Are You Using Online Video Effectively to Market Your Business?
The average Internet user watches approximately 203 videos a month, according to a study done by comScore. This includes everything from important news to music videos to the ever popular viral videos that seem to be everywhere, but excludes ads. For small business owners, utilizing an online video marketing campaign gives personality to your brand and also demonstrates a level of authenticity not found in text alone.
With the relative ease with which video is shot now, as well as a wealth of affordable video cameras and user-friendly software, anyone can use video as a marketing tool to enhance their image and brand. Remember, you don’t have to hire a camera crew to do a big, expensive shoot; even a smartphone camera can create compelling video in no time, and your brand will be out there, ready to grow your business.
But many people are stymied when it comes to the type of video they should make. Should it be funny, serious, dramatic or straightforward? One of the rules of marketing videos is that there really are no rules. Whatever feels natural and organic to your company will translate best onto video. A music store or costume or party shop will be more likely to get away with a humorous video, while a funeral home or auto repair shop would do better with a straightforward, serious approach.[clear]
There are several different types of videos to make: the following seem to work best for online video marketing campaigns.
- Product or service demonstrations: Showing customers the ins and outs of the inner workings of your business is a great online video marketing tool.[clear]
- Customer testimonials: Your best customers are often your best marketing tool. Put them on camera discussing how your business has helped them, and in what way. This gives prospective customers a tool to visualize themselves as a customer.[clear]
- Fundraising: Doing a video about how you help the community and what you do to make it a better place in which to live is a great selling point, as more consumers are interested in the fact that their dollars will go somewhat go toward helping others in the community.[clear]
- Staff introductions: Introducing your staff through video, and having each of them say a few words about the company, and about their attitude toward customers, is a great selling point. Putting faces with a name is an extremely effective marketing tool, especially for small businesses. It gives a family feel to your business that customers find very appealing.[clear]
- The Virtual Tour: Giving prospective customers a tour of your facilities, explaining what happens where, allows them to visualize themselves frequenting that space. This is a popular addition to many websites’ “About Us” page.[clear]
- Polls and surveys: On the feedback page of your website, create a video letting customers know that their opinion does count, and explain what you have done to improve your business as a result of customer feedback. This shows customers that you really do care about what they think of the business, and that you take into account their ideas and thoughts.[clear]
Now, if the thought of appearing on your own video makes you a bit nauseated, remember that you don’t have to be a great actor to make a compelling video. In fact, acting in a marketing video is the opposite of what you want to accomplish. Just be yourself, be relaxed and concentrate on getting the message across just by being sincere and friendly. This will connect you with viewers, showing you as the real person, quirks and all, that you are.
Take a look at this infographic for helpful suggestions that you can implement in your online video marketing campaign. Review the benefits of creating videos, as well as some statistics on how consumers interact with business videos online.
And finally, remember to keep it brief. Get your point across in three minutes or less. Marketing studies have shown that concentration lags after just a few minutes, so try not to beat around the bush; get straight to the point and your customers will be most likely to watch the entire video, as well as any later ones you post.
It’s not rocket science; online video marketing is simple. Just remember to follow these basic tips and video can become the most successful component of your marketing plan. Give it a try and watch your bottom line increase!
Until next time,
The Video VA