Looking to learn a little more about what goes into the projects at LooseKeys?
In this LooseKeys project recap, Brad Chmielewski and Jake Williams are joined by Brad Stark to talk about designing and animating the explainer video for Codiki. Since this was the first time that Brad Stark had worked with the LooseKeys team, we chat about his experience with working on character animation and how the team sets up projects. Since there was multiple versions of this project, organization was key.
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.