Scroll down your Facebook feed, catch up on Twitter, or rummage through Instagram, and you’ll notice immediately the use of video in marketing. Visit a major retailer or electronics developer’s website and you’re likely to stumble on how-to and explainer videos.
Why use video in marketing? Because opportunity exists to market your goods or services within those channels to customers who need and want them with a bit of clever video creation.
It’s no simple task to learn how to use video in marketing, but there are some rarely traveled avenues for video that your competitors probably haven’t explored yet. The following unique ways to use video in your marketing all require only a basic video setup with a microphone and some free space.
Animated GIFs don’t just have to come from your favorite TV shows and movies – you can shoot a custom video and turn it into an animation that will pull your website visitors’ attention immediately.
Use GIFS to:
- Draw attention to a CTA
- Make an offer
- Enhance branding
- Inject personality
You can use GIFs on your website, in your emails, on social media, and in presentations. Just don’t overdo it – too many GIFs in inappropriate places will hinder your professional credibility. If you don’t have software like Adobe Photoshop to make custom GIFs, use Giphy’s GIF Maker to assemble your animations.
Video Email Signatures
Give prospects, business partners, and clients a chance to look through another entertaining and enlightening window into your business by adding a crafty signature video to your email signature block.
The video should exhibit your individual personality and include some elements of your work culture. There’s no one format, and you can film it anywhere at any time. Like most videos, keep it short – it should be fun for the viewer and heighten their goodwill and respect for your company.
Weekly, monthly, or even daily broadcasts uploaded to YouTube are beneficial to your SEO and can also be easily posted and shared through major social networks like Twitter and Facebook. If your site garners a healthy amount of traffic, you can also feature them on an exclusive part of your website and encourage visitors to register for other special content that you provide.
Assemble short videos to:
- Display new products
- Update customers on upcoming products
- Announce new services
- Provide industry tips
If you haven’t addressed them in a while, you can also just say hello to your audience. Your broadcasts are most likely to catch views if you share them on social media and encourage others to share as well. However, you can still get some traction by recording periodical videos to create a library of company news and events as well.
Interviews with Influencers
Influencers hold phenomenal authority in the world of social media, which gives them the ability to direct customers to a product or service they deem worthy of their fans’ attention. If you’re using influencer marketing as part of your marketing plan, you’re already on the right track to reaching your target audience and bringing your product or service to the people that are currently looking for it.
Influencers and video both currently dominate social media. Combine these trends to multiply the results of your efforts.
Broadcast and record live chats and interviews with influencers about your product. Do it question-and-answer style or just spend some time thanking an influencer for his or her endorsement and reinforcing the reasons that your product or service is worthy of attention from influencers and their followers. You can then turn your live videos into exceptional testimonials for your website.
Video testimonials exist scarcely in the deep recesses of the Internet – but that’s not because they aren’t effective. Text-and-photo testimonials still dominate because they are easy to make and post. But by employing only a small amount of additional effort, you can collect a few video testimonials that will tell more than text ever could.
Coordinate with happy customers and offer them an incentive if they don’t seem to have time to fit you in. A one-off free service or product offering is an incredible price for a video testimonial. Prepare a short list of questions to ask to get organic responses and provide the list to the customer beforehand.
Try some of the following questions:
- What do you like about our product or service?
- Can you tell me a story about a time when our product or service helped you or your business?
- Why do you plan to continue to buy or use our product or service?
Bring customers or clients in for a shoot (don’t forget to ask them their name and company while recording), send them on their way, then do a quick edit for a 30-second testimonial and you’ll capture a new level of trust from your audience.
Offline Customer Service
Customer service representatives often have a script from which they read to help customers solve their problems. Save your customer service team some time and eliminate the troubleshooting script with a video or series of videos that attempts to show customers and clients how to solve basic problems without human guidance.
Draw from an available Frequently Asked Questions database or start collecting information from your customer service department. Then draw out a script with step-by-step instructions on how to fix problems. Give the videos a single, cohesive format and brand them so your customers know that it’s your company that cares enough to give them a hand solving their problems.
Get creative with your videos, and no matter how you’re doing them, make sure:
- Your brand is clear
- Your actors are recurring
- Your video fulfills a need
- Your video’s content has not been done before
Follow content marketing best practices (provide useful information, don’t manipulate your audience, etc.) when creating and sharing videos to increase their power. When executed correctly, videos can enhance almost every part of your digital marketing strategy. Try to find new ways to integrate video into multiple marketing channels at once to take your brand or company to the top – fast!
Leverage knows video marketing. We stay up to the minute on video trends to keep our skills sharp and share information with trusted readers and clients like you. Stay afloat in the video information flow by signing up for our newsletter today. It’s easy, free, and loaded with marketing magic.
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