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Online Video for Marketing – Are you using it yet?

Release Date

08 November 2016


As the popularity of online video grows, increasingly, businesses are starting to utilise video marketing. 
Including video in an email leads to a 200-300% increase in click through rate (Forrester).
Unbounce reports that including video on a landing page can increase conversion by 80%.
90% of users say that seeing a video about a product is helpful in the decision process (Insivia 2016).
So, it seems that embarking on video marketing is a no-brainer!
I don’t have time to shoot a video, I’m running a business! I hear you say. 
Well, online video for marketing isn’t as time consuming as you once may have thought.
By planning ahead, you can shoot several videos at a time—with less effort and fewer resources. 
Start by outlining the content for each video using storyboards. (Storyboards are visual plans of your story—showing what will happen scene-by-scene, including action and dialogue).
This will keep you on track and focused on what you need to be recording each step of the way.
Don’t worry about high tech gear. If you have a modern digital camera, this will usually have video functionality on it. If not, feel free to use your smart phone! 
Remember— your videos can be entertaining, educational, informative and everything in between, as long as they reflect what your company stands for and further your business objectives.
If you want to edit on your computer, there are many free and cheap software applications available for download. Similarly, there are some great apps available to edit within your phone.
For Computer, you might want to check out:
  • Lightworks
  • VideoPad Video Editor
  • Shortcut
  • iMovie
For in-phone apps, have a look at:
  • iMovie
  • Splice
  • VivaVideo
  • PicPlayPost
When you’re editing, you can add music, transitions and smooth it out. Also, add your logo into a corner so when your video is shared, viewers will still know it’s your content.
Once you’ve filmed and edited your video, it’s time to get it ready for publishing and sharing.
Using accurate titles, relevant keywords, and detailed descriptions your video content will help viewers know what to expect, and will help your videos appear in Google search results.
Google actually favours video content at the moment, so it ranks highly. 
According to Online Publishers Association, 46% of users take some sort of action after viewing a video ad and according to Forbes, 50% of executives look for more information after seeing a product or service in a video.
So what does that tell us?
Include calls to action to encourage your audience to take the next step!
For example, ask viewers to share the video, visit your website, subscribe to your email newsletter or write a comment.
So, you’ve got your videos and you’re ready to roll. Where do you post them?
Get that content out! Put it on your website. Share it on your social.
Save yourself some time by using a social media manager (like Hootsuite) to schedule your posts so your various videos will publish once a week (or on whatever schedule you’re running). 
Adding hashtags to your posts can improve your visibility on social sites. For a pet blog, you might use hashtags like #doglover, #treatsfordogs, and #catlover. 
Feel free to include your videos in your eDMs as well. However, bear in mind that some email systems don’t support video playback, so consider directing viewers to your website rather than embedding the video directly into an email. You can and should still insert an image (still shot from your video) that links to the page on your website where the video can be viewed.
So your plan of action?
  1. Brainstorm 3 ideas of video content that could be entertaining, informative or a mix and is related to your brand
  2. Storyboard these ideas: where are you filming, what’s in each frame, what’s your script?
  3. Grab a camera or smart phone
  4. Shoot your video
  5. Edit your video (be sure to add your logo into the corner!)
  6. Upload it to youtube
  7. Share it! Share it Share it! (on your website, on your social pages, in your newsletter)
We want to see your first video so when you’ve got it up and ready, use the hashtag #marketingsuccess so we can see it too!
Want a bit more help with your digital marketing? Give us a call or pop an enquiry through by email!
1800 505 529
email customerservice@exportgrowth.com.au

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