9 experts share their tips to make video work for your company

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We all know that there’s massive content clutter out there and that we need to take a step forward to get noticed. Video has been an essential tool for today’s content marketers looking to provide an exceptional experience to their audience.

While video marketing has already taken center stage, here are some tips from experts on how to make it work for your brand in 2018.

1. Make video marketing more human

I believe video is trust, and trust is human. Video is the most human form of marketing in the digital age. You should make your video marketing more human and build trust among your audience.

In one of my recent articles, I wrote about the quality of content vs advertising spend. It talked about how video content generating enough engagement can save 50 percent on ad spends.

With the rise of storytelling in marketing, video is a content format that can produce phenomenal results. It can be used across the buyer’s journey from awareness, consideration, decision making, to retention. For each of these stages, you can create diverse video content—educational, product explainers, demos, testimonials, customer success stories, and short bumper ads.

–Sunny Arora, managing director at Broadcast2World

2. Benefit from self-explanatory demo videos

Creating a demo video is a great way to get more leads. Most companies lag behind because they organize personalized demos. Such demos can make the process slow and reduce the overall conversion rate. It’s always better to create a demo video that’s self-explanatory. We have seen lead volume increase by as much as 500 percent when changing a client’s website call-to-action from “Schedule a demo” to “Watch demo video.”

You must also use the demo video landing pages to advertise on Google Adwords. Since your landing pages would provide a better user experience, you’ll surely get ahead of your competitors.

–Brady Cramm, vice president of marketing at Directive Consulting

3. Simplify your communication

I had serious issues on how I should communicate the value that my business brings to our potential customers. It took me great effort and time to get rid of technical jargon and create a script that our audience could understand.

Then, we were finally able to create an explainer video that tells our business’ story. That single video helped us to recruit over 100 contributors and affiliates for our joint venture. What I learned from this experience is that you need to create videos that tell people how you can help them and they will take the desired action. Just make sure you simplify the information.

–Melissa Slawsky, CEO at Brainiac Bundles

4. Use video retargeting as a secret weapon

It’s hard to get your audience to stay on or revisit your site. But many companies retarget site visitors with a 30-second elevator pitch video. Short videos don’t say everything but they are good for building a case for what you’re offering. You can use retargeted video ads to sell your business in 30 seconds or even six seconds (with bumper ads). The strategy will surely help you improve your conversion rates.

5. Vertical videos engage nine times more

6. Put a video transcript

7. Publish native videos on social media

8. Educate your audience

9. Make audience–centric professional videos