Did you know that video is 50 times more likely to rank on the first page on Google than text as part of blended search results? Video is an ever-present and ever-growing communication medium, and its uses stretch far beyond mere entertainment. Simply put, consumers love video, so it stands to reason that video should now be integrated into any effective content marketing strategy.
When you master video it increases your conversions, helps you to build fruitful relationships, drives traffic towards your website and solidifies your online presence. It’s little wonder then, that video now sits at the core of many companies’ marketing plans.
If you’re wondering how to make use of video and are concerned that your directorial or production skills aren’t of Hitchcockian standards, fret no more. There are a host of ways to incorporate video into a content marketing plan, from corporate videos, case studies and webinars to coverage of industry events and seminars. Here follow five tips for getting started in video marketing:
1. Try using video…now
There are so many reasons to procrastinate over creating video content. Perhaps you’ve had one or more of these thoughts; ‘I haven’t got the right equipment’, ‘I haven’t got any original ideas’, ‘I don’t want to make a fool of myself in the public sphere’, or ‘I’m not confident enough’.
It’s time to stop with the excuses. You don’t need expensive professional gear, in fact a good camera phone as available on most smartphones and tablets will do just fine. You don’t need to be super-confident or have lots of experience in front of the camera. All you really need is to have a good point and to be able to make it clearly and in a warm, human manner. There is no time like the present – so get started today.
2. Identify your company spokesperson
Before getting going, it’s wise to select a suitable candidate from within the business to be the consistent face of the brand in all online videos. This person may not necessarily be part of the sales and marketing team. Instead, think of the person in the office who always has a warm smile and a natural sense of exuberance and charm. If they’re keen for the job, they might be just the person to represent the company.
3. Be authentic and honest
Arguably the most important of all these points is to be authentic and transparent whenever expressing yourself on video. A good tip is to pretend the camera isn’t there. Think of the person you feel most comfortable talking to, be it your business partner, your spouse or indeed your dog, and imagine that you’re having a one-to-one conversation with them in familiar surroundings. This should help you to create a sense of intimacy and deeper connection with your audience.
Keep in mind that the ultimate goal is to build a community of engaged peers, who will help you to promote your content by sharing it on social media, buying your product or service themselves or referring friends to you.
4. Include other people
Weave other appropriate people into your video content and they might just go on to become your best marketing tools. Cast your mind back to the immensely popular Old Spice guy campaign. Not only did the campaign make excellent use of video, it also cross-combined social media channels, responding directly to people’s questions and comments on Twitter via the YouTube video. Would this campaign have been half as successful if the responses came by simple text tweets? Doubtful.
As well as inviting and responding to questions from your target audience via video, there is a plethora of creative ways to include others in your videos. Massage the egos of industry peers with a simple shout-out or reference, or host interviews with recognised figures in your field. Select interviewees with a decent online following and they should go on to share your content with their own communities.
5. Publish videos consistently
Creating and publishing videos can feel like yet another hurdle that prevents you from getting on with your ‘real’ work. Wrong. The power of video often results in measurable sales and leads, not to mention increased online brand awareness.
As with any form of content marketing, once you start publishing, you’ll need to keep up a regular and consistent flow of content to keep your audience engaged and interactive. To make this more manageable, don’t aim to create an epic with every clip. Shorter clips, say one to three minutes long but always packing an informative punch, are often the best way to get started. Once you get more comfortable with the medium you can start playing around with editing and creating longer videos.
Over to you
Hopefully these starting points have made you more confident about the initial stages of video marketing. We’ll be exploring how to further advance your video content strategy in upcoming posts. In the meantime, if you have any questions about how video could enhance your brand and even help you to generate sales – please call our video hotline on 0845 055 9264.
