When it comes to using video in your digital marketing – forget about watching the funny TV ads on YouTube. Instead, spend time working out what works and what doesn’t, and why. Remember that video channels such as YouTube aren’t just about advertising. They’re about publishing content that helps (and commonly entertains) its audience. Visitors just love videos when they arrive at your website, and videos are a very powerful sales tool. In fact, they are great at getting your audience to do all sort of things…
Video marketing is currently worth a staggering £325m a year in the UK – growth of 63 per cent year-on-year – according to a recent ad spend report by The Internet Advertising Bureau. Online video traffic, meanwhile, will account for 55 per cent of all global consumer internet traffic by 2016, according to Cisco.
So with video marketing continuing to grow, how can you create something that will be remembered? Firstly, consider some of the reasons and benefits for using video in your digital marketing:
- Keep visitors on your website for longer and enhance the value of the content on your website.
- Present your business as forward-thinking and reinforce the perception that you are an expert by sharing knowledge and positioning your business as thought-leaders
- Add personality to your website and social media
- Increase awareness of your brand/business, such as increasing social media engagement
- Increase lead generation by putting links to offers for additional content like whitepapers or webinars at the bottom or end of the video
- Add powerful visuals and branding elements to your content.
The mobile generation
Over 50% of web users access the internet using a smart phone, so most savvy marketers realise that mobile is an increasingly important marketing channel. Considering this, your marketing content should always be easy to consume – and this is where video can make this happen on mobile devices.
CE Top Tip: Video content is a great asset to promote social sharing. Integrate videos in your social campaigns to further increase engagement, as videos often have high share rates compared to other types of assets
Since hitting the play button is so intuitive, it makes it very easy for your prospects to engage with your marketing message. Not having to navigate or scroll on their mobile device makes it much more likely that your marketing message will be delivered.
Think about the type of content you want to produce: Testimonials? Product demonstrations? Training videos? With client testimonials, no one can sell the benefits of doing business with your company better than an actual customer! Pick out a client or two that can advocate for your business. Ask them a couple of questions about their personal experience with your company.
Products can be complicated, and explainer/demonstration videos are a great way to explain what you do or how a product works. A quick video series explaining how to use a product, helps educate your customers and prospects in a unique way. You should consider creating a library series of short explanation videos that people can go back and access easily via different platforms such as Youtube or Vimeo, that can be easily embedded into your website.
Other best practices include the video length – try stick to 60 seconds if possible, and always deliver a call to action (CTA).
You need to think about what you want to achieve from your video marketing. Common objectives for video marketing include:
- Promotion of your product or service launch
- Promotion of an added value offer
- Education (for example of an improvement to the product)
- Thought leadership
- Demonstration of your expertise in this field
- Building general brand awareness (reach and frequency).
Final thoughts (and words of caution!)
It’s tempting to try to make do with a single ‘one-size-fits-all’ promotional video for all your audiences. Don’t. If you try to appeal to everybody you’ll just end up appealing to nobody! Remember, hours and hours of video is loaded onto YouTube every minute and only a miniscule percentage of this goes viral. Your aim shouldn’t be to go viral but more about attracting the right quality of viewers who will respond to your calls to action and marketing messages.
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