Remember how it was good enough to have a decent-looking website with a couple of keywords on a few product pages? How times have changed!

Internet users have come to expect video. According to Cisco by 2019, 80% of the world’s internet traffic will be video. And according to Smart Insights, simply stating that the piece of content is a video, increases engagement across all channels.

Here’s just one big number that should make you sit up and take notice:

1.8 Million Words

That’s the value of one minute of video, according to Dr. James McQuivey of Forrester Research.

Do you have the time and energy to write 1.8 million words? That’s the equivalent of 3,600 typical web pages. If you write an average of one web page an hour, it would take you 150 days of writing to achieve the impact of one minute of video.

When you look at it that way, online video marketing is the single most practical use for your marketing time and energy.

Teach your viewers something they didn’t know

One way to connect with customers is by posting tutorials and tips relevant to your line of work. While it may seem as though you will be giving away your secrets, you’ll actually establish yourself as a subject matter expert, leading viewers to want to learn more about your business. Tutorials also provide built-in series potential. Rarely will you post just one “how-to” video. Provided your tips are useful, you’ll likely find customers keep coming back to see the next video in the series.

Customer-Generated Content

An even better way to connect with customers is to put them behind the camera. User-generated content is more likely to generate a response than company-generated content. Instead of spending hours coming up with a script and producing a powerful video, invite your customers to create one of their own. Offer a prize for the best video showcasing customer use of your product and you’ll likely get an overwhelming response. Featuring real life customers evokes positive emotion and instills a sense of trust.

Call to Action

One mistake many marketers make is creating a great video without attaching a call to action. Customers may enjoy your message, but if they have no idea what to do after watching it, your hard work will be futile.
The call to action can be something simple like a coupon code for use on your website, sign up for a free trial, fill out a contact form. For local customers, attach a discount for any customer who mentions the video in your store. Just a few words at the end of your video could lead to a conversion that otherwise wouldn’t have happened.

Jump right into action

Grab the attention of your viewers by jumping right into action. Introductions of any kind undermine the purpose of video, which is to communicate a message through action.
Ten seconds. That’s how long you have to grab the attention of viewers in a video marketing clip. According to research by Visible Measures, 20% of your viewers will click away from a video in 10 seconds or less. Effective video marketing has to be engaging right from the start

Although videos are extremely important, you shouldn’t create videos just for the sake of creating them.

According to Cisco, by 2019 nearly a million minutes of video will cross global IP networks every second.

It would take a single person 5 million years to watch the amount of video that will cross the network in a single month.

That is a lot of noise… so don’t create some simple educational video, throw it up on YouTube and expect your potential clients to miraculously find your content and start banging down your door.

Videos need to be well planned and have a clear purpose to make an impact. They can range from quick and inexpensive to long, costly projects, and therefore you need to find a balance that will fit your budget and keep viewers engaged.

Online video has become a necessity – the chances are your competitors are already producing video which means they will be receiving a lot of love from search engines and viewers alike. If you haven’t started your own video marketing campaign, isn’t it time you plunged in headlong? There’s nothing to lose and about 403% more profit just waiting for you.

 Written by Anneke Louw, Anneke is a certified video editor with over nine years of experience in the broadcast industry.She is multi-skilled in the visual communication sector with her expertise ranging from video editing, graphic design, kinetic typography, creative writing and e-learning.She completed her BA Communication Studies degree at the Northwest university and thereafter her Honours in Audio-visual communication.She has a strong creative vision and a passion for the art of visual storytelling.
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