Are you ready to blow your 2016 marketing performance out of the water?
Setting marketing objectives is a major component of all business planning, not just in January but throughout the year.
A new year means new targets, a new drive, and a new level of focus. It also means new techniques and tactics are available in the market, and you should be sure you’re aware of them.
Video in marketing isn’t exactly new, but it’s gaining momentum rapidly. Studies have found that four times as many consumers prefer to watch a video about a product than to read about it.
Why focus your 2017 marketing objectives on video instead of other types of marketing?
The answer is one word:
The average attention span for a consumer in 2013 was 9 seconds, which is one second less than a goldfish.
It hasn’t improved.
However, a video has an ability to hook viewers into paying attention for longer. Wistia found that videos under one minute enjoy an 80% audience retention up through the halfway point, and 60% of viewers watched the whole thing.
Even for longer videos, engagement is high. Four to five-minute videos still had 60% of their viewers at the halfway point, and dropped below 50% only at the very end.
Not only will people watch, but your message will also be far more effective with video. Studies have found that video promotion is 600% more effective than print advertising and direct mail combined.
In fact, 60% of visitors to your page will watch a video before reading any text if a video is available.
How to Create Effective Video
Creating compelling video doesn’t have to be expensive or time-consuming. What kind of video you need depends on exactly what marketing objectives you’re focused on.
If you are at the top of your sales funnel, you’re focused on awareness. You may choose to use a professional video shoot to put your company’s best foot forward.
If you’re looking for a high-quality professional video, finding an agency with expert video production packages will be your best bet.
If you choose to do a more behind-the-scenes feel, you can shoot more informal videos with lower production quality and still be just fine. These types of videos work well for the middle of the funnel, when you’re trying to get your prospects to know you, like you, and trust you enough to work with you.
At the end of your funnel, video product demonstrations are a great way to help consumers understand all the benefits and features of your offer. When they know exactly how it works and what they will gain from it, they will be encouraged to buy from you instead of a competitor.
Use Video Webinars to Engage Prospects
Video webinars are an excellent way to engage prospects at every level of your sales funnel. Depending on your marketing objectives, you can focus your webinars on attracting new leads, building a relationship with prospects, or selling to qualified buyers.
Webinars allow you to interact with your viewers in real time, instead of having them only watch a pre-recorded video. This has several advantages:
- You can share valuable information with the audience
- You can answer questions as they arise
- Your presence on the webinar will help build trust
- You can engage your audience before asking for the sale
Webinars are widely used, and thus very familiar to your prospects. They are also easy to set up and prepare for. You don’t even have to get on camera – you can focus on slides!
Use Live Video to Build Trust
A significant portion of what we understand from others is based on nonverbal cues, such as body language and tone of voice. Doing live video broadcasts allows you to build trust with your audience through informal, off-the-cuff conversation.
Being live on video can be a little intimidating, so don’t be afraid to practice a few times before actually going live. But remember that this isn’t intended to be super polished and professional – it’s supposed to be a more inside look at who you are.
Facebook Live is an increasingly popular way to share live video with your audience. Roughly 80% of Americans who are online have a Facebook account, so you can reach almost anyone.
Meet Marketing Objectives By Promoting Well
However you choose to use video, be sure you meet your marketing objectives by sharing your video widely and promoting it effectively.
If you host your videos on YouTube, which is ideal for any non-live video you’re using, you want to promote both individual videos and your video channel. Here are some ideas:
- Use YouTube Tools. YouTube has places for you to enter a detailed description, title, and keyword tags. Using these tools will make it easy for both Google and YouTube to return your video as a relevant search result.
- Ask For Shares. Don’t be shy – include a call to action in your video asking people to share the content if they feel it was helpful. Don’t wait until the end for your request, though – flash it at the beginning too, so that everyone sees it.
- Promote to Those You Know. Don’t hold back your video just because you don’t think your friends or family will be interested. They will probably share it just because they like you, and you never know who’s on their friend list that might become a customer!
- Optimize Your Channel. Make sure you channel looks good and matches your other branding. This includes color, background images, logos, social media icons for your other accounts, and custom banners.
- Hold a Contest. Ask video viewers to leave a comment, like your video, or share the video on social media to get an entry. Ask non-subscribers to subscribe to enter a drawing. When you hold contests, you gain exposure not just for a single video, but for your whole channel.
Lights, Camera, ACTION!
As with all marketing objectives, the secret to capitalizing on video marketing is to take action. You don’t have to use every method of video marketing discussed here. Just choose one and do it!
Almost 33% of people say they bought a product or service as the direct result of seeing a how-to video about it. Younger generations are especially savvy and likely to prefer video over text. Don’t delay – get in the video marketing game this year.
If you’d like help with video production, or want to learn more about how video can revolutionize your marketing this year, we’d love to help.
Contact us today for a free consultation!