Video marketing is an extremely effective way to get your name out there.
Did you know?
- Video is so incredibly popular that 85 percent of all internet users in the United States watch online video content on a monthly basis.
- With more than a billion users — which is about a third of all internet users — YouTube is the second biggest search engine behind Google.
- Time spent watching video accounts for a third of all internet activity.
- Video on social platforms gets shared 12 times more than images and text combined.
- Video can help to increase organic traffic to your website by a staggering 157 percent.
- When used on a landing page, video can increase conversations by more than 80 percent and increase the likelihood that it will show up on page one of search results by 53 percent.
- When used in a blog, video can attract three times the inbound links.
As you can see, video is a powerful thing for any digital marketing strategy. Not only is it effective, but it’s also scalable, which makes it an even better weapon to have in your arsenal. Video marketing can be used almost anywhere — landing pages, YouTube, a blog, social media posts, Google ads, and more.
Utilizing video as a part of your digital marketing strategy is a no-brainer, but in order to make the most of your efforts, you need to know how to get it right.
5 Tips for More Effective Video Marketing
#1. Focus on adding value rather than making the sale.
Like with any other form of content marketing, when you create a video, the goal should be to add value to the lives of your viewers, not solely to promote your business or to make a sale. Of course, it’s always a good idea to demonstrate how your services or products can help to solve problems and add value to people’s lives, but they shouldn’t be the focal point of the video.
The most effective videos are the ones that tell a story. Stories help people make connections on an emotional level, which makes a much bigger impact and impression than almost anything else you can do. For example, instead of just demonstrating how to use a product or going over the feature, show the world a real-life example of how it made a difference in someone’s life.
#2. Give people a reason to keep watching within the first 10 seconds.
Goldfish are notorious for having a short attention span, but the average internet user is even more distractable. With so much content out there to consume, if you can’t get someone interested in your video pretty much right away — within the first 10 seconds — one in five people won’t keep watching.
When you’re creating a video, put yourself in your viewers’ shoes and ask yourself, “What’s in it for me?” As long as you can answer that question within the first few seconds of your video, you should be able to hook your audience. Here are a few ideas on you can grab your audience’s attention right away:
- Share your conclusion first, and then go back to the beginning to explain how you got there.
- Pull at their heartstrings. Creating an emotional response is the number one way to connect with your viewers.
- State a surprising or startling statistic or fact.
- Talk about a common problem that you could help them solve.
- Ask a question that piques their interest and leaves them wanting to know the answer.
#3. Optimize your video on YouTube for SEO.
As I mentioned, YouTube is the second largest search engine, and it reaches an entire third of all internet users. So, whatever you end up doing with your videos — using them in Google ads, on Facebook, on your website, whatever — you should be first uploading them to YouTube. And, once you do, you should optimize them for SEO (search engine optimization) to ensure that they rank for relevant keywords.
Here’s a quick guide on how:
- Use your targeted keyword naturally in both the title and the description of the video.
- Categorize your video appropriately.
- Tag your video with relevant keywords.
- Say your targeted keyword aloud (naturally) in your video to ensure a keyword-rich transcript.
#4. Add closed captioning to your videos.
I have one more stat for you in addition to the interesting stats at the beginning of this article — 85 percent of the video that’s watched on Facebook is viewed without any sound at all. With more than 8 million videos viewed on Facebook per day, it’s an important place to get video right, and that means including closed captioning.
You should always ensure that you get the audio of your videos right, but perhaps more important than doing that, you should always ensure that every video you create makes sense without the sound on. This, again, brings us back to closed captioning.
When you include closed captioning, your videos can reach a wider audience. There are 466 million people in the world with hearing disabilities. Closed captioning allows them to enjoy your videos just as much as everyone else. Furthermore, closed captioning makes it possible for people to watch and understand your videos at times when sound is inappropriate or inopportune, like during class, in the library, when they don’t want to wake up a sleeping baby, etc.
#5. Call your viewers to action.
In any form of marketing, you always want to invite the viewers, readers, or maybe even listeners to take an action, and video marketing is no different. That’s why you should always ensure that you include a CTA (call to action) in every video you create.
Calling your viewers to action doesn’t have to come across as too salesy or pushy. Think of it this way. You’ve made an impact on your viewers, and now they want to work with you. With your CTA, you’re merely telling them how.
Video marketing is an incredibly effective way to get your name out there and build more awareness in your brand, especially when you know how to get it right. If you’d like help creating, sharing, or optimizing your videos, the experienced production team at Marketing 360® is here for your needs.