February 8, 2020 / Marjoram
Videos are a great way to inform and interact with your audience, especially when you’re an ingredient technology. They have the ability to make the highly complex easier to understand, and they’re extremely flexible—they can demonstrate a process or encourage a quick understanding of your component technology and what it makes possible.
So, how should you be using this powerful medium to engage your audience?
- Video on Your Homepage or Product Page
What challenge did your potential customer have that may have led them to your website or product page? Can you solve it? How will they understand what you do—quickly? The key to effective video use on your homepage or product page is to keep it short: no more than 2 minutes at most. Focus on your key messaging (click here if you need a recap on messaging)—forget about what you make and speak to what you make possible. What makes you different, what makes you the best alternative—and leave the details for later.
- Video on Landing Pages
Landing pages are usually targeted to a specific group for a specific purpose (a new product, service, or event)—so any videos included on these campaign landing pages should be tailored to match the call to action behind the click-through. (Aberdeen Group notes that using videos can boost conversion by up to 34%.)
- Video for Content Marketing
Demonstrating your expertise, enhancing your reputation, and expanding trust within an industry are all by-products of an effective content marketing strategy. Regardless of industry, your customers now have more information thrown at them every day, causing them to be more selective about who they pay attention to and how they protect their valuable time. Your video should offer them something different, interesting, and short. Simple animated slide shows or brief product demos can be a great addition to any content. Do this well, and it will have the added benefit of helping you stand out in search engine results, too.
- Video in Your Email Campaigns
Email is still a powerful marketing tool for connecting with existing and potential customers, and video use in emails is a proven winner – simply using the word “video” in an email subject line increases boosts open rates by 19%. The good news is that incorporating video into email content has never been easier. MailChimp, for example, automatically converts video embed codes into a screenshot plus a link back to the video source.
- Video at a Trade Show or Event
Making your company stand out and achieve instant brand recognition at a crowded industry event can be tricky. To ensure that you stay top-of-mind and turn your exhibit visitors into leads, entice them with compelling video content. Whether you have a new product announcement or just want to offer a view into the daily life of your company, make sure your video is professionally produced and so engaging that it will literally stop traffic. If there’s an issue with sound quality on the show floor, consider an interactive touchscreen video—they’re a great way to engage, inform, and capture leads at any event.
- Video of Your Clients
There’s no advocacy more powerful than your potential customers watching your existing customers sing your praises. Keep in mind, though, that it shouldn’t always be just about you. Video is often most persuasive when it’s also about your customers or your industry as a whole—and positioning yourself as an expert and thought leader in your field is far more effective than endless rounds of self-promotion.
[Portions of this post were repurposed from MarketingProfs.]
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Marjoram gets ingredient brands. We help them build stories that stand out without standing apart. We have a proven framework to analyze current perceptions, desired outcomes and audience concerns and needs. We visualize a messaging platform that fits within the guardrails of the corporate brand. And we actualize the campaign elements and specifics, bringing the ideas to life across all needed communications channels. If it is time to bring your ingredient to life, we’d be happy to talk.