There is no more debate whether you need to use video marketing as part of your communication strategy in 2018.
Whether you are a Fortune 500, a start-up, or a blogger, many people fighting for attention online are investing in their own equipment for YouTube, or hiring professionals to keep up with the demand from users who are looking for video now more than ever.
According to Psychology Today, consumers are 39% more likely to share a piece of video content, and up to 56% more likely to give that content a ‘like’ when compared to text.
Rather than struggle for ideas for your videos, here are 19 effective ways to use video marketing, and video communication that will impact your bottom line.
Marketing
Explainer video
Explainer videos have become common place on just about every home page you can find. You’ve definitely seen this before:
A sad looking cartoon person is struggling to deal with a problem and there seems to be no help in sight. Then, they discover [insert product here] and it makes everything better. Happy music, smiling people, company logo+tagline.
Why have they become so common? Well, it’s because they work. Here is an example from Animaker:
Video captures user interest in a way that no other medium can, and is an effective way to give your pitch in a lighthearted, easily digestible format.
Explainer video platforms like Explainfy have seen customers increase click-through rate by as much as 300%!
Promote Your Event
In a digital age, there is still something to be said for connecting face to face with customers and prospects.
Unfortunately, it doesn’t come cheap.
Companies tend to spend a LOT of money at events. It is expensive and a huge effort from any Marketing team to execute. So why take the chance that nobody is going to buy your ticket, or visit your both?
Take advantage of the high engagement that video gets by creating a quick teaser of what is to come at the event, and all the reasons why people need to see you there!
For bonus points, use any footage that you captured during the event for Marketing content to use later on. Walk the event area with a flip screen camera to get vlog footage featuring you and other attendees.
Viral video
Every once in a while a trend will come along that Marketers can piggyback off of for a ton of shares. Who remembers the Harlem Shake videos that were all over the internet in 2012? Many companies got some good laughs and some genuine traffic for showing their lighter side. This can be a fun way to find build your audience and find new subscribers.
Another opportunity is to take inspiration from a popular segment. One example is Jimmy Kimmel’s popular bit ‘Mean Tweets’ or a form of Fallon’s ‘Lip Sync Showdown’ A small investment in an inexpensive action camera can help produce great content too.
Anything that is recognizable and makes people smile has a chance of getting a share. There are also lots of different ways to promote your videos and give them a head start.
Interview Influencers
Written interviews with an Influencer in your space is good. But what’s even better?
A video featuring that Influencer. Their audience is likely to want to see what they have to say, and if they are genuinely aligned with your product’s core messaging, then those viewers have high potential to convert as new customers.
Many professionals are becoming YouTubers in their own right which is helping them to expand their audience and influence.
Case study
People trust Marketing less and less in 2017. Today the most effective way to overcome doubt in a new potential customer is to show them what great success your current customers are having.
Give your customers the spotlight in a video and even if it doesn’t get a large volume of views, you will likely find interested people in your niche which can end up being very profitable.
Webinar
A webinar is an online presentation, recorded live and then often distributed as Marketing material to attract new customers or educate existing ones.
It is a tested and true method of leveraging video for business -- the webinar is one of the most effective ways to deliver thought leadership, and generate new leads.
Find some interesting subject matter that people in your space want to learn about, and create a presentation that will deliver real value, while supporting the key selling points of your product. Just don’t turn the whole thing into one big sales pitch.
This is a great opportunity to give your executives, your customers, or a partner influencer the spotlight to share their insights.
Support
Product Training
The happiest customers are the ones who get the most value from your product or service. When training is required to truly understand that value, you should be looking to video.
Customers don’t want to read dense instruction manuals, and even patience for written support portals is growing shorter. People expect instant gratification with any purchase, and a clear training video is the best way to communicate complex information.
Video stands above the rest for effective training because people tend to remember 80% of what they see, and only 20% of what they read
Hidden Tips & Tricks
Depending on the product you sell, there may be some hidden functionality that the average user doesn’t know about. Increase customer satisfaction by showing off time saving techniques, and valuable features that make your product indispensable for them. You don’t need big production: set up a cheap vlogging camera and prep a script and you are good to go!
Here is an example from Vidyard.
Remember: the better a customer knows how to leverage your product, the more likely they are to stay with you long term, or come back for more future business.
Answer common support questions
Save stress on your support team by addressing common questions head on in a video. With a little bit of effort, one video can get thousands of views on YouTube and in your customer portal.
Intro new features & updates
If you provide a technical product, you are likely creating new features all the time. There is no better way to spread the message than through video.
Video gets a considerably higher click through rate, so a brief video is your best method of distributing new product information if it is important that customers are updated promptly.
Sales
Testimonials
Similar to a case study, testimonials from real, satisfied customers can give you immediate credibility to a prospect.
Answer common sales questions
Give your potential customers the resources to answer their basic questions before they engage with your sales team. Customers want transparency, and it will serve you well if you don’t hide important answers behind a ‘Contact Us’ form.
This will also help to ensure qualified sales conversations with people that have a good understanding of your service.
Demo your product
If you sell an online product, people want to understand how it works quickly to determine whether service is right for them.
Use video to show off the most important features, and tease impressive time or money saving value that it can create.
Here is a demo showing off new features by leading video editing software, Filmora:
One study found that conversion rates increase as much as 80% by including a video on your product pages.
CEO Pitch
Some times the face of the company is an extremely effective sales tool. Have your CEO/ President/ Owner create a video or video series for potential new customers giving a sincere pitch for why your company is worth of their business.
For really big new customers, you can create a private and customized video with your executive speaking directly to them. Give them the VIP experience!
PR
Attract new employees
Finding good talent is one of the biggest challenges that companies face. With increasing competition for good people, many companies are stepping up their investment into culture and people to attract the right people to join their team.
Have a look at a video Pinterest used to help hire great talent.
Leverage a video on YouTube and on your careers page that shows off your culture. It makes a big difference when people can a candidate can picture the office, and the type of people that they will be working with.
Behind the scenes
Sometimes a company can get positive press by showing off their work. If you are doing something innovative, make a video detailing the creative process, and interesting challenges that your employees are facing.
You can turn this into a great narrative that anyone will be interested to watch. Potential customers will take notice, and you may attract some valuable links and social shares from organizations on the hunt for interesting stories.
PR & News interviews
If your company is lucky enough to be covered by any blogs or news organizations, take full advantage! Don’t just settle for a 500 word article, try to incorporate a video which will be a more interesting social share and likely get more views.
Introduce executives
If you get significant new members joining your executive team it is a big deal -- share that big deal with the world! While a new VP of Product or CEO might not be best way to attract leads, it is important messaging that you want to get right for existing stakeholders and customers.
What have we missed? How else are you using video for your business? Let us know in the comments!
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