Video is a big deal. And it will only get bigger. Take this advice from Entrepreneur.com: “Businesses that quickly learn how to tell their story through video content will experience much better social media success than those that ignore it.” So where is video on your marketing strategy?
When people watch a video on their mobile device, 92% of them will share it with someone else. By 2019, more than 80% of all web traffic will focus on video. And why not? Video allows flexibility—viewers can take it anywhere on their mobile devices. A good video will give them something worthwhile. Lest you think only teenagers watch that many videos, Forbes.com shares that “59% of company decision makers would rather watch a video than read an article or blog post.” Likewise, after those business people watch your video, 65% of them will then head over to your website. So, yes, even in the B2B world, video plays a significant role in what happens.
Many social media platforms—Facebook, Snapchat, Instagram, and YouTube—incorporate video and even live streaming. No matter which one your target audience prefers, the following action steps will help you step up your game.
Hook. You have less than 10 seconds to convince viewers to watch the rest of the video. Don’t save the best point for last—put it first and hook people into watching the rest.
Tell, don’t sell. Tell your story. Or tell a story of someone who benefited from your company. Connect with your viewers on a personal, emotional level. No one wants to watch a cheesy sales pitch.
Call to action. You want viewers to do something during or after they watch your video. It doesn’t have to be “send in your application” or “contact us about your staffing needs.” Try something softer. Encourage viewers to subscribe, comment, like or share.
Be very visual. “As much as 85 percent of video views on Facebook happen with the sound off,” says Entrepreneur.com. Design your video with suitable visuals or subtitles, so it makes sense to someone watching without sound.
Use keywords. People search for videos. So when you create the title and description of your video, add keywords. But be accurate—don’t cram in a bunch of keywords just to improve your search results.
Stay consistent. Video is an extension of your brand, not an opportunity to go wild with different colors and slogans. A video is easy to remember because instead of just reading something, people are seeing it and hearing it. They are seeing and hearing your brand—and remembering you.
Don’t get left behind as everyone heads into the marketing future of video. Contact ASJ to make a strategy that will take you into the next year and beyond.
