If you had to choose between looking at a picture and watching a short video, which would you prefer?
In most cases, the video format would be the more popular option. Is there really room for debate? Don’t videos provide more entertainment and information compared to pictures?
Unlike looking at a picture, watching a video is more direct. It’s more dynamic, entertaining, and engaging than a plain photograph. You don’t have to guess the context brought on by the imagery. You can just sit back and let the sights and sounds translate a message for you. At the same time, it is also more efficient in titillating an emotional response. Really, that’s the kind of convincing power that every marketing needs! No wonder video marketing has been on the rise as of late!
What? You haven’t heard of video marketing yet? Well, buckle up because we’re about to give you a quick overview with this article!
What is video marketing and why should you try it?
Video marketing is a type of online marketing strategy that has created quite a buzz, and not without good reason either. In fact, you can consider it as one of the best and newest additions in your promotional toolbox.
However, if you’re still not convinced with the prowess that video marketing can unlock for your business, here are a couple of reasons why it has been a popular option for many entrepreneurs worldwide:
Just so you know, video marketing is able to…
Add sales and boost conversion
That’s because videos can better iterate what your brand and services are able to deliver. Thanks to that, your prospects will be more convinced to give your brand a try since they have a full understanding of how they can benefit from it.
Give better return on investment
Production may not always come cheap. However, the results that it brings are greatly worth it. Besides, there are a lot of video editing tools available online for FREE. If you don’t want to have professional work on your video marketing needs and have it inlayed along with your custom web design, you can very much tackle it on your own.
Build trust with clients
Videos allow your prospects to take a closer look at what you have to offer as a brand. With video marketing, you can close the gap and end your clients’ doubts.
Videos pull in anyone who is curious. As a result, the time that web visitors spend on your business website increases. Eventually, this will prompt Google to step up your search result ranking since more people seemingly enjoy browsing through your pages.
Entice mobile users
Even with a little screen, videos can present their appeal without having to strain your audience’s eyes. Thanks to that, you will have an easier time boosting your click-through-rate.
What type of service or product are you trying to promote? If you were to discuss it even in the format of an infographic, your audience would still have to scroll through lines of text. However, when you make use of video marketing, you can easily discuss a new line of products or services in a matter of seconds.
Encourage social sharing
Admit it, even you are guilty of sharing a good video to friends when you see it on your timeline. Video marketing can introduce your brand across markets as effortlessly as that!
How do you get started in video marketing?
We’re glad you asked. Proweaver has specially prepared a concise guideline that should stir you in the right direction when it comes to video marketing:
Determine your goals
Now, you’re excited to come up with a good video to promote your business. But wait… what makes up a good video anyway?
Well, one thing is for certain, you can’t make one blindly. Before anything else, you should come up with a specific outcome that you want your video to achieve.
Not sure what type of goal you should start with? Well, the goal of your video could be to:
- Expand the market.
- Reach the target demographic.
- Gain brand recognition.
- Inspire viewer engagement.
- Improve customer loyalty.
- Generate more click-throughs.
- Increase sign-up requests.
- Add sales.
You don’t necessarily have to stick with the examples given either. Feel free to be creative as long as your goals are reasonable. Determining your goals may be a bit difficult in the beginning, but in the long run, you will set realistic ones easily.
Define your budget
Just like how you designated a specific expense for your custom web design, you will have to create a budget for video marketing as well. After all, you have to be realistic when dishing out expenses for your business, right?
Like we mentioned before, video marketing can be a bit pricey because of the tools and skills needed to have it made. To help you better plan your budget for it, you should keep in mind to:
Do research on the different types of marketing videos (see which one best addresses your goal.)
Consult your audience about the type of videos they would prefer to see.
Lessen the number of actors you will use on your video (or simply use animation to obtain more defined imagery.)
Also, don’t forget to invest in the production quality of your video. You want to engage your audience with your videos, don’t you? If you make poor quality videos, it will only compromise your return on investment.
Identify your target audience
You now have your goal and your budget, but who is the video for? In order to serve your video marketing directly to your target market, you can:
- Determine who is most interested in obtaining your products or services. Check key demographics, such as location, age, gender, occupation, income bracket, etc.
- Evaluate your target audience’s lifestyle and preferences.
- Formulate a named and specific persona which your clients can relate to.
Think about how you can appeal to the people who will be viewing your videos. What makes them tick? In what circumstances would they require your products and services? Once you have that covered, you’re ready for the next step.
Create your message
Now that you’re aware of who your video is for, along with your goals, and your budget, it’s time to decide on the type of message you want to give your audience. After you have that settled, we have a couple of pointers that should help you get your message across more efficiently:
- Start with a captivating title.
- Place a stimulating introduction within the first 10 seconds.
- Focus on the mission of your brand rather than on the specific benefits of your product or services.
- Educate your audience by giving a fact, trivia, or explaining a process.
- Add the right background music.
- Consider including client testimonials.
- Include your website’s URL.
- Show footage of your business’s natural setting.
Aside from all that, be sure to utilize a professional voice. It will make your message clearer, and it will greatly boost the quality of your video. For that, you can either request an employee who has experience with public speaking, or you may hire a professional.
Write your script
You’ve got the basics covered. Now, it’s time to set things really in motion; by writing the script for your video marketing. If you haven’t made one before, don’t worry! We have a few suggestions that should help you get on the right track:
- Begin with an outline. Be sure to implement your marketing goals, the main purpose of your video, the emotional response you want from the viewers, the educational points presented in the video, etc.
- Select a conversational tone of writing.
- Add color and humor which matches your brand identity.
- Keep it short.
Once you have the script ready, practice it and revise as necessary. No script comes out perfect in one go! As an added option, you can also consult with professionals if you need help with the process.
Reach your point
Sweet and short is the right way to go when it comes to video marketing. Keep your content packed by the second in order to retain your viewer’s attention. To achieve that, you will need to:
- Start with a brief greeting.
- Begin in the middle of the story (where the excitement is.)
- Explain why your clients would benefit from your brand.
As long as you keep those in mind, you should easily create jam-packed and engaging content.
Include your sign-off
Of course, you also mustn’t forget about your call to actions since they will direct your viewers on what to do next. Without it, your video marketing strategy will be at a loss. When adding a call to action, remember to:
- Avoid playing it too aggressively.
- Keep it subtle but still distinct.
- Line it in right before the end of the video (whether it’s to visit your website or call a number).
Being subtle with your call to actions may seem classier, but it may not be picked upon by a number of viewers. What you want is a CTA that will vibe with the rest of the video without being too distracting.
Specify your distribution channels
You have your strategy ironed out. You’re done with making videos. Now what?
Well, it’s time for you to share your creations with the rest of the world, of course. Your video marketing strategy will all be for naught if it is unable to reach the different platforms where your market is. In fact, the more places you are able to upload your video, the stronger its effect will be.
Among the many channels in which you can distribute your video include:
- Your business website
- Your blog
- Your social media (including but not limited to YouTube, Facebook, Instagram, LinkedIn, etc.)
- The landing page of your own website (or that of another platform)
- Through email.
- Other video channels (such as in press releases, partner blogs, video advertising, etc.)
Now, are you ready to get started with video marketing?
Since videos are now made easily, you have to take note that the market can be a bit saturated. This is why you have to come up with new video content that can hold the attention of your audience right from the start. It should also be easily understood, relatable, catchy, and convincing. When you finally have that formula tapped out, you should be able to make use of video marketing without even breaking a sweat.
How about you, have you tried video marketing yet? Do you have it integrated with your custom web design? What were the challenges and successes that you experienced when using video marketing as a sales strategy? We’re excited to know what ideas and opinions you might have about the topic! Why not share them with us in the reply section below and discuss your thoughts with others?
Oh, and if you’ve found this post helpful in your quest to better understand video marketing, feel free to share it with your friends too!