According to the developmental molecular biologist John Medina, the sense of sight supersedes all the other senses and makes the human brain wired to react to motion. This is what makes the medium particularly effective in targeting consumers.
Consumers have the tendency to connect great videos with great products. That is why you need to make your business videos reflect well on your company—no monotonous delivery, no poor or harsh lighting, etc.
It may be difficult to come up with a concept for a viral YouTube video. What you can do is to start with a carefully targeted and professionally made video to attract potential customers to your site. Here are three ways to achieve that.
Create a Professional-Quality Video
Hiring a professional to make one for you is a major expense, but since the resulting business video can be shared across several marketing channels, then you can still see returns on your investment of $10,000 or so after a period of six months to a year.
You can also make one on your own if you have the right set of equipment—good-quality digital camera, lights, light stands, microphones, and editing software. Then read up on savvy video marketing techniques before you conceptualize the contents of your videos.
When you make your business videos, you may incorporate these clips: testimonials or interviews from satisfied clients, enthralling biographical details about your company’s key employees, and an overview of your products or services. Always tell a story and do not forget to add a strong “call to action” at the end.
Make Your Videos Available through Multiple Channels
Do not stop at properly tagging and describing your promotional business videos on YouTube. Make it widely available across many social media channels. Include the videos on your email marketing campaign and online press releases.
And when you upload them to your website, do not forget to generate a site map XML file. The site map XML file contains the code that web crawlers index for search engines to find.
Measure the Results of Your Video Marketing Campaign
Like with all of your other marketing strategies, you need to measure and evaluate the effect of your business videos on your marketing goals. Measuring the results lets you refine your strategies and deliver a much higher ROI for your video marketing budget.
At the most basic level of assessment, you can turn to Google Analytics to determine the traffic sources and the keywords entered by users. Using video-hosting platforms like Ooyala and BrightCove gives you more information, even the critical information that tells you when users stopped to watch your videos.
Exploit one of the most powerful forms of digital advertising. Make your video marketing work by considering the above suggestions.
Over to you…
Are you exploiting video in your digital advertising campaigns? Has it been successful? Share your experiences and tips…