Video is a valuable tool that should be part of your plans and strategies, but why is it important? The strength of video lies in its combination of visual and audio elements. And when complemented by other contextual content or marketing activities, it becomes an even more powerful way to engage, educate and inform viewers. Four ways video helps businesses include: boosting brand awareness, audience engagement, SEO and social media efforts, and leads, conversions and sales.
1. Brand Awareness
Video is an effective platform for conveying consistent messages, brand quality, professionalism and trust. It can be used at various stages of a customer’s journey — from making potential customers aware of your brand to enabling them to research and interact with you throughout the purchasing process.
Measuring brand awareness can be a difficult task. However, you can gauge effectiveness by analyzing and tracking video and page views, website visits and time on page, leads and conversions, search engine rankings, inbound links, anecdotal feedback, brand mentions and brand recall.
2. Audience Engagement
Video enables your business to better define your brand, product or service and how it fills a need or helps customers. It’s the perfect medium for building an emotional connection with your audience, educating and engaging them, and communicating your message in an easy-to-understand manner.
Video can also increase the number of influencers who share and talk about your brand, products or services. By effectively explaining, demonstrating or providing interesting, relevant information via video and surrounding content, you can increase time on site, interaction and shares.
3. SEO and Social Media
Videos are extremely valuable to SEO and social media efforts. They are instrumental in building traffic and search engine rankings as well as engaging your audience through social media channels — which in turn drives site referrals and brand awareness. Optimized videos can also appear with thumbnail images in Google search engine results pages (SERPs) and in video search engines.
Embedding videos in web pages and blog posts improves the value of these pages, makes them more engaging and increases the likelihood of people linking to or sharing them with others. The result is higher positions in search engine results and increased inbound links to your site.
4. Leads, Conversions and Sales
Videos are excellent for driving leads, conversions and sales. They can direct viewers to web sites and landing pages, request forms or other resources like white papers, case studies, etc. What’s more, a video may be exactly what’s needed to nudge conversion of customers who are wavering or unsure of purchasing your product.
The keys to success are consistently publishing videos and integrating them into touch points throughout the buying process. Depending on your business model, actual sales could occur immediately or later in the future and may happen online, in-store or through account representatives.
In our “How Does Video Fit Into Your Marketing Strategy?” post, we talked about how to integrate video into your marketing plans and strategies. In conjunction with other initiatives, videos are a natural way to interact and engage with your audience. But what types of videos should you create? And how can you maximize sharing and distribution?
Where to Start
When considering creating a video for your company, ask yourself these key questions. How does video fit into my business’ overall strategy, who is my audience and what message do I want to convey? What is the purpose of the video and what do I expect to accomplish?
Next, take into account the specific content that meets those needs. Are there particular questions customers often ask that could be best answered in this format? Are there specific customer testimonials or case studies that would make great videos? Can video be used to demonstrate how to solve a problem or use a particular product? This Viadeo video is an excellent example.
Social Media Sharing and Engagement
Posting videos is popular on social media sites, but how can you encourage people to share yours and the content surrounding them? A good place to start is to ask employees, customers, vendors, friends, family, social media page followers and group connections, and people in your networks to share your content. And then make it easy for them with social media and email buttons and embed codes that are clearly visible and accessible.
Be sure to always include a video transcription for SEO purposes and for people to quickly skim and review. It can be the difference between them watching it, or not. And if viewers aren’t in place where they can watch the video, they are more likely to come back to it later. Other recommendations are to:
Creation and marketing of videos should not be done in isolation. These should be integrated as part of your company’s overall marketing plans and strategy. And to improve customer interaction and engagement, it is crucial to encourage and make it easy for customers to share your content with others.
Videos can be used to better explain or demonstrate products and services, answer frequently asked questions, share client testimonials or educate audiences. They are ideal for combining sight and sound to engage customers and encourage them to take action or share content with others. But how can video be integrated into your overall marketing plans and strategies?
Integrated Marketing Explained
“Integrated marketing is the strategy and implementation of leveraging and unifying different marketing activities. The overall purpose is to complement and reinforce the overall impact of each of these marketing methodologies, so that the marketing process is not only more consistent across different mediums, but also more effective in meeting marketing objectives and increasing a business’s bottom line.”
So how does this apply to video marketing? Well, there are three important points to remember — ones that can improve the effectiveness of not only videos, but also other marketing initiatives and activities:
Video Complementing Other Content
Video embedded in content makes it more appealing to readers. It also provides additional context and engagement that typically cannot be achieved by text-based formats alone. What’s more, people are likely to share the entire page with supporting content, rather than simply the video by itself.
So, how can video marketing support other channels? When embedded in emails, videos can increase customer interest and interaction as well as improve the likelihood of readers forwarding messages to others. And of course, video can also be embedded in landing pages and blog posts to increase engagement and facilitate sharing on social media sites like Facebook, Twitter, LinkedIn and others. Additional great uses include:
With a bit of thought, you can probably come up with ways to incorporate video into just about everything. And you should, since these combined strategies can boost video and page views, generate leads, improve conversions, increase inbound links and search engine rankings, lead to valuable customer feedback and enhance brand awareness.
Everyone wants their video to go viral and get seen by millions of people but that shouldn’t really be your goal with an explainer video. Sure getting the video passed around might drive interest in your product or service and get your name out there, which is always nice. In reality though, most videos don’t go viral and most of the views will come from the video being seen on your website. Visitors will likely have heard about your service either from word of mouth, search engines or from your other marketing efforts. When they land on your site, your video needs to do what it was made to do; explain in a clear, simple manner what your service is, what it does and why someone should sign up. If you spend too much time thinking about how you can make a video that will go viral then you may not pay enough attention to what your video should accomplish; signing up new users.
So focus on what’s most important, making sure your video captures attentions, explains your product or service and gets people to sign up or buy.
Everyone loves reading lists so we figured we’d come up with five reasons why your startup needs an explainer video. When you’re working on a marketing plan one of the key pieces needs to be the explainer video; whether it’s animated, live action, screenshots or just a talking head. Whatever the format may be, explainer videos work!
When you’re a new business you don’t have any credibility. Why should people trust your product or service? A video helps build that trust. When viewers watch your explainer video and understand more about what your service or product can do, this helps to validate and establish your business for them. Videos often take time and money to make so it also helps to show that you’re not just some scam but rather something people can trust.
Simplify Your Message
Can you explain your startup or vision to someone in less than 2 minutes? How about in 30 seconds? Probably not because you’re excited about what you’re building and you have a lot to say. You can likely talk someone’s ear off for hours about your idea.
Sure articles can go viral but for every text article there are hundreds of videos that hit it big. Most users will sit and watch an engaging video for two minutes and if it’s a hit they’ll like it and share it with their friends on Facebook or Twitter.
From all those likes you’re now getting because your video is getting shared all over, you’ll be getting a lot of new users learning about your service. Video gets results. When someone can watch your explainer and easily understand what it is you do, they are more likely to sign-up.
Because They Are Awesome!
We love video and users love video. Sure we might be a little biased since we make videos for startups, but whenever we hear about a startup the first thing we look for on the landing page is the video. Quickly learning about a product or service is helpful but is also gives people a good understanding of who the startup is, how they see their business and even the sense of humor the founders have.
Get started with your awesome video today, LooseKeys is only a click or call away.
Looking to learn a little more about what goes into the projects at LooseKeys?
In this LooseKeys project recap, Brad Chmielewski and Jake Williams talk about designing and animating the explainer video, Tempo Timesheets. This video was a blast to work on and the team had a great time coming up with the artwork and creating interesting transitions. Because the software is very business focused it was fun to take the video in a more animated and cartoon world that you typically don’t see for this sort of software.
Having issues listening to the audio? Try the MP3 (11.8 MB).
Today at LooseKeys we celebrate our second year. It’s been an outstanding journey with over 70 videos in our portfolio, some awesome clients and support of so many friends and family. Thank you everyone for the support!
This past year the team grew and Jake Williams came onboard full-time. One step closer to world domination… The team has been building steam and hopefully we’ll be able to add some more people in the near future.
After two years, I think we’re doing something right over here. LooseKeys has become more than just an animated explainer business; we’re storytellers, artists and with each video we do, we’re able to show why clients pick us over the other guy.
We’re just getting started and have a lot more planned. We’re going to keep building a growing. So, watch out!
Our Meet Boxee TV spot for Walmart won a 2013 Bronze Award Telly Award for Use of Animation in the Film / Video Non-Broadcast Productions category.
Last week Google announced that YouTube has cracked one Billion unique viewers in a single month. That’s Billions, with a capital B.
That’s a lot of eyeballs watching videos online. YouTube said that their ”monthly viewership is the equivalent of roughly ten Super Bowl audiences.” Unlike the Super Bowl, it’s free to get a video or commercial seen.
If you’ve been waiting for a good reason to start making videos for your business, well there’s a billion right there. Sure YouTube is full of cat videos and kids lip syncing songs but great, well produced content is there too. It’s this sort of content that makes YouTube the behemoth of video. This sort of content is what people are looking for now and its surfacing to the top. And it’s that kind of content every business and startup needs to be making. Make a video and get it out there, don’t wait for YouTube to go to two billion before you get started.
Making content and videos for your business doesn’t have to always be done by a professional but it helps. When your business is just starting and your bootstrapping, an amateur attempt at a video might be all you can afford or have time for. But is this video really effective? Or is it hurting your business more than it’s helping? If you’re using a video on your landing page to explain your product or service, you don’t want potential customers to see your amateur attempt and not trust you. SearchEngine Watch shows that when you have a landing page with a professional video it generates 4-7x more engagement and response rates. You don’t have to spend a ton of money on a professional video but there is a moment when you need to hire someone to help, there are experts out there to make you something great.
ComScore also pointed out that consumers perceived feature benefits of a product or service as more believable when coming directly from the brand through professionally-produced content. That again likely goes back to the quality. Are you really going to trust a poorly timed, out of focus video showing off the benefits? If it’s bad, no one will watch it! Quality matters, so call in an expert.