You face many challenges in your business and different forms of marketing provide different solutions. Some drive new customers into your store, others educate clients who may have a longer buying journey, while others may boost sales rapidly, for a short period.
It can be overwhelming to make the right choice at the right time and few marketing mediums are versatile enough to tackle it all, and adapt as you need. Other than video, that is.
If you’re yet to consider video marketing for your equestrian business, you may want to take a moment to consider these statistics…
– Already using email marketing? Including “VIDEO” in your email subject line boosts open rates by up to 19%; and click through rates by between 200 and 300%
– Have a landing page in place? Including video on a landing page can increase conversion by 80%
– Want to create consumer trust? 36% of online consumers trust video ads
– Wish to make a sale there and then? Explainer videos increase web-page conversion by 20%
– Hope for online visitors that take action? 46% of users take some sort of action after viewing a video ad
So, that’s boosted conversion rates, consumer trust and sales. I do believe the case is made for video being a marketing medium for many challenges. Now we need to move onwards to the steps you should take in order to get somewhere close to those impressive statistics above.
First things first – Let’s begin with your goals
What are you trying to achieve? Your goal should be clearly defined before moving ahead with your video project. Here we summarise the five core forms of video and link them back to the goals that they’re perfectly suited for.
Case studies and testimonial videos
Case studies are videos that tell a story of one (or more) of your customers. They briefly outline a backstory to their business, detail their challenge and go on to talk about how they overcame this challenge with your help.
By contrast testimonial videos are more simplistic – merely involving your customers talking about how happy they are with your products or services. These videos can be used in many places – such as on your social pages, website or in your latest email.
Goals: To increase trust, boost social engagement, drive sales of your products or services, and share stories of success (possibly passing along motivation and positivity).
Product instructional videos
Product instructional videos (also known as ‘How To’ videos) are ideal for hand holding your consumer to help them achieve their own goals with your product. Ideally your product instruction video would be short, sharp and succinct – clearly stepping your audience through the process they have to follow.
Goals: Guide consumers throughs setting up/using a complex product – thereby driving down the number of support requests and questions you receive by phone/email and increasing customer satisfaction.
Brand videos exist solely to provide life to your company mission, vision, or products and services. However, it can be tough to make your brand video interesting and engaging enough to ensure your audience views until the end. To counter this, brand videos must speak in the audience’s language, and highlight key issues that resonate with them.
Goals: Drive home key messages about your company – what it stands for, where you’re going, and so on. Brand videos are typically used by businesses that are aiming to establish themselves as a brand leader, and may be featured everywhere from Facebook to the company about page.
Video explainers adopt a storytelling narrative to break down what could be a complex topic or problem. Typically they involve personalisation with a character the audience can relate to – someone who represents themselves facing the problem or problems that should lead them to your door.
As the video progresses, it should go on to explain how you solve their problem and (most importantly) how you solve it in ways others simply can’t (which will introduce your most compelling selling points and your USP).
Goals: To sell your products or services by connecting with your target market through a visual, possibly emotive story. You should also remember that video content is far more digestible than chunks of text – making video explainers ideal for placing on your homepage, social pages or on a video social platform such as YouTube, Vimeo or Instagram.
Live videos can be used primarily in one of two ways – the first is to host webinars/Q and A style online sessions – interacting live with an audience who may ask questions, whilst you in return educate or enlighten them. You may also use this format to interview an industry expert. This form of video can prove an invaluable marketing resource that you can use over and again to establish industry authority.
In a secondary context, live video can be used informally – showing your audience around your business or around an event that you may be at.
Goals: Creating deeper, more meaningful relationships with customers that may otherwise feel unconnected to your business (and the faces behind your company). Live video can also create credibility and industry respect.
But wait, video production is expensive, right? Not to mention time-consuming, creatively demanding and incredibly complex. Yes, it certainly can be all of these things. But today there are affordable, high quality services out there provided by agencies, rather than large scale production companies. Whilst it may be true that your business demands a more comprehensive video production at some point in the future, the average product or service explainer is an effective beginner medium for most who are just experimenting with this marketing medium.
Lights, camera, action!
You may fancy yourself the Steven Spielberg of the equestrian world – the Quentin Tarantino of the stable wholesaler realm. After all, you know your business better than anyone else – you have direct contact with your customers every day. Surely you’re best placed to play director and script writer, right? Actually you could be very wrong – and it could be a costly mistake.
When it comes to the crunch, professional video creators and script writers know their craft. While you could learn the tricks of the trade, this would take time. There are also many common pitfalls that you could fall into when writing your script, such as talking about features, rather than benefits, running your audience through every impressive spec going – when all they really need to know is “What’s In It For Me?”.
You might also focus on your product or service rather than your target market, talking about you and your impressive product – instead of speaking about the problem they face, and the pain points you can help them overcome. Long story short, professional helping hands will ensure these issues never arise, and will most certainly pay dividends ten times over.
Essential tips for a winning video
1. Keep it brief – whilst the length of your video will depend on your audience, the average online viewer will give you around 2 minutes of their time
2. Always speak directly to your viewer
3. Ensure a summary sentence of your video is included within the initial 30 seconds
4. Introduce a little laughter if suitable
5. Talk about your customers’ most common problems – this is most easily achieved by way of telling a story using a character
6. Throughout your video always put yourself in your customers’ shoes and ask – would this make me say “So what? Why does this matter to me?”
7. Take time to choose the right agency – ideally one within the equestrian realm, they’ll understand your business far better than a generic marketing agency that works in every industry
8. Going it alone? Use a video tool suited to your skill level and project type – here’s some video tools that represent the best of the bunch:
Key question: Where should you host your videos?
Always keep copies of your videos on your own computer, as well as in the cloud – this protects your investment should something terrible go wrong in either storage place.
YouTube, Vimeo, & Wistia are leading choices popular with professional marketers (the latter of which also offers detailed viewer analytics); however you could also consider the completely private options of Dropbox or Google Drive (both of which come with a large amount of free storage).
Video marketing is capable of amazing things and can deliver impressive returns – yet it does demand skill, time and expertise. If you’d prefer to leave your video production marketing to the experts, you may want to begin with our team. Contact PressPoint Countryside & Equestrian – call our experts on +44 (0)1953 851513 or email: [email protected].