Every successful small business has a successful online marketing strategy. Your strategy likely includes mobile website design, SEO techniques, and inbound marketing. But is video marketing part of your plan?
Video marketing has taken the world by storm, and with its success, it won’t be stopping anytime soon. This article will help you learn how to use video marketing to complement your other online efforts.
Writing the Content
The foundation of an excellent video is a concise, enjoyable and actionable script.
1. Be succinct.
Most viewers don't like watching lengthy videos. In fact, studies show that you lose 33% of viewers after 30 seconds, 45% after a minute and 60% after 2 minutes.
The more focused your video, the more focused your viewers will be.
Great videos have a central idea fleshed out with a few subpoints. Structure your content logically so each idea flows into the next.
If you want to keep potential customers attentive, edit the script heavily. Avoid unnecessary words and information. Say what you need to say and nothing more.
2. Make it memorable.
Being professional doesn't mean you can't be entertaining. For many small businesses, an amusing video can perfectly engage your target audience. Tasteful humor enhances the user's experience and makes your brand more memorable.
That being said, not all industries should produce funny content. For some industries, cracking a joke may not be the best strategy. In these cases, strive to create light and enjoyable content.
3. Provide a call-to-action.
A clear call-to-action at the end of a video motivates viewers to take action on what they just learned. Saying something like "contact us today," "leave a comment below," or simply "get started" urges viewers to take the next step.
A viewer can always say no to your request. But if you guide them toward taking a step that will benefit them, they'll be glad you did.
You should also monitor your conversion rate and your viewers' comments to gauge the effectiveness of your clip.
Video Marketing Tips
Today, most business owners can record videos on their phones. You can film a short clip from anywhere, with the click of a button.
To create a high-quality clip:
- Plan your scenes ahead of time. Before you begin, decide the ideal place, date and time to shoot. Check for inclement weather if you're filming outside.
- Set the mood with music. Background music can enhance your message by creating a fun or peaceful ambiance.
- Zoom in on your product. For example, if you provide a catering service, show a close-up of a banquet table lined with mouthwatering favorites.
Choosing Your Channel
Before you film your video, you should decide where you want to post it?
Posting it on your website is a great choice.
Should you also post it on a social media account? This section will briefly describe a few key channels for your small business.
A Facebook business page allows you to post videos and other messaging directly to followers.
Viewers can "like" your posts or videos and leave comments, which can be a great source of feedback. Monitor positive and negative comments and reply to any questions viewers ask.
Facebook also allows you to stream a live video. This offers viewers a more intimate look at your business. Posting a live demo can boost your image for some industries.
YouTube is the largest and most popular channel for videos. Setting up a channel for your business only takes a few minutes. Users can subscribe for updates.
An app called YouTube Director lets you painlessly add text, music, and transitions to your ads.
Twitter allow you to post clips shorter than 2:20. Twitter’s essence is immediacy, so being timely is key. You can use Twitter to promote a flash sale or keep readers aware of relevant news items in your field.
We hope this article provided useful information for using video content as a marketing tool. We would love to hear any thoughts, ideas or questions you have. Feel free to post a comment in the space below.
If you'd like to learn more about how to expand or develop your online marketing strategy, give us a call today.