One Video Is Worth A MILLION Words!
Video is simply THE medium of choice for marketing your product or service online, but how do you use it effectively?
A Quick Look back
At its inception, the Internet was mostly used as a quick reference or research tool. Due to its limited abilities, websites made during this time – from the mid nineties to mid 2000’s – were very informative, but also very word-heavy, and took a long time to read. Today, we still use the Internet for quick reference, but you’ll notice that there is now a greater emphasis towards images and a shift away from text.
But if a picture is worth a thousand words, then a video is worth a million. That’s why video is the best tool to get positive results in your business.
1. How-To Videos Are The Most Popular
In fact, the most popular video searches online are how-to or instructional videos, such as About.com. Find a way to create a how-to video for your industry: there’s something in everyone’s business that can be the fuel for an online video. For instance, I can create a video on how to set up an HTML signature, create a logo, or other little marketing tips that no one usually gives out for free. By instructing people on how to do something, your video becomes a very popular tool for marketing for your business. There’s a friend of mine that created his own DIY channel on youtube and this is pretty much all he does. He’s created and published how-to videos on just about anything. Check his website or his DIY Channel on Youtube and if you have a how-to video you are thinking of doing you can reach out to him!
Another great thing about videos is that it allows people to put a face to a name we all want to do business with people we like and can relate to so what better way to introduce yourself than through video?!
2. Google Wants Your Video!
Google recently acquired Youtube This means you can have pay-per-click campaigns attached to a video, which is a powerful tool you can leverage. You can also take advantage of keywords and online marketing to exploit a video and increase views. Google likes to see you use their products: the more you use their products, the higher they rank you. They rank sites with video higher than those that have only images and/or text.
3. Video Communicates or Says Things You Can’t Put Into Words
There are those days in your business where you feel like you sound like a broken record. You keep saying the same thing over and over again. No matter which client or prospective client you meet with it just seems like you are always being redundant. Sort of feeling like Bill Murray in that movie Groundhog Day. Video is a great way to turn that redundant message into a video so that instead of repeating yourself you can direct people to watch the video. You can also use video to show your process like that tv show “How It’s Made” to illustrate your behind the scenes and demonstrate exactly how you do what you do. We created one for Karrots, take a peek! https://www.youtube.com/watch?v=Ps3K0FNhLtA
4. You Don’t Have to Break the Bank
Videos don’t have to cost a fortune unless their purpose is for a high quality brand essence or promotional video. These types of videos still have their place in marketing. The costs associated run quite high because of the production elements of cinematography and editing that’s required behind the scenes which is a combination of labour and technical equipment. But even if you think about it, a video is a tool and when it’s properly utilized it’s an investment that will bring you returns. It can be packaged, purposed, and published for so many different platforms that you can drive a huge return from just one video.
So if you are considering or planning on using video (or any other marketing tool) as part of your marketing mix sit down and carefully plan them all out as a series. This is also where a marketing strategist can help with figuring out which concept would best suits your goals and then provide you with a high level outline and storyboard for each.
TIP: Batch your videos together so that they can be shot all the same day and/or location to keep production costs down whether you are doing them yourself or have hired help.