Making a very bold move this week – beginning this blog with a VIDEO about my industry – Digital Marketing.
And it wouldn’t surprise me if you clicked on the video even before starting to read. In fact, if you are an average viewer (I know Darling – nothing “average” about you!), you will probably watch the video and skip the article altogether unless I’ve piqued your curiosity.
A Brilliant Idea
You’ve seen the statistics – more than one BILLION people use YouTube as either their first or second browser, more than 300 hours of video are uploaded to YouTube every minute in an average month, eight out of ten 18-29 year-olds watch YouTube almost every day, and the list goes on and on.
And that’s just for YouTube! The news is just as sunny for Instagram, Facebook, LinkedIn and so much more.
The Time for Video is NOW
Video fans have predicted for a decade that the time for VIDEO is NOW. Did you think it came and went without your notice? Never fear — you did not miss a thing — VIDEO truly IS here NOW because internet speed and infrastructure are finally in place, and audience demand is at an all-time high with no end in sight.
It is now easier than ever to create a wide variety of videos that look and sound so professional that they make you and your business look great!
With all this good news – can it get any better?
YES because your customers are begging for video! And I say, “Let them eat cake, er, Give ‘em what they want!”
Proof: Kissmetrics reports that a whopping 85% of viewers are more likely to purchase a product after having just seen a video about it.
Let me repeat that:
85% of viewers are much more likely to purchase a product after having just seen a video about it.
And those same prospective customers stay on your website twice as long and view more than twice as many pages as they would on a site without video. That’s worth repeating, too:
Viewers will stay on your website TWICE as long and view more than TWICE as many pages when you offer VIDEO.
Convinced – but not sure where to begin?
I recommend browsing my Top Ten Marketing Video Ideas – one or more may be the perfect place to begin your own video marketing campaign.
Business trailers or Explainer videos
- This is #1 on my list of video must-have’s – and I even started this week’s blog with an Explainer Video.
If you don’t have a business trailer or explainer video yet, the time is NOW. Your customers do not expect a Hollywood-style blockbuster movie. They will be pleased with a clear, succinct explanation of what you do, how you do it and why that matters. Kind of like your elevator pitch – except that they can see it over and over again to get their questions answered.
- Explainer Videos (like the one above) are very short “teasers” that show what you do or give an insight into your industry in an entertaining way.
Trailers and longer Explainers give information that is more detailed, but honestly it matters more that you’re showing what you do than any particular number of minutes or exact narrative. Just do it now. Your customers are clamoring for video!
Your weekly or monthly newsletter will “pop” when you include video! Research shows 74% of all internet traffic in 2017 will be video.
Higher engagement rate, higher open rate, and higher connection to your brand – what could be better than that?
If you’re in the tech world, screencasts can be your bread and butter. Don’t ever assume that your product is so intuitive that people will immediately understand it. Helpful screencasts for new or prospective clients builds confident users that stay with your business much longer than the free trial period.
Video Testimonials are so much better than a page of text that could have been written by anyone (and often are). When a customer lets us see their face while they enthuse about you and your business – there’s no question about how they feel.
Let them say what they want and how they want to say it with their own words and body language. A good video testimonial is more like a friendly recommendation or conversation than a formal “interview.”
Another benefit of video testimonials is that they further cement your relationship with the customer. And there’s nothing like hearing and seeing someone give a heartfelt response about your business. Makes me tear up just thinking about it…
Interviews with customers
Your customers are also a great source of content. Just like you do – they constantly create new projects, test marketing ideas, and make videos, blogs, etc.
These stories make GREAT videos that can be extremely valuable to your audience. Offer to grab your smart phone and capture the video.
And once again, they enhance your relationship with ALL customers, just like in public speaking when you single one person out to use as an example, everyone in the audience feels you are speaking directly to them.
People love to learn about topics that will build their business. Educational videos never go out of style, and they can generate a lot of value. The reason is that what you do is valuable – and once they see how you do it and that you’re giving them a “peek behind the curtain,” the more they’ll want to work with you.
And as I’ve said in my Content Marketing article/blog, authentic content cannot be beat when it comes to gaining trust and influence with your customers.
The only way to be memorable is to give people a reason to remember you! And the easiest way to do this is to discuss topics or themes that you work with every day.
As you follow industry news, analyze competitors, and create innovation projects, you develop opinions and processes based on your take on your industry. Use it to build authority and create a name for you and your business. I recommend that you gain visibility and share your insights online.
No matter what you sell or where you’re selling it – there is a way to talk about your product in an interesting and convincing way. You can do this.
Educational videos are related to How To Videos and they fit nicely within any content marketing strategy. People are willing to learn to keep up with the always changing world, so help them with their personal and professional development. Educational content can be created from video quizzes and step-by-step instructions. Or do as I do – sharing your personal best practices and insights with “Rent Your Brain” sessions.
Frequently Asked Questions
The FAQs section on your website is essential, and if your viewer ends up there, it’s either because they’re curious or they are desperate for more information. Don’t abandon them. A simple, quick video that answers each question is efficient and much more enjoyable for them than reading a sea of text with generic answers. They can see that you care and add a personal touch to your work.
Thank You Video
Your mother was right – saying “Thank you!” is important.
When you thank your current customers, loyal readers of your blog, guest bloggers, and those who follow you on social media, you perform a civilized gesture often overlooked in today’s casual communications.
So let me thank YOU for reading all the way through the end of this article by giving you this download link to my “Quick Worksheet to Digital Marketing” (Billy please attach PDF as attachment link in website gallery) featuring the Digital Marketing Trends I’ve focused on this month.
That’s my Top 10 list of favorite video marketing ideas, and while another 11 video marketing ideas occur to me as I close this post – they will have to wait for another blog on another day.
All that still needs to be said is that Video is Fun – fun to create, fun for your customers to experience, and fun to share. Feel free to share the short explainer video at the top of this blog or the How-To Screencast video.
What types of video have you created for your business? How did your current and prospective clients respond?
I’d love to hear your ideas – just write in the Comments section below.
About LynAnn King
Marketing Strategist with KingSings PR
Certified Solution Provider with Constant Contact
Marketing Visionary, Strategist, Publicist & Entertainer
Phone: (650) 550-0090 | www.KingSingsPR.com
LynAnn King partners with successful small businesses and empowers entrepreneurs to deliver compelling marketing communications, special events promotions and media campaigns. She brings her visionary leadership in rolling out creative marketing campaigns that create visibility and media coverage. Her clients partner with KingSings PR as their marketing and publicity expert.
Having honed business-based skills in the high-tech industry of Silicon Valley, she holds a Bachelor of Science degree in marketing from San Francisco State University. Sometimes called the Bay Area chanteuse for her many singing/nightclub performances, King says it is her public relations agency and marketing company she founded that really gives her perfect pitch.