We all know how engaging video content can be, it captures more attention than written words. Viewers can be captivated instantly if a video is professionally produced, creative and visually appealing. Video marketing has grown exponentially over the past 10 years, and is proven to be one of the most successful methods of promoting your company, products or services. The conversion rates of video content on your website are above 80% that of traditional media.

Social media has been harnessed as the perfect platform to promote your organization. All of the leading applications embrace the use of video and encourage the sharing of this type of content. YouTube, the original video sharing service, is still leading the way and is the second most used search engine next to Google. This is why we recommend setting up a YouTube channel and populate it with content. If you don’t have a YouTube channel, go and create one immediately. By now we should have convinced you on the benefits of having a video marketing strategy. So let’s think about how you can make best use of your content.

Schedule your posts

Once you have built up a library of content you can manually schedule your posts to rotate your content or you can decide to use an app like Hootsuite or Buffer. This is the perfect way to ensure your content stays fresh and at the same time build a viewer base that will be encouraged to come back again. You can try building anticipation by serializing your content, depending on the content of your videos you could split them into smaller sized ‘episodes’ that you can tease with trailers leading up to the release day. This might sound like a lot of work, and if you are too busy to stay on top of this you can always hire a video production company to take care of it for you.

Start With a Bang

People's attention is fleeting. If you don't catch their attention in the first 8.5 seconds of your video, you've already lost your customer. Try to have something catchy at the start of your video that tells your audience what they are about to see. Having an eye-catching thumbnail might attract them to watch your video. You could also have a small preview of what to expect in the video at the beginning. This may pique the interest of your potential audience, and encourage them to watch your video.

Video Demos and Tutorials

You can create tutorial videos that demonstrate how to use your products or services. Prior to engaging in a purchase or contract with you the customer can watch a video to answer any concerns they may have. This type of video is successful in converting interest to actual purchases. The confidence people will have in your business will increase if you have a series of these videos for your products.

The Importance of Good Audio

A good video can still tell a story and sell a product without audio, which is helpful especially if  the viewer has to watch the video with audio silenced. But if you are using any kind of audio in your video make sure it is high quality. Make sure to use professional voiceover narration (refer to our previous blog post on this) to help tell the story, use a catchy music track and if appropriate, sound effects can enhance the experience for the viewer.

Storytelling

The last thing your audience wants is to sit through another boring video. Try to tell a story. It could be a case study of how a customer has benefitted from your products or services. You can also provide your viewers with a history of your company. This can increase the credibility of your organization, its products and services. It can make you more relatable, which in turn will increase confidence and result in more sales.

Call to Action

A very important feature of all videos is the ‘Call to Action’ or CTA. This doesn’t need to be too direct in asking for someone to buy from you but rather a friendly encouragement to visit your website for further information. You can also add a subscribe button to attract more viewers to your YouTube channel. Be creative with this and see where it goes. You can evaluate the success of your videos and see what works best.

Search Engine Optimization

Did you know that YouTube receives over 3 billion (yes Billion) searches every month? You will end up losing out if you don’t optimize your content. Try adding descriptive titles with keywords as well as details about your video in the description. YouTube allows you to add tags and keywords to your videos before you upload it to your channel. This is a great way of optimizing your content and ensuring people will find your videos. Growth on YouTube is important as it is currently one of the leading search engines.

In Conclusion

These are just a few of the things you can harness to take your video marketing content to the next level. Don’t forget to share your own content across all social media platforms to gain extra exposure. Make full use of YouTube’s social video channel — YouTube Shorts or even Instagram Reels to create short bite-sized videos that act as a teaser to your long-form videos on YouTube.

If you would like to find out how we can assist your company with its video marketing strategy, please call Andy Holt on 780-907-1445 for a free, no obligation, telephone call.