Video marketing is not just an option, it’s a critical part of any marketing campaign. It is the use of video content to promote your products, services and brand. Video marketing can increase your SEO ranking, click rates and conversions. It is also easily accessible with a smartphone as customers can view your videos anywhere at any time. Video marketing is more cost effective than traditional media, and if you are still not convinced, then here are some reasons why this should be adopted as your #1 marketing strategy:
Your conversion rate can increase by 80% when a video is included on the landing page of your website, because 2X as many people would love to watch a video about your products than read it.
Most mobile video viewers share videos with their friends, family and people within their network. There are also over 1 billion YouTube users and this is about one-third of the total internet users.
When creating video content for marketing, it is important to understand that it is not a sales pitch, but a means to tell a story. Do not irritate your customers by overtly promoting your products or services; instead focus on the value you are providing for them. Video marketing is about understanding your customers’ needs, wants and desires and channeling it through a visual narrative.
Create a video when launching a new product or service, demonstrating how it works. Most viewers remember 90% of the message when watching it in a video, compared to when reading it in print. How-to videos can also increase your sales margin because they constitute almost 30% of YouTube inquiries. Lest we forget, YouTube is the second largest search engine next to Google, and more people will be encouraged to buy your products or patronise your services after watching how-to videos explaining the way the products work. Many companies are also engaging the services of Vloggers/Influencers to create videos around their products which provide more insights for the customers.
You have just ten seconds to deliver your message to the customers. That is the length of time it takes to get the viewer hooked, before they switch over to the next exciting video online. Studies show that you will lose 1/3 of your viewers by 30 seconds, and 60 percent of them by two minutes. The window you have to get the message across and convince the viewers that your products is worth buying is very short. To grab the customers’ attention, start your video with a hook and deliver your message in a clear and creative manner. Create videos that are short, crisp and straight to the point.
Content is King. Although as a small business owner, you may not have the budget to produce ultra-technical videos which are professionally scripted with high quality production but that should not discourage you. Video quality is not the most important criteria when it comes to video marketing. About 40% of viewers are turned off by a video that doesn’t give precise information about a product or service compared to 25% who are discouraged by a low quality video. Don’t let the fact that you don’t have a professional video deter you, your smartphones are also capable to making great videos.
Another area to explore is animated videos, because it has proven to be equally effective. Animations are eye-catching, because they use simple lines and bright colours to keep the customers’ attention glued to the screen. It is also designed to deliver the message in a clearer way and it can include charts and graphs. This will be easily understood because they flow along with a voice-over explanation. Animated videos are versatile and can be used to promote any product or service, it makes a serious topic more interesting and fun to grasp.
Thou shall not be boring. Engage your viewers, show them a new trick or make them laugh, because everybody loves comedy. It is also the most popular form of online content which always top the chart; next to it are music and news. Comedy skit is the latest rave taking over the internet, with many YouTube and Instagram videos popping up. These comedians have collaborated with some businesses and produced very popular video skits.
Never say you are in a boring line of business, videos can still be employed to attract customers and win their loyalty especially if they are relevant to things they can relate to.
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