There is no question that we live in an always evolving digital world. Consumers derive so much of their knowledge, and base so much of their decision-making, on what they research about companies and products online. Because information is literally “at the fingertips” of your customers (and potential customers), you need to take advantage of how technology can help you reach them. One of the most influential ways technology can help you visually express your message and stand out from the crowd is video.
How Video Can Help Your Business
What can video do for your business? When your company publishes videos, it’s giving your customers an inside look into who you really are – it makes you more relatable, builds credibility, and increases trust (and people want to buy from whom they like and trust). Additionally, watching video processes much faster in your mind than written words and contains emotional qualities that can’t be matched by text.
Who loves videos? Google! The purpose of Google is to get their users to the place that provides them with the most information, so the more relevant video content you offer, the more likely you’ll move up on the search engine results page. Once consumers find and watch your videos, they are more likely to make a decision about your product or service, visit your company’s website, and ultimately purchase what you are offering.
Facebook also is more likely to show videos to your page followers, if done correctly. Facebook Live is giving innovative businesses a way to get back into the organic reach arena and get back in front of their social audience.
Creating an Online Video on Your Own
If your company is new to the world of video, hiring a professional videographer can sound like a daunting process. Professional marketing videographers can charge anywhere from $1,000 to $50,000 for a premium video. Some charge by the project and some charge for the day – depending on how long your project may take, that sure can add up!
An alternative to hiring a professional to create your online video is to do it yourself. Creating do-it-yourself marketing videos is not as intimidating as it sounds, and you don’t need expensive equipment to get started. Use your phone camera, get a tripod, and use the editing software already installed on your device. Making and producing videos on your own cost less, and you have complete control over scheduling and production. Your opportunities are limitless – introduce yourself to newcomers, provide information, answer questions, make them laugh!
When should you employ DIY video marketing?
While professionally shot video does require an investment, there are definitely times where it should be used. In his excellent article on the 3 types of marketing videos, Andy Crestodina of Orbit Studios in Chicago argues that resources should be invested in “Conversion Videos”, or main videos that are “telling the brand’s story, delivering sales messages, demonstrating expertise and building trust”. These are the pillar content videos that are featured on the “About Us” pages, or the ones that need to explain or show your products or services.
However, for the other two types of video, DIY video marketing works well. “Social Media” specific videos can give customers a candid peek inside your operations and can add authenticity and fun. These DIY videos are a great way to show new product additions and keep people current on specials. One of my favorite record stores, Toad Hall Records in Rockford, IL, regularly uses Facebook video posts filmed on a simple phone camera to show new additions to their inventory. This allows them to post video a few times a week, and because they are video posts, I am much more likely to have them served to me in my Facebook feed. These posts almost always make me want to run out and add to my vinyl collection.
“Content Marketing” videos are videos that enhance your Content Marketing efforts. If you aren’t familiar with Content Marketing, it is a conscientious program of effective web content generation that has a goal of increasing your personal, professional, and website authority. Most will stick to producing blogs, because it is an easy format to maintain. When posting frequent blogs, however, DIY videos can be an excellent way to add another content format. Every additional content format like video can potentially add a whole new audience!
The Impact of Live Videos on Social Media
Live video is another way to connect with your audience and reach consumers online. If users on applications like Facebook and Instagram like your videos, they can share it with others that they feel may also benefit from your message. Some of the types of things you can do with live video include airing your special event, having a conversation or Q&A session, inviting influencers (or experts on a topic) to your Instagram live broadcast, and learning about your audience. Live videos (or live streaming) allow you to connect with your audience anywhere at any time, helps you build more personal relationships with your customers, and at the same time, it can also help you grow your brand.
It’s safe to say video should now be an essential component of your content marketing plan. If you have questions about how to get started in creating videos for your company, please call us at 312-569-9449 or visit our homepage. Take control over the message you want to get out there! We have been able to help companies just like yours increase their brand awareness by incorporating video production into their marketing strategy.
