Laura Bruce from Bruce Public Relations speaking to a group at SCVO’s #DigitalMeetup in Inverness 25 January
Unless you’ve been living under a rock for the past few years, you will have noticed that the popularity of video has grown exponentially.
From Facebook to YouTube, we are consuming more video content than ever before. And the business case for video is compelling: according to Hubspot, after watching a video, 64% of users are more likely to buy a product online.
2017: the year of video?
We’ve seen growing interest in video, but I believe 2017 will be the year that video really takes off across a range of social platforms. By taking a few simple steps, any business can capitalise on the potential that video offers to share your message far and wide.
The power of leverage
For small- and medium-sized businesses with small- to medium-sized marketing budgets, video offers a powerful tool to generate leverage in your promotional activity. Equipped with little more than a smartphone, you can create short videos to bring your website and social media channels to life, and reach potentially millions of viewers online.
What should you say?
One of the best uses of video is to help people to understand what you do, and how you do it. A “value proposition” is a tool to help potential customers understand the benefits you provide, the problems you solve, and why they should choose you over your competition. Your value proposition should be a top priority when developing video content, and it’s something we work with clients to develop before doing any marketing or promotional activity. Once you are clear on what makes your business unique, it is much simpler to communicate this and convince potential customers why they should buy from you. [More on this here.]
Educate clients online, and build rapport
Also, consider the questions you typically respond to from clients or customers. For professional services firms like solicitors, accountants and architects, a video can save time responding to queries about your fee structure or services you provide. Perhaps your video could spec out the path of a typical query, and take a potential client through the process so there are no surprises? One of your team could explain how your fees are structured, and which if any services or advice you provide free of charge. A video will save staff time, and also serve to educate your audience. Moreover, by using an actual member of your team, video can build rapport in a way an email will never do.
Use video to accomplish new tasks online
But your video doesn’t have to be about your products or services. I recently worked with a large accounting firm to develop a video to recruit graduates to become trainee accountants. Shared on their website and social media channels, the animated video truly engaged the target audience — outperforming all other recruitment tactics— and generated a talented pool of ideal candidates!
Get something down on paper first
While some people are talented improvisational speakers, don’t put undue pressure on yourself or your team. Start with a script, outlining your key message and some details you want to include. Scripting your video doesn’t have to be complicated, but preparing a script will ensure you communicate what you intend to. And keep it short. Hubspot notes that 5% of people will turn off a video after one minute, but this figure jumps to 60% by two minutes! And ‘word count’ will make it simple to see how much you’ve got before you start filming: between 120 and 140 words will take about one minute to speak.
The crucial ingredient: a call to action
Don’t forget to include a call to action. Make sure to give your viewers one clear action to take — invite them to visit your website, ring your office, download a PDF, or email an enquiry. And make it simple for them to take that next step, by including a link, an email address, or similar.
What are you waiting for? 🙂
Video can positively impact your business in a range of ways – from increasing sales and driving traffic to your website, to educating potential customers about your products or services. The sooner you start using video, the sooner you’ll experience the benefits.
If you want to use video, but are not sure how to start, drop me a line or ring me. I think every business could be using video, and I can help you make the most of it!
Laura Bruce, Bruce Public Relations Ltd. copyright 2017.
This article is based on my column in the January 2017 issue of Executive Magazine, a monthly publication of Scottish Provincial Press.