How to use video content to promote your small business

Make video content a key element of your 2016 digital marketing mix

Online video really is the latest and greatest addition to our arsenal of content marketing methods. Globally, video traffic will be 80 percent of all consumer Internet traffic in 2019, up from 64 percent in 2014, according to Cisco predictions. Digital Sherpa reports that a third of all online activity is spent watching video content. But how can you harness the medium of video for your business?

Read on to find out how video content can help promote your business and boost visibility for your brand.

First up, here are some compelling statistics to illustrate how video can positively impact your bottom line.

Compelling business reasons to embrace video

  • Your website is 50 times more likely to appear on the first page of a search engine results page if it includes video
  • 80% of your online visitors will watch a video, while only 20% will actually read content in its entirety
  • Website visitors are 64% more likely to buy a product on an online retail site after watching a video
  • Using the word “Video”in an email subject line boosts open rates 19%, click-through rates by 65% and reduces unsubscribes by 26%!
  • Animated explainer videos increase conversion rates by 20% according to Unbounce
  • 50% of YouTube users watch business-related videos once a week.

**Facts via Quicksprout, InSivia, and DigitalSherpa

Websites with video content see higher conversion and engagement rates

Videos convey key messages efficiently in an engaging way but they also keep people on your website for longer. Improving engagement rates and reducing bounce rates will help your website to rank better in search engines too. Video content is also more likely to be shared on social media so it’s a great way to reach more relevant audiences and communicate with them effectively.

Videos are shared 12x more than text or link only posts on Facebook

But WHY does video, when used as an online promotional tool, work? This excerpt from a clever infographic by Quicksprout explains:

Why video content is so effective

How to make video content for your business website

The rise of video specific social media platforms like Vine and Instagram, along with the likes of YouTube and Vimeo, mean that video is ubiquitous. Even the most basic smartphone makes us all amateur videographers. However, the potential to create video content means the potential to create bad video content. It’s important your video content reflects your brand in a positive light so keep this in mind before hitting publish. This doesn’t mean you need to hire a professional film crew though. Aim for authenticity and stay true to your company or brand values to avoid any embarrassing PR mishaps.

How to create videos on a budget

There are lots of different ways to create video content. Here are just some ideas to get you started:

1. Hire someone else to do it

Engage a video editor or production company that works primarily with small businesses or single business owners – it’s not as expensive as you might think. Top tip: Reduce filming time by having a script and a good idea of what you are trying to achieve before hiring a professional. Making efficient use of time like this will reduce the cost overall.

Reach out to local university or media colleges for students looking for commercial projects for their portfolio.

Submit your video brief to multiple videographers or filmmakers on a site like Userfarm, Videobrewery or Wooshii.

2. Go DIY!

An Iphones (and most other modern mobile phones) and a good microphone will do a great job.

Experiment with the webcam on your computer or laptop. If you want to step it up a notch or produce something a bit slicker, try renting rather than buying video equipment, through your local photography studios, or video schools.

Some more useful video making tools to try:

Best practice tips when creating video content for your website

  • Keep it short and to the point: 45% Of Viewers Will Stop Watching A Video After 1 Minute & 60% By 2 Minutes
  • Focus on your web visitors’ needs when formulating ideas for video content. Top tip: Provide value with video or try to solve a problem you know your target audience have.
  • Include a transcript and use metadata prudently (include those important keywords in your titles and descriptions!)
  • Get a video sitemap
  • Make use of YouTube. It’s the 2nd largest search engine and is becoming ever-more popular according to recent research by the Content Marketing Institute. Use of the platform by UK marketers jumped from 68% last year to 81% this year!

Remember – don’t be afraid! Try and have some fun with it and don’t put too much pressure on yourself. Video is all about authenticity so the more relaxed you are the better you will come across on camera. Have a think about why you want to create a video or what you’d like it to achieve as a first step.

If you’d like help with creating a content marketing plan which incorporates video, then do get in touch!

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