If you’ve read our blog for a while, you’ve heard us trumpet the value of video marketing. It simply works. But what exactly works?

You don’t just simply shoot a video and your customers pay attention to it because it’s there. That’s not enough to make a huge difference.

Here’s what works when it comes to marketing videos and how you can win more business with yours:

1. Tell an Inspiring Story Filled with Emotion

Stories and emotions are memorable. Facts and monotone speech aren’t. Some customers may be uptight while offering their video testimonials, but that’s okay because they’re not experienced in front of the camera.

Videos that get shared like crazy and drive real business results tell touching stories about problems you solve. So don’t hold back when you shoot your own videos. Be anything but corporate and professional.

2. Add a Call-To-Action at the End

This used to not exist. Videos used to just…end. Now, you can add a button and your contact information to the final few seconds of a video. Customers touched by your story and believe you offer the perfect solution for their problem are more likely to take action when you tell them to do so.

You don’t want this call-to-action to appear until the final seconds of your video. If you show it earlier, it will prevent potential customers from experiencing the story and solution you have to offer (and potentially annoy them).

3. Make Sure You Promote Your Video

Posting your video on your website is a good idea, providing visitors with the opportunity to view it and build a relationship with you. Yet, if that’s all you do, you’ll greatly hinder your success.

Promote your video via every method available: including your e-mail newsletter list, Facebook, Twitter, and Instagram accounts, and so on.

4. Gather Data and Monitor Your Analytics

Analytics are now sophisticated enough to tell you exactly where people stop viewing your video: providing insight into what your customers like and don’t like about it. This can help you learn which adjustments to make so you not only win more eyeballs but capture their attention for longer periods of time.

It sounds so simple, but to really get into your customers’ minds, take time and research as required.

Here’s to Your Success

With these tips, your videos will enjoy more engagement, interest, and sharing—ultimately translating into additional sales. It’s for this reason and more that you should ensure your video content addresses these to the greatest extent possible.