Video marketing is truly effective. You may have heard the old adage that ‘content is king’. The new adage should really be ‘video is king’ because it is through a video that engagement scores and conversion rates are the best in the business.
However, that does not mean you can slack on content production. The marketing department is always responsible for craft engaging, witty, humorous and educational content to expand your reach, and in this regard, a video comes with its own set of challenges. Here are some tips to guide your video marketing endeavours and help optimise your lead generation strategy.
Start with short social videos.
Social media is full of potential leads that just need a little bit of coaxing to subscribe for an email list or enter a competition. A 2-minute video announcing a new competition and directing people to sign-up with their emails is a great way to convert social shares into qualified leads. Just remember to make an eye-dropping prize for the winner of the competition, and pack it with energy so that first-time viewers remain interested.
Make How-to videos.
This might sound onerous, but it really works. A how-to video is a piece of marketing gold because it sets out to show comprehensive knowledge of a given topic while also highlighting the personable side to the company. People no longer want to see ‘branded’ advertisements pushed into their face every time they surf the web. They want to see the human side of the company and get a feel for who you are, and what you have to offer.
Generate some peer reviews.
The best way to build trust among your base is to have a collection of strong peer reviews to share. Reaching out to an industry influencer and having them do a short video review will not only strengthen brand awareness – it will expose your company to new leads from other segments of the market. Usually, a free product is all the influencer will want in exchange for a video, though it does depend on the notoriety of the influencer.
Optimise the share-ability.
Once you have a content calendar laid out, it’s time to think about optimisation across social channels. This is key to expanding your reach because, if done right, a shareable video can produce a hundred new leads in a day.
YouTube – The description box should be filled with a URL you want viewers to click on, as well as an automated, textual call to action in the video. Also, given how popular YouTube is as a search engine these days, make sure to follow all the SEO guidelines laid out by Google to get the most keyword traffic as possible.
Facebook – The most important thing with Facebook is to upload your videos directly rather than sharing them via a link. Research on Facebook showed a 10x higher reach for native video uploads compared to link shares on YouTube.
Twitter – Embed your YouTube or Facebook video into Twitter and include a link to your homepage plus a clear CTA.
The final word.
Video marketing needs to remain informative, humorous, and emotive. At the end of the day, a combination of all these above-mentioned tips will expand the reach of your company, strengthen brand awareness, and bring in qualified leads.
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