How to start marketing with online video

Online video isn’t the future. It’s here already! According to technology company Cisco, by 2022, online videos will make up over 82% of all internet traffic. Are you missing out on potential sales by not utilizing online videos?

Open to marketing with online video, but not sure how to get started? Here are four types of online videos to consider.

Home page

A type of video my team and I often help clients with is a 60-second commercial for the home page of their websites. These videos succinctly communicate to a website visitor what the organization is all about.

Your home page video should include some or all of the following:

• Who the person speaking is
• What your organization does
• Who your target market is
• What pains you solve for your clients or customers
• A call to action

Each service or product

In an ideal world, each service or product you offer will have its own video as well. Many organizations have dozens if not hundreds of offerings, so that doesn’t always make sense. Start with short videos for the most important services or products, then add more as time goes on.

Testimonials

The statistics vary, but according to one source, 88% of consumers trust online testimonials as much as recommendations from friends and family. And if you’re in the B2B world, 97% of B2B customers said testimonials were the most reliable type of content.

The point is, it’s better for others to say what a great job you’ve done for them than it is for you to say what a great job you’ll do. If you aren’t capturing video testimonials to use on your website and on social media, now’s a great time to start.

Ongoing series

Finally, if your organization relies on repeat business or your prospects need to view you as an expert, an ongoing educational series of videos can be beneficial. There are a few benefits to a series of videos rather than occasional one-off videos:

• There’s a higher chance your target market will come across one of your videos
• Consistency over time demonstrates that people can trust you
• You’re more likely to be remembered by your target market
• All the algorithms on social media like ongoing, consistently published videos

Video marketing can seem intimidating if you’ve never done it before. But if you do it well and do it consistently, it can be beneficial. Strategic videos can help you land more sales regardless of the industry you’re in.