No one needs to tell you how important video is in reaching an audience.
And certainly the idea of video marketing has entered your mind on more than one occasion. Still, you might be unsure of all the options available to you. In this article, we’ll explore 7 ways to add video to your marketing plan.
It’s important to answer three questions before selecting a video format. Those are, “what is your video’s purpose, what topic will the video address, and who is your audience?”
3 Factors to Consider for Any Video Format You Might Employ
First, step back and ask yourself, “What is the purpose of the video I want to create?” Is it to attract new customers, or do you want to introduce your brand to would-be business partners? Maybe you’re a startup looking for investors.
Next, what will be the topic or talking points of your video? Narrow your message to be clear and on-point. A vague or over-reaching message will end up reaching no one. What do you need to communicate to fulfill your purpose? In other words, what does your audience need to know in order to make a decision?
Finally, as you might have guessed, know your audience. Who are you speaking to? What is the role they play? What grabs their attention?
Interviews Focus Attention on an Individual
Interviews are a great video medium to share the opinions, experience, or perspective from someone in your niche. It’s even more effective if the person you interview is a leader in your space, because your audience is probably already familiar with them and are interested in hearing what they have to say. In addition to your own following, your guest’s audience will want to tune into your interview, thereby expanding your reach.
Remember to include a call to action at the end of your interview, usually pointing your audience to your guest’s website or digital product. For the benefit of your guest’s audience who might not yet know you, be sure to introduce yourself and your website.
Don’t let it stop there, though. Use interviews to support one of your blog posts, or include them as bonus content within a course you’ve written. In some cases, establishing a relationship with an interviewee can even lead to collaborations on other projects.
Question and Answer Formats Highlight Expertise or Convey Information
Be sure you keep in mind the purpose of your video Q & A session. Two ways a video question and answer session can be used is to establish your authority on a topic, or to communicate your brand’s vision and master plan to potential investors.
The person answering questions might be yourself, or you might direct questions to someone else on behalf of your audience. Here, its important to anticipate questions your audience might have. That way, you won’t be caught off-guard in the case of a live session, and you’ll be sure to answer the questions your audience might not think to ask. (Which is a good reason to have an intermediary between the person answering questions and the audience.)
Demonstration Videos Capture Attention
If you have affiliate relationships, demonstration videos work tremendously well, especially for SaaS (software as a service) products. Who wouldn’t rather watch a quick tutorial video than read instructions?! Your audience will appreciate the helpfulness of your demo and may reward you by making a purchase through your affiliate link. Just remember to be transparent about your affiliate relationship.
If you have your own product, don’t miss out on this golden opportunity to share it first hand with viewers. A video demonstration goes far beyond simple text and images. Use it to show off features and benefits that set you apart from your competitors.
Webinars Invite Viewers to Participate
There may be few people left on the planet who haven’t attended a webinar. Whether it’s the allure of learning something that will make your life easier, or being in a virtual room with others who share your interest, webinars can create an environment that attracts like bees to pollen.
Your webinar may be live or evergreen, or both! You can run a live webinar for the first go-around, then add it to your evergreen content for repeat views or even sales. Remember to include a call to action. In some cases, the CTA for your live run may be different than the CTA for your evergreen version.
Finally, don’t overlook the value-packed potential of collaborating on a webinar with a colleague whose product, service, or expertise complements your own and brings additional benefit to your shared audience.
Live Action Video Brings Viewers to Where You Are
Your viewers can’t be with you everywhere you go, but you can make them feel as though they’re part of the action. All it takes, really, is a mobile device and a selfie stick, and you can bring them along for the ride.
Are you attending a trade show members of your audience will miss? Bring them along to view some exhibits. You might need to get the organizer’s permission first. If it’s not permitted, perhaps give them a snippet of a social gathering or a chat with someone they’d know who you bump into by the pool.
Other possibilities include a behind the scenes tour of your podcast studio, a tour of the factory where your product is made, or video from last year’s cruise as promotion for this year’s cruise.
Instructional Videos Teach Skills or Content
What have you got to teach? As a RNiie member, you can apply to teach an in-service to fellow members. Everyone excels at something, and your something may be just what another member is looking for.
If you teach online courses, video instruction is a good way to break up otherwise monotonous text or slides. Use this option to infuse your personality into your content. Your students will find it much easier to get to know, like, and trust you, increasing the odds that they’ll come back for more of your content.
Commercials Sell Products
Last, but not least among ways to add video to your marketing plan are good old fashioned commercials. Be advised, though: these should be professionally done and the impact on your wallet will be felt. The finished product will make a big difference in how your brand is perceived, though, so don’t skimp on quality.
Like any of the previous video marketing formats listed above, know your purpose, outline the talking points, and identify your audience. Be mindful of your costs to produce and your anticipated ROI.
Adding video to your marketing plan is much less daunting when you consider all the different forms video can take. As we’ve illustrated here, you could employ interviews, Q & A sessions, demonstrations, webinars, live action, instructional, or commercials. You can probably find opportunities to utilize several of these and enjoy a reach you’d never gain with text and images alone.