Just in case you haven’t noticed, the way we prefer to consume information on the web is changing. Video is advancing and FAST!
Imagine you’re on a website: would you rather watch a 60 second video or read one-and-a-half to two pages? If you’re like most people, it’s video. And even if you prefer to read, remember that many of your customers don’t.
That’s why I spoke with Rohan Kale, video marketing expert, to get his take on how small businesses should approach video as part of their marketing strategy.
Videos do an amazing job of capturing attention and sparking interest.
At that point, people are much more likely to then read more and follow through with your call to action. More and more, the journey from prospect to customer starts with a video.
According to Rohan, simply put, video is a powerful sales amplifying tool.
YouTube is the second largest search engine in the world. Users watch more than three billion hours of video per month on the platform.
All the big social networks are heavily invested into video, Periscope, Facebook Live, Instagram Video – it’s all blowing up right now.
Visual information presented in a short amount of time is powerful.
I’ll prove it. Think of an awesome movie trailer that got you hyped but the movie ended up sucking. Even the crappiest movies often have compelling trailers. We’ve all been there. So next time you’re wishing you had your money back as the credits roll, think about what got you in the theater in the first place – there may be a lesson there!
In marketing, videos for your business explain your value proposition – how you’re going help your customers – which is really all they care about.
People are selfish. Not a judgment, just a fact. We all want to know, “What’s in it for me?” especially when it comes to being marketed to. Video is a fantastic way to answer that question.
A Simple Video Storytelling Marketing Formula
Start your video by speaking to your audience’s pain point FIRST. If you capture their attention by starting with their problem, they’ll typically continue to watch – at least for a few more seconds.
Next, talk about the problem in more detail. Speak in a way that relates to people that have this particular problem or pain point. Define the problem in a way they can emotionally connect to.
Once the problem is defined, deliver your hook and introduce them to your product – AKA, the solution to their problem. Tell them exactly how you can help with your product or service.
Okay, you’ve presented their problem in a way that resonates and described how you can solve it – but why should they listen to you?
You need some social proof to back up your claims!
Think of things like:
Before and after pictures/stories
Featured in big publications
This will create a bond between you and your users.
The last step is the ask. You need a strong call to action (CTA) to wrap things up and move people along the sales journey.
Some Staggering Video Marketing Statistics
As mentioned, video marketing is on the rise and the numbers back that up!
Here’s just a few quick stats on video you should know.
1. People spent on average 2.6x more time on pages with video than without. (Source: Wisita)
2. Nearly two-thirds of consumers prefer video under 60 seconds (Source: Animoto)
3. It’s been predicted that in 2017, 74% of all internet traffic will be video (Source: Syndacast)
4. Shoppers who view video are 1.81 times more likely to purchase than non-viewers (Source: Adobe Digital Marketing Blog)Shoppers who view video are 1.81x more likely to purchase than non-viewers!Click To Tweet
Clearly, video is getting more popular and there’s no stopping that train. Businesses need to get on board now!
So how do you do that?
Video Marketing Tips
Here are Rohan’s best small business video marketing tips:
Don’t Let Budget Be a Barrier
You don’t have to break the bank to make an impact with video. Live streaming and short recordings of yourself with a smartphone can be very effective. What they lack in production value, they often more than make up for in authenticity.
It’s simple. People do business with people they know like and trust.
Video is a great way for you to make yourself more personal and accessible. When people can see you – watch your body language and hear your voice – there’s a much stronger connection formed than with the written word.
A great example is the video Jack Kosakowski and Jason Sibley created for their Social Selling 101 course. In just a few minutes, they personally tell you exactly what to expect from the course and how it works.
Seeing them speaking and getting excited is much more engaging than simply reading the exact same information. A personal connection is started as you get to know the guys and see their passion for the course. They even work in some humor at the end (love the Chewbacca mask!).
Keep Your Video Simple and Short
There are roughly a zillion videos floating around on the interweb today. Needless to say, you’re competing for people’s attention and the competition is fierce.
Getting people to start your video is hard enough. Don’t let that go to waste. You need to hook people quickly and make your video just long enough to be effective and not a second longer.
The last thing you can afford to be is boring.
According to Rohan, the sweet spot is 60-90 seconds. When planning your video, use the K.I.S.S. method (Keep It Simple, Stupid). Remember, your CTA is at the end and so it’s essential viewers make it there.
Don’t get bogged down in too much detail. There’s time for that in later stages of the buyer’s journey. These videos should be just enough to whet their appetite and move on to the next step.
And when creating videos for social, even shorter is better. Here’s a great example from BMC Software that does a great job of explaining their product in 30 seconds directly on Twitter.
— BMC Software (@BMCSoftware) April 24, 2017
Talk to Your Audience in a Direct Way
As discussed in the video formula section, address your audience’s pain point first to create a connection that keeps them interested and watching. Next, establish your expertise so you become a trusted expert – remember, social proof will be a big part of that.
Again, people do business with people they know, like and trust. Always keep that in mind when planning your small business video marketing scripts.
Make Your Video Fun
Make your video light-hearted. Obviously, this isn’t a hard and fast rule – there’s definitely a time and place for seriousness. But, for the most part, entertaining and fun – even funny, if you can – will make for a more effective video in most marketing campaigns.
Have a Clear Call to Action
You could do everything else perfectly, but if you don’t have a clear call to action, your video marketing efforts will fall flat.
People need to be told what to do. Don’t leave it up to chance that they’ll figure it out. If there’s a link to click, tell them exactly where it is and tell them to click it.
A great example is this video from Social Jukebox, a social media scheduling tool designed to free up your time:
The call to action at the end is simple and perfect: “Join today, it’s free. And soon you will be too.”
You’ll be amazed at how much simply telling them what to do next will increase the chances of them actually doing it!
3 Types of Videos and When to Use Each
The three main types of videos used in marketing are color animation, live action, and whiteboard videos. When choosing, make the content and purpose of your video the deciding factor. Let’s break down the best uses for each of the three types.
Color Animation Videos
Color animation videos are great for demonstrating a service or a digital product such as software, an app, or an online training course. These color explainer videos are very effective at describing these kinds of offerings in a way that gets people excited.
Social Quant has a animated explainer video on our home page that we love. Notice that it also follows the video storytelling formula outlined earlier.
Live Action Videos
Live action videos are great for demonstrating a physical product. People want to see object, preferably in action. Tangible products showcased in a live action video are extremely appealing to potential buyers. It’s the next best thing to actually holding it in your hand.
The below video is a great example of how to effectively showcase a tangible product.
Short Tangent: Pretty sure I’m going to buy one of those blenders – effective video 😉
Live action videos are also great for those with a personal brand. Letting people see your face and hear your voice creates a stronger connection faster than other types of communication and content.
Whiteboard videos are most effective when describing something in great detail. These videos are great to supplement and present content. But they’re not the best for marketing material as they tend to run long and they don’t generate a great deal of excitement on their own.
That said, for in depth information, whiteboard videos are more engaging than text alone.
Clearly, video marketing is here to stay . The faster you jump in and get started, the better equipped you’ll be to harness the power of video to get leads and make sales with your business.
So what do you think? Planning on creating some videos now? All you need to get started is your smartphone and some imagination.
I’d love to hear about your ideas in the comments section below!