5 Effective Ways To Use Video in Your Marketing

Marketing is among the most important aspects of business, after all unless you market what you do and who you are potential customers will not know who you are or what you have to offer. As the world becomes increasingly visual and interactive, businesses need to step up their game and engage customers in ways that will reach them and make an impact. Using video is a good way to do this, however it is possible to misuse video in your marketing to the point where it actually turns a customer off, such as presenting a video that is excessively long or that pops up automatically and is difficult to stop.

Using Video In Your Marketing

But the use video is effective. Putting a video in an email has been shown to boost conversion rates up to 50 percent. So what’ are the best ways to use video and how can you make it work for your business? Here’s five ideas that can help strengthen your relationship with your customers.

Demonstrate Products

If you have a product you are selling, it can be beneficial to customers to see that product in action. If a picture is worth a thousand words, a video is worth exponentially more. 1.8 million words according to Forrester. Demonstrations can be combined with testimonials that let customers know that real people like them are using and enjoying your product. It is often this knowledge that suggests to customers that they might want to do the same. Videos also offer a great opportunity to conduct a tour.

Introduce Yourself

A company website is a perfect place to introduce yourself and important members of your staff to potential customers. These introductions help make you and your company seem real and relatable. Keep the tone of your video in line with what you are looking for in your customer base. If your target market is looking for guidance being serious, organized, and professional present a professional vibe. More casual businesses can present a more casual video.

Be transparent about your video and its length

When you place a video on your website, it is important to let customers know what they are getting into before they watch the video. Writing a short introduction letting customers know what the aim of a video is, and how long the video will last tells customers that you respect them enough to help guide their own learning process about your business and make their own decision without being trapped into your message.

Keep it short

Most of the time it is a good idea to keep videos on your website at 60 seconds or less. Choose a simple core message and stick to it. What are you offering and why should your customer feel it is valuable? If customers feel inclined, you can offer them avenues to seek out more information, preferably through personal contact. But your customer’s time is valuable, and if they suspect that you don’t respect that, they may move on to your competition,.

Give the customer control

When you put a video on your website, it should always be easy to find, and visitors should be given the choice whether or not they want to press play or not. There are few things more annoying than clicking a link only to have a voice boom out of nowhere with the inability to stop it. Auto-play features put your words and videos out there, but the message will often fall to deaf ears – especially when it is easier to find a computer’s mute button than the pause button on the video, or that little “x” in the corner that closes your site completely.

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David Caron

Founder & CEO at DCD Agency
David Caron is the Founder & CEO of DCD Agency, a video centric inbound marketing agency in Atlanta, GA. He's passionate about helping businesses grow by leveraging video content within inbound marketing campaigns. David and his Agency have created award winning videos and websites and have been trusted by Fortune 500 companies, universities, small businesses and companies just like yours as an extension of their marketing department. Connect with him on Twitter @DavidCaronDC.
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