Connecting with your audience and building relationships is arguably the most effective way to build your business. While this can be accomplished in many ways, if done correctly, video marketing will amplify your overall strategy by providing viewers with dynamic and captivating content about your brand.
Did you know 65% of your audience are visual learners? With content marketing best practices continually evolving to accommodate short attention spans and cutting through the overwhelming amount of content already out there, video marketing can be your cut-to-the-chase saving grace.
What makes great video marketing? Here are four of our go-to tips:
Provide Value
Your video marketing strategy should have a strong focus on providing value. Just like a content marketing strategy, it’s important not to push a sales angle but rather give answers to the questions that your audience is asking. Testimonials can also be a valuable tool – having other real people talk about how your products or services actually helped them will be a great addition to your strategy. Positioning yourself as a reliable and follow-worthy expert in your industry will help you build credibility, grow your audience and gain leads.
Stand Out From Your Competitors
Some companies or more professional industries feel that taking risks with their content – written, video or otherwise – is too dangerous. However, we believe it’s more dangerous to be so cautious that you end up morphing into every other business like yours. It’s important to note that “edgy” should not be confused with explicit or offensive – there should always be a level of tastefulness to any marketing strategy. Rather, our caution here is to not stifle your brand into blending in with your competition, but to display your company’s great and unique aspects confidently.
We encourage brands to use video to tell their unique story, like this commercial we created through our video production company, River North Productions, for a local North Dakota customer:
Inspire Your Audience
Messages should be compelling and inspire viewers to do what you are promoting. If they were not moved by it, why would they share it or even keep watching? We are bombarded by ads all day every day (some estimate upwards of 5,000 a day) so when it comes time to press that ‘Share’ button, it needs to be worth the viewer’s time and something that truly resonates with them.
Make It Concise
You’ve got about 10 seconds (or less) to captivate your audience with a video before they hit ‘Skip’. Make it so good they can’t possibly click that button. Give them the valuable content that they are looking for, but in a concise and to-the-point manner. In the vast sea of existing content, it’s important to cut through the noise. Wrap up your videos in nice, quick and informative nuggets so that your audience easily digests them.
This is a great tip for captivating your audience with every kind of video, from product and service features to recruiting ads that attract new employees, like this example we did for a local HVAC company:
Now’s The Time
Video viewership continues to increase exponentially each year, and it’s not slowing down any time soon. This medium gives audiences a fast, convenient way to get the information they want, in the visual manner that has proved to be how the majority of consumers prefer to learn.
One of the best things about video marketing is that it can be applied to any business, industry or promotion, and – with the right SEO (search engine optimization) – get successful results. We believe video marketing should be a cornerstone in every company’s strategy. If you’re ready to shine some lights, camera, action on your marketing plan, get in touch with us to see how we can help.
