The team at Spinifex Communications shares tips on how to make the most of using video content when marketing your business. 

By 2017, online video is estimated to make up 70% of consumer internet traffic.

Currently, blog posts incorporating video attract three times as many inbound links as blog posts without video. Why is this important?

Inbound links are like gold stars for content from search engines. Almost like a popularity contest, the more popular you are the more Google shows your pages. So if your 2015 content strategy doesn’t incorporate video you will be missing out.

Here are some tips for best practice when making and utilising video on your website and in your blog posts?

Before you hit the red record button on your iPhone or iPad you want to ask yourself the following four questions:

  1. Who is the video targeting?
  2. What do you want the video to say – the one key message?
  3. Where will it appear on your website – alongside what other content?
  4. What role is the video going to play in moving visitors from browsers to buyers?

1. Who is the video targeting?

Is it homeowners? Is it property owners with termite problems? Is it food manufacturers who have rodent problems?

This is important as it will ensure what you say is pitched at the right audience. The more you define your target audience the more relevant the message will be.

2. The one key message

What do you want the video to say? It’s important to establish this before you get going. Consumers, whether viewing your website or viewing your TV ad need simple and clear messages. One simple clear message is better than multiple complicated messages.

More than one message? Make more than one video.

Short is better than long.

Attention spans are short. The most effective videos are between one and a half minutes and three minutes. In TV land they say thirty seconds is a long time.

3. Where will it appear on your website?

What other content will appear around the video? Will it be relevant? Will it introduce the video? Will it entice the visitor to watch the video? A good tip is to place it above the fold so that visitors will see it immediately when they land on the page.

Think strategically about where you want to add video content to your website.

4. What is the role that the video will play?

If you are selling pest control, your website’s content will be aimed at moving visitors from browsers to buyers. Different content will be employed on your website to attract visitors, educate visitors, or present how your company solves their problem. If you are using a video to assist in communicating the message, you need to think about its role, not only on the page but also in the buying process.

Viewing video content makes use of lots of senses. Sight, sound, motion and emotion. Now, we are not advocating shedding a tear or two on video, but if you’re not passionate about the subject you’re talking about, then the audience won’t be either.

Two technical tips

Use pictures you can see –  Sounds obvious, but making sure there is light on the subject is just as important as ensuring it is in focus.

Good sound is vital – The greatest pictures often fail because the audio isn’t near perfect. If you are recording video from your iPhone, ensure you record in an area where there is less competing noise. Alternatively, try recording the sound later using a script and get your resident 16 year old to edit it in iMovie for you.

Of course, now that you have made your video and posted it on your website, don’t forget to promote it. Recently it’s been said that social media has overtaken pornography as the number one activity on the web, so your Facebook page might be a good place to start.

Lukas Perrott and Peter Huxley, Spinifex Communications International

Lukas Perrott and Peter Huxley work on the Bayer Amplify program providing marketing support for Bayer customers.