How to Crush It with Video Marketing
Are you convinced you’re doing everything you can do to market your business online? You probably have blog posts, photographs, and client testimonials – all the things you’re supposed to have. If your list of great content doesn’t include videos, though, you’re missing out.
The Lowdown on Video Marketing
Video marketing is hugely popular with internet users. While people might not make time to read a couple of thousand words, most will take a few minutes to watch a short video. If that’s not reason enough to add video to your content, here are a few statistics that might help you make the leap:
- 55% of all internet users watch video online at least once a day, and 78% do so once a week
- Online video accounts for 50% of all mobile traffic as of 2015
- 81% of all brands feature videos on their websites
- Just using the word “video” in the subject line of an email boosts open rates by 19%, and click-through rates by 65%
- Internet users stay on sites that have video an average of two minutes longer than sites that don’t have video
You have to admit, those are some pretty impressive numbers. In case that’s not enough to convince you, the next step is to learn about some of the concrete benefits of video marketing.
What Video Marketing Can Do for Your Business
It’s no accident that video marketing is so popular. Most marketers find video marketing to be an effective way to communicate with existing customers and attract new ones. Here are just a few of the ways getting into video marketing can help you:
- It can boost your SEO. You might not be aware of this, but YouTube (which is owned by Google) is actually the world’s second-largest search engine. It’s also the world’s third-most trafficked website. Not only is YouTube a great way to share your videos, the information you include (such as keywords and links to your website) can boost your search ranking, and that’s a big benefit.
- It can increase conversions. Research shows that customers are about 80% more likely to convert on a page that includes video – and they’re 64% more likely to make a purchase.
- It encourages social sharing. Videos are some of the most popular content on social media sites like Facebook and Twitter. In fact, Facebook has recently added features like auto play and view count to its embedded video player, and Twitter now has a native app that allows viewers to make and edit videos up to 30 seconds long.
- It gives you a leg up in marketing to mobile customers. As mentioned earlier, videos account for about 50% of mobile traffic – and 40% of customers say that video on a website increases the chances they will make a purchase using a mobile device.
The benefits are undeniable.
What You Need to Make a Video
The thing that ends up stopping a lot of local business owners from using video marketing is that they can’t get past a string of questions like these:
Aren’t videos expensive to make?
Don’t I need to know a lot of technical information to make a good-looking video?
What about equipment?
Let’s talk about those things. None of these questions should stop you – and if they are, it’s time to get over it. The truth is that you probably already have most of what you need to make an effective marketing video.
Here are the nuts and bolts of what you need to make a video:
- A camera. Most smart phones will shoot video, or you can buy a point-and-shoot digital camera or DSLR to record HD video
- A microphone. While most cameras come with a built-in mic, the sound quality tends to be terrible. Invest in a separate microphone – they don’t cost much and they can make a huge difference.
- A tripod. A marketing video is not the place for herky-jerky, handheld footage. A tripod will keep the camera still.
- Editing software. Most new computers come with basic editing software, such as iMovie (Mac) or MovieMaker (Windows).
That’s it. The chances are good that you already have most of what you need, and it won’t cost much to get the rest. If you don’t have a decent camera, keep in mind that most digital cameras can shoot short videos. It won’t cost much to get what you need – at most, a couple of hundred dollars – and you’ll earn your money back quickly because you’ll be able to use the equipment over and over again.
What Kind of Video Should You Make?
The thing about video marketing is that it’s so incredibly versatile. You can make almost any type of video you want, but here are a few ideas to get you started:
- Demo a product or shoot a how-to video. The key to any kind of online marketing is to offer value to your customers. How-tos and demos are easy and inexpensive to make – and the truth is, nobody is more qualified than you are to tell people about your product.
- Give a behind the scenes tour. Do you have a unique manufacturing process, an enthusiastic staff, or an interesting origin story? Make a video to let your customers know about it.
- Record interviews with company leaders or staff, or shoot some “man on the street” style videos with customers. This can be a terrific way to grab some off-the-cuff client testimonials and product reviews.
- Speaking of testimonials, ask some of your customers if they’d be willing to sit down to record a video testimonial. Or, take it a step further and make a video case study of one of your clients. Most consumers today say that they look up reviews and testimonials online before making a purchase, and videos add a personal touch that makes them hard to resist.
Those are just a few ideas, but you could also consider doing a white board “explainer” video for your product or service, or making an animated video about your company.
Make Sure People See Your Video
After you’ve shot and edited your video, the final step is to make sure that it’s out where people can see it. We’ve already talked about YouTube a bit, but creating your own station there and uploading your video is an important first step. You can also:
- Embed the video on your website, and link to it in marketing emails
- Post it as a vlog (video blog)
- Share the video on your social media pages. Facebook, Twitter, Google+ and LinkedIn are all good options
You can also consider sponsoring a contest or giveaway to encourage social sharing.
The bottom line is that adding videos to your marketing mix can make a huge difference in areas like brand recognition and conversions. Why not give it a try?
Shoot by the Numbers: Video Marketing in 2017
By now you might be sick of reading articles about video marketing and why it’s a must for your business. That doesn’t matter, though, because it’s time for another one.
If you’re not using video marketing, you need to ask yourself why. It’s not just a question of videos being popular – although they are. The facts support the urgency. There’s really no excuse not to be using video to market your business.
Key Video Statistics for 2017
If you’re not convinced that video marketing is a must for your business, here are some statistics from WyzOwl that might help change your mind. Let’s start with how many people use video as a marketing strategy:
- 63% of all business say that they make marketing videos, up from 61% last year
- Of the 37% of businesses that have not used video in the past, 34% say they intend to start in 2017
While those numbers are significant, what’s impressive is the return these companies get from their investment in video. For example, 83% of companies who use video marketing say it earns them a good ROI.
The positive results of video marketing are clear when we look at the way consumers react to explainer videos that teach them about a product or service. For example:
- Most consumers (91%) say they have watched at least one explainer video to learn about a product or service.
- 79% of consumers say they would rather watch a video to learn about a product than read about it.
- Even more impressive is the fact that 84% of consumers have decided to buy a product after watching an explainer video.
The popularity of explainer videos translates into increased sales. In fact, 82% of businesses who have an explainer video on their website say that the video has helped them increase sales.
The takeaway here is that video marketing works. Having an explainer video isn’t going to convert 100% of your visitors – nothing can do that – but it can certainly help people understand your product and convince them to buy it.
Elements of a Successful Explainer Video
All explainer videos are not created equal. If you want to kick off your video marketing efforts with an explainer video, the research reveals certain things that can help you get the ROI you need.
First, consider the overall length of your video. The study cited above shows that 50% of consumers said that the best length for an explainer video is one minute. 33% said they preferred videos between one and two minutes long, while a minority of 17% preferred videos under one minute in length.
Of course, some products and services might require longer than a minute to explain. It is perfectly acceptable to go over a minute, but avoid going over two minutes unless you want to lose a significant percentage of your audience.
Another element of your explainer video to consider is the voiceover. Some companies opt for a very formal voiceover style, but there is evidence to suggest that consumers prefer something more approachable than that.
When asked, 83% of all consumers said they preferred in informal voiceover style where the speaker talked as if addressing a friend or family member. Almost as many, 75%, said that a speaker who irritated or alienated them might ultimately dissuade them from buying the product discussed.
Perhaps not surprisingly, the research also reveals a gender divide when it comes to a product’s intended audience. 69% of the respondents said they believed that a female speaker would be more persuasive to a female audience. By contrast, only 53% of consumers thought a male voice would help sell a product aimed at a male audience.
The takeaway here is that an informal voiceover is far more likely to be successful than a formal one. While the survey didn’t ask this question, it seems likely that this preference might tie in to the general public’s desire for social proof. A casual voiceover might seem as if it comes from a peer rather than a marketer.
There’s no single correct format for an explainer video, but here are a few to consider:
- Whiteboard or doodle videos are easy to make and provide a way to visually explain your product that’s more interesting than having someone talk directly to the camera.
- Similarly, animation can be an effective and entertaining to illustrate what your product can do for your target audience.
- Live action product demos may also be a good choice for some products.
- Slide shows with a voiceover may work in some instances, but it’s best to use original drawings or photos rather than stock images.
As long as your explainer video is short, to the point, and uses a persuasive voice and images, it can do a great deal to increase conversions and drive sales.
Video Marketing Options
The final statistics to consider are those having to do with new and innovative types of video marketing. In the past, most companies hosted videos on their websites or on YouTube. You can still do that, of course, but there are other options that have increased in popularity in the past year.
- In 2016, 19% of businesses used Facebook Live as part of their video marketing strategy, but that number is expected to increase to 49% in 2017.
- Snapchat and Instagram videos for marketing purposes are on the rise too. Snapchat is expected to increase from 8% to 27% this year, while Instagram videos are projected to rise from 26% to 42%.
- Other video options to consider include webinars, interactive video, 360 video, and virtual reality, all of which are expected to grow in the coming year.
The bottom line is that using video as part of your marketing strategy in 2017 is a must. Consumers prefer video content to written content – and as you know, the customer is always right.
With so many options available, there’s no excuse to hold off on making video marketing your go-to option for explaining your product and increasing your sales.