By Katrina de Leon On Apr 11, 2016
Most elements of communication have moved in the digital direction. Video conferences that once took an abundance of cords and slow, unreliable dial-up connections to coordinate now can be done just by Skyping or FaceTiming someone at the touch of a button.
Businesses have had to adapt to the dynamics of this ever-evolving technology landscape, and many have found that their willingness to adopt video elements as a larger part of their marketing strategy pays big dividends.
The statistics don’t lie. According to Forbes Insights, at least 75 percent of executives watch work-related videos on business websites at least once a week.
Here are four easy-to-implement tips for businesses looking to integrate video into their marketing strategies:
• Greet them where you meet them. If a potential customer or new hire is interested in your company, they likely are going to head to your website to find more information about you. Often, businesses have too many words on their home pages, undervaluing their most important online real estate, as well as the time of the person perusing the site.
Create a short, one- to two-minute video to explain who you are, what you do and why you matter, and post it to your homepage to tell your story. You can bet that video is going to make a much bigger impact on the person who viewed it than words on a page.
• Increase open rates with video. Chances are, if you have ever created and distributed an e-mail through an e-marketing platform such as MailChimp or Constant Contact, you know the value of open rates and click-throughs. You may have spent weeks compiling the content for your e-newsletter, only to find out that less than 15 percent of those who you sent it to actually opened it.
According to video marketing platform Vidyard, e-mails with a video call-to-action had a 53 percent higher click-to-open rate on average over those with no obvious mention of video. What’s more, viewers were significantly more likely to buy the product or service highlighted in the video. Video works. Even a 30-second animated spot or live-action video shot from your mobile phone can make a huge impact on getting people to open and view your e-mail marketing messages.
• Spice up your trade show booth with elements of video. As with the other marketing strategies mentioned above, video tends to lure people to take a look at what you’re doing. Even on a busy trade show floor – with distractions and noise galore – video can turn heads.
When designing your booth for the next round of trade shows, consider integrating an elevated display or even a computer screen with video that plays on a loop or can be cued for one-on-one interactions with booth visitors. Video often can explain what your company does in a clear, concise and personable format, setting the perfect foundation for lengthier in-person conversations.
• Pitch investors with video. Do you think you’re sitting on the next big idea? Whether part of your start-up strategy involves knocking on the doors of investors you know or turning to the web to generate support through crowd-funding, a brief, well-produced video can provide the critical elements of your pitch for you and have people lining up to be a part of your company’s initial growth.
Fifteen years ago, companies were trying to figure out how to establish their place on the web. Five years ago, they were integrating Twitter into their marketing strategies, and today, video is a key component they cannot ignore. The tips above offer easy-to-implement video tactics that any business can integrate into their overarching marketing strategies in no time at all.
Catch up on my current posts along with industry articles