As a marketing strategy, video provides great value to your prospects. f you’re like many business owners I speak to, video marketing is on your to-do list but you haven’t quite gotten there yet.
But, as a marketing strategy, video provides great value to your prospects and should not be ignored.
Many industry experts are calling 2016 the year of video and so now might be time to take a look at video as another channel in your online marketing strategy.
A Syndacast report has predicted that 74% of all internet traffic in 2017 will be video.
The report also found that 52% of marketing professionals worldwide named video as the type of content with best return on investment.
Video can certainly help your SEO (search engine optimisation) efforts too with results from Forrester Research indicating that a web page with video is 53 times more likely to appear on the first page of Google.
So, let’s look at three easy ways you can use video marketing in your business.
Many how-to videos show viewers how to do something themselves but as a business owner you can use this type of format to show people how they can use your products or engage with your services.
This ensures your customers and potential customers have a better understanding about what it is your business offers and how you could help them.
A great example of an organisation that translates a detailed service into simple steps on video is Plant Assessor. In three easy videos on their homepage, Plant Assessor outlines their key services.
If you were nervous about getting in front of the camera for your business’s video marketing, check out Plant Assessor’s videos that have been created ‘whiteboard’ style.
This style of video allows for easy explanation of the service and it also means you or a staff member don’t need to be the star of the video.
Know, like and trust videos
Video that informs your customers and prospects acts as a form of content marketing and a key aim of this type of marketing is to develop the ‘know, like and trust’ factor.
Studies have shown that when someone knows, likes and trusts a person or a company they’re more likely to engage with them.
One business owner who does a great job of developing trust through his videos is Peter Kelso of Kelso Lawyers.
As a professional lawyer, Peter has specialised in family law and child welfare, including the provision of services for victims of childhood sexual abuse.
In his videos, Peter shares testimony of his own expwriences as well as an outline of the work he is doing with childhood truama victims today.
Peter’s tone is professional yet compassionate as he aims to reassure victims that it’s safe for them to come forward and share their stories.
If you provide great content to your online followers and subscribers it’s ok to ask for the sale every now and then.
That’s where a sales-style video comes into play.
Do you have a TV commercial? What about video of you at a conference or trade show?
All of these can be turned into a sales video where you build upon the ‘how-to’ style approach by driving home why a prospect needs your product or service.
You should also include details on price and where your product or service can be purchased.
Cleaning company Electrodry does this by repurposing their TV commercials and placing them on their homepage.
The company has said that so many customers associate their brand with their catchy TV ad jingle that the team knew they had to include their ads on their website.
So, I hope that gives you some good ideas on starting video marketing for your business.