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Why do video marketing? Video marketing strategies for small businesses…

Before you invest in a web video, make sure you're clear which video marketing strategies you're working towards.

Before you invest in a web video, make sure you’re clear which video marketing strategies you’re working towards.

“You need to put a video on your website.”

“Video marketing’s the latest thing, y’know.”

… Does that sound familiar?

Chances are you’ve heard plenty of folks saying things like that to you. I know I’ve heard plenty of such statements!

Sure, people love watching videos. Here’s some 2013 data from YouTube:

  • More than 1 billion unique users visit YouTube every month.
  • Over 6 billion hours of video are watched each month on YouTube – that’s almost an hour for every person on Earth, and 50% more than last year.
  • 100 hours of video are uploaded to YouTube every minute.

Crazy, huh?

It’s little wonder that business owners and marketers are so excited about video marketing: video is huge!

Whoa, wait a mo before you jump on the video marketing bandwagon!

Before you jump on the video marketing bandwagon, it’s important to consider where the wagon’s heading, and how much the wagon ride will cost you.

After all, video marketing represents a reasonable investment in either time (if you DIY) and/or money (if you hire professionals), so it’s worth giving your goals some thought before you get started.

I’ve seen too many business owners get all enthusiastic about video; make some random videos (based on the first ideas that popped into their head) without any clear thoughts on objectives… and then claim that “video marketing didn’t work” because they had no clear measures or goals in place. Duh!

So rather than making that kind of expensive and disappointing mistake, ask yourself what you want to achieve from your video marketing.

Here are some of the different video marketing strategies available to you…

Effective video marketing strategies

Go through this list, and see which of the following video marketing strategies would be most helpful in your business.

Or in other words: What do you want to achieve?

1. Create a more personal connection with your prospects

Type of video: This is where you make a personal introduction in the video, and briefly explain your product or service. This should take no longer than a minute.

Bonus benefit of using this kind of video: This video selects-in your target customer, but will help to weed out the personality types you’d probably clash with. If you are a single-person service-based business, this can be gold!

Example of an intro video: I use an intro video on my Words By Cornelia copywriting website – it’s at the top of the right-hand side bar.

2. Explain your product or service to prospects

Type of video: This is where an overview is provided, either by yourself, a colleague or an actor. Alternatively, an animation-style video can be used.

Bonus benefit of using this kind of video: Video can help explain complex things in simple terms – and very quickly. You’ll often see these sorts of videos for software services, for example, and you get a quick demo of how the software works and what the benefits are to the user. Some things are simply easier to explain by demonstration rather than in writing… so using this type of video can increase your sales, whilst lowering the work burden of your sales team or customer services team.

This kind of video also works well for businesses where your customers visit your premises: it lets them know what to expect, and can help take the fear out of going somewhere new. It’s also a great way to highlight your company’s culture, and really bring your uniqueness to life.

Example of an explanation video: The video below features my beauty therapy client, Rubywaxx. The video was made as part of Rubywaxx being Awards finalists (and then winners), but the video is also a useful addition to the company’s ‘About Us’ web page:

3. Demonstrate your expertise to prospects or customers

Type of video: “How to” videos that provide hints and tips to viewers. Such videos may be from 30 seconds to about 5 minutes in duration, depending on the content you’re communicating. (Read about video lengths for web videos.)

The viewers may be prospects, who are in research mode, and the video can boost your sales conversion rates. Or if your existing customers can also watch the videos, it can reinforce your expertise and help prevent your customer from going to another supplier. It’s a great value-add to a business relationship.

Bonus benefit of using this kind of video: This kind of video can also help to minimise complaints and refunds if people understand your product or service better. Plus you can also use the videos on your website, blog and newsletter: one video = many opportunities to use it!

Examples of how-to videos: This is the kind of video I’ve been making, and I’ve been using the videos on my blogs as well as on my YouTube channel.

Here’s an example:

4. Increase sales

Type of video: Sales videos, whereby there is a single call-to-action – which is usually to buy a product or service online.

Sales videos can vary enormously in length: some are just a few minutes long; others can be an hour or longer! It depends on your product or service, your offer, your sales technique, and more. You can read some facts about video lengths and drop-off rates here.

In the internet marketing world, video-based sales pages have been outperforming copy-only sales pages for some time now. I tested this myself earlier in 2013, when I launched a new eBook. I ran a split test, whereby 50% of website visitors saw a copy-only sales page, and the other half of website visitors saw the exact same page – but with a video added, right at the top of the page. The copy-only page converted at 6.98% and the sales page with the video converted at 16.67%… so yes, video marketing can and does work.

Note that that was my very first sales video, so it is a bit rough in terms of content, production and editing (I had to get the entire thing finished in a weekend!), but I’m pretty happy with that!

You can see this warts ‘n’ all sales video on the sales page for my Keyword Research eBook. 

Bonus benefit of using this kind of video: If your video can keep viewers engaged for a reasonable length of time, you can go into quite a bit of detail about your product or service and how it works. Provided you don’t overstate or exaggerate the benefits, this could mean low refund rates and minimal complaints.

5. Grow your email list

Type of video: This would generally be a “how to” video, or a quick tip of some kind. In other words, something interesting to entice potential subscribers to sign up for more.

Whatever kind of video you use, you’ll need to add a call-to-action for viewers to subscribe. However, do not rely on YouTube, as YouTube viewers are unlikely to click through to your website. That means using some other kind of video hosting service – usually a paid-for service. I personally use Easy Video Suite, but there are many other options out there, such as Wistia, Vimeo, Viewbix, and more. You’ll need to figure out for yourself which service best suits your needs, your strategies – and your budget.

Bonus benefit of using this kind of video: This kind of video can also help with the “demonstrate expertise” strategy. If you plan you video marketing strategy well, you can use one video to achieve multiple tactics.

6. Search Engine Optimisation (SEO): get more organic search engine traffic

Type of video: Theoretically you can use any kind of video here, but a “how to” type video would be ideal.

However, it takes more than just uploading a video to YouTube, and/or embedding it on your website.

You see, Google can’t actually ‘see’ inside videos, so they rely on Meta data (behind-the-scenes data). This should include the keywords you’re targeting, based on keyword research.

This video Meta data is called ‘schema.org markup’ and is supported by Bing and Yahoo, as well as Google. 

Using schema.org to describe your videos will allow Google to index and show your videos in search. The main markups to add are:

  • Title 
  • Description 
  • Thumbnail (i.e. the graphic that represents the video’s content). 

While only a few properties are required, providing additional information helps Google understand your video and enhance its appearance in search results. 

You should also upload a video sitemap, and if there’s an opportunity to add a transcript, make sure it includes keywords.

For more details see: http://schema.org/ and http://schema.org/VideoObject 

Bonus benefit of using this kind of video: This type of video can help you achieve other video marketing strategies too. For example, you could demonstrate your expertise, or encourage conversions. Your call-to-action could be to encourage a purchase, or to grow your email subscriber list.

Pitfall to be aware of: Using YouTube is a double-edged sword for SEO. If you use YouTube, yes, your videos are likely to show up on Google. But it will be YouTube getting the website traffic, NOT your website.

You will need to use an alternative video hosting service if you want to get the traffic to your own site – but you may not get the same amount of search engine exposure as you’d get with using YouTube.

Remember, Google owns YouTube, so Google will do what’s best for their business, which may be incompatible with your own goals. You’ll need to figure out the best solution for your business goals. And now that you’re aware of the different video marketing strategies you can use, you’ll get a clearer picture of the tactics to follow.

2 video marketing strategies you should treat with caution…

Whilst video marketing does have many benefits, there are some, um, “strategies” I’d advise caution against:

“Build awareness”

“Building awareness” is a very vague objective: after all, how would you measure this?

I’d recommend choosing a video marketing strategy that’s a bit more specific and measurable.

This kind of vague strategy might be OK for a large corporation with vast budgets, but it’s a different story for small businesses that need to see a return on their marketing investment.

“Go viral”

“Going viral” is a very high risk goal. After all, everyone wants their offering to “go viral” yet only a tiny percentage of videos do go viral.

Besides, “going viral” doesn’t necessarily equate to earning lots of money. I bet that the owners of most of those funny cats on YouTube aren’t millionaires – or even close.

Instead, I think it’s far better to have a more realistic and measurable target than “going viral”. Just because “going viral” is one of today’s buzzwords, doesn’t mean that you should aspire to do it.

Next steps:

Now that you’re clear on which strategies you’d like to use video marketing for, you’ll need to consider:

  • Scripts: Video scripts need to be written in such a way to achieve the strategy you’ve chosen. The script needs to be well-paced: not to slow and not too fast.
  • Reasonable production values: This means things like the video/picture quality; audio; and lighting. You don’t need a mega budget for this, but it is important to do it properly, if you’re thinking of going down the DIY route rather than engaging professionals.
  • Video editing: Video editing is time-consuming, yet it can make the difference between a so-so video, and an awesome video. Unless you’re prepared to spend some time (and money) on learning how to do this, you might want to consider outsourcing this.
  • Video hosting: You’ll need to find the best way to host your videos. Whilst YouTube is convenient (and free), it does have a number of drawbacks, so it may not be the best solution for your business.

The technical side of video marketing is a whole separate topic. But at least now you’re clear on how video marketing can help you in your business.

Congratulations on considering the strategy first, rather than jumping straight into the technical nitty-gritty side of things. Based on my experience, this will most likely put you a step ahead of your competitors! Most small businesses dive right into the tactical stuff without considering the bigger picture – or rely on a local videographer who may be great at making videos, but not so good at actually delivering results that contribute towards business goals.

So yes, figure out which video marketing strategies align with your overall marketing goals – and then implement video marketing so it delivers tangible results to your business.

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