Why It’s Easier To Succeed With Video Marketing Than You Might Think
The goal for all businesses is to increase the number of conversions from customers visiting their websites. This is no mean feat. It can be tough to ‘grab’ your audience’s attention and hold it — let alone convince them to make a purchase or inquiry.
In many instances, marketers will have to try out a spread of different tactics until they build a series of ‘conversion funnels’ that really work hard in order to bring in qualified leads.
Video can be applied in a number of ways to enhance your marketing campaigns, and is a great medium for sharing your brand story with immediacy and passion.
This post will outline some of the reasons why it is easier to succeed with video marketing than you might think — come on, don’t be shy and get started with these easy steps.
Livestream From Where You Are
Facebook Livestream, YouTube, SnapChat, Instagram Stories, and Periscope are all channels businesses should be utilizing to give their customers (both new and old) a glimpse of the more spontaneous aspects of their business.
For instance, if you are attending an industry event, a your followers may be interested in finding out how you’re getting on. You can, for example, interview event speakers using your smartphone and live streaming app. ‘Playing journalist’ with video content is a great way to ease your brand into livestreaming, and you’ll be able to leverage the audience of your interviewee too.
You can also offer top tips and answer frequently asked questions in live stream video form. These videos don’t have to be very long (under one minute, in most cases). This is long enough timeframe to add legitimacy to the success of your latest product launch. Or, give you a chance to share something you’ve learned about customer experience this month.
Livestreaming is an easy and cheap way to get to grips with video content, and it makes for highly engaging social media content.
You Don’t Need To Make A Cinematic, High-Budget Video
Now that many of us have smartphones with excellent cameras, the barriers to creating engaging video advertisements have crumbled.
Anyone can open up their camera and make a viral video that attracts millions of views overnight. This is why it is vital that you at least ‘give it a go’ as a brand.
Some of the best examples of businesses making spectacular low-budget videos include:
Novocortex’s Scratched Car Stickers prank video. This car insurance company made some fake stickers to look like vehicle scratches. They then used a ‘hidden camera’ to film people’s reactions to the fake dents in their cars. The campaign cost less than $1000 to make, and the results brought in a lot of sales.
Serena Software also made a cheap and effective low budget video ad. To many, IT software management can seem like a rather dull product to advertise. However, with their witty script and convincing call to action, this brand was able to hit ‘viral’ status with their cheap-to-make commercial.
Your Community Can Also Contribute To Your Video Marketing
User-generated content is a great way to bring more traction to your offering. Hashtag campaigns on Instagram allow social network users to show off their clips with the added bonus of giving you some free referral traffic.
The most well-known example of video user-generated marketing campaigns is, of course, the legendary Ice Bucket Challenge for the Amyotrophic Lateral Sclerosis (ALS) Association. This campaign saw millions of us pour a bucket of ice water over our heads in the name of charity. And the ‘refer a friend’ aspect ensured that the campaign ran and ran, attracting celebrities and people from all walks of life to the cause.
Influencer marketing with video can also help brands attract curious users to their sites. Many celebrities and Instagram personalities include their contact details in their bios. Brands can get in touch, make them an offer and see their product get ‘plugged’ to thousands of adoring fans.
If you have a very niche-specific brand, don’t worry about finding ‘the biggest names’ for your influencer marketing campaign. In many instances, a profile that attracts a few thousand ‘expert-level’ enthusiasts could be enough to bring you in sales. Search some brand keywords on a site like Followerwonk to help you track these niche personalities down.
Present Your Products In Their Best Light
Even the smallest of ecommerce brands can embrace video advertising in the early stages of creating an online store. Subscription-based ecommerce hosts, like Shopify, contain templates that will allow you to post a product video alongside your product descriptions. Make sure you use this opportunity to give your visitors a closer glimpse of exactly what you have to offer.
In the very simplest of forms, try a 360-degree view of your products’ dimensions. Alternatively, post a 10-second clip of your products in action. Make sure you are shooting with the aim of increasing website conversions. Think about what you would like to see as a customer seeking reassurance before you buy.
Facebook Collects Video View Data For Ad Retargeting
Videos are very powerful advertising tools as well.
Facebook offer you analytical data on exactly how many people viewed your video advertising campaign. Additionally, Insights will even tell you how many seconds of the video your viewers watched.
With this critical information, you can then choose to segment your audiences into ‘those who watched the whole clip’ and ‘those who watched under 10 seconds’, etc..
Once you have your target audiences segmented, you can plan a sequential marketing campaign. For instance, if you find a group that watched a product demonstration video in its entirety, you may comfortably assume that they are a slightly ‘warmer’ lead. You can then retarget these viewers with a simple product advert, to help jog their memories and convince them to make a purchase.
For the other group (say, those who watched only 30 seconds of your product video), you may wish to follow up with another video advert. This one could be made up of testimonials from previous customers. This may provide them with the ‘social proof’ they need to make further inquiry.
Experimenting with video marketing needn’t be a massive undertaking.
Try out all of the above examples within your own marketing campaigns and track the results through your website and social media analytics to see what works best for you!