Seeing is Believing by Scott Brazdo
Have you ever landed on a website that was just an endless sea of text, and quickly hit the back button to find a different site? Of course you have, because that website neither engaged you nor presented a visual representation of the data for which you were searching. 95 percent of marketers believe visual content is very important for online marketing, and 80 percent of marketers have planned new budget dollars for the production of visual content in 2013.
By the end of this year, it is estimated that 90 percent of all web traffic will be driven by video. If you haven’t considered using video production in your marketing, then you should definitely reconsider. Social media has allowed small businesses to share videos to a broad audience very quickly, and has the ability to go viral with just a spark of interest overnight. Video production gives your company a soul, a heartbeat, and a vibe that you otherwise would struggle to convey to your potential clients through other mediums.
Keys to Successful Video Production
1) Plan Your Strategy – If you don’t have a target, you will miss it every time. This anecdote is true in many areas of business, but especially in a part of a successful video production strategy. You need a plan, and a great start is developing your budget. Not every company can afford a full video production crew with jibs, lighting, multiple cameras, sliders, and all of the tools to make a high-end production. The great news is you don’t have to have a huge budget to make a
If you know your company doesn’t have a budget large enough to afford a professional production, that’s no problem. Go for a different vibe and have fun with the video. Look at Mountain Dew, which summoned their customers around the globe to submit their own videos and then you could vote for your favorite on their website.
2) Tell A Story – Through all of time, people love to hear stories; stories sell. Don’t simply talk about your company and all of the awesome things you do, tell a story about why you do what you do and what sets you apart from the competition. When a video tells a story it increases watch time by over 75 percent because people want to know how it ends; it’s not just endless blabbering about how awesome your product or service is.
3) Establish Yourself As An Expert – Oftentimes, we have clients do “FAQ” or frequently asked question videos during video production shoots. The reason for this is because people use YouTube as a tool to find answers to their questions. This is a fantastic opportunity to establish yourself as an expert. For example, if you are a dentist, you could do a video entitled, “Why Do I Get Cavities?” and upload it to YouTube. Then when people search for this question, your video will pop up and it will establish you as an expert in this field. All of the FAQ videos should also be placed on your website so that curious surfers can engage the videos on your site and stay on longer.
4) Share, Share, Share – This is where all of the hard work you put into your social media strategy will finally pay off. All of those new Facebook fans you worked so hard to gain, and the countless tweets you sent out to gain Twitter Followers, are now your salespeople, all around the globe. With a simple “Like” of one of your videos on Facebook, that person, and their 1,000 Facebook friends, will now see your video in their news feed, hence tripling your reach with simply one engagement. The power of social media is unbelievable, and when people find your content interesting they will share it and they will interact with it. So, what are you waiting for?
Whether you are going to go all out with a professional video production company or shoot it yourself on your smart phone, have fun with your video production. Make it interesting, engaging, and relevant. With these tips in hand, you will soon be on the road to success using video production as a part of your digital marketing strategy.
Scott Brazdo is the CEO and co-founder of Viera-based Black Tie Digital Marketing. Keep up with Scott and Black Tie Digital Marketing on Facebook, Twitter and Instagram.