Video Marketing for your Business
These days, the most effective content marketing campaigns use a wide variety of platforms and mediums for engaging and attracting customers. Increasingly, however, video makes up a large proportion of marketing activities, as research shows that viewers spend 90% more time on pages with video, and are 46% more likely to take action as a result of watching one. The phenomenal results of using video for marketing can’t be ignored, so read on to find out how to make it work for you.
Video Marketing Types
Video marketing is a relatively new medium, so deciding on what type of video you want to produce should be your first step. Generally speaking, video used for marketing purposes includes the following formats:
Tutorial/Instructional/Webinar
Providing ‘how to’ information on your product or service that’s useful to your customers
Product/Project review or demonstration
Showcasing your latest products or projects
Testimonials
Interviews with customers
Behind the Scenes
Showcasing your team or place of work
Animated
Motion graphics
Creative Stories
Video created for viral purposes to showcase on social media platforms
Storyboard your Idea
Once you have decided on the type of video you want to create, you can then set about planning what your video should be about. Brainstorm ideas with some of your most creative team members, and finalise your idea with bullet pointed notes on the development of the story. This will form the basis of your ‘script.’ Remember that you only have ten seconds to grab viewers attention at the beginning, and that even customer testimonials will benefit from a beginning, middle and end. So a punchy start and a ‘narrative arc’ will help you structure the film, no matter how short. You should also remember to include your ‘call to action.’ Define what you want to achieve from your video (eg, get people to sign up to your newsletter) and build that into the film. However, if you’re trying to produce a viral video, avoid being too promotional. This will make it less likely to be shared. f73productions advises focusing on making viral videos memorable instead.
Engage a Production Company
Even if one of your team claims to be the next Quentin Tarantino, don’t be tempted to produce video yourself unless your specifically aiming for a quirky home-made feel. Poor quality video with bad editing looks unprofessional and will only have a negative impact on your business. Instead, hand your idea over to a production company who will produce a professional and polished product. If your budget is very limited, then consider a six second video for Vine, or 15 seconds for Instagram.
Market your Video
Embed video into pages on your website, and share it across social media channels such as Vimeo, or Youtube. Make it easy for users and viewers to share, and be sure to check that it also works successfully for mobile viewers. SEO your video with optimised tags and titles, and always track results.
Wendy Lin is a freelance writer and entrepreneur. She has 4 children and is happily married and living in the quiet countryside of the UK.