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So you want to promote your business. But how? Online advertising, television, print or video?

Well, all signs point to video as the future of the marketing industry. Culturally we are all migrating online in every aspect of life, and heading towards video specifically as our primary source of information. In the next five years 80% of online content will be video, predict online analysts Cisco. As opposed to wordy websites and static photos, videos engage punters in an interactive way. Most importantly it keeps them on your site for longer. Video is the second most effective type of content, after whitepapers, for generating leads (CMO Council and the NetLine Corporation Report, 2015). Meanwhile video advertising is performing significantly better than newspaper and digital ads according to the latest figures from the advertising expenditure report from Warc and the Advertising Association. The most successful websites combine video, text, blogs, pictures and SEO (search engine optimization) to communicate effectively with their audience.

The good news is that due to the rising popularity of video-on-demand and online streaming sites, video has never been easier to share. Facebook and Twitter are perfect platforms for savvy businesses to reach new audiences, and the more entertaining the video the better. It’s never been a better time to consider video marketing. It’s time to join the party.

So how can you use video effectively?

  • Cut to the chase
    You have about 8 – 15 seconds to convince your audience that watching your video is worthwhile. Make it count. Hook them from the get go to make sure they watch until the end. But don’t try to cram too much in; we think that the best videos only attempt to put across three key messages.
  • What’s in it for them?
    Understand your customers. Who are they? Where are they coming from? Why should they care? Video can’t just be about blowing your own trumpet; it all boils down to offering a service to the viewer. This is the first question we ask our clients – who is the audience?
  • Give it the personal touch
    What makes you special? Put your personality into the video as much as you can. Be original. You don’t have to appear in your own video, but remember that people invest in people so don’t be afraid to entertain as well as inform.
  • Show them
    The great thing about video is that you can literally show your customer your service, rather than overwhelming them with complex written information. It’s the perfect opportunity to present a message in a concise, easy to understand way. Take advantage of this and think visually.
  • Remember the marketing proverb
    “Tell people what you’re going to tell them, then tell them, then tell them what you just told them.” A good video needs a good script or story-board. It’s not just what you say but how you say it. And don’t forget your call to action at the end of the video to remind your audience what they can do with the exciting new information you’ve just shared with them! We love developing scripts with our clients to make sure that their message is put across clearly and effectively.

There’s no denying the power of video. Even if you don’t actively use it, your audience probably does. Our clients’ success is testament to the power of video promotion. Here’s what some of them have to say:

“We have had outstanding success with our TV campaigns from Skylark Media. They draw in more customers than any other form of advertising.”

Ricky Towler, Oak Tree Mobility

“(The videos) helped to promote the New Forest Tour which attracted a record 40,000 passengers last summer, saving about 267,000 private car miles and generating an estimated £660,000 to the local economy.”

Sion Donovan, New Forest National Park

If you’d like some advice about your video project, please email: hello@skylarkmedia.co.uk Alternatively you can call us on: 0117 258 0011

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