Is it just us, or have you noticed the rise in businesses that are using videos in their marketing activities this year? Video is by far one of the most engaging forms of media across websites and all social platforms, even more now amidst yet another lockdown. According to Smart Insights 2021, people are expected to be spending 100 minutes a day watching online videos and 72% of businesses claim that use of video marketing has improved their conversion rates.
We all know video marketing isn’t anything new, TV advertising has been around for decades to push a product or service to market. Although expensive, this was traditionally the best medium for sharing information and promotional offers through video. With the advancement of technology and online marketing, marketers understand that there are so many other video marketing tactics that gain more traction. Here are 6 tips and ideas for your company to consider when visiting your video marketing strategy and ways you can drive more customers to your business.
1. Search-Friendly Videos
Not surprisingly, AI plays an important role in marketing and Google has introduced Video Search Engine Optimisation (VSEO) that notices when high-quality video content attracts high link clicks and greater outreach potential through shares and backlinks (links from one website to a page on another website). One way to improve VSEO is to include use of transcripts and subtitles when uploading videos as this will make them easily searchable. The more indexable text you have embedded in or around your video, the better you rank in search results. Remember to also pay attention to the title and meta description of your video as these keywords will ensure you’re targeting the right audience.
2. Juicy Content
We understand that you want to sell your product or service but remember that customers like variety and don’t typically react well to hard selling anymore. Video content shouldn’t just be a sales pitch but rather provide information and support to customers. A report carried out by Social Media Today showed that 52% of consumers stated they felt more confident about their online purchasing decision when they were able to learn about a product or service through a short video. Tutorials and How To videos present opportunities for prospec customers to learn more about your organisation as well as your offerings.
3. You, Me and Vlogging
Customers want real life experiences and stories behind your products or services simply to build trust and advocacy. Instead of simple star ratings, why not explore the opportunity of allowing your existing customers to share their stories and insight into why people should buy from you? YouTube is a great example of a platform that allows customers to freely express their opinions on brands. Adopting this technique on your social media channels or website is a great way of ensuring you have control on what people say about your company and increases credibility. It is also worth looking into using suitable influencers to vlog endorse your brand and increase video reach but make sure you pick them wisely as using an inappropriate influencer can tarnish your reputation.
4. Lights, Camera, ACTION
Like it or not, video is going live and live streaming services are growing on social media platforms such as Facebook, Instagram and TikTok. Live streaming has proven to encourage audience engagement through live commenting and longer periods of viewing. Live videos can be tricky and have the potential to go horribly wrong and viewers love this! With live videos, your audience will seize the moment to witness first hand what is going on behind the scene as it reinforces authenticity. Don’t forget to plan these and choose the right opportunities to go live that align with your objectives and what it is you’re trying to achieve.
5. Read….Watch all about it!
You don’t always have to announce big news through a tweet or a blog on your website. Try using a short video to announce a big deal or new product launch that informs people on your next moves. This type of content can build hype and build interest in the industry helping your business news to spread on social media. It is worth hiring a professional videographer as this could be the first time your audience is shown this new product or service or announcement and you want it to be as clean-cut and professional as possible. Think about getting a hashtag trend going and monitor reactions and comments to get a feel of the public’s reaction to your announcement.
Using your FAQs
If you’ve been receiving the same questions in your email inbox and your customer service team are tired of having to answer the same questions or redirect people to your FAQs page, try addressing these in a video. Filming a video that answers commonly asked customer queries or concerns will show your audience that you are customer centric and are personable enough to address them directly through video. You can always put a comical stance on these videos and produce ‘How not to’ videos to spice up your answers depending on your audience. Overall, the aim is to show customers you care and provide them with a wealthier bank of information all about YOU.
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This blog was written by Jasmine Archer, Marketing Assistant