The key to any good marketing content is to persuade people to do something concrete and positive. For a landing page that could mean getting customers to move through the sales funnel and purchase a product from something they see on social media.
If you are creating a marketing video, of course you want it to have to have an impact. You want to influence, to move your customer in a certain direction or prompt a direct response such as picking up the phone and giving your business a call.
Of all the marketing strategies out there at the moment, video can be the most persuasive. But only if you get it right!
Here are our 5 top tips to do just that:
- Show Don’t Tell
This is one of the main mantras of any kind of movie making and it should apply also to your marketing video, however short they are. While talking heads can be a great way to get your message across, the more you can show how your product or service will help people, the better response you are likely to get.
It’s a little like the difference between features and benefits in marketing. You can list a whole host of different things that your product is able to do but until you show your customer how it benefits them, you’ll only be operating at half-mast.
- Create a Compelling Story
Especially when first starting to use video as a marketing strategy, businesses can suffer from lack of direction. They try to cram too much into the narrative and don’t focus on what they really need to in order to be successful. Your video must be compelling enough for the person to watch it all the way through and then click through to your site.
That often means focusing one vital message rather than watering things down with too many ideas. But is also means presenting that message in a way which resonates with potential customers.
- Less is More
We apparently have very short attention spans. Perhaps it’s to do with modern technology and because so much is available on an instant basis. Keeping your message as short as possible is crucial, particularly when it comes to video. A snappy one minute film is a lot more powerful than a more involved four minute one and it’s likely to be watched all the way through.
- The First 10
Any video marketing professional will tell you how important the start of your content is going to be. The first ten seconds are seen as absolutely vital and will determine whether your viewer presses the back button or continues to watch. You have to engage right from the get go and maintain that throughout the whole video. But the first ten seconds is perhaps the most important.
- Tag It
Businesses also make the mistake of creating a great video and then not optimising it properly for search. When you upload your content, you need to make sure that you put the right description in and use the appropriate hashtags, whether your displaying it on a site like YouTube or a social media such as Facebook or Twitter.
Video Marketing for Business
It’s not enough to decide that your business must have video marketing, you need to put a lot of work into creating compelling content that really hits the mark. That comes first and foremost from understanding the medium you are using but also connecting to the people that you are trying to reach out to. If you can get it right, however, it is one of them most powerful marketing tools out there are the moment, and it shows no signs of slowing in popularity for the future.