Every video you offer needs to include something of value for the viewer, whether it is a tip, resource, or just a laugh for the day. You shouldn’t record video just for the sake of having video. The following approach is an excellent way to begin your video efforts and get you comfortable with video creation and marketing.
1. Offer value.
- Two FAQs (Frequently Asked Questions). These are questions frequently asked by your customers or clients. For example, as a fitness trainer, you might record an answer to “What are the best ways to prepare for a marathon?”
- Two SAQs (Should Ask Questions). These are questions your customers or clients should be asking but aren’t. This is additional valuable information that will make their lives easier or save them time or money.
2. Include a call to action.
Many businesses create great videos and yet include no call to action. If you want clients to call you or visit your site, ask them. You can also ask them to sign up for your email list or share the video with friends. If your video is focused on how your business can help your customers — that is, what’s in it for them — then you’ll have their undivided attention.
Use relevant keywords in the video titles and descriptions when you upload them to sites like YouTube. Search engines will find it much easier to index your video file. Make sure you include your URL within the actual video at the end of your video–use a clearly visible font at the bottom middle for better viewing and exposure. Finally, give your video file a relevant name so it will show up better in search-engine results. The file name should be understandable and relevant to what your customer is looking for. For example, if you’re selling widgets, then “SmithCompanyWidgetsFAQ.mov” is better than “9077709845wdgt.mov.”
4. Address objections.
Respond to any objections that have surfaced about your products or service. Videos are a great way to connect with upset customers because they can look at your face and see that you are sincere.
5. Pick a focus.
Make sure the video has the essence of your brand personality and carries a single message or story. Do not try to cover 15 things in a 60-second video. But be creative, whether you choose to create FAQ and SAQ videos, or film on-the-road footage, candid-camera laughs, bloopers, or even product demos.
6. Keep it short.
Videos should be short and to the point. Remember, the less people know about you, the shorter their attention span will be when watching your video. Prospective customers often know little or nothing about you; they simply want to know who you are, what you do, and most importantly, what’s in it for them. So give them the message in less than two minutes.
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