In today's fast-paced market, it has become more important than ever for companies of all different types to take advantage of today's technology in an effort to boost their business and reach out to consumers. One of the best and most effective ways to do this is through video marketing. With features such as Periscope, Snapchat, Facebook Live and YouTube at your disposal, it has never been easier to create quality videos and use them as promotional tools for your business. These video marketing platforms, along with the recent explosion of live streaming, have completely transformed the way that marketing in today's world works.
The opportunities are virtually endless when it comes to video marketing options. The best part is these videos can work in nearly any industry or any niche. There is a great deal of untapped potential in the market and if you keep a few key tips in mind, you and your business can take advantage of video marketing and use quality, carefully crafted videos to promote your business. Here are some of the best tips to remember as you start creating video content.
1. Start With a Strong Voice
Virtually any business owner in any niche can take advantage of video marketing. Just take it from Ramon Ray, publisher of Smart Hustle Magazine. According to this industry expert, everyone can benefit from video, "If there is a good speaker, and overall good content, then the video works." He goes on to add, "of course for industries where there is a visual product, video works even better." Never forget the power of a video that showcases a product actually working its magic and doing what it promises, it can really go a long way.
2. Consider Different Avenues
There are so many different video marketing options available today, so you need to know which ones that are available to you so you can choose the right avenue to create and promote your videos. It can be difficult to determine which platform to use, and there is no one "best" video service, you need to focus on which platform is best for your audience. Think about your target market of consumers. What types of video platforms will they likely watch?
Think about your audience and remember, with videos consistency is key. According to Ray the key to shooting these videos is Frequency, Relevancy, Engagement and Analytics (FREA), so instead of worrying as much about whether you are using the right platform focus on what you are creating and using those creations to reach your end goal, and begin with frequency.
For example, maybe you have video Fridays, so every Friday you come up with a new video through whichever platform you prefer. Ray adds to this sentiment, that it is important to remember that you start by focusing on what you want your end result to be "a 20 minute YouTube video is different than a short Snapchat video, know your end results and video strategy first before deciding what to use."
3. Create the Right Content
Your video content needs to personify who you and who your company is, always focusing on your brand identity. According to Ray "your personal brand is one of the best things you can build using video." In fact, this is one of the things that I have used to really promote both my personal brand and company brand. Here are a few of my branding methods.
Start by doing a "show" that will showcase you and your way of thought. You need to make your videos fun if your audience likes fun, or serious if that in more in line with your audience's personality. Either way, your content must be engaging and it must be informative. Your viewers need to enjoy watching your video and they need to come away feeling like they learned something. Make sure that you build up the credibility of both your personal and brand.
4. Don't Be Afraid to "Spice it Up"
One of the biggest things that tends to hold people back when it comes to video marketing, it that they don't think that their content is interesting enough to create videos on. So many people ask what they should do if they are in a "boring" industry. According to Ray "every business can be made un-boring."
Say, you are a watch repair store. You may not be the most exciting type of business on the web, but you can still make engaging videos that are anything but boring. You can do an informative video on 10 ways to keep your watch ticking, or a more fun off-the-cuff video dissecting the most expensive watches in the world and what really makes them so expensive. Just add a little creativity to your way of thought and you will be on your way to fun videos in no time.
5. Make Sure You are Using Videos to Generate Leads
In addition to creating quality content that helps spread the word about your company, you need to be using videos to generate inbound leads for your company. According to Sam Ovens, an internationally known digital marketing expert, a great strategy to generate leads while still educating the marketing place is to "teach a concept in a 5-10 minute video and then in the end ask the viewer to download an ebook or register for a webinar if they want to learn more."
Ovens goes on to say that "YouTube is the best place for video content because it lives on after the moment and can be found by others searching online years after it was created." According to the marketing pro, this platform is the second largest search engine in the world, and people are spending more time on it than they are in their inboxes. However, that doesn't mean that other platforms shouldn't be considered.
According to Ovens, SnapChat is up and coming. "Posting teaser content on SnapChat is a great strategy to get people's attention and sell them on the idea of going to another platform to consume larger pieces of content." Ovens goes on to say that this two-step style has become one of the best ways to utilize this fast-growing video platform.
If you haven't already been taking advantage of video marketing, there is no better time than the present to start. With the right voice, the right content and the right distribution, you can start using videos as a solid way to grow your business in 2016.