5 Ways to Use Video to Effectively Market Your Business
Let’s face the facts: Videos are hot right now.
From funny cats to the little boy claiming that Charlie bit his finger, it can start to feel like a new video goes viral every single day – and actually, that may not be far from the truth. YouTube has over a billion users, which equates to almost one-third of all people on the internet, and every single day people watch hundreds of millions of hours on YouTube and other video platforms, generating billions upon billions of views.
The impact that online videos are having on the internet right now is unparalleled. If you want to connect with a larger audience, and drive signups to your site and increase conversions, you just may want to look into creating videos.
But the most important part, at least in my opinion, is to first learn how to use videos to effectively market your business.
That’s where we come in.
In this article, we’ll provide you with 5 ideas on ways you can use video to drive signups and increase your website conversions.
Tip #1: Provide product walkthroughs to increase new customer acquisition
To gain full respect and trust from potential clients, you need to first put yourself in their shoes. Assuming that you were a person looking to buy a particular product, what would you want to know about it?
Well, for starters, chances are that you’d want to become acquainted with how it works – something a video walkthrough can answer.
Start from the very beginning, and ensure you cover off on all the key functionality of your product. You want your walkthrough to go over everything and leave no questions left unanswered.
That’s exactly what the makers of HoneyBook did with their nearly 22 minute full product walkthrough Youtube video (above).
Making something like this is easy, too. If you’re a Mac user, you can easily do something like this with Quicktime. PC users can download something like ScreenRecorder for an easy, painless experience as well.
Insider Secret #2: Provide how-to videos to increase traffic
I know what you’re probably thinking: “How does this differ at all from the walkthrough video?” Well, I’ll explain.
In a walkthrough video, you’re teaching the audience how to use your product.
In a how-to video, you’re teaching the audience how to do something that uses your product.
Let’s take Home Depot’s how-to videos and use them as an example, shall we?
Suppose for a moment that I sell expensive drills. Instead of teaching users all about the different functions of the drill, my how-to video would teach users how to replace a toilet… While using the drill.
You don’t necessarily need to plug or sell your product in a how-to video, you rely on your audience’s intelligence to know that. If they’re interested, they’ll seek the drill out for themselves.
Pro Tip: Post your video on your site, and include the step-by-step instructions as a way to extend the reach of your content. You can document anything like these bloggers who create income reports that share their earnings.
Insider Secret #3: Provide product description videos to increase conversions
Whenever I’m on the market for a new cell phone or laptop (and unfortunately this happens more often than I care to admit), I end up turning to Youtube videos to find out more about the products I’m considering. There’s something about seeing a product in action that can sway a person to either purchase or discard any given product.
Short promotional videos that tell the audience all about the important key features of a product should serve one purpose: to drive home why they need to buy it for themselves.
These videos, usually only a few minutes in length, give the consumer a chance to see the product outside of pictures. They get to see how it looks and works and can more easily imagine themselves using it.
Heck, there are entire companies dedicated to this kind of work. Just ask Video Explainers, the fast growing explainer video company that has over 500 videos in their portfolio.
The concept behind the company is simple: promote products like Inaloop, campaigns, apps and software like Squad Technologies, events, and more through animation and thorough explanation.
This concept doesn’t just work for these kinds of companies, either. Informational videos can be especially useful for apparel, as people want to see how an article of clothing clings or moves to the body in motion.
Insider Secret #4: Provide product testimonials to promote proof of concept
At this point, I think everyone on the planet has seen at least one Proactiv commercial starring a beautiful celebrity with ‘hard to manage’ skin. What makes these commercials so successful is the conversational tone to them. Celebrities ranging from Jessica Simpson to Adam Levine to supermodel Lily Aldridge all sit down in front of a camera and talk their acne struggles.
You don’t need a handful of celebrities in your corner to promote your product, although I’m sure it would be nice.
Simply having a few happy customers who attest to the usefulness of your product is all you need. Reach out to a few people and ask them to describe their experiences, as well as what problem(s) your product managed to solve for them.
Insider Secret #5: Provide video ads to increase sales
If you ask some, the best part of the Super Bowl is the funny commercials that come between plays.
If you want to reach a wider audience, you should consider paid video ads.
Of course Youtube and Facebook are great avenues to promote your product, but short ad videos on social media sites like Instagram and Vine are starting to pick up as well.
Just check out this Lowe’s Instagram ad, which generated nearly 49,000 likes for the home improvement chain.
The biggest piece of advice I can offer here is to remember that advertisements can be tricky. Be sure to target your audience as precisely as you possibly can, as ads are expensive and a bad targeting job can result in a dramatic loss.
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