Three factors are converging to spur a surge in video marketing:
1. Smartphones make filming video easy.
2. YouTube eliminates the headaches of video hosting.
3. Videos can drive a remarkable number of sales.
Multiple surveys report that prospects who watch a video are 60% to 65% more likely to buy than those who do not. That makes sense, considering that videos can show products in action, put a human face on your business, and deliver a more powerful sales message than text or still images alone.
To maximize your video marketing results, here are a few best practices:
What to Shoot. The most obvious use for video is product demonstration, but that’s just a start.
How-to videos are among the most popular, and can be terrific lead generators. YouTube hosts any number of how-to gardening videos with more than 750,000 views each, such as Vertical gardening made easy, How to grow an organic vegetable garden, and Hydroponic lettuce gardening made easy.
Videos can overcome objections. For instance, many people who have never ordered plants online are skeptical that plants can be shipped by mail. A video that demonstrates your packing and shipping process can easily allay that fear.
A thank you message delivered by the company president, an introduction to your customer service staff, or a tour of your facility can all help put a human face on your business. In an era when we’re all trying to distinguish ourselves from the big box stores, what better way to do it?
How to Shoot. Videos don’t have to be shot professionally to be effective. They do have to be clear, concise and free from distractions.
Don’t just take out your camera and start shooting. Take some time to think about the main points you want to convey. Use cue cards if you find them helpful.
Clear any clutter out of the background. If you’re shooting outdoors, avoid shooting in noisy locations or on windy days. Using a tripod will ensure steadier results. Shooting with the subject facing the light source eliminates distracting shadows.
Editing Tips. It’s surprising how many companies create terrific videos, then omit two critical steps.
The first is creating a keyword-rich title and description. If you want search engines to find your video, this is absolutely essential. Don’t use cutesy, intriguing titles. Straightforward ones that prospects are likely to search for serve you much better.
The second is a call to action. Whatever it is you want viewers to do — buy a product, download a report, enter a contest, visit a specific landing page — spell it out! It’s helpful to deliver the call to action both on the screen and in the audio. Cover all the bases by adding a link to the video description.
Distribution Do’s and Don’ts. Once you’ve created your video, make the most of it. All too often, companies bury video on an inner page of their website, with an inconspicuous link to “Videos.”
Start by considering whether you’ll get more mileage out of specific videos on other pages of your site. Can they enhance your home page, product pages, or “about us” page?
Feature videos in your emails. Many companies report that using the word “video” in a subject line increases open rates by between 7% and 20%. Click-through rates typically skyrocket 200% or 300%. Be sure to link to your video, rather than embedding it in your email, which can reduce deliverability.
Don’t stop there. Post links to videos on your other platforms, such as Facebook, Twitter, LinkedIn, or Pinterest. If your video is short, highlight that fact when you post — for instance, “Watch our 60-second video to learn how and when to prune hydrangeas.”
Video has always been powerful, but now it’s an easy option to add to every marketer’s toolkit. Now that summer is coming and gardens are blooming, get outside and start shooting!
