It’s effective. It’s engaging. It’s inexpensive. And it builds brand awareness.
So what is “it?”
Video. People love video. Need some convincing about the merits of video? Well, here goes:
- One minute of video is worth 1.8 million words.
- Online video reaches 60 percent of the U.S. population.
- People who visit websites with video stay two minutes longer and are 64 percent more likely to purchase the online product, per comScore.
- Watching a video boosts people’s understanding of your product by 74 percent.
- Online video users are expected to double to 1.5 billion in 2016, according to Cisco.
- More than 93 percent of marketers used video for online sales in 2013.
Now don’t get me wrong. You can’t beat great written content … and in some cases it’s the best choice. But research shows that most people prefer watching a video rather than reading text. Adding a video is a quick and easy way to spread your message and go viral. You don’t need expensive equipment. You just need some creativity and a little time.
Follow a few easy steps and you’ll be well on your way to integrating your video into your brand marketing campaign.
Keep it short. Make it engaging. Make it entertaining. Make the content evergreen. And try to keep your video less than two minutes. People today are busy. And let’s face facts; most of us have the attention span of a gnat.
Then pick your channel … or channels. Begin by posting your brand video on your website. From there, the sky’s the limit.
You can upload it to your YouTube channel, make it part of a strategic email marketing campaign, repurpose it on a blog, or link to and post it on Twitter, Facebook, Instagram, or LinkedIn. You can even chop it up and make several Vine videos.
You know your audience. You know the best places to reach them. But be sure to tailor your headline and copy for each social platform.
Wherever and however you use the video, make sure a link always points back to your website. That’s where you want traffic.
The final step: Engage with your viewers. Once you’ve uploaded your video, don’t just leave it there. Give it some love. When people comment on your video, respond. If people have questions about your brand or your products, answer them promptly. If people retweet or share your video, thank them personally; call them out by name.
How have you used video as part of your marketing strategy? What advice do you have for others? Share your comments below.