If a picture paints a thousand words, video broadcasts 24,000 a second. That’s why it’s so important to say the right thing. Great video content promotes your brand, boosts SEO and ingrains itself in the consciousness of your customers. As part of a unified strategy, video content can become one of the most powerful marketing tools at your disposal. But like all powerful tools, the misuse of video marketing produces undesirable results. It can be even downright dangerous. With video projected to account for 80% of all online data by 2019 that’s a risk you don’t want to take. Luckily, we have the knowledge and know-how to ensure that never happens.
Perhaps the most egregious crime your video content can commit is to simply be boring. Marketing puff pieces and promotions rarely offer value to your target audience. If your video offers the facts, just the facts and nothing but the facts, the court of public opinion will find you guilty of losing their interest. Your customers want to be informed of course, but they also want to be entertained and enlightened, and to make an emotional connection with your product or service. If you can accomplish all of those aims your sales will bear testimony to your success.
In that sense video is no different to any other form of content. We’re not playing with a brand new rulebook here – just with a different medium. The key is how you engage people as they travel along the information superhighway. Does your content make people want to park up and spend some time with you, or hit the pedal to the metal and burn some rubber? In many cases this is a split second decision for your audience so making a great first impression really counts.
Everyone who makes video content wants to produce the next viral video just as everyone who plays golf would love to hit a hole in one but you need to be realistic. The good news is that even without a runaway viral success story, video content is far more likely to be embedded and shared than any other type of content. Once you’ve reached the right people they’re far more likely to spread the word for you.
For that to happen, consumers need to find your video in the first place and we have some more great news for you right now: with the right title, rich descriptions and relevant meta phrases your video content is far more likely to be found and viewed than any other medium. Videos are regularly listed at the very top of search page rankings for key phrases, placing them in the prime retail estate of online marketing. A recent study showed that click through rates on emails which contained video content was 200-300% higher than those without. Once found, people are much more likely to engage with video, so make the most of it.
Video marketing is a two-pronged attack. First you need to reach your audience, then you need to captivate them. A single minute of video is said to be worth 1.8 million words. This page has roughly 600. Now open your mind to what you could accomplish with properly optimised, engaging and on-point video marketing. Exciting isn’t it?