As a business owner, entrepreneur, or marketer, have you ever wondered how you could grow your business with video? Right now, more than ever, businesses need to be reaching out to new audiences, establishing new relationships with potential clients and getting their name, their stories, and their products out there. So, we’ve rounded up a list of three different video marketing ideas your business should be using video so you can keep your business top of mind and get new customers coming through your door.
As a business owner or a marketer, you’ll understand that the business and marketing landscape has massively changed over the last couple of years to the degree that it’s becoming ever harder to get your messages to land and engage with the right people.
How can you compete for your audience’s attention?
How can you compete for your audience’s attention when users are nowadays targeted by around four to 10,000 ads per day according to the latest research?
That’s a lot of noise your messages have to cut through. And the key to reaching and engaging with today’s increasingly online audience, whether it’s B2C or B2B, is to produce targeted considered content that is genuinely helpful to the people it’s designed for. And video is the most effective way of delivering content that is easily consumed by your potential audience.
So, how should you go about using video to boost your business? How should you stop that scroll on your socials? And how can you connect with your new online audience?
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Explaining what you do in an Explainer video
The first way of boosting your business with video is introducing your business and explaining what you do in an explainer video. You can produce a video and add it to your homepage on your website.
The video can simply outline what you do and what problem you solve for your customers. Even better, try and keep it under a minute and a half, 90 seconds long so the video has the most impact. And you’ll find by putting this in video, it’s a lot more effective than trying to cram all of that information into the headline and first paragraph of your homepage in a bid to keep everything above the fold on the webpage.
The fact that video combines the audio and the visual means that describing complex concepts is much easier, and it also makes it much easier for your audience to understand it too. You can take advantage of this fact by adding a few in-depth videos that could maybe explain the details of your product features or deep dive into different services you offer. And these could be placed in such a way for viewers to discover once they’ve invested time in exploring your site content more.
Using video in this way is a super powerful method of encouraging your audience along their buyer’s journey with different videos speaking to people at different stages all the while ushering them closer to a potential buying decision.
The other huge reason to add video to your homepage and website more generally is that video statistically is proven to increase the time people spend on a site, which is obviously great news for you and your business.
Highlight social proof
What do I mean by social proof? Social proof is anything that gives you or your business credibility from a third party. It’s not just you banging your own drum, telling the world how great you are. It’s other people or organizations who’ve worked with you rating your work or sharing their opinions about how they found it working with you.
Social proof is a vital part of being able to position yourself as a safe, honest, and trustworthy business in the online world. Without social proof, you’re going to find it really, really hard to persuade people that you’re as good as you say you are. Objective opinions from trusted sources are massively powerful when it comes to persuading potential customers to engage with your business and eventually obviously, buy from you.
In fact, if you’re doing your job properly as a business, your biggest brand advocate should be your customers. So why not get them in front of a camera and share what it is that makes them love your products or your service so much? With this in mind, testimonial videos should be right at the top of your video to-do list as they are such powerful tools of persuasion for people discovering your business or brand for the first time.
Focus on the success stories of your customers that they achieve from using your product or service. You probably know, vague statements like, good product or I loved it doesn’t really cut it in customer story terms anymore. Always aim to elicit detailed answers for open-ended questions like, how’s your customer gained from using your product? What issue or problem did your client have before that your product or service solved for them? And how was the experience working with you or using your product?
Testimonial videos typically are really powerful conversion tools. They’d be used in the decision stage of the buyer’s journey just prior to your potential clients arriving at their purchasing decision. By the way, let me know in the comments below if you’ve been creating video content for your business and what have been your biggest video marketing wins so far? I’d love to know so we can share best practice with our community and grow our businesses together.
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Awareness Stage of the buyer’s journey
So, our third and final business boosting video today is in the awareness stage of the buyer’s journey, right at the beginning.
This is a video ideally you should be producing and getting out there as soon as you can once you start your video creating journey. How-to videos are hugely popular on platforms like YouTube and are a great way of giving genuine value to your audience without overtly selling. These videos offer a brilliant opportunity to demonstrate your expertise in what you do and also position you as a go-to expert in the eyes of the viewer. That happens obviously over time, not straight away.
So have a think about what you do and the expertise you’ve got to offer. What are the problems you can help people solve with your product or your service that are relevant to your business?
An example of this could be if you’re a plumber, say, a video about how to tighten the washers on a tap for example, or tips on how to clear a blocked pipe. And if you say, got an accountancy practice, then how-to videos on completing a tax return, really useful videos that provide genuine value to your potential clients.
The key to this is to really put yourself in the shoes of someone who may be searching for the product or service that you offer. Empathize with them, get yourself in their headspace. What issues or problems might they be having that you could help solve with a simple four or five minute how-to video?
I really hope you’ve got value from this post. To dive into more detail about how to create video based on what people are searching for online or the types of videos to create at each part of the buyer’s journey, do check out the other videos on our YouTube channel.