If a picture is worth a thousand words, then a video is worth 10,000. A study on video marketing by ReelSEO found that 93 percent of marketers use some sort of video in their campaigns, while 84 percent use videos to aid in their web marketing. And those numbers are only going up as competition, technology and creativity continues to advance.
If you’re unsure of how to incorporate videos into your marketing and PR strategies, or if you’re looking for some fresh ideas in creating your next video, read on for a few best practices you can put into play.
Conversion and Engagement
In internet marketing, you hear a lot about customer engagement and conversion rates, but did you know that by utilizing videos in your messaging you can substantially increase these rates?
Experts say that videos come up in nearly a third of the top 100 search results. They also note that potential customers stay on your page longer after watching a video and that people are 85 percent more likely to buy your product or service if they’ve viewed a product video. Suffice to say, if you’re not already capitalizing on video marketing to increase sales, you should be.
Why, though, do videos have such an incredible impact? The simplicity factor, for one. Most folks would much rather watch a video than read a long blurb of content. Videos also offer a much clearer picture of your company, employees, product or service than even the best written content (not to mention people interpret things differently, so videos are much more likely to hit the mark you intended).
Elements of a Good Video
According to Kissmetrics, there are nine areas of focus when creating an “explainer video.” Among them are the following:
- Script: The script simply has to be on point and acts as the video’s foundation. It may be a good idea to get someone outside of the company to write the script who is unbiased, has a fresh perspective and who can write for the masses. Also, when writing the script, ask yourself what problems you’re solving, which three benefits you need to mention and what your call to action is.
- Voice: Be sure to have a professional narrate your video. Investing in voiceover talent is a great way to make your video sound polished and professional and is worth the money.
- Music: Choosing the right music that mimics the tone of your video is essential. Testing out and choosing your music after the rest of the video is complete often times works best.
- Visuals: While visuals are important to any video, sometimes, the simpler the better. The important thing is to ensure you are using visuals that speak to your story and match the voiceover.
- Fun: Don’t forget to have fun! If you’re loathing every minute of making the video, chances are it will show through in the final product. People like to be entertained, so entertain yourself while you’re at it. Your authenticity will come through in the final product.
A great example of a company that got it right is Amway. This video meshes the company’s branding with its message perfectly. The video is relatively short, the music fits the tone and the visuals are clean and crisp.
I Have a Video, Now What?
Once your video is in its final form, you should plan for its launch. Start by putting the video on your website (the homepage often works best). Next, integrate it into all of your marketing efforts, including your blog, social media channels, newsletter, e-blasts and even your company email signatures. Certainly include it on your company’s YouTube or Vimeo channel (and if you don’t have one, now’s the time to get one) and share away.
You may find that your first video goes over so well that you’ll be eager to do another one. In today’s day and age of uber-fast internet connections and social media sharing, the more the merrier. Just remember, quality, not quantity, is key. If your videos start slipping, viewers will lose interest in watching.
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