What’s your favourite content format? If you’re like me and the majority of the population on social media, it’s probably video. Video continues to be a powerful form of communication and storytelling.
Videos can connect and engage audiences and even influence customer decisions or purchases. Often when you create videos to market your brand or business, it’s for both recognition and leads. Both together can help grow your business.
1. CUSTOMISE video content to your platform and audience
It’s vital to know your buyer personas well and understand how they engage with video on different social sites. For example, short vertical videos are great for Instagram while long landscape videos perform better on YouTube.
2. Tell short and TALL stories
Go vertical for this style of content. Stories are highly popular because they are visual, engaging and relevant. Its potential is proven across multiple platforms that feature stories - Snapchat, Instagram, Facebook, LinkedIn etc.
Want to know how to make Instagram stories work for you? Scroll to the community and engagement section here.
3. Start STRONG
With video, it’s crucial to put your most captivating image or video clip up first. Introduce a short and sweet message at the start too. If you grab attention within the first few seconds, you have a better chance of a viewer sticking around to see some more.
4. Get discovered through SEO
Time and effort spent on SEO can bring new potential customers your way organically. Optimise all aspects of your website, blog and landing page. Pay attention to the format and aspect ratios of videos and their compatibility with your hosting plan.
5. Use IN-VIDEO contact forms
Passively generate leads using contact forms in your videos on your website, blog and social media. It can be easy to collect information like an email address or communication preference. Make sure stand-alone contact forms are optimised for desktop and mobile display.
6. Incorporate contact forms STRATEGICALLY
Try to avoid contact forms at the end of your video as it reduces the incentive to share information with you. If it’s premium content on offer, you can include a contact form at the very start. A contact form in the middle before the high point is best for shorter content.
7. Don’t ASK for too much too soon
Gain trust and nurture leads through consistent engagement. Depending on where leads are in the sales funnel, tailor your asks using a multi-step form. Follow up with email campaigns that include GIFs of your videos to enhance recall and encourage clicks.
YouTube, Instagram and Facebook are the top social platforms used by customers to research new products and services. Learning from informative and educational videos is easier than reading manuals or viewing series of photos.
As a small business with limited resources, you may opt to produce video content yourself. Here’s a great piece on video editing for beginners so you can produce high-quality professional videos with a smartphone. Check out this infographic for inspiration on various video marketing trends. Hop on some of these after you get some video editing skills under your belt!
Comments