The question is no longer if your business needs video, but how to best use video to showcase your products and services and get the customer base you desire. Video provides a unique opportunity for you to quickly highlight what makes your company unique.
Research has shown that 60 percent of website visitors will watch a video before reading any written content on your page. Search engines also favor sites that host video, improving your site’s ranking in search results and increasing engagement. But while you know that video is critical to the success of your business, so does your competition.
So how do you create a video that tells your story in a compelling way and makes customers want to connect with you? Maximizing your video presence is as simple as remembering these eight tips:
- FOCUS ON QUALITY.
There’s nothing worse than watching a “professional” video that looks like it was filmed as part of “The Blair Witch Project.” Use a tripod to ensure your video is crisp and in focus. Record in high resolution, and use a widescreen 16:9 ratio for the best picture. Consider whether it makes more sense to use a video hosting site versus uploading videos directly to your own page. The advantage of keeping your videos on YouTube or Vimeo is that they won’t slow down your website. But if you prefer to host the videos on your site, make sure the files are small (under 1 GB) and formatted as .mov, .mp4 or .flv files.
- GOOD AUDIO MATTERS TOO.
You can have the flashiest video, but it does you no good if visitors can’t hear your message. Always use a good-quality microphone, and conduct a soundcheck before you begin to ensure the audio is clear. Eliminate as much background noise as possible by finding a quiet place to shoot and letting people in the vicinity know you’re filming. Silence your phone and close doors and windows. If you must shoot outside or in a noisy area, consider filming on mute and adding voiceover in the editing process.
- MAKE IT PERSONAL.
People relate to other people far more than they do to buildings, objects and random scenery. To grab your viewers’ attention, put people in your videos. This humanizes your brand and gives you the opportunity to have a conversation with the viewers that can convince them why they need your services. Even if a video is designed to showcase a specific product, putting a human in front of the camera instantly makes your business more relatable and puts viewers at ease.
- BE CONCISE.
Just as no one wants to land on a webpage comprised of a solid wall of text, visitors don’t have 20 minutes to spend watching your company’s video. We all lead busy lives and are pulled in so many directions that you only have a few seconds to capture initial interest and get people to keep watching. A good guideline is to keep your videos under two minutes. Give visitors a taste of what you offer, and let them ask for more. One study asked consumers for feedback on ideal video length. The results are presented in a handy chart that will remind you to keep it short and sweet.
- CREATE A CALL TO ACTION.
So now you have a high-quality video that succinctly shares your message in an approachable way. Great! But how are you going to turn an engaged viewer into a customer? This is where your call to action comes into play. Think about what you want the viewer to do next. Perhaps it’s filling out a form or providing an email for more information, registering for a session, purchasing your products or engaging with your video. Make your call to action clear to convert visitors into sales.
- USE SEO TO YOUR ADVANTAGE.
Your content is only as good as the number of people who can find it. Start with a keyword-rich title that accurately describes your video. Make sure your title is fewer than 70 words, which is the maximum for YouTube. Write a solid description for your video as well. Remember that only the first few sentences will appear in search results, so make sure to include your keywords at the top. You can also maximize keyword searches with the use of tags, which draw attention to your main category and related topics. Create a custom thumbnail rather than a freeze-frame from your video. The thumbnail is typically what a viewer will see first, and you want it to be attention-grabbing. Consider including a transcript or use closed captioning to make your video more search-friendly and easier to understand.
- PUT THE VIEWER IN CONTROL.
It’s generally annoying to land on a webpage and have a video automatically begin playing. Viewers like to be in control of their web browsing, and removing the AutoPlay function allows them to choose to watch your content on their own time. You could also miss the opportunity to fully engage with potential customers if they are not paying attention to the start of the video because they weren’t expecting it. If you have created an eye-catching thumbnail and given your video a fabulous title, viewers will want to watch it, without you having to force them.
- KEEP AN EYE ON ANALYTICS.
Now that you have committed to using video to highlight the best of your business, you want to ensure people are watching. Keep an eye on unique page views, bounce rates, the amount of time people watch your videos before leaving, whether people are watching certain sections more than once and if they are following through on your call to action. If your videos allow for engagement, you want to monitor that as well. Reply in a timely manner to comments or questions, join in discussions and share your videos on your social media channels for a wider reach. Analytics provide insight into what resonates with your audience, and making that connection is the first step toward converting viewers into customers.
Now you have a plan for how to create videos that people will want to watch. The next step is to turn that plan into visual storytelling that highlights your company and increases your customer base. Red Media Solutions provides a range of affordable digital marketing services and can help you with every aspect of video production from concept to post-production. Get in touch today and start seeing the benefits of leveraging video in your business.