According to comScore, 64 percent of website visitors are more likely to buy from an online retailer after watching a video. Posting videos on your website or social media channels like YouTube can be an effective way to entertain and inform your customers, while skyrocketing your search results.
Video is an effective marketing tool, and if you haven’t used it to leverage sales and attract new customers, you’re missing out.
Create a video content marketing plan to take your business to a whole new level, and learn how to execute it with these helpful tips:
Use YouTube Videos on Your Website
YouTube is currently the world’s second largest search engine with more than 300 hours of content posted per minute.
Cross-promote your videos on YouTube and on your own site to build a broader audience and boost credibility. The Content Marketing Institute’s research on the 100 top brands showed juggernauts like Coca-Cola and Toyota are systematically building YouTube channels while also embedding those channels on their website. Meanwhile Intel posts both professionally-produced and customer-generated video content.
As with any content marketing or social media tool, take the time to reply to comments and share your videos on other channels like Twitter and Facebook for maximum exposure.
Turn Fans into Spokespeople
You may already be sold on making videos, but don’t know where to start. Turn your fans and current loyal customers into spokespeople. Ask them to post short, honest reviews or testimonials on their own YouTube channel and post a comment on their video.
ShoeDazzle took off when Kim Kardashian signed on to serve as the company’s co-founder and chief fashion stylist. As a result, the company earned a windfall of reviews on Facebook and Yelp, but it was their video reviews that gave their site traffic and sign-ups a real boost. The videos aren’t professionally done and look amateur, but the content speaks to an audience looking to build brand trust and make a purchase.
Leverage Technical and How-To Videos
Technical companies that prove complex can benefit from technical and how-to videos. Seal manufacturer, Apple Rubber, for example, has seen success with this format. Apple Rubber uses a series of technical videos to keep customers informed while simultaneously providing entertainment value to keep viewers interested—and that’s no easy feat in the manufacturing industry. Their technical videos help solve problems by listening to the consumer feedback and generating educational responses.
Embrace the Power of Vlogging
Companies on a budget can still compete with the big brands by focusing on video blogging, or vlogging. Skip the expensive equipment and use your smartphone camera instead to post videos directly to your website. Give tips on how to use your products, or share insight on your industry with the latest news and research.
Business icon Gary Vaynerchuk started vlogging to help promote the family wine business, and talked about everything from wine to business. His success and popularity grew, eventually resulting in his very own brand. He now writes social media marketing books and participates in speaking opportunities that help other brands create their video marketing campaigns.