Video marketing is here, and it’s quickly taking over the web.
According to an extensive survey by Wyzowl, 79% of consumers would rather watch a video to learn about a product than read text on a page.
And yet, many small business owners are hesitant about using video marketing to promote their services and products. There are understandable concerns – video marketing can seem expensive and time-consuming to produce, which is a big problem for smaller companies that are often understaffed and don’t have a big budget.
What’s more, there’s no guarantee that video content will even bring any measurable results.
However, savvy business owners are already reaping huge benefits from video marketing – long gone are the days when you had to spend thousands of dollars to produce a single video.
Today, technology allows to get by on a small budget, and the web provides plenty of platforms to get your message out there and in front of your target audience.
But why is video marketing so effective?
Well, the first thing that makes video different from text is its convenience.
When your prospect comes across a text ad or article, he needs to commit to giving his full attention to it when reading. And that’s something that many of your prospective customers are not willing to do, even if they would otherwise be interested.
That’s where video can be so useful – it allows your potential customers to learn about your products or services without much effort. They can actually do something else and have the video running in the background and still understand your core message.
But that’s not the only reason why video works so well.
Our brains are wired to be more adept at understanding visual information, so it’s just much easier to consume information that’s presented in video form – according to a survey, 59% of senior executives agree that if both text and video are available on the same topic on the same page, they will choose to watch the video.
Another reason why videos produce results is that they’re the most trust-building content marketing form – by getting in front of a camera or even just talking behind the scenes, you’re showing that you’re an actual person and not just a nameless company.
Video is also much more engaging – you have more opportunities to entice emotions and reactions through sound and video than through text and can make the videos not only informative but entertaining as well.
Just look at YouTube celebrities and the loyal following that they have accumulated by simply getting in front of the camera and sharing their thoughts.
And while you may not become the next big YouTube sensation, your company’s promotional videos can still break through distrust barriers and improve customer satisfaction, helping to form a connection with your audience.
But how can you develop your own video marketing strategy?
Well, read on below and find out how you can create a powerful video content marketing strategy, even if you’re on a low budget and have limited resources.
#1 - Introduce Potential Customers to Your Products or Services
Video content is the simplest and most effective way of introducing your audience to new information. That’s why it’s the perfect medium for educating them about your products and services.
And there are numerous different ways how video can help you achieve that.
You could explain the benefits and unique advantages of your product, help your audience overcome their roadblocks and educate them about the solutions, or even showcase how your product works in action, instantly creating immensely powerful social proof that can give you an advantage over the competition.
Don’t be afraid to get technical in your videos – as long as what you’re covering is relevant to your audience, going in-depth on a subject will only serve to showcase your expertise and position your small business as a reliable solution provider.
If you can make the videos cover technical subjects in a way that’s easy to understand, you can attract both advanced users and complete beginners, generating leads from different segments of your market.
#2 - Use Webinars to Position Yourself as an Authority
When small business owners hear the word webinar, they get nervous quickly.
Shooting a video in front of a live audience of prospective customers can make anyone break a sweat, but webinars are too powerful of a video marketing tool to ignore.
And it isn’t nearly as scary or difficult to put together as it may seem.
A webinar provides an incredible opportunity to get in front of your audience and not only get your message across using sound, video, and various graphics, but to get live feedback and answer relevant questions as they occur.
Putting together a webinar will help you sell your products immediately, but the biggest benefits may come from getting to know your audience better.
Seeing the objections and doubts that your prospective customers have as you make your presentation will give you many invaluable insights of how to better position your products, how to improve them, or how to differentiate yourself from the competition.
What’s more, when you do a webinar, you will be able to reach new people in your market and position yourself as an authority in your field.
After all, if you’re speaking at a webinar, you must know what you’re talking about, right? At least that’s how your customers will see it.
And you can re-use parts of your webinar in other content as well – whether it’s as a promotional video, a landing page element, or even guest content, quality webinars will have plenty of useful pieces that you can use multiple times.
#3 - Elevate Emails with Video Content
Today, creating attention-grabbing subject lines isn’t enough – even if people open your email, there’s no guarantee that they’ll stick around to read it if they’re not immediately intrigued.
That’s why videos are the next big thing in email marketing.
If you can present the same information with video and include it in the body of your email, you’re almost guaranteed to increase your click-through rates, as some people simply prefer video.
Even if a video is just an addition to the email, it can still be very effective – by just having a video splash screen in the body of your email, you can create a more visually-engaging look that draws people in.
And the effectiveness of video in emails is backed up by stats – including a video in a marketing email has had a positive impact on purchases and conversion rates for more than 60% of surveyed marketers.
Videos can help make your messages more personal, showcase your personality, and get your message across more clearly. You can add videos in all of your emails, including pre-selling emails, promotional emails, or even as an introductory email in your lead generation funnels.
#4 - Make Use of Video Testimonials
Social proof is essential if you want to attract new customers.
Today’s consumers are much more careful about choosing to buy online, and need to trust a company before making a purchase.
But displaying text testimonials isn’t as effective as it used to be – even testimonials with pictures and full names can be faked, and prospective customers know this.
That’s where video testimonials can be so beneficial.
They provide your prospects with instant proof that your company is reliable and has provided a quality service to its customers in the past.
By having a few of your happy customers film a quick video review where they talk about why they enjoyed working with your company, you can add a lot of credibility to your company and help your site’s visitors reach a buying decision much quicker.
There are plenty of WordPress plugins that can help you quickly incorporate video testimonials into your landing pages without the need for coding knowledge.
Video testimonials work really well on social media marketing campaigns as well – nothing you could say about your product will ever be as credible as real, honest reviews from happy customers.
#5 - Create “How to” Videos to Increase Your Brand Recognition
People love instructional videos. And they are also much more likely to buy from businesses that provide helpful information.
In fact, according to a survey, 48% of smartphone users are more likely to buy from companies that provide instructional video content.
So, if you want a way to position yourself as an expert in your field and gain an advantage over your competition, instructional “how-to” videos are the way to go.
#6 - Use Video on your website to catch attention
Recent stats in the digital marketing world says that user attention spam has hugely decreased over time. According to Adweek, Facebook users spend an average of 1.7 seconds with any piece of mobile content on the platform, compared to 2.5 seconds on desktop. Those interactions become even briefer with younger audiences, and they are growing shorter all the time.
For instance, Swiss High Class Escorts use a video on their website to attract the attention of the visitors and keep them interested. The video background has less than 10 seconds and runs in loop.
As a video background for your website, you can use a video branded for your company showing the team, some services or a stock one that is related to your industry.
But how can you start making them?
Well, the process does require some effort and time, but it is well worth it in the end.
The important thing to remember that if you do decide to make how-to videos that help your audience solve problems and learn more about your niche, don’t cut any corners.
You don’t need a massive budget for filming gear, but you do need to come up with fresh ideas, be entertaining, and present the information in a way that’s easy to understand.
The emphasis of your videos should always be on producing quality content that’s helpful and actionable, but at the same time, it’s still a good idea to try and look for creative solutions for presenting that info.
This helps to establish your brand and your unique voice, and if the video is entertaining enough, it might even go viral and help your small business quickly skyrocket into a global market of internet users.
About the author:
Dave Schneider is the founder of LessChurn, churn reduction app. In 2012 he quit his job to travel the world, and has visited over 65 countries. In his spare time, he writes about SaaS and business at DaveSchneider.me.