Want to do video marketing, but don’t think you have the time, know-how, or resources? Before you call it quits, take a look at our new blog series designed with the time- and budget-conscious marketer in mind.
We know video marketing can seem like a lot to wrap your head around — and so do the experts over at Wistia. That’s why we’ve combined forces with Kristen Craft, Marketing Evangelist at Wistia, to bring you the best video marketing advice we have to offer. Check out Kristen’s answers to some common video marketing questions below, and start thinking about how you can apply video to your own marketing strategy.
Q: Why Should Marketers Use Video?
A: If you’re like me, you buy as many necessities as possible from Amazon. The convenience is unbeatable, especially when you need commodities like razor blades or deodorant. But purchasing online is much harder when you’re buying non-commodities. If you need lawncare or new software, there’s no replacement for personal support from an actual human.
In an ideal world — where time is limitless — people at a company would have millions of conversations explaining the product or service. But time isn’t limitless, and this is where video comes in. Video lets you deliver a compelling, personal message to prospective customers, and you can do it in a scalable way. Plus, you get super rich analytics about how people interact with your videos, and you can use this data to tailor future interactions with them.
Q: How Do People Use Video Effectively?
A: First, integrate video with what you’re already doing. Blogging? Instead of another written blog piece, make your next one in a video format. Sending emails? Try sending an email with a thumbnail image that links to your video. We’ve found that emails with video teasers perform way better than emails without video.
Second, at the end of any video, use a clear call to action. Determine your goals for producing video, and then align your CTAs with the goals. Tell people what you want them to do once they’ve finished watching your video. At Wistia, we ask people for their email addresses if they want to get notified about new videos that we make (and we pipe those addresses directly into Pardot!).
Last, make videos that offer something of value. Think about what you can teach that would be helpful for your audience to learn. If you’re struggling to come up with a topic, take a look at blog posts that have had the most traction and make a video focusing on a similar topic. Don’t just try to sell people on your product — there are a limited number of ways that you can sell yourself; there are nearly limitless ways that you can teach and help people.
Q: How Can Marketers Get Started with Video?
A: Start out with a low-risk video. By “low-risk”, we mean something that’s narrow in scope. For example, making an “About Us” video that lives front and center on your website is tough. Instead, teach something targeted that can live on your blog or in your product documentation. How-to videos are an awesome way to help people use your product better.
Keep in mind that your first video isn’t going to be a masterpiece. And that’s ok. Video isn’t something you do once and then are done with forever. It’s a lot like blogging, actually. Video should be a regular part of your content strategy. And because you’re doing it regularly, it’ll get better over time. Solicit feedback on your videos and look at your video’s analytics to learn how you can make a better one next time.
Stay tuned for more advice about video marketing, production, and some deeper dives into video SEO, strategy, and analytics. Have you started using video as a part of your marketing strategy? Let us know about your experiences in the comments!