Opting to create video for your business is a great decision! I may be biased but the statistics back that up.
Consumers love video. More than 80% of all internet traffic is video content and the number grows each year. Roughly 70% say they’d prefer to learn about a new product or service by watching a video but, for those further down the sales funnel who already know about your product or service video is how they choose to learn more. A staggering 96% of people say they’ve watched an explainer video to learn more about a product or service.
When it comes to creating videos and producing them for online viewing, there are some best practices that businesses should adhere to in order to get a great video. Get them wrong and marketing videos can do more damage than good.
Here’s a list of things which I hope you will find useful. This isn’t an exhaustive list but they are all things to keep in mind if you want to create compelling content.
1. Tell a story
Have you heard the saying, “Stories sell”? When you go to create your video, don’t be too sales focussed. An effective video tells a story. Be natural as you speak in front of the camera. Try your best convey the emotion of your business. Remember why you started your business and try to address your customers pain points. That is what will make a great video.
2. Make a strong start
We don’t click on email if it looks like spam of if we’re not engaged by the subject line. 20% of viewers click off a video within ten seconds if they’re not interested in what they see. With this in mind, how you start your film is critically important, tell viewers what they are about to learn and how it will help them to hook the viewer and encourage them to want to watch the video through to the end.
3. Create an intriguing title
By the same token, your video’s title should create intrigue and be eye-catching. You want a title that will grab your viewer’s attention. By using relevant keywords in your title, the video is likely to show up on the search engines when viewers search for the topic.
4. Focus on the mission and less on the product
Instead of being overly focused on the product and its benefits, focus on the mission of the product. John Lewis, for example, are hailed as being experts in creating emotional viral Christmas adverts that focus less on their product and more on their mission.
5. Don’t be boring
Who wants to watch a boring video? It goes without saying, if you want your business’s video marketing campaign to be successful, create exciting and inspiring videos that can never be considered boring.
6. Make it mobile friendly
With more and more people using mobile devices to get online, it’s imperative that corporate videos are mobile-friendly. In fact, according to YouTube, mobile video consumption increases by 100% every year! Marketing videos need to be able to be enjoyed on mobile devices.
7. Think about SEO
Google loves video content and an effective video marketing campaign should have Search Engine Optimization (SEO) in mind. To ensure maximum SEO value from your videos, accompany the video with a well-written description that is tagged with relevant keywords to help boost your video’s SEO.
8. Include your URL in the video
Displaying your website address in a marketing video is a good way for companies to get exposure and generate traffic to their website through a video. For example, visit www.bellyflop.tv for more information.
9. Educate your audience
One of the most powerful ways to implement effective video marketing is to educate viewers. Often videos that offer advice, information, tips, and other informative content can be more effective than a promotional video.
10. Make the video more atmospheric with music
Music is a powerful tool to include in video content. Music evokes emotion in people. Don’t be afraid to use music in your video that fits the mood of the message and crafts a more exciting and compelling video.
11. Use video testimonials generated by customers
Putting your customers behind the camera to talk about how they have used and benefited from your product or service can be a powerful way to engage viewers and appeal to prospective customers. This video an example of a Testimonial Video produced on the Bellyflop Video platform.
12. Include a call to action
Similar to how all blog posts and content should have a call to action at the end, which invites the reader to take further action, such as signing up for a newsletter or visiting a website, you should also have a call to action in your marketing videos. Ask yourself, what do you want your viewers to do when they’ve watched the video and then encourage them to do so without being overtly salesy.
13. Take viewers behind the scenes
Your customers love to get up close to a brand. Video marketing offers the perfect opportunity to take customers behind the scenes and into the community culture of your business.
14. Include tutorial videos
Posting tutorials that are relevant to your industry is a great way to connect and engage with your customers. Tutorials shouldn’t give away all your secrets but should be enough to entice the viewer with informative and useful content, leaving them wanting to learn more.
15. Keep your videos short
Online viewers often don’t have much time to spare before they’re off looking on a new website and at a new video. Shorter marketing videos typically work better than long ones. In fact, 40-60 seconds is a good video length. Practice at being short and concise. The less you say, the less people have to remember.
16. Use a professional voice
Words spoken with clarity and professionalism will always come out better in a corporate video than an amateur speaker, whose lack of experience speaking on the camera is obvious. With this in mind, it might be a good idea to have an employee that is experienced in speaking in front of the camera record the video or think about calling in a professional.
17. Pose questions
Strive to create engagement and conversation with your video by asking viewers questions. Ask viewers to leave answers to the questions in a comment section below the video. Creating an opportunity for your viewers to engage with your content is key.
18. Don’t be preoccupied with perfection
Videos for marketing purposes aren’t Hollywood movies and nobody expects perfection. You want the video to look professional, but don’t become too obsessed with perfection that on the 50th take you still haven’t got it right. Be natural. Have fun. Be yourself. You got this. See this classic blog post on Rough, Ready, Relevant.
19. Don’t forget production quality
It’s important that a marketing video is produced professionally. Using Bellyflop Video can help take the pain out of producing a great marketing video. With the Bellyflop Video platform, you can create your own marketing videos in minutes, not hours. In three clicks you’re on your way to recording amazing marketing videos. You can try Bellyflop Video for free for 14 days and start creating great videos in minutes without having to add your credit card details –Sign up now.
20. Provide some humour
Not all corporate videos need to be serious. On the contrary, some humour can help in generating more interest in your video. Of course, it needs to fit with your brand but this goes back to NOT being boring!
21. Embed a video in your landing pages
Think strategically about where you are going to place your marketing video. Statistics show that embedding videos in landing pages can raise conversion rates by as much as 80%.
Whatever option you decide to pursue in creating your video content test and measure the response. Count the likes, shares and comments and that will help you decide on which content is most valued by your audience. This will also give you a great indication of where to invest your marketing spend when you decide to hire a professional video production company like Bellyflop to produce your high-quality video content. Bellyflop can help with everything from the initial concept to scripting and production. If you would like to chat to the team further then please get in touch, they’d be delighted to help.
Add a comment below, which video marketing tip do you plan to implement right away? What video marketing strategies are you using to grow your business?
Mark Robinson heads up the team at Bellyflop, a video production company based in Burnley Lancashire. As part of their mission to make video affordable, achievable and accessible to all they launched Bellyflop Video, a simple platform to help business create video content quickly and easily with no technical expertise necessary.
Bellyflop specialise in corporate video production including training videos and explainer video content plus case studies, testimonials and product promotion films. Connect with Mark on LinkedIn here.