Yes You Need A Video, But What Do You Put In It?
Joe Polish is famous for saying, “There is no relationship between being good and getting paid. But there is definitely a relationship between being good at marketing and getting paid.”
Yes You Need Video
Your prospects will do tons of research on your company, service, or product before they pick up the phone, fill out a form, or start a live chat through your website. Videos in every area of your digital presence can give them an immediate peek into your brand and offerings before they reach out for more information. And seriously, who doesn’t want a shorter sales cycle, increased ROI, or better talent?
Of course, figuring out what video content to create can be a full-time job, but it doesn’t have to be. When you pull in a video production team in-house, you can see that there’s a great opportunity to step back and analyze the flagship videos that’s needed to feature across the website.
The key to success here is simply knowing that you don’t need to produce hundreds of videos per quarter, and you don’t need to receive an Emmy to see results. You can keep the effort manageable and build it over time.
There are so many options available to consumers today, as well as resources for researching and comparing businesses side by side. With so much noise and competition, business owners are constantly challenged with creating a name for themselves. To get your business to become the choice of your target audience, try these approaches:
• Develop your reputation to stand out to customers
• Distinguish your business from competitors
• Focus on a niche
Company Branding Video
Your branding video is the view into your company’s mission, culture, and day-to-day operations. This is a great opportunity to get your executive team and employees in front of the camera so they can talk about the heart and soul of your organization and what makes it unique.
Your company explainer video only needs to be 1-3 minutes long and should include B-roll shots of your team working together in their offices, at their desks, and even out in the field. This video humanizes your brand and helps your future customers put a face to the people they will be interacting with on a daily basis. People like to work with people, so let the personality of your employees shine through.
Product or Service Video
Your product or service video is the must-have, especially on your website. Why? Because prospective customers can read about your product or service, but they’ll really understand its full capabilities and value when they see it.
Video viewers said they retain 95% of a message when they watch it in a video, compared to 10% when reading it in text. Now that’s a profound stat! You can view more in depth stats like that for 2020 at https://www.ukwebhostreview.com/internet-statistics.
So by repurposing your content into a short product or service video, your prospective customers will actually remember your company and the message you wanted to convey to them. It’s a win-win.
For product videos, you should focus on up to three key value points upfront so if viewers only watch the first 30 seconds they will be left with your top messages.
Social Media Marketing Videos
According to Social Media Examiner’s 2018 Industry Report, 65% of marketers use video in their social media marketing, up from 57% in 2017 and surpassing blogging. You should definitely jump on this bandwagon if you haven’t already since video on social media has shown to increase post engagement and conversions.
Your social media videos should be treated a little differently than the other ones in your toolkit. They should be short (60 seconds or less), should have catchy imagery and text, and should get to the point of the video in the first five seconds.
A Holistic Branding Strategy
There are two ways to get more people to watch your videos – viral and organic. Producing a viral video can help you reach millions of people within a short span of time. But this also requires an element of luck. A better strategy to get started is by taking the organic route. The objective here is to produce video content that your potential customers are looking for.
The long-term strategy for any business should be to align their video marketing efforts with all their other channels. Doing this helps a business reach out to their prospective buyers from multiple channels. This improves brand recognition and reinforces identity.
Still have a few questions about adding video to your marketing strategy?