It is getting increasingly obvious that video marketing is the future of content marketing. Video is an essential channel for marketers to capture the interest of their target audience. Giants such as Google and Facebook are already in the thick of things with their video techniques and it is important that the rest of us join in as soon as possible.
Why is this important? Research shows that video marketing will account for about 70% of the total internet consumed traffic. This is a huge source of potential market for businesses that should not be sneered at. Landing pages that contain at least one short video will enjoy more conversion rate of up to 800%. This makes it imperative that businesses plan for a video marketing strategy as we glide through the New Year.
Wondering how you can make this work? The following top tips from Infinitech Designs will help you get your video marketing right.
Forget about the sale, focus on the value
Video is one of the influential tools that help form buyer decisions. About 9 in every 10 buyer will be influenced by a video to buy a product or service. But in order for this to work for you, you have to make sure that your video engages the viewer enough to make them want to buy what you are selling. Your video should be focused more on what the viewer will gain from using your product or service, rather than the product itself.
To a large extent, a successful video is like a good landing page, it tells a story that focuses on the pain or pleasure point of the potential customer and only introduces the product towards the end. Create your video to appeal to the needs and desires of your viewers; you can then place a strategic CTA at the end of the flick to move your viewers to action.
The most important thing to remember when creating your video is that it is all about the viewer and not you or your brand.
Make it short and sweet
Customers are not really patient people, they want the information and they want it immediately. Your video should be short and straight to the point. Why? Because one out of every five visitors will click away from a video within 10 seconds of not getting the message you are trying to pass. Your video should captivate your viewers from the very first second. From the very beginning, it should answer the question of “why should I watch this?”
In the opening seconds of your video, the purpose of your story should come to life. This gives your viewers that what they are about to see is worth their time.
One of the fastest ways to grab your viewers’ attention is to use a hook. A hook gives a really quick preview of what is to come and if captivating enough, keeps the viewers interested in more.
Show and tell
You can use your videos to explain how your products or services to work to your viewers and potential customers. These types of videos are called explainer videos. It is basically a show and tell type of demonstration that helps your customers understand how to use a particular product.
Explainer videos focuses on making a complex product appear simple and easy to understand in an interesting way that engages your viewers. Explainer videos account for more than 85% of the conversion rate of some websites. It is also the ideal tool for viral video marketing.
A well created explainer video will help you appeal to a wider audience who want to learn about your products or similar products. When posted on video sharing websites and tagged with relevant keywords and description, it can boost your website traffic and convert viewers to buyers.
Once your video is ready, you need to make sure it is easy to find on the internet. Your first step will be to host it on your website before hosting it on your social media accounts or any video sharing website. This will help you enjoy maximum inbound links if the video goes viral.
Another good trick is to have a video sitemap. It is as easy as it sounds and this clever article will show you how to create one easily.
When it comes to search engine optimization for videos, descriptions are everything. Your description will help search engine crawlers understand what your video is about and know how to rank it for relevance. To enjoy a good ranking on search engines, it is important that you craft your description to be as relevant as possible. Make sure your video carries all the relevant keywords and have a really captivating title.
With over 1 billion hours of video content consumed daily, YouTube is undisputedly the head honcho when it comes to online videos.
Uploading your videos on YouTube gives you the double advantage of presenting your video to a wide range of viewers on the world’s largest video platform and the benefit of Google’s SERP rankings.
So as discussed in the previous point, make sure that your video carries the relevant keywords and description that will help crawlers know what it is about in order to drive traffic to it.
Facebook is another platform that is having a huge influence in the video marketing scene. More than 8 billion videos are watched on Facebook every day, Mark Zukerberg, founder of Facebook has said that by 2020, a larger chunk of the content on Facebook will be video.
Facebook is also the current leader of the social media pack so it is essential that your video is shared on Facebook to targeted audience on Facebook so that it can enjoy maximum exposure.
The ball in your court
In conclusion, video marketing is the best way to make your brand stand out from the plethora of text based content on the internet. When done properly, your video marketing campaign can help you reach a wide audience and convert viewers and visitors into loyal customers.