns YouTube)
- When you have video on your website, the average Internet user will spend 88% more time on the site
- Including video on your website will give it a 50x more chance of appearing on the first page of search engines
- When you take that all into account, you can see why video is so important for SEO.
At the end of the day, search engines are always looking towards ranking content that is engaging and valuable to the consumer. And as highlighted in the above point, there’s nothing in the content world that is quite as engaging as video.
Increasing your search visibility with YouTube
Now while it is perfectly acceptable to host videos on your website, the best way to increase your search impact is by uploading onto YouTube.
By doing this you are opening up the potential of having your video ranked on every major search engine, while also being on YouTube itself – which as stated earlier, is the second biggest search engine on the Internet.
However, the popularity of YouTube also makes it an incredibly competitive sector when it comes to getting a video ranked prominently. Here are some tips to keep in mind when uploading onto YouTube and getting ahead of the competition:
- Create a compelling title that will entice potential customers to watch
- Use relevant keywords to optimize your video title and description
- Create a custom thumbnail that accurately depicts the video content
- Use a call-to-action at the end of the video asking viewers for ratings and comments
- Interact! If someone posts a comment on your video, respond to them sincerely
- Get views. The more views you have, the better. Post on your website, social media, other blogs, forums, email to subscribers etc. Anything to boost the numbers.
4. Video is Perfect for Sharing on Social Media
Social media is everywhere.
Whether or not you are a fan of this social media movement, you have to realize that it is something you need to incorporate into your marketing plan. A large majority of businesses are using some form of social media as part of their content marketing strategies, and for good reason: social media is used an average of 1 hour and 54 minutes per day by the average American, and accounts for being the top online activity in the US.
So we both know that you need video marketing and that you need social media, but did you know that out of all the posts on Facebook by brands, only 4% of them incorporate video-related content?
In an overly saturated and competitive market, any foothold you can gain over the competition is one should be looking to take.
And when something like video is so sharable yet underutilized, it is an ideal option to differentiate in an effective manner.
Sharing on social media also gives you the best chance of spreading your message to a large number of targeted customers. For example, if you have a follower on Twitter that does a retweet of your video post, that follower will be sharing the same message with generally likeminded people that follow them (and so on). The more people that retweet, the greater the chance of reaching potential new customers that haven’t yet been exposed to your business and brand.
Don’t restrict your outreach
One big tip to keep in mind when it comes to sharing on social media is do not restrict yourself to just the standard platforms. Yeah, Facebook and Twitter are great and should be used to their full extent, but there is a world of social channels beyond ‘the big two’. So when it comes to the best platforms to distribute your videos, consider these:
All of these platforms have their own positives and negatives respectively, and you would need to slightly alter your sharing strategy with each one to guarantee the best results.
At the end of the day, you want to expand your visibility and reach out to as many potential customers as you can. Naturally, the more social media channels you are on, the better those chances are of developing your social presence.
5. Email Marketing With Video is a Proven Conversion Winner
Click-through rates are increased by 200-300% when you use videos with email.
When you consider that email marketing is one of the best tactics for any business to use when it comes to marketing, any advantage gained with this strategy is one worth exploring. And with videos in email being a certified conversion clincher, they should be included as an integral part of your email marketing strategy.
Combining videos with email effectively
You have to take into account that embedding videos within an email message is not necessarily the best way to go about maximizing conversions. The aim is for one click to the landing page, whereas an embedded video would comprise of two clicks – the first click being to watch the video, and the second to reach the landing page destination (which is the priority).
Even though it is just one additional click, it can be seriously detrimental to conversion rates. Think of when you are watching a video on YouTube. You click on the play button for the video because that is the content you want to consume. Because even though there might be links from the video creator advertising their website or further content, you have got what you came for originally and will be less inclined to venture further with a second click.
When you have an embedded video in an email, the video is of course the focal point. It is the point that will generate that all-important click. And that is the click that will not lead the customer to the landing page where you can increase engagement and improve the chances of selling your products. Although you might have a strong call to action at the end of the video, chances are the viewer isn’t going to see it – in research conducted by TailoredMail, the average view time for a video lasting 2 minutes and 10 seconds was less than 50%.
‘So how do you get around this problem?’ I hear you ask.
Well you go with the tried-and-tested method of using a static image within the email that links to your video. To optimize this technique and ensure click-through rates hit their peak, consider the following tips:
Choose an eye-catching, illustrative screengrab from your video to use as the static image.
Use a play button to overlay on the static image, essentially telling the customer ‘yes, click here to watch the video!’
Once they have clicked and arrived on your landing page, make sure the video is set to auto-play. The customer might feel a little aggrieved that they have been led to another page, but they will stick around if the video begins playing immediately (and they don’t need to make, you guessed it, a second click)
Make sure the email is in line with the video subject and so viewers aren’t misled. Also have a small explanation about the value of your video in the email, giving customers that added incentive to watch.