So you’re looking to increase your business through web based marketing or sales, and you have video content for your website or an internet marketing campaign. Fantastic, that means you’re keeping up with your competition as the future of online video marketing is becoming increasingly relevant and current. You know that your video content is a great way to enhance the online experience of potential customers in an engaging way and to keep them on your site longer (sites with video content keep their customers on their page an average of two minutes longer http://www.comscore.com/Insights/Presentations_and_Whitepapers/2010/State_of_the_U.S._Online_Retail_Economy_in_Q2_2010).
An extra two minutes can mean a lot in the internet world, so what’s the best way through video to earn that extra time from your customers? After all, their time should be just as important to you, as it is to them.
Tip 1: Build Trust
If there’s anything we can all agree on, it’s that no one likes having anyone in their face screaming ‘buy buy buy!’. That’s how many commercials as well as marketing videos can come off if you’re not careful. People are much more likely to buy into businesses and brands they feel they can trust. There are a few ways to make this happen. Share tips and advice with potential customers that can be helpful when they’re dealing with your product or service outside of just your brand. Make them feel that even if they don’t choose you, that you genuinely want them to have the best experience possible. Being knowledgable and informational without just making an attempt to sell can build a lot of trust with potential customers.
Tip 2: Be Mobile
Think about it. How many of the people you know own a smartphone? The number of times you’ve seen someone you know seek out the instant gratification of the knowledge that is literally at their fingertips is insurmountable. Our lives are on the go, and so too should your business be. Make sure that your website and video content is easily loadable and viewable on a mobile device, or you could be missing out on an entire demographic of potential customers. Mobile is the new age, be a part of it.
Tip 3: Branch Out
Video is now the most shared thing on the internet, and one reason for that is because it’s so easily shared. YouTube for example makes every video an embed code making it just a click and a post away from increasing its viewership tenfold or more on any social media site. You know what that means for you? Free marketing! Okay, maybe not entirely free after the cost of the video itself, but video tends to have a life of it’s own. It moves and breaths and touches people without any effort on your part, so branch out and pave the road for more people to visit your site in the first place.
Tip 4: Don’t Be A Parrothead
It’s important that your video be concise. Trying to fill 3 minutes of video content but finding yourself repeating words, phrases, or ideas? Don’t. No one wants to hear the same thing over and over again, even if it’s said in a different way. Even if you’re not saying ‘buy buy buy!’, this is often how repetitive information is perceived. Potential customers are less likely to buy if you’re over branding. If the message you’re trying to get across is just as easily conveyed in one minute as three, then stick with one minute. You don’t want to risk losing your audience.
Tip 5: Get Feedback!
Let’s face it. We’ve all had that piece of art, that shirt, that phase, or a number of other things that for whatever reason at the time, we were the only ones who couldn’t see how bad it really was. Don’t be the only eyes on your video. Ask others for their honest feedback. What you may see as something that works entirely, others may see something missing, or maybe something that’s just too much. Trust the opinions of others, because collectively, those opinions are probably going to resonate with the feelings your customers are left after watching your marketing video.
And those are 5 tips to help you optimize your marketing video to make sure you get those precious 2 extra minutes of website viewership. Don’t belittle those 2 minutes, they really add up.
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