Before you run out and dive head-first into any new marketing strategy, learn more about it to make sure it’s the right fit for you and your needs. In the marketing world, we call pursuing the latest and greatest thing “chasing shiny objects.” While this is certainly okay and helps your business in the right situations, make sure you do your due diligence before jumping in.
With respect to video marketing, specifically, what are the best applications for this strategy? Check out a few such examples below:
- Product Descriptions for E-commerce Sites. Data suggests these videos improve SEO and conversions, so if you operate an e-commerce site, post them on your product pages to show how the product works. Remember, however, that you can maximize this strategy by including these videos in e-mail newsletters, posting them on your social pages, and including them on a dedicated channel via YouTube or Instagram.
- Customer testimonials. Social proof helps sell your product or service, no matter what it is. There’s no need for an elaborate video; rather, it just needs to come off as legit and credible. Customers should provide their full name, describe how the process worked and what they liked about it, and (most importantly) discuss the specific result you achieved for them. By all means, include these videos on your home page, product pages, and/or service pages.
- Introduce your company on your home page. The know/like/trust factor is amplified through this strategy. Include a brief video on your home page that’s about 1-2 minutes in length. This should profile your staff and show in a nutshell how they work together to deliver a valuable service to your customers.
- Show how charitable donations benefitted a local cause. If you have any positive press, this is a great use of video. Donating to charity, for example, can produce this at any time even if no other current events are happening. You can incorporate this type of video on your blog, or—if you are heavily invested in content marketing—you might have a “newsroom” section on your website that includes regular updates.
- Feature a video tour on your “About Us” page. Take visitors on a virtual tour of your physical location, giving them a “behind the scenes” glimpse of your company. This, again, fosters the know/like/trust factor. Can you name any competitors who do this? In this sense, videos can really boost the odds you’ll stand apart from your competition.
Tips for Making it Work
You’re not a professional actor, but the good news is that video marketing does not require this. Keep the following in mind for maximum effectiveness when shooting your video:
- Keep it short and sweet. Whatever you decide to do, keep it short, sweet, and simple.
- Be yourself. Don’t worry about “umms” and “errs.” Your customers want to do business with a human, so it’s in your best interest to come across as humanly as possible via video.
- Add a call-to-action. Make sure you tell your viewers what to do at the end of the video. Send them to another section of your website or ask them to call you. Make sure they know what to do next, as they’re much more likely to take action if you ask them.
