In the wake of YouTube’s meteoric rise to become one of the most powerful marketing platforms on the internet, the profound popularity of video content is indisputable. Search engine marketing is no longer the ultimate route to the masses online, as users adapt to a social media and interactive content-driven landscape.
This realisation is only half the battle however, as knowing how to use video content to your advantage is not always straight forward. Video advertising can prove an extremely cost-effective way of promoting a brand, but can also be a powerful platform for direct-response marketing. So, which method will work best for you and your business?
Engage With Customers With Video
In this two part article, we shall look at some of the most popular & effective models for video marketing.
1. Everyone likes a good story
Studies have shown that the average video marketer has 5-10 seconds to engage the viewer. One of the most effective tools in this instance is a compelling narrative that keeps the viewer wanting to find out more, allowing you to drive your key messages home.
The days of the high pressure, intensive sales pitch are long-gone. Nullified by a daily media barrage, marketers are having to develop far more sophisticated methods to engage their audience. Ironically, in this day and age of subversive marketing and subliminal messaging, viewers seem to respond most to an honest, open approach that supplies them with enough information to make an informed decision.
Of course there are always more covert and complex ways to engage your audience, but leave this to the experts. As with most things in life – simplicity is the key.
3. Ensure your information is relevant
Once you have your audience’s attention, the most important factor to consider is how relevant your information is. Relying on a simple pitch alone will likely cause the viewer to switch off, as well as failing to deliver your key message.
Once engaged, a viewer simply wants to know whether the product or service will meet their needs. No more, no less. Give them just enough relevant content to compel them to find out more by clicking through, completing a form or contacting your company directly.
4. Call to action!
As touched on above, the call to action is that pivotal element of the video that drives the user to perform a specific action. Think about it – simply providing the user with a well-produced segment is all very well, but what are they going to do about it? Without a call to action, you have nothing more than a mild mannered informational piece at best.
Decide what you want the action to be, and then include elements in the interface to make that required action as simple as, well, clicking a button.
5. Avoid over-production
Not everyone has uber-fast fibre optic broadband. Consider your audience’s needs, and attention span by adopting a simple approach. Some of the simple online videos have been proven to be extremely effective in capturing the attention of audiences all over the globe (YouTube is a great example of this).
Fancy effects and polished production will often confuse the overall message and elicit a negative response, with all your efforts lost. Find your comfort zone and maximise any return on investment by treading the middle ground between production values and clear message.
Look out for 10 Ways to Boost Sales Using Video Content – Part Two, next month! If you are interested in getting video to work for you, call 01454 261111.