When it comes to reaching customers in a marketing environment that’s oversaturated with content, there’s one key to standing out: go visual. Specifically, if you want to engage and convert, you need to utilize video marketing.
The Value of Video
“Most people today would prefer to watch a short video rather than read paragraphs of text, so incorporating promo videos into your marketing is a great way to reach your customers and keep them interested,” explains Kis Marketing, an Australian-based company that works extensively with video. “It is amazing how much can be portrayed in a short video and the impact that this can have, whether it is starting to build that relationship or simply informing potential customers of your businesses offering.”
This belief is backed up by science, too. As this infographic from HubSpot shows, including video on landing pages can increase conversion rates by as much as 80 percent. Furthermore, 92 percent of mobile viewers actually share videos with others. That’s some powerful stuff!
Four Tips and Suggestions for Promo Videos
Promo videos are particularly effective because they serve the dedicated purpose of elevating your brand and convincing viewers to do business with you. However, it’s not always easy to create, publish, and share a high-returning video. You’ll need to heed the following advice:
Use a Professional
Now that cameras are ubiquitous – on phones, computers, and just about every mobile device – anyone and everyone thinks they can be a cinematographer. Don’t fall for this myth, though. There’s a huge difference between a professionally produced video and an amateur video.
Let’s check out an example of this by comparing promo videos from two different wedding bands. Take a look at this video from The Grooves, as well as this video from The Essence Band. While both may be good bands, The Grooves obviously have a professionally produced promo video, whereas The Essence Band used an amateur cameraman and DIY editing software. There’s a big difference in quality here. The moral of the story here is that spending a bit more for professional production is worth the investment.
Spend a Lot of Time Brainstorming Goals
A promo video should never be something that’s produced “off the cuff.” There needs to be a lot of brainstorming involved. Every video should have very specific goals set. For example, are you trying to drive traffic to a particular landing page? Or are you trying to get shares on social media?
Execution will look different depending on your end goal. Write down your ideas and don’t be afraid to spend some time arguing with your team. It’s much better to spend a few extra days strategizing than it is to spend money on a video that doesn’t help you accomplish your goals.
Publish in the Right Places
While video production is big, publishing is also important. After all, you can have the greatest promo video in the world, but it doesn’t do you any good if the right people don’t see it. A multi-channel approach is typically best in 2016. This means publishing on YouTube, your website, and sharing on all relevant social media platforms.
Listen to Feedback
Finally, don’t be afraid of feedback. Assuming this isn’t the only promo video you’ll ever produce, you should carefully consider all comments and concerns viewers provide. This will help you better tailor future videos to their needs and expectations. You can find feedback in the comment sections below videos, but may also want to actively seek it out.
Engage Prospects With the Power of Video
Video is an incredibly powerful content medium, but with great power comes great responsibility. Make sure you’re maximizing the value of your promo videos by spending time and energy on the details.
In the end, a well-developed video will generate high returns.