Video Marketing 101: Using Video to Attract More Customers
by Brad Jefferson
Looking to step up your marketing game in the new year? Video may be the key.
Consumer demand for video is on the rise. Earlier this year, an Animoto survey found that four times as many consumers would rather watch a video about a product than read about it, and one in four actually lose interest in companies that don’t use video. In a recent earnings call, Facebook announced that they’ve hit 8 billion daily video views. And as the demand for videos rises, small businesses are taking heed. The social network also reported that in September 2015, 1.5 million small- and medium-sized businesses shared videos.
Interested in seeing what video can do for your business? Over the coming weeks, we’ll be sharing tips on how you can introduce video into each stage of the customer lifestyle: Attract, sell, and wow. We’ll start with an overview of how you can use video to attract new customers.
Attracting new customers with video
Don’t have enough leads? Video can be a great tool for targeting new customers and attracting interest to collect leads and sign on new clients.
When attracting new customers, it’s important to understand that the people you’re targeting may not already know who you are and they’re not looking to simply be sold to. Rather, you’ll want to capture their attention by offering them useful content that will help fulfill a need for them, while also getting your business name out there. The type of video content that works best for this is that which shows off your expertise.
According to a 2014 Google Consumer Survey, “67 percent of millennials agree that they can find a YouTube video on anything they want to learn.” With over a billion users on the video site, you can bet that at least a handful are searching for tutorials and how to’s within your industry and expertise. Creating content around relevant topics can help you get your business in front of these video-hungry consumers.
Take, for instance, this example from florist Jill Gaynor of City Girl Flowers. Jill’s video shows viewers how to create a hand-tied bouquet. In doing so, Jill shows off her expertise and introduces her brand to potential clients. If they’re looking for a florist in the future, they’ll remember her name, and the fact that she made a gorgeous bouquet. Who knows? They may even choose to buy from her, instead of creating a bouquet on their own.
Thought leadership videos
You can also show off your expertise through video content that doesn’t exactly fit the “How To” form. For instance, an owner of a small electronics store might create a video review of the latest iOS device (and include a link to purchase in the description), or, in the example below, digital marketing agency Koozai offers up best practices for email marketing.
In this video from best-selling author and home stager Tori Toth, she establishes herself as a thought leader by sharing several home staging tips. Note that she includes a call to action at the end of the video for viewers to get a copy of her book, Feel at Home.
Tips for success
When creating and sharing your expertise videos, there are a few things you can do to ensure that you get the biggest return on investment.
- Create videos on topics that you are frequently asked about—if people are asking you about these topics, they’re likely also searching for content around them.
- Make sure to include relevant keywords in your titles and descriptions when posting your videos to YouTube and other sites so that they’ll be more likely to be discovered. To learn more, check out the Video SEO 101 post on the Animoto blog.
- Keep your videos short and to the point. Today’s attention spans are short, so cut out any extraneous details.
- Make sure to brand your videos, including your company name, logo, and colors so that viewers will be exposed to your business.
- Include a call to action and links in the description so that viewers will know where to go to get more information, sign up for a mailing list, or make a purchase.
Now that we’ve taken a look at the types of videos that work well for attracting new customers, you’re ready to get started. Stay tuned for the next two sections in our Video Marketing 101 series, where we’ll explore how to use video to sell your product and to wow your current customers.
As founding CEO of Animoto, Brad Jefferson leads the charge in driving Animoto's vision of making it easy for anyone to create powerful, professional video. Today, Animoto's 10 million-plus users span the globe and create over 1 million Animoto videos every month. The company has 70 employees and has raised $30 million. Prior to co-founding Animoto in 2006, Brad spent eight years with Onyx Software, an enterprise software company, in a variety of consulting, sales, operations and management roles and saw the company grow from a 17-person start-up to an 800-person public company.
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