Video is a single tool in a Marketing toolbox. It’s proven to be one of the most effective ways to engage your target market. Most people quiver at thought of having to read a wall of text to find what they’re looking for.
THEY WANT ANSWERS NOW!
Did you know:
The biggest and most successful brands use video all the time! And so are your competitors…
85% of businesses are using some kind of video in their marketing strategies. (Source)
THE PROBLEM
Here’s what we see people doing. They pay for a video and then they upload it to YouTube, Facebook and Instagram and it just sits there. It may gain a few views but nothing crazy and it makes you feel like the video didn’t work.
People make incorrect claims like “Videos don’t work for my business!”.
If this is true, then why are your competitors using videos?
The issue is that companies are creating these amazing videos, but they are just not getting seen by the target audience. Sound familiar?
YOU NEED TO CREATE A VIDEO MARKETING MACHINE WHICH GETS YOUR CONTENT SEEN BY THE RIGHT PEOPLE
Once you manage to get your video seen by your target market, you need to CONVERT them. It’s all well and good paying for views, but did those views actually lead to your
desired goal? Did you receive a return on investment? What is your average return on investment per customer?
It takes a bit of work, but the rule is simple. If you put in a LITTLE bit of effort, then you will get LITTLE RESULTS. If you put in a HUGE effort, then you will see HUGE RESULTS.
AVOID COMMON MISTAKES
The most common problem is that you’re trying to sell directly to people before demonstrating that you’re valuable to them. It all comes down to human psychology. People want to know that you’re an expert before they invest or download anything from you.
There are several big mistakes that we see people constantly making when it comes to video marketing, which you need to make sure that you avoid.
CHOOSE THE RIGHT SUPPLIER
You may notice that most production companies are making videos for all kinds of industries. And this means just one thing. They are only interested in your money. They have not specialized in one particular field because they just aren’t passionate about the tech industry.
They’re trying to cater to AS MANY PEOPLE AS POSSIBLE to make THE MOST MONEY POSSIBLE.
Don’t get us wrong, some people are just in business to be in business. Everyone has different passions in life and there’s nothing wrong with this business model.
But wouldn’t it be better, to have a professional team working for you, who LOVE and UNDERSTAND what you have to offer?
Our competitors also seem to neglect the importance of video marketing, which is the whole point of having a video in the first place, right?
They show off their fancy showreel, including everything from car adverts to social media posts for a baby clothing brand. They charge you EXORBITANT amounts of money. Then, they make a GENERIC video based on what they know from making videos in other industries. And lastly, they supply to you the final video and send you on your merry way.
ORLA is a company which is only concerned about working with tech clients. We don’t work with clients in multiple fields and as a result we’ve had to turn down A LOT OF MONEY. But money is not our end goal, so it doesn’t matter to us. We want to align ourselves with the MOST INNOVATIVE companies in the world. Our motto is “Innovation by Imagination”.
PLUS, we strive to teach our clients all about Video Marketing. YOUR SUCCESS IS OUR SUCCESS. If we can make your videos achieve your desired results, and we can build a SOLID and PROVEN digital marketing machine, which CONTINUOUSLY CONVERTS with reliable data, then maybe you will consider us for the video production side of things. But if not, then remember to refer us to your friends when trying to educate them on the power of video marketing.
STRATEGIZE
If you fail to plan then you plan to fail.
We see a lot of clients spending their budget on a fancy new video, which then gets uploaded to YouTube, to be seen by about 50 people. What a waste of time, right?
Nope. The issue is that most people aren’t savvy with digital marketing and they have no strategy.
They don’t understand that there are MULTIPLE CHANNELS to distribute your video and that paid marketing is key. You can pay Facebook, Instagram, LinkedIn and YouTube to get your video in front of the RIGHT PEOPLE at the RIGHT TIME. But first, you need to work out who those people are. What demographic do they fall into? What social media do they predominantly use? When are they online?
DATA AND ANALYTICS
Data and analytics is the key to successful business growth. Your video may have gained
10 clicks, but how long did people watch for? Did it lead to a sale or a meeting? What is the conversion rate? TOO OFTEN we see our clients neglecting this information, which means they aren’t able to track if their video campaign was a success? Maybe it could have been successful with a few tweaks, but now they will never know?
DON'T GO CHEAP!
Don’t blow your savings on a cheap service! Let’s say that you can get a good old reliable Honda Civic, with a decent mileage and from a reputable second hand dealer for $15,000. But, you don’t have the money today. Instead, you decide to purchase an older car on an internet forum. It has a much higher mileage but it’s under half the price at $7,000. You meet up with the car dealer who looks like he’s trying to get rid of the vehicle as soon as possible. He tells you that everything’s fine and claims that it’s been road tested recently.
Next thing you know, you’ve broken down on the highway and you’re paying hundreds of dollars to tow the car. When you get to the Mechanic he says that the engine is gone and it will cost almost as much as what you paid for the car to fix it. So you end up staying in a hotel and then get a train home the next day. You now have NO car and have spent thousands of dollars, when it would have been better to save up for something more reliable and proven.
The best artists in the media industry come in at a professional artist’s salary. We have some of the most talented artists around the world and you get what you pay for. Our prices are pretty competitive, but if you still can’t afford us now, then why not put the production on hold whilst you save up and first build a solid marketing strategy?
CHOOSE THE RIGHT VIDEO
Do you need an animated explainer video? A commercial? Testimonials? Different videos come in at different budgets and they each have a different effect on the viewer. An explainer video is great for blowing away your customers in under 2 minutes, whereas a testimonial is perfect for showing that you are credible to potential users
and investors.
These different videos can be used in different circumstances, for example an explainer video might sit on your home page, whereas a Video Sales Letter may be delivered in an e-mail. If you don’t know exactly what works best for you, then it might be a good idea to test out a few things.
Remember, the biggest and most successful tech companies are using videos to market their business. It’s also highly likely that your competitors are using video to get ahead of you.
BUILD A VIDEO MARKETING STRATEGY FOR YOUR TECHNOLOGY OR SOFTWARE BUSINESS
This article is an extract from our FREE e-book Craft A Winning Video Marketing Strategy For Your Tech Company. The e-book explains what you need to do for your current and future video marketing. It even includes a VIDEO MARKETING TEMPLATE that you can fill in yourself.
