A few years ago the use of video in marketing was seen as either a novelty or an elite and expensive marketing tool for larger companies. There were those that also thought that video content marketing could only be a useful tool for B2C businesses. But videos are just another way of getting your marketing content out there and more and more B2B businesses are using it.
In fact more than 72 hours of video are uploaded to You Tube every minute and over 4 billion hours of video are watched each month. Yes, some of that will be the cute kittens and ultimate fail videos, but an increasing percentage of those hours viewed are on business videos.
Given the choice of reading a page of text or viewing the same information on a short video people much prefer to view the video – I know I do. In our increasingly busy lives, where we’re watching and reading things on the go on mobile devices and in between meetings, sitting back and letting a video do the work is always going to be the easier option.
Recent research about the use of video by Forbes makes for some interesting reading. A staggering 75% of the executives surveyed watch work related videos on business related websites and more than 50% of executives watch business related video on You Tube weekly. A massive 65% of executives who viewed on line business related video then visited the marketers website.
So, what do you need to do to use video effectively in your marketing efforts. Production costs of good quality short videos have come down substantially, and with some reasonable quality equipment can even be done yourself. Here’s our 3 top tips for video content marketing.
This may seem really obvious, but it’s easy to throw yourself straight into producing a video without thinking about some of the key decisions around how and why you’re going to use it.
Ask yourself the following questions when planning your marketing video:
How will it fit into your overall marketing strategy?
- Who is your target audience
- How is your video going to be useful to your target market?
- What do you want them to do once they’ve viewed it?
- How will you measure your ROI?
What format do you want?
- Do you want a casual or more formal video?
- Do you want a talking head, motion graphic or hand drawn cartoon style video?
What are you going to say and use?
- If this is an information video and not a more casual testimonial video, think about your script, this is something you can’t make up as you go along!
- If you’re going to use slides or props to help make sure they add value and are useful.
- Read through and time your script, especially if using slides or props; you’ll need to make sure the whole thing flows.
- Be sure about how long your video will run.
2. Produce your Video
So, you’ve got your plan in place, the script is written and you’ve moved on to filming. You may be doing this in house or using an outside firm; if you’ve done your planning, you’ll have chosen the appropriate way for you.
Keep it short and relevant
People are increasingly busy and have short attention spans. Make sure your video gets your point across but is short enough so people don’t lose interest. If viewers stop your video before it’s finished it can have an impact on your search engine rankings.
Make sure the sound quality is good
There’s nothing worse than poor sound on a marketing video. You want your viewers to see and hear your message clearly. Consider the following:
- Use a good quality microphone
- Background noise. You may have none, but if filming at a trade show or in an office make sure the background noise doesn’t drown out any voiceover.
Brand your video and Include a call to action
This is a marketing video so make sure that your company brand is at the start and end of your video. Once you’ve done that it needs that call to action; that instruction that will tell your viewer what to do next. They’ve watched your video all the way through, so there’s an indication of interest, don’t lose the opportunity to capitalise on that interest.
3. Promote your video
Now you’ve made your marketing video, you’ve got to get people to watch it. Getting your video out there and seen is no different to promoting your business or website. If you don’t promote it how will your potential customers know it’s there?
Upload it to your social media sites
You Tube is an absolute must because from here you can post links across your appropriate social media sites like your blog, Facebook and LinkedIn. In addition you can easily use YouTube code to embed videos into your newsletters etc. There are of course other video uploading sites, but YouTube has by far the widest reach. Things to remember when uploading your video are:
- Use content categories
- Optimise your video description for the keywords you want it to be found for
- Tag your video appropriately
- Create a text transcript if possible that will enable Google to pick up the content (it doesn’t yet from the actual video)
Send it out in your email newsletters
Your newsletter subscribers are already interested in what you have to say otherwise they wouldn’t have subscribed. Make it easier for them to digest information by including short informative videos.
If video is already part of your marketing mix and you’ve got some tips you’d be willing to share with our readers, post them in the comments box below. Or you can contact us if you have some questions that need answering.