Quick! Can you recall a video ad that you’ve seen in the past 30 days? Maybe it was a how-to for a product, a humorous story depicting a certain brand, or an emotional tear-jerker in support of a certain cause…
Now, did you know that 80% of the people you see around you every day, can, at any given moment, also recall such videos?
This can be a powerful statistic – especially as applied to your business – when you also realize that 64% of people are more likely to purchase a product or choose a service after viewing a video about it!
HARNESSING THE POWER OF VIDEO MARKETING
When businesses tap into the diverse opportunities available via video marketing campaigns, the results can be impressive. But don’t just take my word for it!
Wyzowl.com produces an annual study on the impact of video marketing on businesses of all shapes and sizes. Their 2016 study revealed some pretty eyebrow-raising ROI:
- 93% of businesses who use video believe that it has increased user understanding of their product or service.
- 72% of businesses who use video believe that it has improved the conversion rate of their website.
- 64% of businesses who use video believe that it has directly led to increased sales.
…and the list goes on!
So, how can you take advantage of the power of video marketing in your business?
1, 2, 3… AND THEN GO!
There are three important keys to consider prior to launching into a video marketing campaign. Knowing how to approach each of these areas may determine the success (or failure!) of your efforts:
Determine Your Video’s Purpose
Although one-third of all Internet activity is attributed to viewing video footage, this doesn’t mean that you should just start posting videos just for the heck of it. Instead, you should have a clear purpose in mind with each piece you put out.
Perhaps your purpose might be to:
- Gain new customers
- Attract new employees
- Promote or sell a product or service
- Educate your audience about a specific topic, or
- Make people more aware of your company or your brand.
Knowing exactly what you want to accomplish before you begin will help you be laser-focused with the message of your video… which in turn, will help your audience clearly understand your message and know what actions you are wanting them to take!
Decide Your Video’s Format
The purpose of your video will naturally affect the type of video you choose to produce.
Ultimately, the format you choose should offer the kind of content that your customer will find interesting, entertaining, enlightening or helpful. For example:
- A customer testimonial video is a great way to showcase a product or service.
- An employee testimonial video may be the best approach to attracting new talent to your team.
- A how-to video that provides specific problem-solving content can reflect your expertise in your field.
- A series of behind-the-scenes sneak peeks may be a way to connect with your audience on a more personal level.
- A short humorous or emotional vignette may build brand awareness or preference.
Do be sure to also provide a call to action (CTA) at the end of your video to bring your audience one step closer to your business. This CTA may direct people to your website, invite them to an event, encourage them to purchase a product, call to schedule a demo, or simply challenge them to think differently about your company or brand.
Identify Your Video’s Platform (and measure the outcomes!)
There is a plethora of video platforms now available, from a live stream on Facebook, to a quick video on SnapChat, to a short or long-form film on YouTube… the options may seem endless!
However, just as the purpose of your video affects its format, the format of your video should also affect its platform.
For example, you may have produced a 10-minute video to feature on your website to promote your company’s support of a certain social cause. You may choose to edit and post a 3-5 minute clip from the video on YouTube or Vimeo, and also release a 30-60 second video promo on Facebook or Twitter.
To determine which outlets are the best for your message, you can track the number of views and shares on each of the videos in each outlet to measure success. You may consider signing up for paid accounts on Wistia or Vimeo to access more detailed analytics like the types of audience you’re gaining traction with or whether or not your video is being watched in its entirety.
This data can then be used to tweak and improve your video marketing strategy for the next go!
MAKE THE MOST OF VIDEO MARKETING
If you’re not one of the 88% of businesses that say video is an important part of their marketing strategy, you probably should be!
But if you’re hesitant to take it on all alone, let Huntsville Hub help! From providing a professional business atmosphere to shoot your video in, to offering insightful suggestions and assistance to your office staff throughout the process, we’re here to support your efforts every step of the way!