It seems this year, you cannot escape video marketing, and the fact you should be using it for your business. You are probably already sick to the back teeth of hearing about it, so why is everyone crazy for video?
Well let’s consider for a moment the fact that YouTube is the second largest search engine in the world. That’s a lot of search for a video based platform. Meaning that you may be focusing mass efforts on gaining rankings for your website in Google, but completely overlooking the next largest search by avoiding video marketing. Not to mention that Google owns YouTube, so making the most of the opportunities on both may jump you above your competitors.
But is it really worth it? Let’s take a look at some figures:
- In 2015, YouTube viewers spent 37, 000 years’ worth of time just watching the top 10 music videos. That’s not including any cute animals, or viral comedy videos.
- Facebook averages around 8 billion video views a day.
- Social video generates 1200% more shares than text and images combined.
- A video on a landing page can increase conversions by 80% or more.
- Video drives a 157% increase in organic traffic from search engines.
- 4x as many consumers would rather watch a video about a product than read about it.
Are you considering video marketing a little more now? Now where do you begin? What do you even make videos about?
Here are 9 ways you could potentially approach video marketing:
Let’s start with the most obvious. A promotional video is where most companies begin their thought trail, and it may be just the thing your business needs.
Think of this as your sales pitch. This is you demo, and your benefits, and your prices and your close. It’s everything your sales guy would be doing, just in video format. This could display on a home page, a landing page or even something you include in packs to potential clients.
Yes, this is probably the most cliche of our suggestions, but for some businesses, it really works. Just for your own business, off the customers you have, if this would be the right method for you. If you do not know why you are doing this style of video, or this isn’t your normal style, go for a different approach.
Product or Service Demo
If a sales pitch isn’t quite right, then a product or service demo might be more suitable. Something that displays to the customers the ins and outs of what would happen if they were to purchase from you. Just minus the hard sell.
This could be an example of your product itself in action. If it has multiple uses what would those uses be, and showcasing the benefits of this. If it’s your service, it could be a walk through of what happens on your end, before a customer would actually see the benefit. So for example, if you were an SEO marketing company, it may show clips of the process the marketer goes through. Or the tools they may potentially use, and how they would craft your monthly report.
This allows you to build trust with your potential customer. To show that you do know what you are doing, and that there are standard processes in place.
There may be more complex topics that usually require you to explain in detail over the phone, or email, or perhaps it makes a lengthy appearance in your FAQs. This is something that could be transferred to video, making it simple and easy for your customers to find answer to their problem.
This could be on using software on your site, a particularly awkward product, or just a part of normal process you get asked about a lot. Here you have the opportunity to address does potentially painful moments for your customer before they even happen. Meaning they are on side straight away.
Animated versions of your blogs
Videos take a lot of planning. Sometimes the thought of planning and releasing a video, on top of creating all this lovely content for your site can be enough to put you off. But why not put your blogs into video format?
You have already done the research and creating of content, then you just have to decide on the format for your video. This could take the same shape as the previous point, an example how to, where you walk people through difficult topics, or it could be an animated version of educational topics.
Behind the scenes
Same as you may occasionally post the odd candid picture of your team at work. Like, perhaps enjoying some cake on a Friday afternoon? These glimpses behind the scenes can make for great content on video.
You may have seen some of the videos we post of The Marketing Dogs running around the office. This is daily life to The Marketing People team, and not always the most interesting part of our day. However, by filming this little routine and posting it, it shows a little insight into who we are as a company.
Perhaps you have a motivational Monday talk, or you gather on a Friday to celebrate the week you have had. Perhaps you have all dressed up for charity, or have all got together for a staff outing. Posting short, candid videos (though completely appropriate please folks!) can speak volumes about the business that you are.
Newsjacking is also a great reason for video. For those of you who aren’t familiar with Newsjacking, it is using a topical or trending topic to advertise or promote your own services. There are good ways to do this, and ways you should avoid, which we have spoken about in our blogs previously.
Video is great for this as you have more opportunities. Such as recreating viral videos yourself, or lip sync to popular songs. Beware of copyrights on this, and always give credit to the originator, but have fun perhaps taking the micky a little bit.
User generated content
This is a favoured one by several companies, and for good reason. This not only do you cut your workload down by not having to create all the content yourself. It also engages your customers in a positive way, and reinforces to your prospects just how much it rocks to be one of your customers.
You can entice people to complete a video and submit it by running a competition. Have people take videos of them using your product or service.
We know testimonials are a good move. In an online age, people like that reassurance of knowing other people have made a purchase here, and were satisfied with the result. Video testimonials further emphasise this, as there is no way to argue their authenticity.
Reassure your potential customers with a video testimonial on your landing page, or perhaps on your product overview page.
You could even start an offer. For example, when someone purchases a product or service, they receive their thank you email. On this email they have the option to upload a video testimonial within 2 weeks of purchase, to receive a 10% off voucher on their next purchase.
Recruitment and training
Our finally suggested use can be used on your site and internally. When you are advertising for new staff, why not offer them the option of a walk around your office. Or perhaps an insight into an average day in the life of one of your employees.
This can make it easier to showcase the tone of your office, the expectations you have of your staff, and the duties they will actually be carrying out. This, alongside your usual job description should not only attract more interest, but should attract the right type of candidate by giving them a glimpse into the job.
This could also be used as a tool throughout the interview process, or even once you have offered the job. Videos offer some insight that a job description just can’t.
We’d love to hear how you have used video marketing for your own business, and what sort of results you had. Leave us a comment or post to our social media to tell us your story, and you and your video could feature in a future blog.
If you are considering video marketing for your business, but are still a little stuck on where to start, why not take advantage of our free marketing consultation? Just call 01543 495 752 today to see how we could help.