You’re ready to use video to promote your business, improve your SEO and drive customers to your website. Fantastic! Now what? It’s fairly well known that interesting video content will do all of this and more in helping bring awareness to your business or service offering.
In fact, 64% to 85% of website visitors are more likely to buy a product after watching a video about it. But, here’s the rub:
62% of consumers are more likely to have a negative perception of a brand
that published a poor-quality video. (Brightcove, 2013)
Don’t be discouraged. You can create a great experience for your customers with video by simply following a few basic steps. Start by asking yourself: Do I have the resources to create a high quality video and the passion to focus on the content rather than expecting huge results right away? (Say YES here.)
The biggest mistake business people make when bringing video into their online marketing mix starts with setting expectations too high on what video as a tool can do and not spending enough time on the message itself. Here are a few steps to getting it right.
- Think from the viewer’s perspective. It’s not just that consumers appreciate relevant content—relevance is the only reason they’ll give your content more than a glance. Don’t tell them about how great your business or products are. Give them information that will solve their problem, answer their question, teach them something or, at the very least, entertain them.
- Script it. Map out a plan for the main content points you want to hit and then script the message clearly. Even if you ad-lib for authenticity, keeping the message focused on one or two key points will keep the narrative flowing without wandering off-topic.
- Know the goal. Every story and application is unique. Decide before you produce what you want to the call-to-action to be. Do you want viewers to donate money or purchase products online? Are you trying to generate more leads for your sales team? Or maybe you want to attract a larger audience via social media video shares. Based on your goal, think about what you would like the viewer to do and be sure to tell them in the closing of the video.
- Keep it short. A study by Wistia found that videos up to 2 minutes in length get lots of engagement, but after the 2 minute mark, you start to lose viewers. As consumers, we’ve been trained to receive messages via video in 30-60 seconds. Make sure the first few seconds are engaging and the rest of the video gets to the point quickly. After that, the content has to truly be worth someone’s time. Which means:
- Quality counts. Hey, we’ve all seen decent videos done for next-to-nothing with an iPhone and those produced by professionals for hundreds of thousands of dollars. Each can be effective if you plan accordingly; either will waste time and money when you don’t. Experiment, call on experts and find what works best for your situation. If it’s lit well, shot well and tells a good story, you’ll likely be rewarded. If it’s a million bucks worth of flash but doesn’t tell a clear story, you might have wasted your money.
- Be realistic. Using video effectively takes time and usually a financial commitment. You know the result can be more visits to your site, stronger engagement from your customers and, ultimately, more sales. Decide the value to your business video can bring and set a strategy in place to do it. If you’re not ready, wait until you have the funds and a marketing plan in place that supports it.
As we said, video can be a powerful tool to raise awareness for your brand. There are plenty of resources available to you to begin your journey into producing it effectively. Be consistent and follow a strategy and, over time, video will drive more visits, more engagement and bring more revenue to your bottom line.