Make video marketing work for you.

Posted: 8th April 2016

Purple Dogcropped-purpledogRebecca Wade from Purple Dog in Hampshire talks us through Video Marketing

Whether you’re a big enterprise with a professional video team or a small business owner with an iPhone, there’s a way to make video marketing work for you.

Video is unique in its ability to convey a powerful message to viewers, in a way that static forms of content can’t.

If you’re wondering if it’s worth investigating video for your business is worth being aware how video can aid your online visibility. In addition, Social networks favour video in their algorithms, knowing that this rich form of content is more appreciated by users. Video comes with other advantages on your social networks for example you may only have 140 characters for your Tweet, but you can also include a video in a Twitter Card for greater appeal to your followers.

So you may be interesting in harnessing some of this potential power but wondering how you can integrate videos into your marketing plan.  Here are some suggestions:

1. Website Introduction

This is quickly emerging as one of the most popular ways to integrate video into a marketing plan. They are easy to add to your site that will automatically play an introduction video to new visitors.  The video itself can be as plain as an advisor speaking to the camera welcoming visitors, or a professionally produced company profile.  Here’s an example that we integrated for Dynamic Illustrations:

2. Welcome Emails

In a similar way to having a welcome video on your website you can use video in your automated response when an online visitor signs up to your mailing list.  It can increase the immediate interaction with your new lead and can make the response feel more personal and considered

3.  Lead Generation

Social media videos can also be used for lead generation. So much of online lead generation content is very technical and very dry. People might see a lengthy whitepaper and decide it’s not worth their time to fill out the form to download something they probably won’t ever read. Videos are lot more appealing. A video that teases a relevant webinar or event is more

In making your lead generation video don’t be afraid to make your initial call-to-action simply a share button. Once the video has been shared you can point the interested audience to more complex lead generation channels.  Or you can use a button to direct them to find out more on your website.

4. Customer Support

One of the less common ways to make use of videos is for customer support. By using social video to answer customer inquiries, you get to answer the question in a very visual and personal way, which makes it easier for your clients to learn a solution. You also create something that is more shareable than a lengthy thread of discussions, which makes it more likely that other people facing the same issues will find that solution.

We’ve made a vine video for our customers of how to download the metrics app for our Go Fetch E marketing portal on their phones:

5. Explaining difficult concepts or products

Some services or products are difficult to explain.  Videos can help to explain your message and simplify complicated procedures and messages.  Arbor networks have cleverly used a video to explain how their service can help prevent a DDoS attack, this is quite a tricky concept to explain:

Social video also needs to be shareable. You’re not just optimizing for the channel, but for sharability as well.  Next week we’ll bring you tips on how to make your videos sharable.

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We can help you produce videos for your business so contact us today for more information to harness the power of video marketing or for your own Dynamic Illustration.