Wading through marketing jargon like ‘direct and indirect marketing’ is inevitable if you run your own business. As your friendly local digital marketing agency, we thought we’d help out by explaining what it means, and how it works.
More people than ever are consuming content, learning information and being entertained by watching videos. Naturally this means a lot of businesses are leaping into video marketing, but with varying levels of success. If you are considering cracking the camera out, or have already made the jump, here are some questions to consider. They might just help to take your video marketing up a few levels.
Is my video too promotional?
How on earth could a promotional video be too promotional? Very easily. The content that you provide, in any medium, shouldn’t ever be just about all the reasons why you’re great. People don’t want to watch it.
Video content is much better received if it’s informative, interesting, or entertaining so rather than focusing on your business, focus on the viewer. Your videos should be fulfilling a need for them, whilst also adding value.
Is my video too long?
If your video is long just for the sake of it, then it’s too long. It’s a case of ‘how long is a piece of string?’. If the story needs time to tell, then tell it, but it shouldn’t turn into a vanity project. If you have a lot of detail that you’d like to include, it might be better to turn each element into a clip in its own right.
Should I consider SEO for my video marketing?
The short answer here is yes. And, ok, we’re an SEO agency so obviously we think it’s important, but remember this. There are lifetimes of video footage on the internet. Millenia. Applying SEO tactics gives you a much better shot of being the one at the top.
That means building an SEO strategy, researching keywords, and writing great titles, metadata and video descriptions. This helps search engines understand what your video is about, so it knows when to include it as a relevant search result; where it will be found by the people you want to watch it.
How do I include a call to action in my video?
Video marketing typically includes a call to action such as a verbal or on-screen prompt. Consider what action you want your viewer to perform, such as subscribing for more content or going to your website, and then show how it will benefit the viewer. Enjoyed this video? Subscribe for more. Interested in this product? Head over to my website to learn more.
Not everyone watches to the end, so don’t be shy about using an onscreen prompt mid way, as long as it follows the golden rule of promotion. Don’t annoy your audience!
Do I need to worry about my editing or production quality?
The video content that you publish should be the very best quality that you can achieve. It’s a hugely competitive medium, so better quality production will stand out.
If you’re brand new to this then it’s probably wise to master the basics, down at the cheaper end of the scale. This means your smartphone’s camera and some basic video editing software, both of which can achieve great results. Try to avoid to falling into the trap of ‘all the gear and no idea’, – having great kit doesn’t guarantee success.
That said, investing in the right equipment can give you a decent head start. This might include a decent camera, a tripod, lighting, microphones and professional editing software. Or if you’re in a rush – do some research to find an agency or freelancer who is capable of providing the results you’re after, at a price you’re happy to pay.
Should I pay attention to viewer stats on my videos?
Viewer statistics are just like website analytics. They’re absolutely crucial for understanding who is watching, and how they behave during the show. 98% of your audience exiting the video thirty seconds in might indicate what to do differently next time.
When it comes to analytics you might even find some interesting surprises, such as a whole demographic that you never would have thought were interested in your products or services. For the giggles, we like to use piles treatment creams as an example. Not just for the treatment of piles it seems, but also the beauty essential of overtired fashionistas for shrinking the bags under their eyes. Data is everything!
To the untrained eye, a Meet the Team page is nothing much more than an epic way to waste 20 minutes in the afternoon. Scrolling through employee bios, purely to satisfy an insatiable nosiness to know more about people’s lives.
To those with more intel however, a well-designed, well-populated Meet the Team page can actually bring a number of cool benefits to the table. Not cool like James Bond in a car chase kind of cool, but cool as in good for your business, brand perception, and SEO. Lovely, beautiful, organic SEO.
What are the benefits of a Meet the Team page?
In addition to introducing the company culture and how your business is perceived, your Meet the Team page will also:
- Give you another opportunity to sell what is unique about the business, and how you operate
- Familiarise new and existing customers with the business and its staff, helping to make it more approachable
- Help you remind your audience what it is that you do, whilst ticking some SEO and engagement boxes
For those reasons alone, it’s worth pouring some time and creativity into coming up with your unique interpretation of a team page. So how to get started?
Have some good quality team photographs taken
Whether you’re doing it yourself or leaving it to the professionals, quality photos are definitely something worth investing in. It’s good to have some personality on there, but be wary of coming over as unnecessarily quirky.
Nothing kills the vibe quite like an awkward smile holding a random prop. The key is to come across as trustworthy, warm, approachable. The kind of people that your audience want to do business with!
Bio information can be both fun and functional
The content used on a Meet the Team page does two jobs: tells your customers why they should hire you, and who they will be dealing with when they do.
The information provided should be something personable, that an audience can relate to, as well as informative. For instance, including a person’s length of service, position within the business, and the particular skills they bring to the team.
Find that sweet spot between fun and function. No client or customer ever needs know how many hotdogs you can cram into your mouth after a couple of pints. But people do love company pets.
Go for GIFs, animation or graphics if photos aren’t your thing
Some staff might not want their photos taking and splashing all over the internet and this is just something you’ll need to respect. Get creative with digital art to come up an awesome alternative.
If you’d like to talk about what we can do for your brand and its visibility in online search, let us know! Call 020 3355 8069, or email email@example.com