1. Authentic, Interactive Video Content
Creating authentic video content that captures the human side of your business enables you to connect with clients on a more personal level. This can be great for breaking down the hard, corporate exterior image of larger companies and equally capture the essence of what makes a small business so unique and special. Ultimately, regardless of the size of your business, or the industry that you operate in, through video you have the ability translate and relay the passion and belief you have in your product or service directly to your viewers. This not only distinguishes your product or service from the competition but also initiates a client-customer relationship that establishes the trust and brand credibility necessary to converting new potential customers.
Remember to incorporate an all-important call to action . Having a video that expresses your brands ethos and builds trust with viewers is fantastic but you also must give them a reason to interact with your business by creating a user action path – whether that be by guiding them to the page where they can easily enquire about your service, subscribe to your website or purchase your product. This not only gives you the best possible chance of engaging and converting new customers but it also provides you with a way of monitoring your video’s performance.
2. Optimise Your Content With Video SEO
It’s important to ensure that all of your video content is both index-able and fully optimised for all search engines, most notably Google, Yahoo and Bing. This means adding video titles, descriptions and metadata that is both accurate and keyword rich – designed to drive high quality traffic to your content. Taking the time to create and update a video sitemap for your website is crucial. They are necessary for google to crawl and index video content embedded and hosted on your website. You can also use Google’s structured data to create rich snippets for video – eye-catching video thumbnails are a great way to improve CTR from organic searches. You can read more about this in a previous Video SEO blog.
3. Maximise Reach Using Social Media
With so many different outlets for video content online, coming up with a multi-platform video distribution strategy is essential to targeting the right demographic and encouraging high quality viewer engagement. Consider the limitations and benefits of outputting your videos on different platforms and think about the best ways to deliver your content accordingly.
With Facebook’s autoplay, the first 5 seconds of your video are extremely important to hooking in viewers. As with all social media sites you’ll also be competing for attention with all of the other content in their timelines. Therefore creating shorter videos for social media with call-to-actions leading to longer videos is one way to drive more traffic to your website, where you can more easily convert viewers.
4. Clearly Demonstrate Your Service or Product With An Explainer Video
According to a recent survey conducted by Video Rascal, 85% of people are more likely to buy a product once they see an accompanying explainer video. The rise in companies using explainer videos to educate viewers about new products and services has been huge in recent times and it’s not difficult to see why. Video is the most effective and engaging way to deliver information quickly and accurately, it’s much easier to gain an understanding of a product or service through having someone explain it to you rather than having to read it.
The ability to embed video on social media and other websites makes sharing your content quick and easy – this means you can quickly deliver information to a much wider audience than traditional text articles. If you’re able to create great content that people love or find really helpful they will help you to market your business by sharing it within their own networks. Also don’t rely purely on social media to to share your videos, look for blog and industry news sites that are relevant to your niche – submitting content to them can be a great way to get your video viewed by an already interested, receptive audience and provide back-links to improve your site’s SEO.
5. Indirect Marketing – Instructional Videos and Tutorials
Sometimes producing an instructional video or series of video tutorials can be more effective than creating a video that is purely focused on your product or service. Through this method of indirect video marketing you’re able to connect with your viewers without it feeling like a sales pitch or product advert, this is a fantastic tool for building brand awareness online in a manner that demonstrates knowledge within your niche and will grow trust and consumer confidence in your company.
Of course you can include your product within this video also, one way is to use it as a way to overcome a potential customer’s problem – to make this most effective you can use google’s keyword tool to see what people are searching in relation to your product or niche. eg. If you’re selling shelves you could create a video like this: How to Put Up a Floating Shelf
Additionally, when combined with a blog that contains more detailed and SEO rich niche content on your site you’ll be able to drive more traffic through to your website with the intention of becoming a go-to resource for individuals looking for information relation to your product or service.