If you’re one of the 2 billion registered monthly users of YouTube, you already know the power of video. If you aren’t a YouTube watcher, you still need to be aware of the upswing in video content across the internet and the value video can add to your marketing campaign. Here are a few ways to integrate the video marketing trend into your advertising arsenal.
Create a YouTube Channel
The only thing you really need to create a YouTube channel is a free account and a phone, but your business may certainly want to consider investing in a filming setup. If you aren’t sure about the best way to proceed, consider talking to a marketing professional like Eyal Gutentag may help you focus your marketing budget. Your business channel pulls in customers in two ways: getting something for free and creating relationships.
Customers love to get something for nothing. If you can provide educational material by either showing what you do or showing how your products can be used, you’re providing educational content that will pull in your customer base.
These videos also create parasocial relationships. These relationships where viewers feel as if they know and have a personal relationship with the people in the video, can help you create a brand image and engender trust to the point where these viewers trust you to guide their purchases.
If your business is a service, it may seem counterintuitive to show people how to do the thing you charge for, but most people, even if they are interested in the topic, don’t want to do the thing themselves. So if you are an auto mechanic, a video showing how to replace brake pads may encourage one person to change their own, but many more will see that you are an expert and seek you out to do the work for them.
Leverage Your Videos
Once you have videos, there are many ways you can use them across your marketing campaigns. Use clips in your email marketing. According to the site Campaign Monitor, including a video thumbnail in an email can increase engagement by 41%. Use them on your landing pages. Rip the audio and start a podcast. Create a transcript and post it to your blog. One video can provide content across your internet marketing program.
Invest in Influencer Videos
For free advertising, you simply can’t beat creating your own videos. With a small investment up front, you can create years of content for your business and ever-increasing customer loyalty. However, don’t underestimate the value of paying influencers to talk about your products. Whether you sponsor a whole video or get just a mention, working with an influencer whose audience crosses over to your own, can be more effective than traditional advertising. Don’t limit influencers to long-format videos like YouTube either. Consider creators on other social media platforms like Instagram and TikTok depending on your audience demographic.
Starting video marketing can be intimidating but it is invaluable. Work with a pro if you aren’t sure where to start. Take that first step today.
