We all know there are more than 3 ways to use video for your social media marketing, but I was in front of a live audience and had about 8 minutes to deliver this presentation.
Blue Sky Video Productions is a full service video production company and YouTube strategists. But we have also embraced using video strategies on Twitter, Instagram, LinkedIn, SnapChat and Facebook.
Video is the best way to convey personality because includes sound as well as visual content. I recommend reading “Jab, Jab, Jab, Right Hook” by Gary Vaynerchuk to understand that the key social media is to give valued content in order to be able to ask your audience for something.
The 3 key elements the Blue Sky Video Productions helps clients include in their marketing message is storytelling, consistency and trust.
We develop a story for our clients that conveys who you are and where you came from that connects with your audience so that they care about what you have to say.
It’s not based on what equipment you use to deliver your product or service, it’s what value the customer receives from your product or service.
Most business owners will invest in producing a single video and post it on their website. It takes multiple touches to close a sale. Once they’ve seen the single video, there is little reason for them to return to your website. So by creating new content on a consistent basis, you create traffic that will come back to your website to see what’s new.
We build trust for our clients through video in a way where the customers get a feeling that they know you and the people behind the company, personally.
The 3 ways to use video for your social media marketing are:
1. Grab Attention Early.
You have approximately 24 words in 7 seconds to grab your audience’s attention.
Tell your audience who you are and what the video is about up front. Many videos open with a standard introduction that runs 30 seconds to a minute before they get to the content. Instead, open with a quick 10 – 15 second teaser, then add a 5 second standard opening that leads into the content of the video. That way you’ve grabbed them early, outlined what the content will be so that you audience will stick with you. The length of the content should be as long as it needs to be in order to deliver your message. You are not bound by the limits of TV that require commercials to be 30 seconds and programs to 24 or 48 minutes.
2. Focus on One Message
If I were to toss 20 balls at you at the same time, how many do you think you could catch? One? Two? Probably not more than that. It’s the same with a product commercial. It should have a single key message. It is better to create 10 one minute spots than 1 ten minute spot with ten messages. Another added bonus to creating 10 one minute videos is that then you use 10 different keyword phrases to catch the attention of your targeted audience.
3. Call to Action
At the end of your video you want to tell your viewer what to do. Whether it’s to call, email or even subscribe to your YouTube channel.
All too often promotional videos just end when whatever story or information has been delivered. When using video for sales or marketing purposes, you must include a call to action. So it is important to direct the viewer to the next step, such as “call us now”, “email for more information” or “come to our location”.
Now that you have 3 ways to use video in your social media marketing, here are some ideas of how to leverage the power of video.
In an example of a branded search on Google for “Blue Sky Video” in the Chicago area, our company shows up in all 10 results on the first page. One of those results is a link to a video that was embedded on our website. Google has been including videos in search results for many years. If you have a video on your website or your YouTube channel and you tag it with keywords that are relevant to your product or service, then when people use those keywords in their search, your video has a greater chance of showing up in the results. The other advantage to including videos in your marketing mix is that your competition is not using video.
Another recommendation is to create more than just one video. In addition to your primary video that is used as a trailer on your YouTube channel, you can categorize your videos using Playlists. Google also using Playlist titles in their search algorithm. If you’ve ever watched a video on YouTube, you may have noticed that after the video ends, YouTube displays other related videos. If you only have one video, then the suggested videos may from other businesses in your industry.
“People will do business with and refer business to, those people they know, like and trust.” – Bob Burg
At Blue Sky Video Productions, we create videos that get your business seen, liked and trusted.
Bruce Himmelblau is Producer and YouTube Strategist at Blue Sky Video Production
Lake Forest, IL https://www.bsvp.com
