Video marketing can be very intimidating when first getting started. What should you do a video over? How much will it cost? One of the most common questions, how long should your video be?
But with statistics like, video marketing results in 41% more organic traffic than those who don’t, or landing pages with videos result in 80% more conversions,(Forbes) it's time to start looking at using video as a pivotal tool in your marketing strategy.
I have been in the industry for nearly ten years now and spend countless hours learning what works the best and how to get the most from the beginning. Based on my personal experience and all the current research the two videos you should start with are a company story and testimonial(s).
A Company story video
Ever heard of the phrase, “People do business with people they like.” This phrase holds true with people making buying decisions online before they have ever met you in person. From a business’s website, a consumer will picture in their mind everything about your company as if they were walking through it. Rather than letting them make assumptions of who you are, tell them. One of the best ways to get what you and your business are across to your clients is to share the experience through video.
Traditionally, businesses have told their stories on the about us page on a website which is filled with text about when the company was started, with who and why. Statistics have shown however, people are likely to only remember 10% of data they receive without visuals. While on the other hand, if you share this information while also showing something relevant people retain 65% of the information three days later. (HubSpot)
In addition to helping people remember more, video allows you to make a connection to your viewer that no other medium can match. Humans are social creatures, so when people see you talking in a video they are more likely to feel a connection with you and your business.
A few tips:
Do not be afraid to talk too much. Not everything you say will be in the video so do not worry that you don’t sound as concise as a newscaster. That's not you, unless you really are a newscaster.
Keep it conversational as if you’re telling your story over a cup of coffee. No one wants given lecture.
Don’t forget what we learned in school. Stories have a beginning, middle and end. Be sure to include all three when telling your story.
Customer Testimonial Video(s)
Picture this, you are on a road trip with your family traveling in an area you are unfamiliar with and you decide it's time to stop and grab a quick bite to eat. The first thing you likely do is search for food on Google or Yelp and look at the reviews. Even though you have never met the people on the other side of those reviews you trust them.
88% of people say they trust online reviews as much as personal recommendations. (Bright local)
Your clients saying good things about you is much more powerful than you saying good things about yourself. The concept makes sense when you say it out loud, but it’s easy to forget.
In addition to your viewer being more likely to remember the content and to connect with your message, a testimonial video shows client loyalty. Earning the trust of clients can be extremely difficult, but an effective testimonial will go a long way in achieving that goal.
A few tips:
In a testimonial video it is important to not put words in their mouth or try to script it out. The more raw their answers the better.
Make sure to use real customers, not only that, but make sure to use customers in your target market. Video is about emotional attachment and you want your viewers (potential clients) to see themselves in the video and receiving the same satisfaction.
As I have already said, video is an amazing tool for building trust, showing the world who you are and why people should be a part of your story. While I implore you not to only use these types of videos, I do firmly believe they are the best place to start in order to more effectively reach your future clients.