Here’s how video can work for your company.
Why should I create video content?
“It’s been proven that if you have product videos, people are 75% more likely to purchase that product or service,” explains Marketing Angels founder Michelle Gamble. Particularly with technology products, video can bring a product to life – showcasing what that product can do and communicating a brand’s message in a very clear and very succinct way.
Video content is more effective than written content, says Gamble. “People find it more engaging and are happy to watch a short video rather than simply reading a whole bunch of text.”
How do I distribute video?
Social media is key to video marketing, so sharing across various platforms and networks will help with your overall Google rankings, explains Gamble.
The mobile consumer has arrived, so develop your SEO ranking by putting up your videos on YouTube and embracing the shorter video format offered by Vine, Hyperlapse and Instagram. These types of video apps might just be the perfect way to reach your mobile customers as well as customers who typically read online content.
What makes a good video?
Keeping your videos the right size is important – around two minutes is an ideal length as the viewer doesn’t have a chance to get bored, but gives you time to share enough information to get your message across.
Of course, it’s not a one-size-fits-all formula. If you’re creating a how-to video or helpful product guide, you might need to use a longer form to fully communicate your points.
Ask yourself, what style of video suits my business and what do my customers want to see?
Make sure your content is useful and provides practical tips for your customers. A business selling technology products might make a video user’s guide, while a cosmetics company might film and share a number of make-up techniques.
Customers aren’t interested in listening to a sales pitch. It doesn’t have to be amazing quality, just very authentic, says Gamble.
Pay attention to the intro and outro, and use good graphics, but don’t worry too much about the production side if you’re neglecting your message in the process. Coming across as authentic rather than scripted or too polished is far more important than just nice graphics, explains Gamble.
Is video expensive?
Video content is very valuable and doesn’t have to go over your budget, says Gamble.
These days, people are shooting their own videos rather than hiring a professional and are getting great results. Digital recorders have become more affordable, so simply find a decent camera that has good reviews and get recording. You can always outsource the production side.
“If you’re asking a SME to put aside $5000 to $7000 for video content, measuring the return on investment is hard for them,” says Gamble. “But putting aside a few grand for video production is a good idea.”