Many small business owners consider video marketing to be out of their realm of tools, often assuming the only way to get noticed with video is to create a clip that goes viral. Those who do choose to incorporate video marketing into their overall strategy, however, find even a simple video goes a long way in attracting new clients.
Advertising budgets tend to be tight for the small business owner, yet the cost of creating a video ad is negligible when one sees the return on investment.
The following are just a few of the many reasons why you need to make video an integral part of your overall marketing campaign.
Customers, when they see an e-mail with a video clip, are more likely to click on the content and advance further into the site. Mark Fleishhacker, Ogilvy Consulting’s managing director, states the click through rate may increase by 200 to 300 percent when one chooses to include a video. Although all who click through won’t become clients, small businesses cannot afford to lose even one, and video marketing is a great way to expand your client base.
In addition, consumers tend to spend more time viewing a video than they do reading text. Consumers remember the information contained in the video more also, possibly due to the fact that more than one sense is engaged, as they are hearing the message and seeing related images. Individuals come with their own learning styles, and video appeals to multiple styles, rather than just one.
Interaction with Consumers
When you create a video promoting a product or service you offer, you interact with clients in another way, allowing them to feel they know more about your business and you personally. Consumers, for the most part, prefer to purchase from someone they know. A video allows them to do this, even if your business is clear across the country.
Draw More Attention to Your Business
Research Group conducted a study where they found that businesses with one or more videos on their site were 53 times more likely to appear in the top spots on the search engine, somewhere on the first page. In fact, one website opted to include a photo or video with their articles and found that they received three times the number of clicks on those articles with graphics than those with text alone. You’ll be drawing more consumers in within a very short period of time.
Another benefit of using video is Google now presents video search results at the top of the page in thumbnail format when they believe the user is searching for videos. Type the name of your favorite song in the Google search engine bar and chances are you will see a thumbnail of the music video appear. Imagine the same happening when someone goes to search for instructions on how to use a product you sell. People like to see the product in use, and your video could easily be the one they turn to.
Share New Products and Services with Your Clients
Money remains tight for many individuals. When they hear about a new product or service, they may question how it will be of benefit to them. With the help of video marketing, you can show them exactly why they need this product or service. Viewers find it much easier to understand what you are sharing when they can see it with their own eyes and hear you explain it to them.
Increase Brand Awareness with Videos
Do you worry about being pushy when it comes to selling your brand? With video marketing, you can easily increase brand awareness without doing any selling. The easiest way to do so is to cover a live event you are hosting, conduct interviews with people in your industry who customers would be interested in learning more about, or doing a demo of a new product they may wish to try. Allow your brand to be clearly visible in the video without doing any actual promotion of it.
The Cost-Effectiveness of Videos
Business owners often assume they must bring in a professional production company to handle the creation of video ads. Thanks to many production programs now available online, you can make your own video using on online video service or invest in simple software to produce the video yourself. When you choose to go this route, you’ll find you may be able to spend less than you would to put a small ad in your local newspaper.
Tips for Creating Amazing Ads
1. Keep it short. The average consumer has an attention span of anywhere from 8 to 30 seconds, according to most experts. You need to ensure you get your message across at the beginning of the video to attract the most attention. Save any additional information for future videos once you have the client’s interest.
2. Be creative. Don’t make a number of videos which all look the same. Mix them up to keep the attention of the viewer once you have it. Throw some still images into your video, such as a picture of your physical location or ones of your employees, and add some humor to the videos, whenever possible. If you are a plumber and you once forgot to cut the water off before unhooking a pipe, tell that story. If you run a craft shop, show pictures of some of your failures. Customers will love to see how you are human too, even when you have skills they are lacking.
3. Make a video with a personal message. Have an employee create a holiday greeting in video or ask customers to make video testimonials for your site. The personal touch allows customers to feel they know you, so they can also feel more comfortable spending their money with you.
4. Find a way to incorporate your contact information into each video, such as a phone number, e-mail address, and map, if you have a brick-and-mortar location they may wish to visit. Be sure to include a call to action in each video also, as you want your customers know what they should do next. Coupons and special offers are a great way to encourage consumers to follow up with your company, now or in the future.
5. Place your videos in a variety of locations. Many business owners place their videos on their company website and leave it at that. Make sure you place yours on YouTube and social networking sites, in e-mail newsletters, and more. The more locations your video ad can be found, the higher your click through rate will be.
6. Test videos with a focus group, whenever possible. If you plan on releasing a new video on your site, ask a few of your loyal customers to preview the video and provide an honest assessment. Ask if they find the call to action compelling or if the jokes were funny? Make sure they understand the message you are trying to get across and recognize the next step they should take.
7. Don’t hesitate to make a video with no sound. Let the images speak for themselves. Many videos successfully use this technique, allowing the product or service they are highlighting speak for itself. If you have real life footage, you may wish to use this technique, especially in those situations where the video concludes with a happy ending. People often watch videos of soldiers returning home and never turn the volume up. The images project all the viewer needs to know. Try to do the same with your videos.
Video Marketing Statistics
If you still aren’t convinced, following are some statistics you need to keep in mind.
• Experts predict the number of online video users will increase to 1.5 billion in 2016 and 55 percent of Internet traffic will be online video traffic during the same time period.
• Currently, more than one billion people visit YouTube every month and these are unique users, not repeat ones. These users spend over four billion hours viewing videos on the site.
• More than two-thirds of marketers now plan to incorporate video into their websites, making this task of greater importance than integrating a blog, Facebook, or Twitter.
• Every week now, more than two million video views allow for the display of ads in the video in exchange for money. When individuals view your video, YouTube pays you a percentage of the funds they receive from the advertiser, allowing you to bring more money in.
• Dr. James Quivey of Forrester Research explains one minute of video is the equivalent of 1.8 million words or approximately 3,600 standard web pages.
• 90 percent of consumers using the Internet to learn more about a product state they find videos to be helpful during the decision making process.
• Retailers find those products accompanied by a video sell at faster rates than those without videos.
Video allows you stand out in the crowd. Make sure you use it to show your clients and potential customers how you differ from the competition in more ways than one. When you do so, you’ll find your business grows and expands in ways you may never have imagined.