2016 is very likely to go down as the year of the video. This communication medium is rapidly becoming one of the most effective tools in every marketer’s arsenal. Even for small businesses, video is no longer just “nice to have.” It is a “must have” that captures the attention of prospects and customers, especially in a digital world.
In fact, HubSpot published a Hyperfine Media infographic which revealed that including a video in an email can lead to a 200-300% improvement in click-through rates, while having a video on a landing page can increase conversion rates by 80%. Now that is a powerful return on investment for your email, website and video budgets.
Using video has become even more critical with the explosion of mobile technology and digital devices. Videos can now be seen on Snapchat, Instagram, Twitter, Periscope and Facebook Live as well as websites and YouTube. Video blogs can help you visually present your product or service, or connect with your customers.
Fortunately small business entrepreneurs don’t have to become a Hollywood producer or spend all of your time cranking out videos to keep up with these trends. Quality cameras are now available on mobile devices, every computer has some type of video capability, and new editing techniques allow you to smooth out the rough edges. With a little planning, you can even repurpose some of your footage or existing videos for several outlets. Here are a few quick tips that will get you ready for lights, camera and action:
• Take some lessons: You can search online and actually find videos that will explain how to produce effective and cost-efficient videos. Learn about the available technologies and find the best quality that fits into your marketing budget. But don’t get worried if your equipment is not top-of-the-line yet; use what came with your computer to get started and build from there – just as long as you start.
• Think about what you want to say: What do your prospects and customers need to know about your product or service? List out the five most important sales points and start developing those thoughts into video concepts. Write down phrases that customers respond to most often when you talk to them in person. This should give you plenty of ideas to get started.
• Make the time: You don’t have the luxury of not using video, so make time to do it. You can start with a few quick live sessions just speaking directly into your video camera or riffing on some ideas. Or you can get more formal and spend a day making videos that you can release on a regular basis. Include plenty of product demos, and don’t forget to interview employees or toss in a few customer testimonials.
• Get extra mileage: Don’t stop at one outlet. Look at your video and see what other online opportunities are available to spread the word far and wide.