Video Marketing Tips
Its been said over and over again that Video is the most engaging media but businesses need to understand the basics of using this format to get the most value out of it. Done well Video can create great ROI but done wrong it can be counter productive.
One of the biggest mistakes we see is that businesses feel they need to be selling what they do. No one will sit through a video where they are being sold to.
Visitors will come for interesting content, something that educates or informs or just makes them laugh.
You Tube is streaming four billion videos every 24 hours and 60 hours of content is added every minute. A recent article for The Marketer magazine quotes Cisco predicting video accounting for 70% of internet traffic by 2017. So businesses need to get on board with it.
Where we see great results from Video are in explaining how a product or software works and explaining complex ideas. To do this this in text would take pages and pages but video can get the message across in a memorable engaging way in just a few minutes.
When we speak with clients about using video we talk about publishing rather than promotion. Ultimately you want people to engage with your brand and come to your website. If you website is the hub of your communications the all communications including video should be pulling visitors back to your site.
A good example where a client has done this is Guernsey estate agents Swoffers. They produce monthly content all around property, from DIY tips, interior design trend and a look around some of the Islands amazing homes. At no point are they trying to sell a house. As a result they have driven tens of thousands back to their site because of the videos and have engaged with their target audience every month in a very positive way.
The big barrier to using video has usually been budget and resource, but now videos can cost just a few hundred pounds each if thought through and some clever companies are producing a lot of timeless content all in a day or so then drip feeding it onto their sites over many months
So you have your video, you know need people to watch it. Don’t think you can just put it on You Tube and they will come flocking to your latest blockbuster. You need to tell people about it. Don’t hide your production away deep in your website. Email your database, tweet out a link add it to linked in, even link through from banner ads if it is really useful content. Your video is a reason to get people to come back to you. Don’t ignore it. You can always re send at a later date as well you don’t have to only send it out once.
The last thing you need to be able to do is demonstrate that your video has been successful. There are a range of metrics that can be used for this from click through rates, views, channel subscriptions, re tweets and shares. There are also softer measurements such as the amount of feedback received, sentiment or ultimately direct leads.