Why Video Marketing?
The trends for online marketing show video as one of the biggest in growth through 2017 and in 2018 it’s only going to get bigger.
Here are some figures that will help you see why:
- Video on a landing page can increase conversions by 80% or more. (via slideshare.net) this has also been confirmed by obe agency we have spoke to Think Zap who offer web design in Glasgow.
- Viewers retain 95% of a message when they watch it in a video compared to 10% when reading it in text. (via insivia.com)
- The average user spends 88% more time on a website with video. (via mistmedia.com)
If those three reasons alone don’t help you see why you should already be using video then maybe you should be handing your marketing strategies over to someone else.
For the rest of you here are some ideas to why else you should be considering video marketing and also how you could be doing it.
If you create your video to capture the hearts of its viewers, or make them laugh, cry or feel anything in the slightest that they want to share with their friends/colleagues/others then your video just bought you some backlinks. Not to be scoffed at backlinks are important in search engine ranking and many companies will pay a premium for this. A viral video can provide these by the thousand if you get it right.
Video also demands that your website visitors will have to stay on your site to watch them; no skimming through boring content trying to find the information they need, and the longer any visitor stays on your site the more relevant google thinks it is and scores it higher again in that all important ranking.
By linking back to yourself after hosting your new video not only on your website but on YouTube, Vimeo, Facebook, Twitter and everywhere else you can think of not only are you creating more backlinks but you’re encouraging traffic to your website for anyone interested in a) what you’re saying or selling, and b) if there are any more great videos and content to enjoy if they click through.
Your videos need to drive customers to buy from you. You don’t have to beg them, you don’t even have to ask; if your video is informative, trustworthy and shows the benefits of what you’re selling then that should be enough to make it happen.
Your first reason to make a video is to inform so why not make a video tutorial? Show your customers exactly how to use your product. Or show your product in action highlighting some of the benefits they might not have thought of for themselves? Educate them on how your product will save them time or money, or how it will add to the quality of life they wish for.
Show prospective customers how your previous customers have benefitted from your product or service. They’ll believe them a lot more than they’ll believe you. You have a reason to sell – profit; your customers however are only bigging you up because they want to, not because they have to. Testimonials have become a huge part of online marketing and brand confidence over the past few years, so it makes sense to move it forward into a video heavy marketplace where chunks of text are going to be replaced by any other easier method as trends continue in this manner.
Broadcast your Q&As. Why not create a video question and answer session? Gather information or questions from prospective customers via social media or from your website and if you have an email address or social media profile for them either tag or link them in or invite them to watch. For even more chance of views and conversions do it live. Live video feeds on Facebook receive ten times more comments than regular video posts. Do it live and get a bigger response. It’s all about building awareness and confidence that leads to sales.
Methods of Video Marketing
We’ve touched on this already but it’s the number one in getting your product or service out there. How you do it is up to you. There are ways of making a boring product more interesting; it can be as simple as how you present yourself and your company instead of how you present the product. If it’s something a customer already understands and knows about then how you sell it to them can be the difference in them buying from you and not your competitor. Make it fun, make it snappy, make it cool; just make it different from the competition in a way that makes a good impression with your customers.
Vblogging or vlogging is generally thought of as young teens on YouTube doing crazy things or teaching us how to put on our make-up and style our hair. These next-gen gurus are often gaining hundreds and thousands of views just by gathering a following. What would you give to garner that kind of interest for your business?
You don’t have to sell to the teenage masses though, there are plenty of other users out there well over the age of twenty who will want to see what you can offer them and also how, where and why – and if your target audience is the teens we mentioned, then you already know that this is their chosen media so what better place to get involved.
Again, don’t just drop it on your website and hope for the best – get it out there on as many platforms as you can. Email market to let your existing customers know where and when they can view new items; it’s easier to sell more to your existing customers than it is to sell to new ones after all so don’t let that database go to waste either.
Product Testing, Services and Reviews
What a great way to tell your customers about your fantastic product simply by reviewing it. But what about a way to drive traffic to your website? Why not review other peoples products? Ones that have a similar customer base to yours? That way you can mention your product or service in the review and how to find it. It’s all about driving traffic to where you want it and converting it into a sale. Reviews are a great way to jump on someone else’s customers, ones with plenty of existing interest and already making those relevant searches.
Initially viewed as online begging for startups and charities Crowdfunding is now viewed as an acceptable way to gather capital for existing business by letting their clients and customers get in on the ground level. Offering special rates, bonuses and exclusives are the lure but ultimately your video shown on there is still simply good marketing. You’re telling your customers about your product and you’re getting them to buy it. Job done.
Finding an expert in your field of sales or even a celebrity if you’re lucky enough to know one can help you reach out easier to a new market or broaden the awareness of your product. You could end up in the results for searches containing your expert’s name or speciality that in turn could boost traffic to your website. You will also gain brand confidence from your viewers by association. Asking the right questions you can lead the expert to giving a great review whether they were planning to or not.
Once more – do it live on social media and boost those figures even higher.
If you’re looking for ways to tap into a specific market covering an event by documenting it, reviewing it or previewing it can get you into searches less related to your own specific product or service, and give you access to all those new prospective customers.
By choosing an event relative to your trade or area of expertise then you’re already selling to people you know are interested in what you have to offer.
And if there isn’t an event you can cover – you can always put one on yourself!