A recent trend in online marketing is the use of different forms of video content. Videos are a powerful tool for B2B businesses to promote their brands in an engaging and entertaining way.
If you intend to attract more traffic and increase conversions, then this content marketing strategy is the way to go. It can help create engaging and fun content that contributes to your thought leadership and moves customers through the sales pipeline faster.
Successful video marketing, however, requires that businesses stick to a range of “rules.” Below are some best practices that should be part of your video marketing strategy.
1. Don’t waste the introduction. Have it feature the best ten seconds.
You already know that you only have one opportunity to make a good first impression, and this applies when making videos. You are limited to only a few seconds to hook a prospect in, so use the time wisely. Begin with a short greeting before launching into the crux of the video.
It’s OK to explain the content that will be covered in the video, but again, avoid wasting precious seconds. The intro should be fluid, brief and engaging enough to capture the attention of your audience.
I recommend that you keep the video brief and to the point. Get right into the grit of your story, and manage the expectations of your viewers within the first five to ten seconds. During this time, the clip should convey its value immediately, answering the question, “Why should I continue watching it?” You can ask questions to spark the curiosity of your audience or hook their attention by using teasers.
2. Focus on creating a story.
The internet is filled with heaps of sales clutter that may actively annoy and repel your customers. Don’t let your brand fall into this trap. Instead, always center your videos around the story, as opposed to the sale. Ensure that you concentrate on the value you are offering your customers.
Your storytelling should capitalize on the emotive power of videos and appeal to the desires and needs of your customers. A great example of storytelling involves talking about the origin of your brand, culture, ethos and the people behind your brand showcasing your product. Conclude with a relevant and strategic call to action (CTA) as well as a trackable URL.
3. Remember, humor can go a long way.
In the corporate world, many brands get nervous about introducing comedy in their marketing videos. Humor allows you to get your point across effectively without being boring. Your audience wants to be pulled away from the 9-to-5, laugh a bit and feel enlightened at the same time, so don’t be afraid to incorporate humor.
4. Optimize video for SEO.
You can use many tactics to improve the visibility of your videos in search engines. First, post one to YouTube and your website.
To improve your video’s SEO rankings, use the correct tags and keywords. This allows search engine algorithms to understand the content in the video. Therefore, always tag your videos with the appropriate keywords and explain them fully with engaging titles and clear descriptions that incorporate the key terms you want to be found in search.
5. Prove yourself by educating your customers through videos.
Capitalize on the video trend by providing educational and informative content to your audience. You may teach consumers how to get the most out of your service or products. You can also showcase your industry knowledge by creating a webinar and positioning your company as a thought leader.
Furthermore, videos can help by providing social proof of the products or services you offer. You can create video success stories where customers describe their experiences and what they have achieved by using your product or service.
6. Include a call to action.
Another key element of successful video marketing is incorporating a call to action (CTA). You can choose between post-roll, midroll and pre-roll placements for your call to action.
Pre-roll CTAs play immediately after the user clicks play, before the main video. A midroll usually appears within the clip, while the post-roll comes right after the video has finished playing.
7. Share, share, share.
Once you are done recording, editing and uploading your video, you will be tasked with getting your audience to watch it. Here, you can use the social sharing buttons on your blog and website to make the video available to your followers on Facebook, Instagram or Twitter.
While sharing on these social platforms, encourage your audience to do the same and share it with their family, friends or co-workers. You can use a tool such as Co-Schedule to simplify social sharing and make the process faster. You can also embed the video in a relevant blog post to make it more visible to new sets of eyes.
As you consider whether or not you should use video marketing to build your brand, your competitors are likely already utilizing this strategy. This includes creating animated headers for Facebook pages, how-to videos and promo campaigns alongside video bloggers.
Don’t get left behind. Especially for B2B businesses, there is a real opportunity to stand out. It’s time you added this effective tool to your marketing arsenal.