Studies indicate marketers plan to use video more frequently in their marketing action plans over the next couple of years. One of the reasons that video has become more appealing is simply because of Google’s ownership of YouTube and the fact that it seems to feature video content very readily during searches. YouTube is also the #2 search engine–just behind Google. And some of the appeal with video is that it allows your prospects to see you in action and experience what it feels like to work with you.
With its strong appeal as it relates to search, it’s important to understand how to use video as an integral content marketing tool. Video allows you to show your audience ‘how to’ instead of just telling them. Because video is particularly valuable for sharing stories that inspire and educate, the first video you might consider creating is a video introduction for your web site.
While a photo certainly gives your audience the opportunity to identify your face, video gives prospects the chance to get to know you better. When creating that website video introduction, think about the following tips that will help you create a more engaging video:
1. Feature a real story about your company. The reason for creating a video introduction is to allow your viewer to make a stronger connection with you. Telling them about a challenge or a problem that your company was able to overcome as you built your product or service offering shows prospects that you’ve walked in their shoes and it also shows you know how to solve that kind of problem.
2. Include real people in your video. Real people add that element of reality and personality and that allows prospects to start to experience what it’s like to work with you.
3. Include other sources for credibility. If possible, try to include clips that feature clients or strategic partners who’ve worked alongside you to help reinforce your credibility. Encourage the use of story-telling with those sources as well because they’re great tools for educating and inspiring others to act.
4. Interact with the audience. Think about how you can use this video to create some level of interaction with the video. Your goal with your video should be to get people interested and engaged to interact.
5. Call to action. Ask your audience to do things–maybe it’s fill in a survey, download a document, or sign up for an event. Use your video to encourage your audience to take some sort of action.
Video is an incredibly powerful tool so even if you’ve been in business for several years, take this opportunity to create a video introduction for your website. Give your audience the chance to get to know you better and encourage them to take some kind of action to engage with you further.