Online video content accounted for around three quarters (74%) of global web traffic in 2017, Edgy Labs reports.
With video providing companies with a chance to boost brand awareness, build leads, and encourage greater user engagement, it’s not surprising that so many companies are starting to add video to their marketing mix.
To make sure you’re creating videos that are engaging and will lead to more customers and higher sales, Edgy Labs recommends the following steps:
Don’t aim for virality
Social media has helped create a platform for videos to go viral, being picked up and shared by thousands and sometimes millions of viewers. So, surely virality is what you should be aiming for with your video content? This is actually a common mistake to make when it comes to creating video.
While going viral is undoubtedly a common aspiration for marketers, it only happens to a minute few. As Lifewire notes, one of the great things about virality is that the majority of these instances happen by accident, so it’s not something you can plan for.
What’s more, you could go viral for the wrong reasons, with video ending up as the butt of a joke.
Marketers should be focusing on creating long-term value through their video marketing, instead of aiming for 15 minutes of fame.
Plan video for different steps of the purchase process
Before purchase – Raise awareness
Videos are an excellent way to get your products or services in front of prospective clients without a real sales agenda. In this ‘before’ stage, you can use your video to introduce prospective customers to the business and let them understand and connect with the company.
These videos should focus on promoting the brand, building brand recognition and inviting customers to learn more. This stage is a key interaction with potential customers: if you get this wrong, you could miss out further down the line.
This content should be high quality, engaging, meaningful, impress viewers, and also make use of well-researched keywords and implement SEO best practices to ensure it reaches your target audience.
During – Provide customer with more information
Okay, so now that your video content is helping to engage customers and pique their interest in your services, it is time to address the most popular questions new customers have about your product or service.
These videos should go into greater detail about specific products or services, showing their value, possibly depicting how to use them, and could include testimonials to help potential customers make their purchase decision.
Use questions you receive from existing customers and make sure your videos provide the answers to these questions, as it’s likely new customers will be thinking the same thing.
And don’t forget to add a call to action – whether that’s asking them to sign up or commit to a purchase – and refer them to an engaging landing page to encourage them to finish their action.
After – Build a lasting relationship
The only thing that’s better than a returning customer is one who recommends your business to friends and family. But this loyalty comes from more than just great products, you can also help to foster lasting relationships by creating an incredible customer experience – one that continues after they’ve bought from your company.
To develop long-term customer loyalty at this stage, make sure you move beyond the commercial aspect and use this content to show how your brand creates a community both internally and externally. These videos could be anything from meeting the staff to showing your company values through work you do outside the business or partnerships you have with other companies.
While virality may happen by accident, there are measures you can take to help boost the organic views of your content. To find out more, speak to Spot Digital today.