Why Should You Include Video in Your Marketing Mix?
Why Should You Include Video in Your Marketing Mix
?
"Online video has become a daily fix for millions of people. Now entrepreneurs are starting to cash in on that obsession. " - Wall Street Journal"
Creating compelling video that can really connect to your audience is easy once you know the key elements. Companies from Fortune 500 to small business are using video. And the reason why? It outperforms all other traditional technologies 5 to 1.
Online video is one of the most effective tools to engage and connect with an audience. Video allows the creator to communicate a message on multiple levels through visual imagery, the spoken word, music and visual text. It's also proven to convert visitors into sales, signups for newsletters, white papers, and other informational products, more so than any other online tool.
Online video can be astounding when it comes to your ROI by reaching a huge audience for a minimal investment, and allows you as a business owner to have control over your message.
Data from comScore Video Metrix service showed that U.S. Internet users viewed a record 14.3 billion online videos during the month of December 2008, representing an increase of 13 percent versus the previous month of November 2008. Also, Google sites once again ranked as the top U.S. video property with 5.9 billion videos viewed (a 41 percent online video market share).
Sounds Great! But how can it help me, you say?
All these figures are very impressive, but how can you as a small business capitalize on using video to market your business online.
There is a formula for preparing and marketing your video for online distribution. There are also wrong ways and right ways to getting your target audience to watch and forward your video.
My personal formula for successfully producing and marketing online video is as follows:
60% Keyword Strategy and Titles
The objective of a business website is to attract potential buyers and convert them into paying customers. Relevant keywords allow you to fulfill this primary objective.
Keywords are how people find us online, so keyword-rich video titles are the most important first process. I spend a lot of time researching keywords that fit a targeted demographic, and I can produce titles that get my submissions ranked in the top ten of Google 98% of the time. It's not smoke and mirrors, it just requires research and commitment.
25% Production and Message
With the availability of quality consumer video cameras today it is possible to produce a decent looking video that you can use to market your business online. But there are a few things to remember.
1. Think about the type of business you're in, and will your audience respond to a non-professionally produce video? There are many industries that are expected to give a professional online appearance.
Two important elements many budding videographers pay little attention to are lighting, and audio. If these are done badly they can have an adverse affect on the way your business is perceived. One thing is certain: quality production, such as shooting, lighting, audio and editing, make any video more watchable.
2. What is your message? This will determine what category your video fits. I.e. Comedy, professional, training and tutorials, reviews, corporate message, product demonstration, business profile, interview, commercial, informational. You need to determine which category your video falls into.
15% Marketing
You may think this is low, but if you've spent time on your Keyword Strategy, Production and Message, you will already have a good idea where your audience is online. Research blogs, social media sites and article submission sites. Most all of them accept video.
Build your own community
Building a community is the single best method for promoting a video. One way is by producing a series of videos that target a particular group. Any business whether you're online or brick and mortar, can offer a series of informational videos that offer advice and tips without blatantly selling. Building a relationship with your online audience in this way builds trust, and we all know that people buy from people they know and trust.
Carol's 5 - 5 - 5 Formula
Here is my formula for producing multiple videos with multiple messages.
* Drill down and choose one specialty service or individual product that you provide, and write the top 5 frequently asked questions about that product or service.
* Write down the top 5 things that differentiates your product or service from your competitor.
* Now here's where your math comes in. Record 5 videos responding to each of the 5 questions and 5 things that differentiate your product and service. (Maximum 2 minutes, minimum 30 seconds duration) This gives you 50 videos for one product or service.
This may sound like a large number of videos, and I'm not saying you have to produce 50 videos. This formula just shows you how possible it is to come up with multiple videos, with multiple messages, and gain huge exposure for your business.
How much is this going to cost me?
Finding resources for tips and advice on video production can be found all over the internet. You can also spend a little time with a professional video production consultant on how you can set up to shoot your own videos. Once you know how, you can repeat the process over and over again.
I hope in some way this article gives you some insight into how powerful video can be for your business, and how to include video in your marketing mix.
Now Pay Close Attention --
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