A lot of businesses often get paralyzed as they know they need to invest in video, but they're unsure of when to do it.
Many small to medium sized businesses actually have little to no marketing plan and just do marketing here and there throughout the year sporadically and expect it to generate them the results they want. Like many things in business, marketing works best when supported by a strategic, well thought out plan. It's important to note that video in particular works well in conjunction with other marketing collateral, so you want to make sure that you've got all your other material and systems up and going before you invest in video. Ideally you will have been running your business online for a while and have an active presence on your social media accounts, as well as having an active professional website and up to date branding.
Once you have your marketing set up and running, it's time to start thinking about video, but when should you actually start? Every business is unique and will therefore have different needs when it comes to video. It's best to sit down and really think about your business goals and where you want to go in the future. Then consider how video could help you get there. Of course you can use video at almost any time throughout your marketing plan, but if you want to make the biggest impact in your business, consider investing in it during one of these following times:
1. Launching a new website
One of the best times to invest in video is when launching a new website. This is when you could really benefit from having a Video Business Card or similar brand story video featured front and centre on your website homepage. Then when visitors come to your website they can see your new video and click on it to learn about your story. Within a matter of minutes, they'll quickly be able to learn about who you are, what you do, why you started your business and how you're different to the competition. It'll keep your audience engaged and eager to learn more about your business. They'll then be more likely to click on other pages of your site or to follow up by booking an appointment or giving you a call. Google will reward this further by naturally boosting your SEO and page ranking as more people are staying on your site to watch your video. This shows Google that your business is trustworthy and worth showing above your competitors.
Rebranding is another great time in which video can be utilised. You may have used video in your old brand, or you may not have, either way, now is the perfect opportunity to use it. If you like, you can use this chance to explain to the audience what your new brand is, what your values are, what you stand for and how you're different to either the old brand or the competition. It can also simply be used just as a brand anchor to bring all of your pieces together and really show what it is that you stand for. Through video, people can experience what your brand offers before they even engage with you.
3. Recently completed photography
If you recently had a photography shoot completed and have received the finished images, it might be a good time to consider investing in having a professional video made as well. Photos are great because they're also an integral part of your branding and really help to communicate the "look" and "feel" of your company. In saying this, with images it is harder to tell a story or explain something because you can only communicate with what you see visually. But with video, you can both show something and verbally explain it. Video and Photography compliment each other very well and each have their own place in your marketing. So why not use both?
4. Selling a new product or service
If you have a new product or service to sell, but are unsure of how to tell people about it in a way that's clear, concise and easy to understand, it's probably worth considering video. Video is one of the best tools you can use online to help you sell your products and services. With video, you can show them all of a product's features and walkthrough the item, explaining it and answer any questions the viewer may have. While with services, you can show the process of working with you and really paint the picture of what your business does. The audience can absorb the information far more effectively than if they were just reading or listening to it.
5. Launching a new ad campaign
Lastly, using video as part of a larger online advertising campaign can be extremely effective. Video can be repurposed essentially anywhere online. To name just a few, it can appear on social media posts, website pages, sales funnels, and email newsletters. Studies have shown that over 70% of people who have watched an online ad or explainer video have then gone on to actually purchase it. The ad campaigns work best when there is other humans involved and featured in the video as people naturally like to connect and buy from other people. When it is just a regular ad featuring graphics or text, it feels much more dull and lifeless. It's much less engaging and your customers are more likely to just scroll past it or click onto something else.
So there you have it, as you can see, video really can be used in so many different ways to help grow your business. There is so much potential with what you can do with it, you just need to consider where you're at and what will work best for you.
This list above is by no means exhaustive, it's just a few key ideas to help you get started. The main important things to remember are: always consider what your goals are, why you want to make video and how you believe it will help you achieve those goals. Video always works best when created and implemented strategically.
If you need help with your video marketing efforts or would like to learn more, please feel free to contact us.
We look forward to chatting with you soon!