How To Use Video To Increase Buyer Engagement

If you happen to spend any period of time on-line, it’s virtually not possible to keep away from movies—movies of cats, celebrities, songs, Web memes, and far, far more. 

Movies are a particularly efficient means of speaking with and fascinating folks, so it’s no surprise that increasingly more companies try to determine what position video will play in their very own advertising and marketing combine.

So let’s take a deeper dive into video advertising and marketing: why is it so necessary, what makes for good video, and how are you going to use video to spice up buyer engagement?

Why is video advertising and marketing so necessary?

• Movies assist convert folks into paying prospects. The truth is, based on Forbes, 90% of shoppers say that movies assist them make shopping for selections
• Movies come up in searches. It’s not simply YouTube search: Google ranks YouTube movies very properly broadening product discovery by way of video content material.
• Movies are being seen on cellular gadgets. We’re a plugged-in society, not often removed from a display, from smartphones to tablets to desktops. It’s attention-grabbing to notice that 75% of YouTube views come from cellular gadgets, and this quantity is certain to solely enhance as cellular continues to blow up.
• Movies are simply shared. (That is very true in social media.)
• Movies cater to totally different studying types. Combining visuals and sound might help some folks keep in mind the knowledge higher than straight textual content.
• Movies are fast. Not everybody has the time to learn a ton of textual content when searching for particular data. A one-minute video is a unique story.
• Movies can improve present data. For instance, you probably have a retail web site promoting girls’s clothes, a video on mixing and matching the newest spring line can improve the content material already in your website.

What makes for good customer-engaging movies?

• Buyer testimonials. Most enterprise web sites embrace written testimonials from comfortable prospects, and that’s fantastic (and nonetheless necessary). However an much more compelling testimonial is one the place you may see and listen to an individual speak about his or her expertise with Superior Firm ABC.
• Tutorials and product demos. Folks usually flip to Google after they want directions on how one can do one thing, be it altering the oil of their automobile, how one can prepare dinner a turkey, or how one can do a French manicure. Watching a video the place somebody demonstrates how one can do this stuff could be a lot simpler than studying step-by-step directions. Take into consideration the questions your prospects ask, after which take into consideration how one can display the solutions in a video.
• Digital excursions. Most of these movies could be nice for companies focusing on areas – assume design/construct corporations, landscapers, trip spots, 55+ communities, resorts. A video that walks folks by way of a setting will beat out an image gallery each time.
• Time-lapse movies. These can take extra work to place collectively, however they may also be an effective way to display one thing visible, comparable to renovating a kitchen or landscaping a yard because it goes by way of the totally different seasons.
• Behind-the-scenes. Individuals are usually intrigued with a behind-the-scenes have a look at companies. Most of these movies are an effective way to remind your prospects that there are folks behind your model: you might do brief Q&As with staff, exhibit the workplace canine, and take folks on a tour of your warehouse (spa, kitchen, design studio…you get the thought).
• Introductions. Use this video as a option to greet folks and invite them into your corporation (it’s one thing you’d possible put up to your web site’s dwelling web page)
• Popular culture references. Consider all of the totally different movies that popped up of the Harlem Shake or Gangnam Fashion. Many of those got here from small companies the place staff needed to get in on the enjoyable. It’s one other nice option to present your human aspect and take part in a present cultural dialog.
• Talking occasions. If you happen to or somebody out of your firm is talking at an occasion, think about recording the speech and turning it right into a video clip. This may be an effective way to garner extra talking engagements as properly.

A notice about creating movies: The excellent news is that you simply don’t essentially have to spend money on skilled video providers in an effort to get helpful, usable movies to your website and social media. The gadgets we use on daily basis, like our smartphones, take respectable movies. There are additionally AI platforms to create movies and nice instruments to show content material into movies.

The one exception is product demos. For these, it would make sense to spend money on some exterior assist, relying on the complexity of the product you’re demonstrating.

How must you use these movies to spice up buyer engagement?

• Submit them in your web site. And never simply the house web page. Submit them on the pages that make sense. If you happen to do quite a lot of movies, it is sensible to create one most important web page that serves as a repository, however then you must sprinkle the movies all through the positioning. Bear in mind, movies could make nice sidebar content material.

• Use them in your weblog. Both as their very own put up or to reinforce present content material. Right here’s how one can present your newest movies in your weblog robotically.
• Add them to YouTube. Create a YouTube Channel, and make sure you optimize every video for key phrase phrases.
• Share them all through social media. Movies work particularly properly on Fb as a result of folks can play them proper of their newsfeeds and so they can share them with one click on. LinkedIn permits you to add movies to your organization web page’s providers and merchandise tabs.
• Add them to your e mail newsletters. Movies could make nice objects for the sidebars or as a option to improve the primary content material.
• Add a hyperlink to your e mail signature. Embody a compelling assertion—one thing greater than merely view this video.
• Get inventive in sharing “evergreen” video content material. Simply since you’ve posted or shared a video as soon as doesn’t imply that you must by no means put up it once more. You’ll be getting new prospects, followers, and followers over time, and you may’t assume they’ll have seen all of the movies you’ve ever created. It’s OK to repeat your video content material. Strive scheduling it at totally different occasions of the day or create options like “Well-liked a 12 months in the past” after which share the movies.
• Don’t overlook different alternatives. For instance, have you ever printed any books on Amazon? If sure, you may create an writer profile by way of Amazon Central, and you may add related movies there. Different alternatives may embrace organizations your corporation is concerned with, comparable to chambers, rotary golf equipment, and networking organizations. You may be capable to embrace a video on the profile sections of those organizations’ web sites. Alternatively, you probably have merchandise listed on Amazon, including movies would assist product discovery and gross sales.
• Add them to your Google Profile (previously Google My Enterprise). Including your movies is one other option to create a extra strong enterprise profile.

Movies are not good to have for advertising and marketing functions. It’s shortly changing into essential. With some thought, planning, and a bit of effort, including movies to your website and social media presence is achievable even for small companies.