Since 2016, video has been a major trend in online marketing, a trend that will only continue to grow. The numbers don’t lie: customers who watch a video are 64% to 85% more inclined to make a purchase, and 71% of online marketers have seen higher conversion rates for video than any other type or channel of marketing. Not only can videos increase your email marketing click-through rates, but social media users are far more likely to share videos with their friends and family, making video the newest form of brand exposure via free advertising. Video also falls under the term “rich media,” which is more favorable to search engine algorithms. Thus, embedding videos on your business’ website can also help boost its SEO. With 92% of smartphone users watching and sharing videos, your small business has the opportunity to use video to its advantage. Because mobile phones have smaller screens than laptops, tablets, and desktop computers, text is less engaging. Here are some ways your brand can use videos to hook its mobile audience:
No. 1: Get creative or decide to call in professionals. Though well worth it, making a video for your small business takes more time, effort, and money than image or text content. The first thing you and your marketing team will need to decide is if your video marketing can be taken care of in-house. This will largely depend on the labor, skills, and equipment that is currently available to your business. To make the process more efficient and effective, outline your goals for your brand’s video marketing as well as how these videos will be used. For quick, five-second videos, you and your team can easily use a smartphone. A camera and tripod can also produce high-quality, professional-looking videos. The best results will come from a professional video production company, but your small business will need to decide if this resource is even necessary given your goals as well as the overall cost. No matter what your business decides, make sure to avoid amateur production companies. Outsourcing to amateurs will only produce a mediocre video that might fail to reach its full potential in regards to visuals, writing, planning, or sound. Always remember that customers might be put off by a low-quality video and that your small business will want to make the best impression possible.
No. 2: Decide on a video budget. Depending on what method your small business decides, you will need to account for the costs of video marketing in actual dollars (i.e. equipment rented or purchased). If your team takes on the task of producing videos, the process is essentially “free,” minus the cost of time that is spent on this endeavor rather than other business-related tasks. Apps like ShareGrid and Lumoid enable your business to rent equipment for a video project. On the other hand, hiring a professional production company will cost more out-of-pocket but will save your team time spent on making and even promoting the video. A local, adept professional production team will likely cost around $5,000. Albeit expensive, in exchange, your business will receive a polished video clip to promote on dozens of platforms. Also, keep in mind that there is no better medium for increasing exposure and engagement than video. If your small business decides to outsource, make sure you are aware of any and all hidden costs. This mostly applies to promoting the video after it’s been finished, which can cost a pretty penny. Some companies will offer full-service in the form of production and promotion, but be sure to only be paying for services that your brand truly needs.
No. 3: Track your video ROI. After your small business has made the decision to invest in video, it will be important to measure the metrics and additional sales to justify the cost of this form of marketing. Though it’s nearly impossible to pinpoint why every sale is made, certain tools exist that can give your business a clear idea of your video marketing’s efficacy. Google provides a free, simple URL builder that allows you to add tags to URLs that point to your business’ website, also known as UTM parameters. After implementing these tags, your Google Analytics account can track the traffic arriving to your business’ website from specific places, which will include links tied to your video. YouTube and Facebook also have free tracking tools, and Wistia offers an extensive tracking experience for a price. With more businesses turning to video marketing and more consumers becoming smartphone users, your business will need to find a way to make itself viable through this channel. While you shouldn’t expect instant results with your first effort, video is the future, and there’s no better time to start planning than today.