By Megan Salzano Digital marketing is nothing new, but the speed of change can be astonishing. From website development to SEO best practices and social media strategies, there is an abundance of information that a marketer in today’s business environment needs to know to succeed.
Today, video is central. Thanks to TikTok and Instagram, among others, consumers are digesting video like never before. And it’s time for the flooring industry to embrace video marketing as another fully viable lead generation tool in their digital marketing toolbox.
Following are seven tips from top marketers in our industry to help you make video marketing work for you.
- Accept that video marketing is a must
Literally a few days ago, the head of Instagram decided that the platform is no longer a photo sharing app; it’s all about video. I think we could call this the “TikTok Effect”, although the shift to video-based marketing was in development long before the crowd was TikToking around the clock. There’s no doubt about it: To be relevant and positioned for the best success in today’s marketing environment, business leaders must embrace video as a means of building brands and sharing messages.
- Irene Williams, Founder/CEO, Msg2Mkt
Video marketing not only helps build brand awareness, it helps humanize a business in ways that other marketing channels just can’t. A strong commitment to video marketing can give a company a sense of legitimacy, authenticity and trustworthiness in the eyes of the consumer.
- Carole Cross, Founder/CEO, Mobile Marketing
Video marketing deals with consumers very effectively. People find it easy to record information in a quick video. In addition to interactive technologies, such as room visualizers, video offers companies the opportunity to engage consumers more deeply than just with written content.
- Steven Caldow, Director of Marketing, Leap Tools
- Understand your goals
Before going deep into any marketing program, it is essential to identify the North Star for your business; those goals and objectives that should drive every tactic at every point of the journey. Need more feet over the threshold of your showroom? Stronger name/brand recognition in your market area? Once you know what you need to achieve, it’s just a matter of identifying how video can support the journey to achieve those goals.
- keep it simple
To get started, don’t think too much about video or worry about fancy equipment or editing. Go for it with the tool you always have at hand, namely that smartphone. Smartphones have amazing integrated video capture capabilities, and there’s a seemingly endless array of video editing apps for quick customization and creativity. I’ve found anecdotally – and this is backed up by industry statistics – that video that is less polished and more homemade in nature gets stronger engagement than highly produced clips.
Smartphones are one of the easiest ways to create good quality, timely videos. You don’t have to make Hollywood videos; you need to create videos that are valuable to your customers. Make them short, powerful, to the point and relevant to your viewers.
- Lisbeth Calandrino, FCN columnist, speaker, business coach
- And then keep it short
Short videos are experiencing tremendous growth. TikTok and Instagram Reels are a few examples. According to Twitter, over 90% of videos are viewed on mobile devices, so shorter videos have strong engagement.
Since most of your brand’s videos are viewed on smartphones while customers are on the move, getting to the punchline quickly is imperative.
It is said that if your introduction is not exciting and relevant, the customer will click off within 10 seconds.
To achieve success and build an emotional connection with your customer, companies need to create videos that ultimately help promote/sell their business. Customer testimonials videos are a great way to increase social proof and influence your target market. By seeing that other customers have met similar needs, a company can help convince customers of its own effectiveness.
Where possible, include a client on a job site in your video. Most of your installers have smartphones; why not put together a script for them? Customers like to see videos with other customers in them.
- Don’t forget a call to action
Even if it’s just for viewers to contact you for an appointment, you can easily give them a reason to move on. You can also use the call-to-action (for example, by including a specific email address or landing page) to measure the impact of the video on your business.
- Track your progress
Keeping track of how well your videos are performing is critical. Most platforms provide basic analytics in an easy-to-understand format. This information should be used to [gauge] whether your videos are reaching your goals. For example, how many people are watching it? Do they share it? Is the number of visitors to your site growing? Do they stay longer? If you don’t see the results you want, make some changes and keep trying.