Now that we have a brand new year you likely decided to adopt some new marketing initiatives.
One of those is likely video which is what brought you to this article right?
Well, let’s dive right in and talk about ways video can help you grow your business.
First off, you’re going to have to make a couple of important decisions.
The first is deciding on a budget.
That’s going to drive your entire video campaign.
You’ll have expenses for both video production and video marketing.
If your budget is limited then you’re going to have to plan your video marketing strategy accordingly.
The other thing to take into consideration right off the bat is if you are going to do video in-house or outsource.
That will affect your budget as well.
You’ll have to determine what your video production is going to cost and what you can allocate to marketing.
Costs can vary whether you have someone on staff, an agency handling your video, or a freelance contractor.
Ok time to move on to how you use video to grow your business.
One of the fastest ways you can leverage video is…adding a video to your website.
Here’s how this is going to help you.
- You’ll connect with your audience faster.
- Your website visitors will be able to quickly tell how you can help them.
- You’ll be able to showcase how your products are used.
- You’ll be able to give a summary of case studies of how your services have benefited others.
Here’s why a website video is one of the first videos you want to create:
*Where both text and video are available on the same web page, 69% of users would prefer to watch video to learn about a product or service.
You’ve got to cater to what the public wants.
Plus
*93% of businesses who use video believe that it has increased user understanding of their product or service.
Additionally, with your website videos, you’re not really using those for any type of ads.
This means there is no marketing dollars needed for these videos.
It’s just the cost of the video itself.
One thing to note…
You do still need to have website traffic in order to see results from videos on your website.
While video on your site can increase conversions on your website, this isn’t the type of video that drives traffic to your site.
Let’s move on to that next.
The next way you can drive growth for your business with video is of course…video ads
You’ve likely already heard about how Facebook favors video ads over image/text ads.
They also have a higher response rate.
Check it out…
**Enjoyment of video ads increase purchase intent by 97% and brand association by 139%.
Imagine that for a minute…
If you create a video ad that connects with your audience, they are far more likely to buy from you.
So you can see how just one great ad can work for you for you over and over again.
It’s like having a lead-generating machine working for you 24/7.
Sounds great right?
Yeah.
Here’s the thing.
You can use different videos to target different audience segments and connect even more.
You can also use different videos to speak to different problems your product or service solves.
Try to only focus on one problem in each video.
This way you can get laser-focused and connect even better.
By really honing in on one audience and one problem, you can get better results.
It’s like you’re having a conversation with that person about that problem.
Think about that for a minute.
Here are a couple of scenarios to paint a better picture…
Let’s say you are a medspa or aesthetics office.
You may want to run an ad that speaks to eliminating under-eye bags.
The thing is another patient may be more interested in a lip filler.
You want to focus on just one thing.
This way you’ll have a better chance of someone watching your entire ad and taking action.
Here’s another example.
If you are a child care facility, consider an ad for each of your age groups.
If I’m a parent of an infant, I’m not going to connect with what you have to say about how you teach pre-schoolers.
And vice-versa.
Let’s take a look at one more example.
If you are a home service provider, you likely handle different issues.
You can separate those services out in your ads.
I may not have a problem with my water heater but perhaps I have an issue with a leaky faucet.
You can test out different services in your ads and see which one brings in the most leads.
One of the best things you can do with your ads, no matter what industry you are in is offer a freebie.
This can even be a solid piece of information that will be really helpful for your audience.
If there is no freebie you can offer, then think of a discount you can offer.
If you aren’t sure of what might work…here’s a few places to find ideas.
Check out the daily deal sites such as Groupon.
Also check Amazon.
Both of these sites will give you valuable insight as to what your market wants.
With Groupon, you can see different offers as well as how many people purchased.
With Amazon, you can see a number of reviews which can give an indication of how popular something is.
Ok time to move on to one more type of video that can add to the growth of your business.
The wildly underused….user generated video
So what is this exactly?
It’s video that is created by your customers, clients or patients.
You may be familiar with the term “influencer marketing”.
This is where someone of high-regard talks about your product.
They may or may not be a celebrity but they have clout in a particular industry.
Here’s how this relates.
It’s a third-party talking about a product or service.
It’s why celebrities make millions in product endorsements.
The thing is with those, you know they are getting paid to talk about the product.
On the flip side of that…
Imagine how powerful it is for someone to hear from another person who had the same problem they had…
And that problem was solved by your product or service.
It’s why you use testimonials.
It’s why you use before and after pictures.
It’s why you ask for online reviews.
All of this is to sway your prospect with positive affirmation about what you have to offer and how it has helped someone else.
All of those are great.
What’s even better is when you have it in video format.
There are a few ways to get this type of video from your happy clients.
First is to simply ask them to send in a video.
Now they may or may not do that out of the goodness of their heart and love of your product.
You could also offer a discount on their next purchase.
Another idea is to have a contest and one lucky person wins “x”.
If you have a brick-and-mortar building where you do business, you could offer an open house and ask guests if they would give you a video testimonial.
You would want to have a videographer on hand to help you out.
If you have the room and resources, you could ask your customers when they are making a purchase.
This may work better for service-based businesses.
Once you have videos, start uploading them to your website, YouTube, Facebook and any other place you can share them.
If you do an e-newsletter, you can embed add a video there as well.
Use a different video each week to continue to show your prospects the amazing results others are having with your product or service.
Whew.
Ok, we covered quite a bit here.
Let’s just have a quick recap of the types of video we covered here that can help significantly grow your business.
- Video on your website
- Video ads
- User-generated video
I challenge you to implement at least one of these in the next 60 days.
If you have any questions on how to get started, feel free to schedule a strategy session with us to ask a couple of questions.
*Source: Wyzowl
**Source: Unruly
