Video marketing is no longer a nice optional extra for today’s businesses. It’s absolutely central to their ability to reach out to their customers, especially online.
Companies are using video for all sorts of things, from direct marketing to explainers to merely having fun. Search volumes on Google for “video advertising” are ballooning – and so too are the number of articles on the subject.
Given the level of interest, companies that aren’t creating videos right now are probably falling behind. Video production is front and center of modern advertising strategies and something your competitors are already using to great effect. Strategically, you could be at a distinct disadvantage unless you’re moving forward with your video plan.
Why Focus On Video Marketing?
For the last five years, video has been the most significant marketing priority for businesses. It beats out email, social images, blog articles, and PDF downloads by quite a substantial margin.
The question is, why?
On the face of it, video marketing seems expensive. You have to buy all the kit, invest in a proper studio, and develop a holistic approach. It’s not just like taking a picture or creating a blog on a specific theme. It takes multiple people and a lot of effort.
Or does it?
It turns out that a lot of companies are now rejecting the traditional video production format and choosing to use YouTube-style strategies. Often a single person with a camera just talking about your business can be as effective as the slickest marketing videos.
These days, making videos that look incredible is easier than ever. Technology has moved on so much. And the average smartphone is about ten times better than a top of the range DSLR ten years ago. The progress is immense.
We’ve also seen the advent of drones – essentially video cameras with wings. Devices available from stores like www.drdrone.ca allow companies to shoot the craziest videos on a budget without hiring a helicopter. You send it up into the sky and let it do its thing.
Okay, so that’s enough about the technology and effectiveness of video marketing. How can you actually use it to promote your company?
Personalized messages are perhaps one of the coolest and most innovative ways to use videos in your marketing. Instead of firing off an email to a customer who reached out to you, send them a video response. This way, they get to see your genuine reaction to their query, and it humanizes the interaction. Furthermore, they get to retain their privacy – something that a lot of clients want.
Live videos are a great way to introduce people to what goes on behind the scenes at your company. Most customers want to understand how you go about creating your product and the effort you put into making it.
Mountain bike brands do this all the time. They invite some random influencer to film them as one of their reps takes them on a factory tour. Then they show you the extreme lengths they go to in developing the perfect frame or wheelset. It’s quite remarkable, actually. And it helps to instill confidence in their customers that they’re getting a high-quality product.
Customer Testimonial Videos
Anyone can post a text “testimonial” where a customer awarded them five stars for their services. But hardly any companies put them into video format.
They’re missing a trick!
Videos inspire much more confidence that the testimonial is authentic. Plus, it allows prospective clients to follow up with your past clients to find out more about your services’ quality according to blog.hubspot.com.
Got something you need to explain but want to put it into an accessible format? If so, then use animated videos. These take complicated topics and make them fun. Plus, they help your branding. Customers see them as professional and authoritative. And that can make all the difference in a sale.
Don’t assume that all your customers know how to take full advantage of your products and services from the get-go. Usually, they won’t. And that means that they’re not extracting maximum value from them.
Educational videos, however, help you get around problems with understanding and deliver the facts. You can show people precisely how to use your products and services. And, at the same time, you can help to overcome their pain points.
If you want your brand to have more authority, you might consider conducting a series of expert interviews. Most companies do this by speaking with thought leaders in their respective industries. But remember, you’ll need to talk with people who interest your target audience. If you don’t, you’ll fail to generate the kind of exposure you want.
Try to include as many people in your video productions as possible. It’s okay to bring on people who have different perspectives from you. That sort of thing can interest your customers and create exciting debates.
Brand videos are all about explaining who you are and why people should buy from you. Try if possible, not to fall into the trap of just talking about how wonderful you are. Instead, use examples to show your audience why you are different in entertaining ways.
Apple computers provide a masterclass on this issue. The brand showed how it was different by comparing itself to the PC. Apple was sexy, easy-to-use, and creative. The PC was for Excel and other dull applications nobody really wants to use.
Finally, you can try your hand at producing demo videos. The idea here is to take customers on a tour of your products, showing them how they can benefit.
When shooting a video like this, be sure to take the perspective of your customers. Think about the issues that matter to them. And try to allay their fears. Remember, the entire purpose of the video is to get them to convert.
So, are you planning on using video in your digital marketing?