Consumers of today are less about loyalty and more about immediacy. When ranking higher on Google seems more important than your track record, promotion is absolutely essential. Although, that doesn’t mean you have to forget about quality over quantity. Instead, you must find a way to transmit your business’s knowledge to its target audience in a more direct manner. What better way to directly convey your expertise than through a video?
Video marketing is an ideal way to show the world what your startup is capable of. With the rise of technology, more people click, scroll and pinch than ever. Great videos are the perfect way to capture your audience’s continually divided attention. As the internet and social media platforms grow more crowded, using video marketing will help set your business apart. Here are some top tips on how to use video marketing to get the word out about your startup.
Make a how-to
People love YouTube for its funny videos, vloggers and the omnipresent how-to video. Consider how many times you turned to YouTube when you lacked knowledge about something. It’s practically ingrained in our modern collective consciousness to learn through videos. Your startup can use this to its advantage. Create an instructional video on a frequently asked question or common misconception.
- Doing this will first of all illustrate how knowledgeable you are on the subject.
- Secondly, it will help you gain prospects’ trust. Focusing too much on sales can turn prospects off, but giving them a taste of your service will intrigue them.
- Most importantly, a how-to video will allow possible customers to familiarize themselves with your business. If they find the video useful, they’ll consider buying from you or using your services in the future.
Utilize live streaming
Going live isn’t just for influencers and teens on Instagram. Your startup can also utilize live streaming services to build a relationship and connect with customers. Consumers lean towards trusting people over brands and businesses. Living streaming can help give a human face to your startup and also tell your story. Not to mention, showing the behind the scenes of your business will help boost interest in your process.
Stephen Hills, head of marketing for Online Writers Rating shares: “The accessibility of live streaming means that you can do it easily from a mobile phone or webcam. All you need is a camera, internet and your social media platform of choice.”
There are multiple options here. Facebook, for example, is a great place to start with your live streaming sessions. Conduct a Q&A session to increase brand engagement or prepare a demo of your product or services. A huge plus of live streaming on social media is the likes, comments and an overall increase in engagement you’ll receive.
Promote your content with videos
Social media has completely taken over the business sphere. Even the corner shop down the road from your house probably has a Facebook page! With everyone jumping on the bandwagon, it can feel impossible to get the attention your business needs to flourish. Although, you can pay for the promotion that may not be the best use of funds for your startup. Promoting your content with videos can help boost your organic reach and get people clicking on your page or site.
If you have a new product or blog post out, consider creating a teaser to share on social to get the word out. Add a link in the post to direct viewers to your site. Research shows that 60% – 70% of people who view a company’s video on Facebook will proceed to their website. That is precisely the kind of traffic that you want to be getting on your site. In fact, you will consistently get more reach and traffic if you favor video over other mediums on social.
Include a call to action (CTA)
When people see great videos online, they may appreciate them but not understand what is expected of them. Make it blatantly clear what you want viewers to do when they see your video. Whether it’s liking, commenting or sharing, be sure to have a clear call to action. Your target audience will be motivated and will seek out more information from you.
Big brands like Netflix, Spotify, and Lyft use calls to action to generate leads all the time.
Some smaller brands favor asking questions to promote more personal conversations with their audience. For example, “Which colors would you love to see our product in?” could motivate users to comment. However, there are the classic standbys that always help increase interaction. Here are a few sites and services that can help you craft a high-quality, converting call-to-action that you can include in both your videos and your landing pages:
- Hubspot’s CTA tool — a tool that lets you create enticing CTA’s for your sites, which can also be incorporated in your videos.
- Flashessay.com — a popular writing service renown for texts that convert well.
- Canada Writers — a small website that provides content services reviews.
- Button Optimizer — a straightforward tool, designed to help content creators to quickly create CTA buttons, without Photoshop.
- GetGoodGrade.com — a team of writers and copywriters that know a thing or two about CTA’s and conversions.
Optimize your landing page
Just like when you walk into a brick-and-mortar business, the first contact says a lot about your business. Your start up’s landing page has to be captivating. First impressions are critical, especially when converting a prospect into a lead. Placing a video on your landing page does several things:
- It increases the amount of time people spend on your page.
- It allows for more time for your startup’s “message” to sink in.
- It can build trust if the video features people or team members.
- It increases the ease of getting information as opposed to reading.
In the last year, a significant amount of business starting adding videos to their landing page. Over half of the business websites online now include video. The main reason for that is that videos successfully convert prospects into leads at an 80% rate. Keep in mind you’ll have to adjust the settings to see what works best for your audience. Playing with length, autoplay versus press play and scripting will allow you to develop a better landing page video.
Incorporate video into your email marketing
Email marketing is a powerful promotional tactic that business use to communicate directly with customers. However, with the massive influx of spam, newsletters and other promotional emails consumers are oversaturated. Some brands are lucky if half of their subscribers even open their emails. Including video in your emails can help increase the number of people opening your emails. In fact, subscribers are more likely to open your email if the title includes the word “video”.
As most email templates don’t allow you to host videos, you’ll have to be crafty. Although, if you are embedding a video from a hosting site, you should have no trouble including it in your email. Otherwise, consider adding an image that looks like a video and is linked to your actual video.
Amanda McCoy, Content Manager at Cover Letter Writing Service suggests the following: “Besides using actual video content, consider including a gif. It could be a simple and more straightforward solution. Be sure to pay attention to how using a video affects your click rates and engagement on your emails.”
Share user-generated content
Video is taking over the marketing scene, and 64% of marketers expect it to dominate their strategy. Regardless, creating video can be expensive and take up a lot of time, especially if it has to meet a certain standard. That’s why sharing videos made by users can be a life-saving technique. Sharing user-generated content can save time, boost engagement and maximize your return on investment. Furthermore, it can help views see your startup as more fun and creative.
“Perhaps the most significant impact sharing user-generated video can have, is increasing trust and loyalty. Customers want to feel seen and appreciated by the businesses that they love.” — Jenna Wagner, Head of Marketing at Resumes Expert.
If you share a video that they took time to record, they will feel appreciated. Also, these kinds of videos help give prospects insight from real customers. With this strategy, the benefits are twofold; you can show loyal customers some love and attract new customers at the same time.
There’s no time like the present to start putting these video marketing strategies into place for your startup. Always remember to be as creative with your approach as possible. When prospects can tell you’ve put your unique spin on something, they’ll see your business as different. Being different in the big sea of sameness that is the internet is priceless. Do your best to let your brand speak for itself in all the videos you create.
Don’t be afraid to branch out and take risks. Plenty of businesses are incorporating trending technologies like virtual or augmented reality to keep customers interested. Depending on your startup’s business area, these tools could be promotional gold. For instance, Netflix recently promoted season three of Stranger Things by using virtual reality in select cities around the globe. The idea is to keep your creative juices flowing and look for new ways to engage your audience.
Customer service is another area where you can incorporate video marketing. Perhaps some customer support videos would help improve your website and make your customers happier. No matter what strategies you decide to choose, always make sure that they serve your business’s best interests. Best of luck to you on your video marketing adventures. Remember that just because you are working on a startup budget, doesn’t mean that you can’t have big business success.