How to be Successful at Video Marketing?
A friend of mine decided it was time to buy new backyard furniture. She intended to buy a reasonably priced collection, but found herself veering towards the more comfortable and stylish one at significantly bigger cost. It meant going over budget but she soon figured out how to persuade her other half.
How? She showed him their website and played him the videos so that he could understand why it was worth paying more.
This is a great example of what information customers want and how you should communicate it.
According to YouTube they have more than a billion users - almost one-third of all people on the Internet. That’s impressive. But YouTube is not the only platform that you should use for your video marketing. You can also embed videos on your own website - and in other locations, such as your tweets, Facebook pages and Instagram posts.
Video is known as rich media content and it can boost customer engagement, increase the time spent on a site and help convert sales. Used cleverly and with a purpose, video can transform your website into a dynamic interactive site that will attract repeat visits.
What Types of Videos Work Best?
How you use video will depend on your type of business and the services or products you offer. Here are a few ideas to get you started:
- Show off a product. If you sell a physical product, video is a powerful way to give people a sense of what the product is actually like, how it feels and what it’s made of. For instance, if you sell furniture, a video can help convey its build quality.
- Explain how to do something. How-to videos are a good way to give people some useful information, while also reminding them of your product. For instance, if you sell car shampoo, you could create a video explaining the best way to wash a car.
- Bring testimonials to life. Many companies use written testimonials on their websites. But you can create more interest and authenticity if you interview people or invite customers to upload videos of them using your products.
- Upload new videos regularly. Building a regular audience for your videos isn’t easy, but can give your business prospects a big boost.
- Add a personal touch. Welcome visitors to your site, introduce your staff or film a "day in the life". This type of content will add personality and bring your business to life. This could help someone decide they'd like to do business with you.
- Share industry expertise. You can use video to provide commentary on industry news, or to offer detailed information about your industry.
What is an Effective Video Distribution Strategy?
Once you’ve created your video, you need to make sure it gets found. How to ensure that? You need to upload your video to as many relevant online platforms as possible, as per example below:
- Landing page: Explainer videos, video testimonials, Video case studies, Introductory videos. Video on your landing page can make a case for why your audience should choose your product or service.
- Facebook: Fun, silent autoplay-friendly video for leisurely browsing.
- Twitter: Teaser content to help drive people to your site.
- Instagram: Company culture videos and teasers that don't require action.
- YouTube: Entertaining or educational videos tailored to your specific YouTube audience.
However, not all videos, and not all pages, are created equal. Sometimes, your video is the core content on your page. In these cases, you probably want the video to live pretty close to the top of the page, so viewers will see it right away. On the other hand, supplementary video content might do just fine lower on the page.
Context is everything -- consider what your video is trying to accomplish, and place it accordingly.
Are you using video in your marketing strategy and how? What type of results have you seen?
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