Simple Techniques to Get Your Video Marketing Off the Ground

As a society, we have an insatiable appetite for videos. YouTubers alone upload 500 hours of footage per minute. Considering that the platform is less than 15 years old, this is astounding. It also shows that video has well and truly killed the radio star.

It also prompts the question:

If your business is not using video advertising, are you missing out? The answer is a definite “Yes.” Video content boosts organic traffic by 157%.

That’s a significant boost that no business can afford to ignore. So, why then do so many businesses seem to forget about this highly effective tool? The answer is simple – video content takes a lot of work to create.

It’s not so bad for vloggers and the like. They can simply pick up their smartphones, start talking, and shoot. It’s an approach that works for amateurs. If you’re a business with a professional image to maintain, however, it’s not quite that simple.

You need to make sure that the lighting and sound are just right. You have to pay attention to the backdrop, presentation, and so on. These are all things that you can learn to do easily enough. But when you combine them with having to find interesting content, it becomes harder.

Still, it’s well worth the effort. That’s why, in this post, we’re going to look at several different forms of video marketing. This will give you a head start and hopefully become a source of inspiration for you.

The Behind the Curtain Videos

This is a slightly more relaxed genre and a great place to start. Allow your viewers to get a sneak peek at what goes on in the office. Let them in on some of the processes that you follow. If you make sneakers, for example, it could give your viewers a kick to see how the final product comes together.

Take this opportunity to introduce some of the staff that you hide in the back. Do a quick interview with Ann from accounts, showing her quirky troll collection. Speak to several employees in a casual way so that clients get to know them better.

This doesn’t have to be perfectly polished. In fact, off the cuff responses generally, work better anyway. You can always edit the videos later on. The idea here is rather to let your viewers get a better idea about the company culture.

This helps them become more emotionally invested in your company.

Use Videos on Your Landing Pages

We’ve all been there. You create a stunning landing page. You include every bit of information that a prospect might need, and you create a killer sales pitch. Your conversion figures are okay, but you have a hard time to get the page to rank well.

Your fatal mistake? You’ve got no video content. Why is this an error? It’s an error for two reasons:

Your visitors are confronted with a long page of text. No matter how well it’s written, it’s a lot of work. They may not be willing to put in the time and so bounce off quickly. This negatively impacts your ranking.

· Google knows that its users want more video and less text. So, it could well view video content as more valuable. And, considering that your visitor will usually take the time to watch the video, it lowers your bounce rate as well. That’s a double score for you.

There are several approaches that these videos can take. Keep in mind that they must be:

· Informative

· Valuable for the user

· Persuasive

Consider adding a frequently asked question section or possibly unscripted testimonials from other clients. And, naturally, you’ll want to demonstrate how your product works too.

Advertising

Most of the major social media channels offer you the opportunity to post videos. Take full advantage of this by creating quick and clever adverts. We recommend choosing the channel that your target market is most active on and creating suitable ads.

Once you’ve decided on the right channel, research how users view videos there. Do they listen with the sound on? On Facebook and Instagram, the answer is usually “No.” But try to pull off a silent video on YouTube, and you’ll meet some resistance.

When shooting your video, consider a crossover – a video that has sound but will still work with the sound off.

It’s also wise to consider the length of the video. Generally speaking, shorter is better. Check the average length of videos on the channel you’re using. A good rule of thumb is to aim for between 30 seconds and two minutes unless you have killer content that will keep your audience engaged for longer.


Don’t be afraid to add a comedic angle here. This video from the insurance company Miway is the perfect example of how to get it right. It’s a little over thirty seconds long but is highly entertaining.

Using Instagram Stories

Stories are one of the most valuable Instagram features. You have 15 seconds to make an impression, so use it wisely. What some brands do is to spread the content out over a few different successive stories.

It can be quite effective to post three to five of these short stories in a serialized fashion. Creating a succession of such videos allows you to overcome the time limit on individual videos.

Another advantage of this feature is that the post disappears after 24 hours. If you’re having a flash sale or want to trial a new ad campaign, this is extremely useful. If you feel that the video is doing well and you’d like to continue with it, it’s simple enough to just save it as a highlight. That way, it becomes a permanent fixture on your account.

Broadcasting Live

When marketers have nightmares, they’re invariably linked to something going wrong during a live broadcast. It’s time to set that fear aside. Even if things go a little wrong, it could work for your business.

Do you remember that viral video of the kids stealing the show when Professor Robert Kelly was being interviewed by the BBC? If not, here’s the link. Kelly was mortified, to put it mildly, but that video made headline news around the world.

Broadcasting live can be nerve-racking, but it offers an immediacy that can’t be matched. No one, including you, will know what is going to happen next. It’s also a far less polished and perfect performance, and that can be reassuring for your audience.

The other advantage of a live video is that it gives you the opportunity to communicate with your audience in real-time. Those watching are able to ask questions. The answers to those questions can open up a new dimension for your viewers.

Preparation is the key to getting a live broadcast right. Create a script as usual and do a few dry runs. This helps you to boost your confidence and reduces the chances of getting caught on the spot.

Bonus infographic:
116 Video Marketing Statistics [Infographic]

Final Notes

It’s time to break out the camera and make your acting debut. Or rope in one of your unsuspecting employees. Videos are becoming an essential part of the marketing process. If your company doesn’t start using them, you’re missing out on a highly effective tool.

Read next: 15 Hacks to Increase Revenue with Social Media (infographic)

Featured photo: Unsplash / Hermes Rivera

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