According to comScore, 84.5% of the U.S. Internet audience views online videos. Videos continue to have a more significant role in the online viewing experience, and even Facebook wants to focus on video ads for their clients. So, what is video marketing? Essentially, it is incorporating video into your marketing campaign to help sell your product, service or company. Not to mention, studies show that video helps to increase your Google ranking, open rates, click through rates and conversions. Here are some online video statistics:

  • Salesforce.com named 2014 as the year of B2B video marketing.
  • Forrester Research found that pages with videos have a 50% higher probability of landing on the first pages of Google search results.
  • Google currently includes more video results within its organic search listings.
  • Emails with “video” in their subject line get 2-3 times more opens than those without video.
  • Cisco predicts that, by 2016, 70% of mobile data traffic will consist of mobile video.

So, if you are ready to get started, read on for some tips.

Think of Powerful Titles

Even with video, you still need to find a way to draw viewers. The first step of the process is with a popping title. First of all, you want a title that attracts traffic. Second of all, a good title, with the appropriate mix of keywords, will rank your video higher in the search engines. Also, Google owns YouTube, so they place significance on the name of your video.

Consider Your Audience

Who are your target viewers? What type of content would they find valuable? Do you have something to teach? One of the most profitable video types are the “How To.” They teach your audience something new while improving your reputation in addition to establishing your credibility as an expert in your field.

Moreover, if possible, keep your video length in mind. Viewers don’t want to spend an hour on one video, they have other sites they want to visit. The best time frame is no longer than three minutes. For example, Vine and Instagram make the most of several seconds. Brands such as Zappos and Burberry both use Vine to assist with sales conversions.

Make it Different

With millions of videos, you need to stand out from the crowd. Figure out what topics are overly saturated, and stay away from those. People won’t be interested in videos that are similar to all the others. Look for trending topics for some ideas. You can also ask your clients for suggestions of what they would like to see.

Create a Greeting and Sign-Off Script

When you meet people for the first time, you usually start with an introduction where you state your name and give some information about yourself. It helps to do the same with your video content, especially when you are just starting out. Tell your viewers your name and business name, as well as any other relevant information you wish to include.

Next, write your sign-off script. You can mention your business name again and maybe your location as well as your call out. Practice your script as many times as needed until you can say them naturally without any visual aids or cues.

Don’t Forget Your URL and Logo

The whole idea behind video marketing is to advertise your company, product or service. So, when editing your video, you can also add a text box with your website address. This gives you an extra bang for your buck. You want people to watch your videos; then you want them to visit your site. Additionally, keep your logo where it can be seen, easily.

Review

The most difficult part of the process are taking the first steps. Your initial set of videos is a great way to gauge what works and what doesn’t. Don’t be too hard on yourself because you always have room to learn and grow. Look at the comments and viewing statistics. Which videos are the most popular and why? Which videos need some tweaking? When you answer these questions, your future videos will benefit from your experience.

Boost Your Video Marketing Strategy

Once you start feeling more comfortable, create a campaign. So, instead of posting videos here and there, construct a series around your chosen topics. Make each one follow after the other, and publish consistently. This gives energy to your efforts, and viewers will start to look forward to your videos.

End each video with a call to action. This can be visiting your site, signing up for a newsletter or leaving a comment. If you have their attention, now is the time to take advantage of it.

Stay away from sounding too sales-y. You want your videos to feel like your written content. It should answer customer questions or provide solutions. If consumers feel they are watching a sales pitch, they will probably leave, immediately.

Optimize Your Keywords

Again, you want to use your keywords in your title, tags and descriptions. Improve your rankings by embedding your videos on your text pages that convey similar content. Make your phrases more specific. To illustrate, if your keyword is “fruit” for an organic raspberry farm, it will be better to use “organic raspberries” instead.

Video Content Suggestions

You want to include various types of videos in your marketing mix. This makes you feel more diverse and keeps your clients engaged. Here are some forms you can use:

  • Educational (Features and benefits of your products and services).
  • Discuss case studies.
  • Share stories (Personal or business-related).
  • Ask questions and answer them.
  • Make behind-the-scenes videos.
  • Show screen captures.
  • Perform interviews.

Video marketing is an enjoyable and efficient way to improve sales conversions. They can be intimidating at first, but you get better as you go along. Moreover, you can post them on sites such as Facebook and Twitter, as well.

You can stay linked to a larger audience and especially millennials who are very connected to the online world. You can even integrate your video campaigns into your CRM system to measure and capture leads as well as data. The future of video marketing shows a lot of potential for use with Google Glass, smart watches and other wearable devices. So, are you pumped about video marketing?


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Of all the things I have to worry about on a daily basis, video marketing has really grabbed my attention, and I hope it’s starting to grab yours.

Video marketing is climbing in popularity because companies are realising how useful it can be to communicate with customers in new, more personal ways. If you haven’t been thinking about using video to market your brand, now is the time.

To get the ideas flowing, here are 16 facts about video marketing that will keep you up at night musing over how you can leverage the channel to better connect with customers.

1) YouTube—A Search Engine?

YouTube is the number two search engine in the world. Not Bing. Not Yahoo. But YouTube.

While everyone focuses so much on Google, YouTube is sitting there waiting to be used to generate leads.

Action Steps:

– Set up a YouTube channel.
– Choose a channel icon (think of it like your profile picture) that reflects your brand.
– Upload a trailer to introduce non-subscribers to what videos they should expect.

2) Increase Understanding

Videos increase people’s understanding of your product or service by 74%. If you have a complicated product, or you’re just trying to raise awareness of a new innovation, videos can help customers grasp new concepts.

Action Steps:

– Post product information videos on your website, and point back to them when customers have questions.
– Create a series of videos that explain your product with varying levels of detail and complexity. Which video you show to customers depends on their knowledge level and where they are in the buying process.

3) More Information

26% of Internet users look for more information after viewing a video ad. If it’s a well-targeted ad that lasts in the consumer’s mind, it’ll generate more views.

Action Steps:

– Always consider your audience when creating and placing a video ad.

  • What types of videos do they appreciate?
  • What do they want to know?
  • Where do they hang out?

– Create a landing page that provides the information they’re looking for and entices them to navigate through other pages in your site.

4) Better Memory

16 Facts About Video Marketing That Will Keep You Up At Night image Brain

80% of Internet users remember the video ads they watch online. This statistic really stands out to me because the web has become a chaotic, clustered place, and as a result, getting customers to remember your brand has become a daunting challenge.

Action Steps:

– Be intentional with what you put in your video ads. What do you want customers to remember? Product feature? Company name? Sales rep?
– Integrate other promotions via social media to further expose customers to the information you want them to remember.

5) More Willing To Watch

80% of your online visitors will watch a video, while only 20% will actually read content in its entirety. Even highly involved customers won’t take the time to finish reading your content. When customers aren’t personally invested in your product or service yet, video is a good way to still get their attention.

Action Steps:

– Do a video post on your blog discussing a topic you would have otherwise written about.
– Track this post to see what users say about it and how they interact with it.
– See the next statistic . . .

6) Vlogging

Blog posts incorporating video attract three times as many inbound links as blog posts without video—in case you needed another reason to try incorporating video into your normal posting schedule.

Action Steps:

– Take a poll of your readers to see if they would be interested in seeing more video content.
– Research competitor blogs to see how they are using video to discuss industry-related topics.

7) 1 Minute

16 Facts About Video Marketing That Will Keep You Up At Night image Timer

45% of viewers will stop watching a video after 1 minute and 60% by 2 minutes. You don’t have a lot of time to make your point, so plan each second carefully. Every moment in your video should have a purpose.

Action Steps:

– Don’t waste time with unnecessary introductions or wordy answers. Edit these parts out.
– Always have a plan and a completed script when you film to make sure you’re touching on only the important points.

8) Shorter The Better

Videos 15 seconds or shorter are shared 37% more often than those that last between 30 seconds to a minute. Truly—the shorter the better. Respect your customers’ time and be as concise as possible.

Action Steps:

– Keep your videos short and sweet.
– Use applications like Vine and Instagram Video—both are perfect for developing to-the-point videos.

9) Extra Visits

75% of users visit the marketer’s website after viewing a video. It’s always challenging trying to find new ways to interest customers. Videos can pull customers into your website.

Action Step:

– Tweet, pin, and post videos on social media to distribute them as widely as possible.

10) Mobile Mania

Mobile users will watch a video anywhere from 2.4 to 5 minutes. While I just used the last two points to touch on the importance of keeping video lengths manageable, there is a place for longer videos, and it turns out, mobile users are more than willing to consume longer videos.

Action Steps:

– Optimise your videos for mobile.
– Make visuals and graphics large enough to be viewed on a smaller screen.
– Make sure your video can render quickly on mobile devices.

11) Data Trends

Two-thirds of the world’s mobile data traffic will be video by 2016. That’s less than two years away, and two-thirds is a large chunk of data. You need to have a mobile video presence by that time.

Action Steps:

– Even if it’s just one video per month that gives customers a company update, start posting—you may learn a lot from your customers’ initial feedback, and you will gain experience creating and posting videos.
– Optimise your video content so mobile viewers can have the best experience possible.

12) Introductory Emails

An introductory company email that includes a video receives an increase in click-through rate by 96%. That first contact with customers after they sign up for your email list is so important. You don’t want to waste it.

Action Steps:

– Use that first contact to introduce your company, employees, or even a special new product that the customer needs to know about.
– Begin incorporating video into your general email marketing strategy.
– Bonus stat: including video in an introductory email reduces the number of subscriber opt-outs by 75%.

13) Executive’s Love Video Too

16 Facts About Video Marketing That Will Keep You Up At Night image Professional

75% of executives told Forbes they watch work-related videos on business websites at least once a week. Talk about a great tool for B2B businesses. Video is an effective way to share valuable information and insight with other professionals.

Action Steps:

– Connect with other professionals by targeting them with informative videos on industry-related topics.
– Use LinkedIn to better target upper-level employees with more authority.

14) Average Site Duration

The average user spends 88% more time on a website with video. Not only do videos attract more click-throughs, they also do a pretty good job of keeping customers interested in your offerings.

Action Steps:

– Use video on product landing pages to retain customers and pull them further into the sales funnel.
– Consider adding video to your homepage to introduce customers to your company, brand, and offerings.

15) Comedy Club

Comedy is the most popular form of online video content among all viewers (39%). No secret here—people love to laugh. They love to be entertained, and if you can entertain them, you’ll build brand loyalty. People protect what they like.

Action Steps:

– Avoid being too stuffy with every video—show customers you’re human with a sense of humor.
– Keep your humor relevant to the industry. You still need to target an audience.

16) Increasing Investment

76% of marketers plan to increase their use of video marketing, making it the top area marketers will invest in for 2014. Now is the time to get your team together to start developing a video marketing strategy. The longer you wait, the less of an impact your strategy will have.

Action Steps:

– Set your goals for video marketing. What do you want to accomplish by using this channel?
– Analyse some of the most viral video marketing campaigns out there, and then start piecing together your own strategy.
– Most importantly—get creative!

Final Thoughts

As I was researching these facts, I can’t say I was very surprised. The web has become very cluttered with content. If you can reach customers visually, your message is going to stand out. The more your message stands out, the more effectively you can reach customers.


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