Maximise the effect of video and content marketing

Video content marketing delivered in a professional and personal way has been a growing trend in social media for a while and is looking to make its way into the marketing-arsenal of agencies and businesses of all sizes in the nordic region in 2015.

So how can your business make use of video to become more visible online, increase the interest in your company and products, dramatically better the relationship with your customers, build trust and of course increase conversion rates and sales?

I agree that all of this sounds like a promise almost too big to keep, but numbers don’t lie. I will show you some studies and results at the end of this article.

Rethink your understanding of video

The first and fundamental principle is to rethink when to use video and what to use it for. The time where only the biggest companies invest in video – mainly in form of TV-advertising which is then reused online – isn’t exactly over, in fact highly professional and Hollywood-looking TV-advertisement is still a great tool – if you have the cash for it.

But the way social media works has opened up an entirely new playing-field for businesses of all sizes to utilize good content and video to generate leads and sales in a different and possibly much smarter way. So instead of seeing video as an expensive form of advertising that only a few can afford, you need to rethink and treat video as a natural part of the content on social media, and in fact, if you have a good concept and some skill even the smallest company can publish video content – not advertising – for free, reaching new clients on YouTube and Facebook.

Think content instead of advertisement

In fact, one has to leave traditional sales thinking behind when considering online video – your company needs to think more like a publishing house trying to engage its audience in order to succeed with video online. A personal approach in stead of a commercial approach.

Don’t force it

People online don’t appreciate watching online advertisement and will try everything to skip it – advertising only works when people are more or less forced to watch. So instead of trying to force potential clients – which is a rather negative experience – why not make content and present it in a more authentic and approachable way?

In reality blogging, video journalism, advertising, content creation along with giving value to clients and video blogging all go hand in hand. But due to the overload of tasks this generates, businesses skip the production and use of videos.

None the less, don’t just advertise – share interesting and engaging content.

Social media is personal so be personal

It is hence important that your business – no matter the size – finds a way to be personal in order to engage with people on social media. How? Why not use the worlds most easy to operate photo- and videocamera and editing system that you already own: your smartphone. The device can handle it, so why not use it?

Option 1: Utilize your smartphone

I believe that in 2015 we will see more companies using smartphones as a tool to create video blogs and various forms of video journalism, like short updates about exciting projects, challenges and successes. Why not send out a short video instead of a written e-mail newsletter?

Other simple ways of do-it-yourself video content marketing can be to interview clients, experts or politicians on topics of interest for the potential clients that your business is trying to reach.

Video makes your company approachable

I have seen a short video where a CEO of a company was talking directly into the camera – kind of like a video blog – about what they are looking for in a new employee attached to a job-offering online. I felt instantly connected even though I wasn’t going to apply for the job. Video is a great way to make a company more approachable – without losing control.

Make yourself and your company visible

Written blogs are maybe easier for some, but the fact is that video blogging and being in front of a camera can have some enormous results of personal connection. I believe that video journalism, video interviews and video blogging is a great way for businesses to improve their engagement with clients online on an ongoing basis.

Option 2: Showbiz

The second way is a bit different but is possibly the best and most efficient way of video content marketing: your business can create it’s own show on YouTube.

That last line might be a surprise to you but it is not a joke, it has been done many times already – just maybe not here in Scandinavia – and the results and statistics are astonishing!

Here are just a few examples:

Case study 1: Online store

Car parts online store AdvanceAutoParts.com has created many instructional videos where they teach the viewer how to fix something step by step. (“How To Jump Start A Car Battery” or “Easy Oil Change”) – videos are published both on the web site and Facebook.

Of course they sell the parts needed to repair a car but the focus isn’t on selling products but real do-it-yourself tricks (and links to all the parts and tools needed). Viewers love it and come back for more.

Results:

AdvanceAutoParts.com: Visitors who watch video stay twice as long and visit twice as many pages versus those who don’t see video. – kissmetrics.com

Case study 2: Consulting business

Business consultant Marie Forleo started years ago, using just her laptop, to answer business related and entrepreneurial questions in a weekly video.

By now it is Called “MarieTV” and a whole team – from stylists, to writers to photographers – has turned her weekly videos in to a professional looking but still free online webTV format that has gained a massive following.

Results:

Marie Forleo has become a recognised expert in her field, has sold-out courses and events and has appeared together with Oprah, Tony Robbins and Richard Branson.

How can you use video for your business?

Here is a quick strategy guide in how to get started:

• Find something of value for your target audience, like free «how-to» and «instruction videos»
• Make a list of 10 topics to cover
• Write down the most important things to know about each topic
• Practice talking about each topic to colleagues and people in the target group
• Record all 10 topics as 10 short videos in one day
• Get feedback and tips for improvement from your colleagues
• Maybe reshoot the videos
• Make a publishing plan (e.g. publish one video every two weeks)
• Voilà: You now have video content to publish online for the next 20 weeks – get ready to connect with your audience and clients in a new way

I hope you find this article inspiring and are ready to let video be a door-opener to clients, comments, questions, sales and new opportunities online.

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Tobias Michel, co-Founder of videoblogging.no, works as a video-marketing consultant, conducts in-company-trainings, produces videos and video blogs and is the author of two online courses: «Gjør deg selv synlig med videoblogging og videomarkedsføring for gründere og småbedrifter» and «DittOnlinekurs.no – Nettkursoppsett i WordPress».