Video Marketing is the present, and if all stats are pointing us in the right direction, it is surely also the future of content marketing. By 2017, video will account for a whopping 69% of all consumer internet traffic, according to a report.
As an unrivaled medium when it comes to potential reach, Video Marketing has created success stories for several well-known brands! The question is whether this is a possibility for small businesses with small budgets and little technical expertise!
The answer is a resounding “YES”. Online Video Production costs have gone substantially down in recent years and there are plenty of apps and online softwares that allow you to create short creative videos without being a tech whiz. However, like all forms of content marketing, Online Marketing Video creation/distribution must also be practiced with a strategy in mind and there are certain things that you might want to consider to get a decent enough ROI for your business.
Let me use VIDEO as an acronym to explain how it can help you grow your business online!
1. To begin with, you need to understand who it is for. Viral marketing videos are not made to sell. Videos that get views, likes and shares tend to entice certain emotions. If you don’t know your target market you can never know what matters to them. Here’s how AirBnB has nailed it with a video encouraging more and more people to become an AirBnB host.
Most of the videos that do well are captured trough phone camera and it’s only the sincerity of what you are doing that really seems to resonate with your audience. Checkout this highly value driven and simple video by Progressive Small Business Big Dreams series.
4. Make sure to get the title right! It’s what makes people click the first place. Drive a sense of curiosity and don’t let a great video go unnoticed because you didn’t caption it well. Wendylookbook.com created a highly actionable video with their video called, “25 Ways to Wear a Scarf in 4.5 minutes”.
The goal of all Digital Marketing efforts boil down to your audience taking the desired action. Your customers might have thoroughly enjoyed watching your video, but if they don’t have any idea what they need to do after that, all your hard work may go wasted.
There are a number of ways to include call to action to your Online Marketing Videos.
1. Add a screen at the end of the video or an auditory note of the same nature.
2. Make a YouTube channel and use annotations to direct viewers to similar videos they might be interested in.
3. Link your videos to anywhere on the web with Ad Overlays.
Educate Beyond Your Brand
Product demos and how to videos can be a good way to educate your audience about your brand, however you can quickly run out of content and end up boring your customers with direct selling.
For example a web design company can make a short video on colour theory and how it improves website engagement. A plumbing company can make a short documentary on water conservation or importance of sanitation. A dry-cleaning company can develop a story on the significance of your attire during a job interview. A restaurant business can take its audience behind the scenes and give a sneak peek into its kitchen. The ideas are limited only by your imagination.
GoPro doesn’t talk about its camera features in this video, rather shares the story of how something as simple as a camera can help capture heroic acts happening around us every day!
Facebook: Get the best response with short, informative and fun videos less than 2 minutes and uploaded natively.
Twitter: Linking 30 second (allowed limit) teasers videos to full length website content can be a great traffic driver.
Instagram: Ideal for product teasers, behind-the-scene shots and looping videos, wisely hashtagged and not more than 15 minutes long.
LinkedIn: Testimonials, case studies or any form of short informative content for establishing brand awareness. Embed videos with blog posts to get best results.
YouTube: Product demos educational content and how to videos of any length organised into defined playlists is a great way to build a repository of long-form content.
Snapchat: Ideal for younger audience with unique, fun videos not longer than 10 seconds.
Video marketing is no longer an arsenal reserved only for big brands. Today, even the smallest businesses are using it expand their reach, engage their audience and leverage it as their biggest customer acquisition tool.
Do you think your small business can benefit from a Video Marketing Strategy? Do you feel intrigued by the tremendous results businesses similar to yours are reaping with Online Marketing Videos? Are you looking for video marketing services for your own small business?
We can help! At SolomoIT, we are a team of Digital Marketing experts and can assist you in developing a Video Marketing Strategy for your business and work with you in developing and running effective social media campaigns using engaging videos. We are actively involved in promoting SME Business owners seeking to outsource Online Marketing Services and have helped a number of small and medium businesses in Australia from industries as diverse as finance and real estate to food and tradie businesses, in developing a strong digital presence and generate more leads online.