[vc_row][vc_column width=”1/2″][vc_column_text]If video isn’t already the gold standard for promoting brand awareness, then it certainly will be in the near future. According to Cisco, “Video traffic will be 79 percent of all consumer Internet traffic in 2018, up from 66 percent in 2013.” For businesses looking to capitalize on this trend, the time is now for planning your video marketing strategy.
[/vc_column_text][vc_column_text]One important feature that should apply to most videos is that they should strive to go beyond marketing your brand, and instead offer something of value to your audience, whether it be to inform or entertain. Videos that appear to be merely “selling” something will usually be ignored, while those that create some sort of excitement or “fun” will stand out.
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That said, your brand should certainly be visible so that people will associate it with a fun video. And we’ve all heard the stories of how viral videos have transformed a brand’s reach practically overnight. With this in mind, let’s look at five ways that you can use video to gain leads and engage your current customers.[/vc_column_text][/vc_column][/vc_row][vc_row][vc_column width=”1/1″][vc_separator color=”grey”][/vc_column][/vc_row][vc_row][vc_column width=”1/2″][vc_column_text css=”.vc_custom_1420336378505{padding-top: 30px !important;}”]
1. Create an educational series
Creating an educational series is great to catch potential customers in the educational phase (where they’re not experts on it just yet) – and potentially pushing them to purchase your product or service. For example, Moz, an SEO Software company, publishes weekly “Whiteboard Friday” videos that teaches their target audience (customers and non-customers) about SEO and Internet Marketing. This helps them gain broad exposure throughout their industry and helps push both newcomers and experts alike towards using their services / apps. [/vc_column_text][/vc_column][vc_column width=”1/2″][vc_video link=”https://www.youtube.com/watch?v=Rr10dA3aJIU”][/vc_column][/vc_row][vc_row][vc_column width=”1/2″][vc_video link=”https://www.youtube.com/watch?v=Wc9rj4-A6FI” css=”.vc_custom_1420334851888{margin-top: 0px !important;border-top-width: 0px !important;padding-top: 0px !important;}”][/vc_column][vc_column width=”1/2″][vc_column_text css=”.vc_custom_1420334872040{margin-bottom: 0px !important;border-bottom-width: 0px !important;padding-top: 30px !important;padding-bottom: 0px !important;}”]
2. Invite Customers to submit video testimonials
Wow, talk about social proof! Having an actual customer talk about the benefits that they received from your product or service will be much more effective than tooting your own horn. You shouldn’t have to “bribe” people to do this, but you can certainly offer a small “thank you” in the form of a discount or something silly like a T-shirt or coffee mug.
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3. FAQ Videos.
If yours is like most businesses, there are common customer questions that are repeated over and over again. Answer the Top Ten of these as quick videos on your FAQ page. Below these, you can still use text to answer the rest, if needed. Video is a fun way for a customer to get a direct answer to an important question—and it feels more personal. Of course, you can (and should!) always upload these to YouTube, too, so that the general public might find an answer to the same questions.[/vc_column_text][/vc_column][vc_column width=”1/2″][vc_video link=”https://www.youtube.com/watch?v=xXYDUt_WtE4″][/vc_column][/vc_row][vc_row][vc_column width=”1/1″][vc_column_text]
4. Interview Influencers in your industry
Doing an interview—whether “live” or via Skype—is a great way to indirectly create awareness of your brand by aligning it with an authority or someone “famous.” Using the sporting goods example again, perhaps there’s a local athlete that would be willing to answer a few questions. Or in other niches, authors can be a good source of interviews, as they are often promoting their latest book and are eager to expand their own audience.
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5. Design customized video landing pages
Sometimes, one size does NOT fit all. When you are marketing your business externally, make different versions of the same video landing page aimed at targeted viewers based on demographics. You can divide your audience by age, sex, income level, geography, language, or whatever other factors that you’re able to determine. Facebook ads does this very well. Customers will think that you’re speaking directly to them.
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The Wrap Up
These are just five ideas to get you started, but the potential with video is limitless. Be creative and find new ways to engage your leads to turn viewers into customers.[/vc_column_text][vc_column_text]A few more things to keep in mind:
- · Try to use storytelling and humor when possible and appropriate
- · Develop a consistent and recognizable “brand personality” that will carry across all media, not just video.
- · Structure your video content so that it’s well organized and easy to consume. This means creating smaller segments and arranging them by theme.
- · Make your video content easy to find outside of your company’s webpage. Share your videos on social media, as well as video directories and social bookmarking sites.
- · Utilize the talents of professional services to have your videos promoted to larger audiences. Just make sure you check out the reviews and hire a company with a good reputation.
[/vc_column_text][/vc_column][/vc_row][vc_row][vc_column width=”1/1″][vc_column_text]In summary, video marketing is a good idea right now to get ahead of your competition. In a few years, it will no longer be just “a good idea,” it will be essential for the survival of your brand. Don’t wait and risk being left behind. Lights, camera…ACTION!
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