At a recent conference, I noticed a gentleman walking around with a video camera talking to the attendees. The gentleman was asking a number of people if they would provide a brief testimonial of why they liked working with this business and its quality of service.
The guy then walked up to me and asked that I do the same. Of course, since I have been a patron of this business for a number of years, I was happy to oblige. I then asked the gentleman what the video was for and he replied, “marketing purposes.”
Like this business, videos are a great marketing tool. You can use videos to showcase features and benefits of your products or services, to promote your business, and to attract customers.
Online video marketing is a very cheap alternative to traditional advertising. For example, just one viral video can replace multiple forms of promotions, especially if the video educates and creates an interest among your customers so that they in turn promote your business.
For example, seeing a picture of a treadmill with a description is not nearly as effective as seeing someone on the treadmill in action. That’s why infomercials are so successful. Your customer gets to see exactly what the product can and will do in just a matter of minutes. The customer connects and can imagine how the product could benefit them.
And in today’s mobile world, people spend countless hours watching videos from their mobile devices too. So there has never been a better time to capitalize on the free advertising that videos can provide your business.
So, let’s look at three steps on how your business can use videos as an online marketing tool to attract customers.
Step 1: Post Videos To Your Web Site
When running a business, it is extremely important to be listed on page one of the top search engines like Google, Yahoo, Bing and others. A great way to do this to is upload a video on your web site. This helps your site to be found in more ways than ever before.
Google has introduced a concept of “universal search” where videos will be listed along with the other links on the search results page. For example, if you Google “how to tie a tie,” you will see video thumbnail listings in Google.
Another way to post videos to your web site is to have a video appear as soon as a customer opens your web page. A customer can watch your video every time they come to your web site, especially if you grab their attention with a catchy headline.
Once you have their attention, you can then pitch a product during the video for them to buy or you can simply introduce a product and ask the customer to opt-in to learn more. Once the customer opts-in to request more information, you can follow up with an email, which is the next step.
Step 2: Send Out Video Emails
If you want to solicit new customers or even strengthen ties with current clients, then include a video link in an email. This allows your customers to connect with a real person, not just words on a page. And, if they haven’t met you, many of them will feel as though they have. This can go a long way to turning a potential customer into a long-term customer.
Just remember that your email still needs links, images and good compelling text. Not everyone will watch your video email. For example, some recipients may be at work and want to be discreet, some may not have a sound card in their computers, and some may simply not be interested. So, be sure that the copy in your email makes up for this.
For those customers who then really connect with video email, you can then ask them to subscribe to a video email group. This can be done through a group announcement mailing or by simply adding a survey to your normal email asking if they would be interested in receiving video emails. If they are interested, they will subscribe, while others won’t.
The key is to get your videos out there for people to watch. This can be done through email or if you want mass exposure, then you may want to use video distribution software. With video distribution software, you can get as much visibility as possible.
Step 3: Use Video Distribution Software
To have your videos seen everywhere online, you can submit your videos to as many different places as possible. You can do this manually by placing a video on your web site, blog, landing or sales pages, as well as video sharing sites like YouTube, Viddler or Google Video.
However, you can also automate the process with video distribution software. For example, a video distribution software program we have used is “Traffic Geyer.” With Traffic Geyser, you simply upload your video once and the software will do the rest. It automatically distributes your video to hundreds of sites for you.
Whether you upload your video manually to video sharing sites or use video distribution software, it is a good idea to keep a few things in mind.
1. List key words in the title of your video so that people to find your video under when searching by those key words.
2. Put your web site URL at the very beginning of the description field with the http:// prefix (example: http:// www.domain.com). Most description fields will be abbreviated so that the viewer can only see the first few characters. So even if the viewer does not expand and read the detailed description, he can still see and click through on your web site URL.
So, there you have it. Three steps on how you can use videos as an online marketing tool to attract customers in your business.
To learn other ways to increase your revenue with online marketing tools, then make sure you sign up for the special Business Mastery Training webinar.
For other business strategies on how to grow your business, then check out a free business startup and growth training program. If you haven’t signed up for that free course yet, I highly recommend you check it out too.
*Originally published as Issue #85 on April 13, 2012 and Issue #181 on March 22, 2013