Video marketing is a marketing strategy with a lot of potential if you are able to make it work for you. The key, however, is to be willing to study the methods that have worked well for others, as well as being willing to study methods that have shown themselves to be failures. Here are some strategies you can review, to increase your understanding of how you can make video marketing work for you and your business website.
When you create a video for marketing purposes, it should be brief. It should not be more than five minutes, but even keeping it under two minutes is ideal. You want your viewers to watch the video in its entirety, and if it is too long, they might prematurely leave the video and click elsewhere, before hearing your entire message. You can always record and upload a second video, in which you continue the thought or message. This will help create interest in your videos.
Do not make videos that are overly complicated or difficult to comprehend. If you use a lot of technical terms and industry specific language, or use words that are beyond the eighth-grade reading level, you are going to bore many of your viewers. Make your videos for the layperson, using eighth grade (or lower) vocabulary. If technical language absolutely must be used in your video, make a second video to explain the terms and concepts.
If you are not really an expert on a topic, do not try to pretend that you are; it will be obvious you are faking a level of knowledge you do not possess. Instead, interview people that are experts in your industry, and record the interview on video. A seminar or trade show is a great place to meet people that won’t mind doing a video; these experts realize that they benefit from the exposure, as well. In these videos you are creating for marketing your business, be open, authentic, and candid in your communication. This will create trust, which attracts new viewers and retains previous ones.
If you have a team of employees, get them all involved in your video marketing efforts. Choose the team member(s) that is pleasant, confident, engaging, well-spoken, well-dressed, and comfortable being on film. Having one or more team members in your videos has a ring of authenticity that hired actors cannot duplicate. Also, having a variety of people in your videos can make them more appealing to a wider cross-section of viewers.
The more videos that you make and upload to your YouTube channel, the more viewers you will get. Just because one video doesn’t get many viewers, doesn’t mean that they will all suffer the same fate. Also, by making and uploading videos on a regular basis, it will keep your channel fresh and your viewers interested, and they will keep coming back to see what new content you have to offer.
Have an action for your viewers to take when they visit your YouTube channel and videos. This is known as the “call to action” in marketing lingo. For instance, to get viewers to register for a mailing list, direct them to click your link in the video’s description; to further entice them, promise a free report if they register. Make sure it is an easy process.
Interestingly, videos which are unpredictable are effective. If you can do something in your video which is surprising without being corny, you’ll catch your viewers off guard, and they’ll share the video with family and friends. Go with cute, shocking or funny; avoid gory or juvenile humor.