Guest Post: Video Content Marketing
Word is out that video is a growing channel for many marketing departments. There are a variety of different reasons to invest in this area of growth, but the most important one should be for your bottom dollar: Experts estimate that those who have video in their inbound marketing strategies are up to 85 percent more likely to get viewers to convert into customers. When it comes to pinning down just the right way to use video, or which clips to use, it really depends on the circumstances and the budget. One thing that's clear, however, is that in this digital age of storytelling you must include something that will be both powerful and profound. Here are five examples of proven ways to make a lasting impact on your viewers, to get them to click through seeking to learn more:
This video of the moment tugs at your heartstrings with its focus on mothers helping their Olympic children achieve their dreams. The ad doesn't reveal until late into it what company (Procter & Gamble) sponsored it. If you're looking to make a splash on the web, you would be wise to play into relationships that help people to connect and feel something. You can get buzz out of the video going viral, but if done effectively you can also lead them back to your website to learn more about the campaign, and what your business has to offer.
After all, your real goal is to get people to love a video so much that they come to check your site out. That's a hard prospect considering that there has to be a payoff for the viewer to go beyond just finishing the video and closing the window. To do that, you'll need a specific call to action that will drive them to discover more beyond what they've just seen. That's where a suspenseful clip can lure them in, presenting a piece of the story but not the entire thing. For them to continue on, and know how the story ends, they must visit your site. The hardest part is getting them there. Once they arrive, you should be able to capitalize well.
You probably remember this Dollar Shave Club video from a little while back. It was heralded for its style of humor that really resonated with an online audience. The campaign helped put this startup on the map. This is an influential strategy that many young companies have tried to employ, with the one warning being that it's extremely hard to write a funny script for the Web. But when you do nail it, there's nothing quite like it.
Every company wants their audience to have positive feelings about them, and funny ads are the fastest way there. Not only will they remember you, but they are bound to come see what all the commotion is about. The ad, in these examples, is itself a call to action.
One of the best-kept secrets in video on the Internet is how extraordinary science videos perform. You wouldn't believe it, but sometimes the more academic and mundane the material, the better. It's all in the packaging in these cases, and some brands have begun to explore what's possible on platforms like YouTube. You can see in the click count on the video above just how much people have proven to be drawn to well-conceived, educational videos. If you want to make a splash without risk of sullying the seriousness of your product and company, this is a great route to choose. On the Web, the geeks rule. And they will spend with you, if you prove first that you're one of them.
Get experimental and test your way into your video campaign. There are so any examples of some quirky character or animation becoming the biggest craze. Just look at what Geico has done. Nobody ever really understands what is so compelling about it, except that it's oddly compelling. Video offers opportunities with motion that you wouldn't have otherwise, and it's worth investigating the possibilities available. You really never know what will work best for you, and for your audience, and occasionally the most "out there" idea is the one that will prevail. Find something original to put into your video that can live on elsewhere.
Author Bio: Danny Groner is the manager of blogger partnerships and outreach for Shutterstock.