Videos are a great marketing tool for your business. With videos, you can improve brand awareness, build trust and authority, or give indecisive prospects that extra push to finally close the sale. The videos can also improve your SEO rankings and help you reach a wider audience.
More and more consumers are watching videos before making a purchase decision than ever before. Here are 5 marketing tips on how to create effective videos to promote your business.
Know Your Niche
You have to know your niche if you want to promote successfully your business. Doing some research before developing content is essential.
To make videos that convert, you need to establish expertise in the subject matter that resonates with your audience. Develop videos that not only tell compelling stories about your brand but also give value and help to your audience.
Make A Strong Impression
The first few seconds of a video can make the difference between capturing the attention of your audience or ignored.
Having a strong introduction sets the tone for the rest of the video. Create ways to showcase the personality of your brand and the culture of your company while still maintaining professionalism.
Many research shows that people buy from companies that they have a positive emotional connection to.
Create How-to Videos
What better way to make your pitch more compelling to your target market than to make demo or training videos that help then understand what exactly your product is about and what problems it can solve.
Don’t forget your target market searching for solutions and they need your help.
While focusing on product features is important, don’t leave out details about its practical applications and how it can actually improve their life. How-to videos are a great way to attract new customers.
Focus on FAQs
Frequently asked questions (FAQs) videos allow prospects to digest and absorb information about your product quickly and succinctly. These videos can help customers understand how to make the most out of your product or take advantage of offerings they may not be aware of.
Make sure that you keep FAQ videos below 2 minutes so as not to bore your audience.
Strong Call-to-Action
Clearly tell your audience what the next steps should be at the end of the video. If they have come that far, then more than likely, they are expressing a strong interest in your product. You can either direct them to a link so they can get more information or to your website where they can purchase the item.
How To Write A Successful Video Script
The video script it’s very important for your videos.
Whether it’s being used to draw attention to a new product, or an explainer video to give your customer service a boost, the most critical part of the video is the script.
Granted the visuals, music, and production quality of the video are important too, but the words the viewer hears are what will persuade him to buy.
Creating a script
The main difference between a script and other marketing materials is that it should be written in spoken English.
Sometimes, as a copywriter, you’ll have a storyboard to follow other times you’ll be given free rein, with the graphics and video elements being fitted to your script.
Either way, it’s essential you start where all-powerful marketing writing begins – with the customer. You have to know the needs of your customers if you want to write successful video scripts.
What do they want? What do they need?
How will the product or service help them?
How will it make their life better?
These are the areas your script should concentrate on, more so than the features of the product or service you’re trying to sell.
Pain vs. pleasure
Once you have the answers to these questions, it should be easy to identify the main pain issue (i.e., problem) the customer is facing prompting the search for a solution.
The most powerful videos highlight this issue and then go on to show how the product/service will alleviate it.
Using the spoken word
It’s important to remember your script will be spoken. Sounds obvious, but it is very easy to fall into the trap of writing written English.
You see, normal copywriting involves all the usual grammatical rules associated with written English, but a script is spoken. Therefore, it’s important to write as you speak.
To make sure your script doesn’t sound stilted (as will happen if you stick to written formalities), read it out loud and adjust to make it sound like natural speech.
How long should your script be?
It’s tempting to try and cover everything in your video, but it’s important to realize you’re not creating a film.
The whole purpose of your video is to tempt your viewer into wanting to find out more, so it should just provide enough information to whet their appetite.
I always recommend videos should be up to 90 seconds in length, which is about the equivalent attention span of most people, any longer than that and you risk them getting bored and wandering off.
Call to action
Don’t let your script, or your visuals, fizzle out at the end.
Recap your main points, visually and audibly, to make sure the benefits are driven home and then tell your viewer to get in touch. The final image of your video should be your web address, phone number, and email address.
If you forget that bit, how will they know how to get in touch with you?
Videos are fantastic marketing tools, but it’s important to remember your customers and how to solve their problems.