Video Marketing Provides Great ROI
There’s no question: online video marketing helps businesses increase their brand awareness, generate genuine buzz, and increase sales.
What’s becoming more evident is just how much of a difference it makes, which is reflected in the results of the latest industry studies. One of the latest, released this year by Animoto, which surveyed 1,000 U.S. consumers, highlights the impact of video:
- 73% are more likely to make a purchase after watching a video.
- 96% say online videos are helpful when making purchasing decisions.
- 71% say watching online video content leaves them with a positive impression of the brand, service or company.
According to eMarketer, online video marketing is a strategic marketing approach that promises the greatest return on investment.
One key business-to-consumer sector is retail, where we are seeing video marketing used to assist a customer’s journey through the sales funnel. Video marketing offers a better view of products, they can be used to promote trends, express brand culture, and video marketing makes a statement that’s much bolder than most marketing and advertising methods. From longer-form videos on YouTube to bite-sized content on Vine and Instagram, the smart brands are getting on board, and they’re seeing results.
Zappos was one of the first and it continues to be one of the most mentioned retail brands leveraging online video marketing. Tens of thousands of videos are embedded on its website at any given time and its YouTube channel is full of products, how-tos, and company culture videos. Zappos also encourages its customers to play a role by allowing them to upload their Zappos Experience videos. While the online shoes and clothing shop is a huge video-hustle example, smaller retailers can start to emulate its success with a few small pieces.
French Connection is another example of a brand that regularly pushes video content to its network on YouTube and other social media. It creates and releases seasonal fashion updates, fashion tips, campaign teasers and series of short “films” that celebrate the “power of clothing.”
Most of them are short and sweet with creative fair – the company puts some of its fashions on a 360-degree moving display, which offers a more engaging experience that is trusted by consumers more than, say, digitally manipulated photos. Other top retail YouTube channels include Home Depot – with a variety of cool DIY project tutorials – Bed Bath and Beyond “product of the week” segments, and Best Buy how-to videos and “latest technology” news.
With mobile traffic set to increase 13X by 2017, retail brands have been quick to experiment with short-form video platforms such as Vine and Instagram. From Ford to H&M, Reebok, GoPro, Ralph Lauren and Tide, there’s even a mashup of the top branded short-form videos of February, 2014. From informative content to entertainment to shock value, there’s no shortage of creativity and unique approaches.
Strategically, it’s about honing in on content a retailer’s target demographic would find intriguing, engaging, informative and helpful, all of which contributes to brand awareness and increased sales. Most brands take a similar strategic approach to video marketing, though the content, of course, is quite different and tailored specifically to their audience.
Not convinced yet? Here are a few more stats from the initial study mentioned:
Video plays an impressive role in consumers’ lives with 94% watching it at least once a week from their desktop.
76% of smartphone owners watch videos at least once a week on their devices.
89% are likely to share a video if they consider it educational.
86% are likely to share a video if there is an incentive, such as a promotion or discount.
Roll and record, retailers. This is your year to make an impact with video marketing.
Lisa Ostrikoff is a TV journalist and anchor-turned-creator of BizBOXTV.
When the first dose of warm weather hits after a long, dark winter, our business – like many others – experiences a spike in clients and upcoming projects.
Spring fever? Better moods? Renewed inspiration? Whatever it is, it’s consistent year over year, and we welcome it with open arms.
As the spring thaw heats consumer spending, now is also the time to capture and showcase what you have to offer via video. According to a study by Animoto study, 73 per cent of consumers are more likely to purchase after watching a business video (explaining a product or service), and 96 percent say they find video helpful when making purchase decisions. So it’s time ride the wave of consumer spring fever, especially if you have a seasonal business.
In our experience, some businesses delay moving forward with online video in the winter months, especially if the outdoor aesthetics or operations of their business is better captured in spring or summer months. If it’s something you’ve been thinking of, now is the perfect time to make your move and capture what you can when you can, because as we Canadians know all too well, winter will be back before we know it!
Does your business offer a service that’s best captured during the warmer months? Landscaping, roofing, decks, stucco/siding, paving, utilities, painting, window installation/cleaning, automotive/marine services, for example, should look capture their offerings in their best light this season.
Do you sell a product that is used when the weather is warm and the sun is shining? This could include outdoor sporting goods, camping gear, motorbikes and scooters, boats, kids or pet toys. Take advantage of these warmer months to showcase your product in it’s intended element for lasting ROI.
Is it time to capture shoppers at your location this season? If you want to showcase what your storefront looks like from the outside or highlight a cluster of retail offerings or popular shopping spots, this is your chance to capture it on video when it’s beautiful and busy.
Once the warmer temperatures hit, people flock outside in search of things to do. Profile what your venue or location offers and showcase it while it’s bustling.
The number of outdoor events spike in the warmer months. Whether you host for-profit or non-profit events, plan ahead for next year by capturing video that can be used again and again for promotional purposes.
Unless a property or development has a winter purpose, most land, larger developments and new communities and homes are best captured during the warmer months when the grass is green, trees and flowers are in bloom. This is the season when most in the real estate, building and development industries should hit roll and record.
Warmer months are perfect for showcasing beautiful clean vehicles on clean roads. This is your opportunity to have your automotive lineup captured, highlighting the seasonal experience your brand offers. It’s also a great time to capture and share seasonal automotive services via video.
Here are some quick tips to keep in mind for warm weather shoots:
- Dress for the weather, but keep in mind what’s most appropriate to wear when representing your brand;
- Wearing sunscreen and bringing extra water is always a good idea, depending on the length of the shoot;
- If on-camera it may be a good idea to pack some face powder to prevent shine;
- Make sure everything is set up the way you want it to prior to the video crew arriving.
- The great thing about capturing video that is seasonal, is that it can likely be re-purposed and reused for more than one year, increasing it’s return on investment levels.
Lisa Ostrikoff is a TV journalist and anchor-turned-creator of BizBOXTV, a Canadian online video production, advertising and social media marketing agency.
Clients often ask me: “Is there a way we can use past corporate video production content and make it relevant in today’s digital world?” The short answer is, you bet. If you have the following, you’re in business:
Raw footage you never made use of;
Video created for one purpose, but only some of the content it is still current and/or relevant;
A corporate video that is a huge yawn and way too long for beneficial use online;
Or past videos that rank anywhere between terrible to mediocre, but could possibly benefit from new life breathed into them.
It’s likely you spent a pretty penny having a professional corporate video production done years ago, and now want to make it into something useable. The good news is that even an older video can be salvageable if put in the right hands.
Here are some ideas to consider if your business has invested in video in the past, but it’s not at all what it needs to be to get traction today.
1. Make one into many. Several bite-sized videos are often more beneficial to a company than one long standalone piece. If you have a dull, drawn-out corporate video with a few good content nuggets within it, it may be worth cutting it into multiple pieces for online use. Consider dividing the content by theme or topic, so that people researching your business can find what they need right away rather than being forced to sit through a long, boring video. People want to get in and out as quickly as possible, and if you can provide them that experience and deliver the content they are looking for, it’s more likely they’ll do business with you. Brevity is key in the digital world today.
2. Breathe new life into the old. Watch your existing video content with a critical eye, and have someone else help you with this. Does the video you’ve been using all these years still offer the energy, experience and messaging your audience craves? Depending on when it was created, chances are that some of the content is good and some is horrifying. One way to reinvigorate older content is to create a new story by blending new video content with the old, to create something fresh. You’ll be developing a new story with different flow in order to connect with today’s audience. This approach is good when you want to show your roots, but also prove your company is innovative and always evolving, by leveraging advanced video strategies, especially once it’s ready to be shared.
3. Position. Play. Profit. Once you know your video content is worthy, it’s time to make sure it gets eyeballs. Is your brand where it needs to be, socially? Does it have a YouTube Channel? It better. YouTube is the second largest search engine, with many searching for business, service and product information. With various other social media platforms such as LinkedIn, Facebook, Twitter, Pinterest, Instagram, and Vine, your message has a huge opportunity to gain extra traction in the digital space. Post your videos on the platforms that make most sense for your business, and make sure they are properly search-engine optimized so people can find them. Don’t just ‘set it and forget it’ either. To reap ongoing benefits of your online video content, you should be working to branch out your online networks, regularly re-sharing your content and tweaking SEO to discover what works best for your business. Once you have easily digestible online video content created, it may also be time to consider doing a highly targeted video advertising push, ensuring your message is delivered to those who need to see it.
Lisa Ostrikoff is a TV journalist and anchor-turned-creator of BizBOXTV, a Canadian online video production, advertising and social media marketing agency.
You’ve spent anywhere from a thousand to tens of thousands of dollars on professional video production for your business. So what’s the best way to leverage your investment?
Consumers and search engines alike highly value online video. Its search engine optimization (SEO) power helps people find your business and your website, its stickiness helps keep them there and, if all goes to plan, it converts them into paying customers.
According to data from ReelSEO :
- Websites with video rank higher in search engine results;
- Websites with online video keep visitors around longer periods of time ;
- Ninety per cent of consumers insist product videos are helpful during the sales cycle ;
- YouTube attracts more than 1 billion unique visitors every month .
Videos aren’t just a nice to haves. A polished, professional video is now an essential marketing tool for any business serious about success. The problem, however, is that many small business owners don’t know how to maximize its potential. It’s not enough to throw it on the website and hope the video views roll in.
Here are a few introductory tips when it comes to online video, so your intended audience can discover your content, resulting in more brand awareness and sales for your business.
1. Website optimization: If you want to post your videos on your website, ensure the content is optimized so that search engines like Google, Bing and Yahoo! can easily find them. This means you need to include information like descriptions, tags categories. Video transcripts and captions can do the same thing, and will increase your chances of success.
2. YouTube: I always advise video clients to start a YouTube Channel once they have had a professional video production created. YouTube is the second largest search engine (next to Google, of course, which also happens to be its parent company), and if optimized properly, your video will rank highly in Google search results. For example, we have had many of our client videos rank higher than the client’s own website, because we have optimized their videos on YouTube better than their own website has been optimized. When you upload a video, include a title, description, category and tag words, which all contribute to boosting rankings in search.
3. Channel branding: Branding is important on YouTube, and there are options available to ensure your video channel properly reflects your brand. You can customize the background of your channel, add a logo, create a custom background and showcase your other social media assets. This helps to provide a fluid experience across all of your online brand assets. Also remember to include desired keywords in the channel description and tags areas.
4. Title: It should include relevant keywords related to the content. It also needs to be descriptive so it can be easily searched for and compelling enough to make people want to watch it.
Weak title: Calgary House Video 1.
Stronger title: websitehere.com Calgary Alberta Real Estate – Mount Royal House Home For Sale – Realtor Video Tour – Open House.
5. Description: It should be informative and contain the keywords you want the video to be found by throughout. A link to the target website should be added in the first line of the description, as should the most relevant keywords. Remember to keep your videos balanced with use of key phrases, while remaining conversational.
Weak description: Watch this video of this great house that’s for sale in Calgary.
Stronger description: Calgary Real Estate: Realtor video tour of family home for sale in Calgary, Alberta in the community of Mount Royal.
6. Tags: Adding tags to your YouTube video is a great way to reinforce the keywords your video should be discovered by. Each individual tag should be a word or phrase, that are directly relevant to the video’s content.
The goal for these basic elements is to get your video content noticed and watched by the greatest number of potential customers. Of course, sharing your videos via your existing digital channels such as an e-newsletter, in press-releases and sharing via your social media networks is something you should also be doing. If you put the necessary work in, you’ll maximize your online video success, which is critical today.
The need for entrepreneurs to look and sound good on camera is increasingly common these days, with the majority of consumers expecting to find video when they’re researching who to do business with, regardless of industry.
I received several comments and questions after a previous column on how to put your best foot forward on screen, so let’s dig a little deeper with additional tips on being ‘interviewed’ on camera. Whether your business has attracted media attention, or it’s creating online video for promotional purposes, you need to know how to tell your story.
Once the camera crew is set up and getting ready to hit record, you’ll be positioned in front of the camera, fitted with a microphone and asked to speak for a few seconds so the audio levels can be perfected. If it’s a Q&A-style process, interviewers will stand to one side of the camera, and you’ll be asked to look at them rather than look into the lens.
Think of it as a conversation – you’re answering questions about something you know, so there’s no need to be nervous. Unless you’re filming live-to-air, everything is edited, and only your best soundbytes will be used.
Look into my eyes
Some people feel uncomfortable staring into a camera and delivering lines, or reading from a script, which is why the “interview” approach often yields better, more natural results that resonate well with viewers. You and your interviewer usually have a chance to develop some rapport, whether it be from previous conversations or during a review of the messaging before getting started.
Think of it this way: you are explaining something to a colleague or a friend. That can take some of the pressure off. Take a deep breath, relax and keep your eyes locked on the interviewer to prevent them from darting around the room.
You’ll know the topic ahead of the interview or, in the case of a business video production, the exact messaging points to be covered. You may even have written your answers down, whether scripted or just bullet points. The latter is best – don’t try to memorize your lines word for word, it will come across that way and therefore appear unnatural.
If you know the main points you want make, it’s easier to weave them into the conversation rather than attempt to deliver a hard script. When working with a video production company, the producer will make sure you are making all planned points and offer suggestions as required. If something you say doesn’t come across the way you want it to, just stop and start your answer again. That’s part of the beauty of editing.
I’ve said it before and I’ll say it again: The goal is to come across as the expert, and express yourself with confidence. This will be determined by what you say, but also by how you say it. Don’t sway or fidget. Keep your shoulders back, your chin up and smile.
Stepping into the video spotlight offers tremendous benefits for businesses and brands these days, and it allows you to engage and connect with potential customers. Looking for more help to increase your on-camera confidence and skills? Feel free to post questions or comments below or to contact me through social media.
Lisa Ostrikoff is a TV journalist and anchor-turned-creator of BizBOXTV, a Canadian online video production, advertising and social media marketing agency.
You’ve finally decided to hire a production company, or to film your own video blogs to market your business.
The idea of putting yourself ‘out there’ might be terrifying, but it doesn’t have to be. Working with the right crew or doing some trial runs on your own can make all the difference.
Here are four tips to ensure you look your best when in the spotlight.
1. Delivery. When speaking on camera, your job is to keep the viewer engaged. If you’re working with a production company, much of the storyline’s pacing depends on editing. But if you’re doing straight-to-camera video blogs on your own, timing is entirely up to you.
Keep your verbal delivery consistent – not too fast, not too slow – and avoid long pauses, keeping in mind too many ‘um’s and ah’s’ can affect your credibility. Also, to let your personality shine, refrain from a monotone speech pattern. You want to come across as appealing, welcoming and trustworthy to your viewers, and much of that is expressed via your tone.
2. Body language. As you well know, body language and facial expression play an incredibly important part in how others perceive you. Your goal should be to appear as natural as possible; relaxed yet professional. If you have a tendency to fidget, keep it under control once the record button has been hit. If you’re being interviewed, maintain eye contact with the interviewer. If you’re going for straight-to-camera delivery, eye contact with the camera means eye contact with the viewer – so don’t let your eyes jump all over the place. In a sit-down interview, stay away from chairs that swivel or rock.
Remember: Shoulders back, chin up and, of course, remember to speak with a smile! Doing these three things will differently affect the energy of your delivery, enhance your posture and overall flow.
3. Wardrobe. Looking your best is often the key to feeling more confident in front of the camera. And when you’re confident, your delivery and final video product will be optimal.
Choosing appropriate clothing sets the visual stage for your production. Business casual works best in most cases, but it depends on what type of industry you’re in. Wear something you’d wear when working with a client or customer. A realtor would dress differently than a personal trainer, for example.
Before your shoot, experiment with a variety of outfits and colours to determine what makes you feel your best. It’s best to avoid shiny, reflective materials, bright colors, bold patterns and thin stripes. Also take into consideration the background to ensure there’s enough contrast with your wardrobe. Of course, make sure your clothes are clean, lint- and wrinkle-free.
4. Hair, makeup and accessories. When styling your hair before your video shoot, style as you normally would in a professional setting. Ensure your hair isn’t covering or likely to fall over your face during the shoot by using a bit of extra hair product, as necessary.
If you wear makeup, it should be applied slightly thicker than everyday wear. But be careful: but too much will make you look over done, which you want to avoid. Stick with a natural, yet defined look. Powder is a must, and keeping it or blot papers handy during your shoot will be a blessing if working under professional lighting.
Jewelry should be kept minimal and professional – again, whatever you might normally wear when working or meeting with a client or customer. If you wear glasses, it’s best if they are coated to reduce the reflections of video lights. And don’t forget to to a final mirror or camera test immediately before recording.
If you’re ever in doubt about any of these steps, just ask. If you’re doing the shooting yourself, ask a few of your closest colleagues, friends or family members if what you have planned best expresses who you are and what your business wants to express visually.
Most of all, have fun! Video offers tremendous potential for all businesses, and when you’re having a good time, it shows.
As digital media consumption continues to increase – whether it be online, mobile, tablet or smart TV – it’s obvious brand marketers (and their ad dollars) are following suit.
A recent study by Nielsen shows that advertisers, big and small, are turning to the Internet to push their brands. Though many respondents said they still plan to use online advertising for direct response, more and more are spending money on digital brand advertising to promote their company, product or service.
But these digital branding dollars aren’t coming at the expense of direct response. The funds are coming from offline or traditional ad budgets, with 48 per cent moving away from TV this year. According to the study, nearly three-quarters (70 per cent) of brand marketers plan to increase their use of social media in 2013, followed closely by mobile advertising (69 per cent) and video advertising (64 per cent).
Not surprisingly, the numbers are up from projections made in 2012, indicating a continued shift toward the medium where consumers are increasingly spending the large amounts of time. This trend also falls in line with recent research from Ooyala , which found 72 per cent of online video buyers increased their budgets for the medium over the last year, with 39 per cent drawing those budgets from TV.
So what’s at the core of this shift? Metrics, which allow companies to develop meaningful analytics. When a business is able to track in real-time how many people viewed, engaged with and shared their content, whether it be a static or interactive ad or online video, there’s no questioning the effect each advertising dollar has. There’s also a certain level of satisfaction knowing exactly exactly who the ads are reaching and how consumers engaged with the content.
Brand advertising is at the core of business success, with the best companies building an emotional connection which encourages customer loyalty. Old Spice, RedBull and GoPro are great examples of brands leveraging the power and opportunity of this online world to amp their exposure.
Is your business plugged into this growing trend?
Special to The Globe and Mail
The year 2013 was an exciting one in the land of digital advertising, especially when it comes to the increasing popularity of online video and the potential it continues to have for businesses and brands of all sizes. So what’s next as we fast-forwarded into 2014?
1. More small- to medium-sized businesses will press play
While there’s been an increase in businesses jumping into online video over the past few years, there are still many that have left this opportunity completely untouched. This year will see more small – medium businesses dip even a baby toe into the digital waters to test out the benefits for their brand.
As the visual internet continues to explode in popularity, businesses need to keep up. Key to success, is consistency. Businesses can’t expect to throw just one video up on YouTube and leave it to do all of their marketing and advertising work for them. From video content marketing to video advertising campaigns, there are a number of ways to leverage such a powerful medium. Some additional tips to leverage the most out of your online video investments in 2014, in one of my earlier online video series here.
2. Larger ad budgets will continue to shift from traditional to digital.
It’s a trend that can’t be ignored, and it’s why you are seeing more and more ‘traditional’ mediums try to meet the needs of their clients by adding additional digital products to their lineups where possible. It works for some, but not all. Businesses of all sizes need to make sure that their ad buys are meeting their needs – even if that means splitting up the buys on a number of levels to discover the best mix that works for their brand. Sure, it’s going to mean a bit more work initially for marketing and advertising managers and ad agencies – but the bottom line is, businesses can’t continue doing what they have always done.
3. Different professional expertise required for different mediums
It’s something a number of platforms and agencies have attempted for a few years now. They’ll encourage clients to use their ‘made for TV’ ads online, use radio scripts in their online videos, and create banner ads that try to function as video ads, but none of these strategies will transfer for great ROI, nor should they be.
Different platforms require different approaches. (More on how traditional ads don’t convert online, here.)
The creative work, process and intentions behind a display banner and a video ad, for example, are entirely different and need to be treated as such. You’ll be putting your business at risk by relying on traditional advertising execs to advise you what to do online — much like going to a doctor when what you really need is a dentist. Completely different background, professional expertise, strategies and results.
Brands and agencies alike need to realize different advertising mediums and methods shouldn’t be tossed into the same media buy.
4. Bite-sized storytelling picks up speed
There’s no question: attention spans are getting shorter and shorter. With the rise of social platforms forcing limited-length content whether it be text (Twitter) or video lengths (Instagram/Vine), we will continue to see this approach increase in importance in 2014.
Vine’s Dom Hofmann says, “posts on Vine are about abbreviation – the shortened form of something larger.” Video clips on Vine can run six seconds, while Instagram video allows for 15.
Businesses will be challenged to tell more engaging stories in a shorter amount of time, putting a huge focus on extremely concise messaging, branding and content. More tips on discovering the best online video length for your business can be found here.
There are huge marketing and advertising advantages for businesses who not just understand what’s happening in the world of online video in 2014, but for those who act on it. If you’ve been procrastinating about exploring what online video can do for your small, medium or large business, now is the time to make your move and fast forward into the now.
I’ve been preaching a consistent message about the evolution of digital media since 2008. And in this New Year, it’s more relevant than ever.
If your business is already active online, or has reallocated 2014 budgets to do so, it’s going to be a great year for your brand and your bottom line. If not, it’s time to wake up and fully understand what’s going on here: If you work in marketing or advertising for a company slow to make the switch, here’s how to convince your boss that it’s time to invest in video:
1. Social media is the number one activity on the web: It’s not a fad, it’s not a phase. From Facebook to Twitter to YouTube to Pinterest, social media has entrenched itself so deeply in our lives that it is a multiple-times-a-day habit for many, and continues to grow in importance as more platforms appear and evolve. This is especially true for Canadians. As a nation, we spend the most time online and are the biggest consumers of online video. We’re also the most active users on Facebook.
2. YouTube continues to grow its reach and importance: Still think television or radio is the best way to reach the masses? Think again. There are more than a billion unique users on YouTube, with Canadians being the most voracious consumers of online video content.
According to Nielsen, YouTube reaches more adults aged 18 to 34 than any cable network, with the number of people subscribing daily up more than three times since last year. If you’ve hesitated to use online video as part of your marketing strategy, now’s the time to press play. If need be, start small with just one or two videos, as long as you start somewhere with online video in 2014. The beauty of video advertising is the ability to target exactly who you want to, so there’s no second guessing who your ad dollars reach.
3. Mature demographics are now the fastest adopters of popular platforms: As of late 2013, Facebook and Google+ show 45 to 54-year-olds make up the fastest growing user demographic. On Twitter, it’s the 55 to 64-year age bracket, up 79 per cent over the year prior. These platform-provided stats disprove the notion that ‘social media is just for teens.’ Create and target your content and digital ad strategy to engage the demographic your business wants to reach, because they’re active out there.
4. Mobile use continues to increase: Most people with mobile phones have it on or near them for the majority of the day, encouraging a steady stream of digital interactions. We are using social apps at twice the rate of news apps, and four times as much as games. More than four billion users worldwide access social media via mobile, with 751 million on Facebook alone. Nearly 200 million people are ‘mobile only’, meaning they never access the platform from a desktop computer or laptop. Mobile also makes up almost 40 per cent of YouTube’s viewing time, with the platform’s app available on hundreds of millions of devices.
Nearly every single mobile device on earth is used as a gateway to social media. Consider how your brand content, videos and advertisements display on mobile devices, since providing an easy mobile experience equals higher conversion rates. If something isn’t working, it can be easy enough to adjust your strategy until you find something that works and converts.
5. LinkedIn continues to attract new members every second: In fact, every second, two new members join the social network for professionals who are using the platform to share and converse with other professionals, whether in their industry or not. 238 million LinkedIn users have created 1.5 million groups and 3 million official company pages. When used properly, it’s can be a rich source of increasing your network base, while receiving and sharing relevant content.
If you or your business isn’t on LinkedIn yet – get there and start working it. A good strategy can be creating a relevant group which becomes a valuable source of information, while working on building your own community. There’s also plenty of opportunity to position yourself as a thought leader in your industry under your own personal brand.
As with any content on any social media platform, the main keys to social success are:
Be strategic with the content you create and share.
Be consistent when it comes to distributing content.
Be ‘social’ and engage with other users
As when many things ‘new’ and revolutionary come along, there will always be traditional thinkers who fight change, sticking with the same way of doing things. Usually, it’s to their detriment. While the Internet is still relatively ‘new’ by comparison to other mass messaging mediums (print, radio and TV), this digital world is having such a tremendous impact in our lives, and it’s importance will only continue to increase for both businesses and consumers.
If you’re a business owner already using online video to promote or advertise your business, congratulations. You’re ahead of the curve. But if you haven’t yet considered using video to broadcast your brand, you’re missing out. Why? Because using online video will not only improve your search engine rankings and provide an effective marketing tool available to a worldwide audience, but also leave a lasting impression on potential customers and increase your sales.
Here are five things to keep in mind when using online video for your business:
1. Tell a story. One of the buzzwords characterizing the shift away from pure selling is ‘storytelling.’ In Carmine Gallo’s The Presentation Secrets of Steve Jobs, she says, “the single most important thing to dramatically improve your presentation is to have a story to tell.” With online video, story-driven videos are becoming more and more popular simply because they’re effective; in fact, videos that engage viewers with a story are more likely to be shared, liked and commented on. Consider it an opportunity to visually recount your story and show potential customers something they wouldn’t be able to see anywhere else.
2. Get personal. If you’re a quirky business owner or your company has a killer corporate culture, let it shine. Standing out means being yourself, and highlighting what differentiates your business from others. And although speaking to a lens can be unnerving for newcomers, you’ll come across more naturally if the videographer asks you questions, rather than having you deliver hard line.
3. Boost views and conversions with clear calls to action . Effective online video educates and entertains, but what you also want to make sure it does is inspires the viewer to act. If your online video campaign is more about branding, make sure you include a clear call to action; whether it be visit your website and store, call a phone number, buy now or connect with you on social media. Before this, however, you want to make sure your video gets played in the first place. A recent study shows that using active calls to actions like ‘Click to Play,’ or ‘Learn More,’ can increase a video’s view rate by 12 times over passive labels like ‘Video’ or ‘Video Here.’
4. Go pro. While many business owners produce their first videos themselves, based on thousands of client experiences, it’s likely you’re going to pay a professional to re-do it once you realize it’s lacking narrative and polish. Save yourself the time and added cost, and work with professionals from the very start. Online video is arguably the best marketing tool at your disposal, and the ROI is unquestionable. Bottom line: just because you could do it yourself or hire an amateur, doesn’t mean you should. Has it been successfully done before? Sure, but it’s rare and usually because the personalities in the videos are bigger than the distraction that bad video is. Consider your video your first point of contact with your prospective client. Would you want that to be anything less than the quality and professionalism your business represents?
5. Share-ability and engagement. Videos shared via social media are consumed more than text-based updates, which means there is more potential for a company’s message to be shared and seen via these platforms. “Consumers are more likely to enjoy a brand video and remember the brand involved if they come across it because of a social media recommendation,” according to a recent report . So when you make the move into video for your business, make sure you keep your potential ‘social’ audience in mind.
A number of studies have come to the same conclusion: online videos help businesses sell to affluent consumers. Internet Retailer states, “those who view a video are 144 per cent more likely to place that item in a shopping cart. 52 per cent say watching video makes them more confident about their purchasing decisions.” One more stat if you still need to be convinced: comScore reports, “consumers who watch a video are 64 per cent more likely to make a purchase than those who don’t.”
What are you waiting for? Consumers are ready and waiting to click play on your business’s video content.