The Importance of Marketing Videos
In recent years, videos have been making inroads in digital marketing, emerging as a powerful promotional tool for businesses to promote their wares in an exciting and engaging way. Though when it comes to video marketing, there’s some pretty definitive ‘rules’ people should stick to in order to get their videos right. Get them wrong and marketing videos will lose you sales.
Fortunately, if you’re a business or an entrepreneur looking to embark on an effective video marketing strategy, you’re in the right place.
Please keep in mind that this is an extremely broad topic and I’m just laying down some simple guidelines for you to follow. There are software packages available that will not only help you to develop your videos but also guide you in there marketing.
The short video you see on this page was created to catch a person’s attention. This type of video is known as an intro which means it’s going to introduce you to the main topic or product that I’m trying to sell.
Tips for Creating Marketing Videos
Tell a Story
Instead of being overtly salesy, an effective video tells a story. As the Digital Marketing Institute notes, businesses should utilize the emotive power of video by appealing to their customer’s needs and desires.
Make Sure the Introduction Stands Out
If viewers are not inspired or inspired by the subject line, an unbelievable one out of every five click away from your video within 10 seconds if they’re not interested in what they see. The introduction of a video is vitally important and should be made inspiring, entertaining and informative, to hook the viewer and encourage them to view the whole video.
Create a Stimulating Title
By the same token, your video’s title should be stimulating and eye-catching in order to grab a viewer’s attention. Furthermore, by using relevant keywords in a title, the video is likely to show up on the search engines when viewers search for the topic.
Focus on the Mission and Less on the Product
Instead of being overly focused on the product and all its benefits, channel the message of the video into the mission of the product. Several big brand companies are known for being experts in creating emotional viral videos that focus less on their product and more on their mission. Watch a commercial and you will be able to pick out the ones that focus on the mission instead of the product.
Don’t Be Boring
Who wants to watch a boring video? It goes without saying, if you want your business’s video marketing campaign to be successful, create exciting and inspiring videos that can never be considered boring.
Get a Little Bit Risqué!
While too much naughty content is unlikely to do the credibility of what your trying to sell many favors, just the right amount can be good for page views — as long as it’s not overdone.
Make it Mobile Friendly
With more and more people using mobile devices to get online, its imperative videos are mobile friendly. In fact, according to YouTube, mobile video consumption increases 100% every year! Marketing videos therefore need to be able to be downloaded and enjoyed on mobile devices.
Think About SEO
Quite simply, Google loves video content and an effective video marketing campaign should have Search Engine Optimization (SEO) in mind. To ensure maximum SEO value from your videos, accompany the video with a well-written description that is tagged with relevant keywords to help boost the video’s SEO.
Include Your URL in the Video (if you have one)
Displaying your website address in a marketing video is a good way for companies to get exposure and generate traffic to their website through a video.
Educate Your Audience
One of the most powerful ways to implement effective video marketing is to educate viewers. Often videos that offer advice, information, tips and other informative content can be more effective than a solely promotional video.
Make the Video More Atmospheric with Music
Music is a powerful tool on video content, evoking a myriad of emotions. Don’t be afraid to use music in your video that fits the mood of the message and crafts a more exciting and emotive video.
Include a Call to Action
Like how all blog posts and content should have a call to action at the end, which invites the reader to take further action, such as signing up to a newsletter, or visiting a website, so too should a marketing video. Ask yourself, what do you want viewers to do when they’ve watched the video and then encourage them to do so without being overly salesy.
Include Tutorial Videos
Posting tutorials that are relevant to your niche is a great way to connect and engage with customers. Tutorials shouldn’t give away all your secrets but should be enough to entice the viewer with informative and useful content, leaving them wanting to learn more.
Keep Them Short
Online viewers often don’t have much time to spare before they’re off looking on a new site and at a new video. In this sense, shorter marketing videos can tend to work better than long ones.
Use a Professional Voice
Words spoken with clarity and professionalism will always come out better in a video than an amateur speaker, whose lack of experience speaking on the camera or doing a voice over is obvious. It might be a good idea to have someone that is an experienced speaker for the video. Think about calling on a professional.
Use Micro-Video Apps
Along with all this talk of keeping videos short for the viewer, it’s also true shorter content is a better format for most social platforms. As Forbes notes, short, concise content triumphs over longer forms of content, particularly on social media channels. Video marketers should consider using micro-video apps, which shorten videos to less than 10 seconds, so they’re ideal of sharing on the likes of Instagram and Twitter.
Strive to create engagement and conversation with your video by asking viewers questions. Ask viewers to leave answers to the questions in a comment section below the video.
Don’t Be Preoccupied with Perfection
Videos for marketing purposes aren’t Hollywood movies and nobody expects perfection. While you want the video to look professional, don’t become too obsessed with perfection.
Use Videos to Help You Create
Your Own Effective Video Marketing Strategy
Head to the likes of YouTube to see how people are already building videos that have managed to go viral. YouTube will give you some pointers on how some of the biggest and well-known brands are producing a video designed to go viral.
Build Hype Around the Launch of the Video
Instead of just going ahead and launching your video, build hype around the video by promoting its launch date on your website, blog and social media channels.
Provide Some Humor
Not all videos need to be serious. On the contrary, some humour can work well in generating more interest in your video.
Embed a Video in Landing Pages
Think strategically about where you are going to place your marketing video. Statistics show that embedding videos in landing pages can raise conversion rates by as much as 80 percent.
With video forecast to claim more than 80 percent of all web traffic by 2019 and 90 percent of customers reporting that product videos help them make purchasing decisions, it is imperative that anyone doing business create videos that resonate with their audience and ultimately help sell their services and products.