How to Create and Implement Videos into Your Marketing Strategy
By Amy Williams
The popularity of videos has increased significantly over the years with the desire of the consumer to get quick, visual and engaging content. Not only do videos help to develop more leads, but they:
- Improve SEO and search rankings;
- Increase engagement with target audiences;
- Build trust by giving potential clients the opportunity to see you speak and share your thought leadership;
- Provide a higher likelihood of ranking on the first page of Google; and
- Encourage social shares.
In a nutshell, videos make your expertise more accessible.
There are several types of videos used in marketing:
- Explainer Videos help an audience to understand difficult concepts, unique industry terminology and unique product features. The ideal length for an explainer video is 1 to 3 minutes.
- Demonstration Videos show the benefits of your services. The ideal length for a demonstration video is 1 to 3 minutes.
- Personalized Videos increase engagement to specific audiences. The ideal length for a personalized video is 30 to 60 seconds.
- Customer Testimonials help build trust. The ideal length for a customer testimonial is 30 seconds or less.
How Do I Put Together a Successful Video Campaign?
A successful video campaign begins with a story that engages and connects an organization to its audience. While you don’t have to spend a lot of money on a video, you should make sure your videos looks professional. Video production companies are adept at working within a variety of budgets, and can help simplify the production process.
Videos should emphasize the why of an organization, not just the what. An easy way to answer the why question is to ask clients why they work with you and what they feel are your unique differentiators.
Many organizations don’t give enough thought into what their audience would like to hear. Instead they create messaging that they think their audience needs to hear. A video creates a first impression, so make sure to identify the unique value that your organization offers and tailor that message into what your target audience wants to hear about you.
In July, Littler Mendelson launched “Littler 2 The Point,” a terrific targeted campaign of 90-to 120-second videos on general topics that started as training materials and took off as ideal content for social media. These targeted explainer videos offer a plethora of information such as workplace harassment and FMLA leave. These videos helped the firm bring a larger audience to its website where users can explore the firm’s various offerings.
How Can I Reuse My Videos?
Once you have posted your new videos to your website’s practice groups, bio pages, and landing pages there are many more uses for videos:
- Use in social media campaigns (Facebook and LinkedIn both support video. Be sure to use an effective thumbnail with a call to action.)
- Include in client pitches
- Post on YouTube and Vimeo using tags and keywords with a detailed description
- Run as a video header on your Facebook page
- Play on a screen in your reception area
- Place in email signatures
- Include in eNewsletters
- Add to directory profiles
- Show at trade show events
- Use in recruiting campaigns
Remember, you can also convert your video to written content. Transcribe your video and create a blog or article that you can also post to your website and social media platforms.
Do I Need to Have Video on My Website?
Custom Legal Marketing conducted a survey and found that short one- to two-minute explanation videos received more watchers than high-end commercial videos. They also found that an explanation video play rate on a practice group page is higher than on the homepage because people are more likely to watch a video relating to their needs.
Another good tip: Since many people watch videos without sound, make a video version with a text outline of your key points.
In today’s professional services marketplace, video can be more compelling than text and more engaging than standard marketing brochures. Video is the secret to getting your content marketing noticed and amplifies the knowledge that you want to share with potential clients and recruits.