Online video consumption is growing year by year, with data from Syndacast anticipating that by 2017 it will make up 74 percent of all Internet traffic. Any business that ignores video risks getting left behind. Even though the thought of creating videos can be daunting, it is possible to get started with no experience, some basic equipment, and a simple idea. Video is not going anywhere, so every business should be considering how to integrate it into their marketing plan.
Start with Basic Equipment
You may be tempted to invest a lot of money in the latest equipment, but this is rarely necessary when you are just starting. It is worth investing in a microphone and camera to ensure excellent sound and picture quality, and you can find many deals on quality models. As you progress, lighting, editing software, and cloud hosting can make life easier, but you can make acceptable videos with only your camera phone if necessary.
Create Unique Content
Many marketers have found success with video content curation. It is possible to keep track of trending videos, post them to your own site with full attribution, and let your own audience know about it. While video curation can be effective, it is hard to stand out when you have nothing unique to offer. Unique content also helps an audience get to know you, your business and your products. By creating your own content, you will be more likely to get people to return to your site for updates and eventually to develop a bond with you.
Keep a Consistent Schedule
Like most other forms of marketing, video requires that you be consistent. You may not get the results you anticipate from your first few videos, but gradually more people will start subscribing and watching. A consistent schedule will benefit your viewers while it helps you get into the practice of creating new content. You should never choose quantity over quality, but you should seek the fine balance that allows you to deliver regular videos for an eager audience.
There are recognized experts in every field. By interviewing these people, your brand can become associated with them and the things they stand for. Interviews can also bring in a new audience who were not previously aware of you. Contacting the experts via social media, email, or phone calls can be enough to secure an interview; however, the best method is through direct introductions at conferences when possible. Skype or Google Hangout are some simple ways to conduct a video interview, particularly if it is difficult to meet in person.
Product demonstrations are another way to use video marketing effectively. By showing your product in action, people can become more familiar than simply viewing images. With many people reluctant to read any sales copy, giving them the ability to see the product in use can make significant improvements to your conversion rate. Getting your users to make their own product demonstrations can be even more effective than a flashy sales video.
Case Studies with Customers
Real-life examples of your product or service in action are a great marketing tool. Using storytelling to translate these examples on video is particularly effective. A case study could involve an interview, an animation, or a behind-the-scenes look at their business. Whenever you can tell a story based around your product, people will become more invested in it and your company as a whole.
Create Presentations If You Don’t Want to Be Seen
Many people are reluctant to create videos because they don’t want to be seen or heard on camera. While the concern is legitimate, this reluctance can severely hold back your business. Instead of letting shyness stop you, explore alternative methods of video production. Presentation software has advanced enough to create sophisticated slideshows that have more life than the average presentation. You can usually find someone you know to read the voice-over, but if you want a professional you can use one of the many freelance sites.
Going behind the scenes in your business can be an effective way to engage your audience. When people can see a human side to a business, they are more likely to develop a personal relationship. Behind-the-scenes videos can introduce people to your staff members, detail your production process, and show the journey of a product from manufacture to purchase.
Develop a Series
Single videos can work, but you can gain more traction from a series. When viewers know another video will be released soon, they are more likely to engage with the content and subscribe. A series also lets you gauge the audience reaction, while also conversing with viewers for further feedback. Your audience will let you know what you are doing right, while also giving you plenty of new ideas for the forthcoming videos.
Create a Call to Action
Every video you create should have a call to action. The call to action doesn’t need to be a product purchase, but it should encourage a viewer to take another step. You could recommend a related video, offer a link to an email list, or ask them to share your content. When you include a call to action, you turn a passive viewer into an active participant.
There are a number of facets to every marketing plan, but video marketing should be at the core for most businesses. Videos are proven to increase conversions, retain attention, and encourage sharing, so they are not something that can be ignored. Whether it is on your own site or a third-party site, videos can engage your audience, allowing them a view of your business they are unlikely to find elsewhere. The entry point for video creation is also incredibly low, so there are no reasons for you not to be up and running in no time.