Effective video marketing strategies aren’t out of reach, even for small and medium sized businesses.
Video marketing simply means using videos on your website or in your email marketing campaigns in order to boost engagement and, ultimately, sales. But you probably knew that already. The results of implementing video marketing for small and medium-sized business over the years speak for themselves. According to Hubspot small business video marketing is considered the #1 way to propel higher lead generation and conversion.
The average internet user sees 32.2 videos every month. 100 million internet users watch videos online on any given day, and of those 100 million users, 26% continue on to look for more info after watching a video.
The implications for your business are big but the only way to truly benefit from this phenomenon is to develop a strategy that targets the proper audience.
In this blog we will cover:
- Why adding video-based marketing is critical to your marketing strategy.
- Types of videos to use in your marketing.
- Do’s and Don’ts for your Video Marketing Campaign.
Alright friends, are you ready to learn how to transform your marketing using video? Let’s begin.
Why Adding Video-Based Marketing is Critical to your Online Strategy.
The beautiful thing about video marketing is that it’s not something only large companies can do. In fact, video marketing has become the best business marketing strategy to pursue on a budget. The quality and accessibility of affordable video technology have skyrocketed in the last few years. Heck, you have a smartphone, right? Great! Then you have (almost) everything you need to shoot a video!
So what kind of video should you shoot first? That depends on your goals. Whether your goal is to educate visitors, increase engagement, humanize your company or increase sales, here are some of the types of videos to integrate into your existing marketing strategy:
Small Business Video Marketing: Types of Videos Worth Your Time
We shoot a lot of “talking head” or spokesperson videos to educate our audiences. These videos are a great place to start if you’re just getting into video marketing. The script can be simple and informational and should run 50-100 words. They can be shot easily with a smartphone on a tripod. If you want to take it a step further, amp up your audio with the $15 lapel microphone that our video team uses. Embed your video in a blog post to keep readers engaged, in an email to nurture a lead, or on a landing page to increase conversions!
These videos should be a step up from your shot-on-a-cellphone production. They can be shot in a quiet office or, ideally a video studio with a professional video team, some high-end equipment, and dynamic audio. For testimonial videos, we recommend focusing the script on client success and satisfaction. Be sure to keep in mind where the video will live when planning out the theme of the testimonial. A compilation testimonial works great on a homepage while a shorter testimonial focused on a specific aspect of your product or services is perfect for a landing page or Marketing Automation email geared toward a specific buyer persona. Take your video up a notch with Pro hosting through a provider like Wistia and add a turnstile at the end to collect visitor emails when they see how happy your existing customers are.
It is no secret that live broadcasting has transformed the way we communicate to viewers online. Social media platforms like Facebook and Instagram have developed a strong system for attracting viewers to live streams. This means that more people will see a live streaming video than a typical post. Going LIVE can be a bit daunting but anyone can do it. All you need is a semi-private area that makes for a nice backdrop (branded if possible) and a computer, or a smartphone/tablet with the Facebook app. Prep an outline of what you want to discuss and be ready to engage with live viewers. Take some time, in the beginning, to introduce yourself, wait for some viewers to jump on and greet anyone who shows up to your stream. Then it’s time to dive into your topic. Remember to answer questions and address comments that come in! Build these short live sessions into your editorial calendar and be sure to sign on regularly to keep your audience engaged and growing.
We learned a whole lot real fast when we first started out in video 2 years ago. For a sneak peak into our initial video experience and some tips on avoiding the pitfalls, check out my guest spot on Wistia’s Agency Broadcast, Marketing on a Budget: Farotech’s Adventures in Video.
No matter where you decide to start, there are some best practices to keep in mind whenever you address your audience via videos.
Do’s and Don’ts for Your Video Marketing Campaign:
- Do Remember your Target Audience – know who your audience is, and know what sorts of customers you typically draw. They’ll provide you with the creative direction you need without even knowing it. Ask yourself, what do your prospective buyers want to know about you? What types of videos will they value?
- Don’t Go it Alone – many hands make light work, and many brains make the logistical and creative challenges much easier to conquer. Recruit fellow employees to work with you in the planning and development stages, or enlist a capable and experienced company like Farotech to handle all of the details of your video marketing campaign.
- Do Troubleshoot, Analyze, and Refine – be careful about taking your video marketing strategy for granted. It thrives on the active refinement you perform when you monitor your results, analyze what works, and adjust your strategy to move forward. If your videos spend too long talking about offers, and not enough time educating the viewer, that’s critical feedback for your strategy. Analytics are the launch pad for your video marketing’s success and should continually inform future video projects.
- Adding video to your digital marketing strategy can help you reach your business goals whether that’s education, engagement, humanization, sales, or all of the above!
- When starting out with video, focus on an area based on your goals. A good place to start would be one of these 3 avenues:
- Educational Videos
- Testimonial Videos
- Live Videos
- Don’t go crazy with the equipment right from the start, you can shoot great videos on your smartphone with a few pro tips.
- Remember who your audience is and tailor your videos to what they want to see.
- Don’t try to tackle video alone, get your team involved and, when you need help, ask a professional.
- Troubleshoot, Analyze, and Refine…it’s the only way to grow better videos!
If you think you’ll need a helping hand setting up the details of your business’s video marketing strategy, Farotech is here to help. Give us a call, and we’ll set you up with the best video marketing strategy!