How to Steal, And Benefit From, Video Strategies in 4 Industries

How  to Steal, And Benefit From, Video Strategies in 4 Industries

Dr. Shay David – Guest Author    |   Aug 19, 2013 @ 11:00am   |
How to Steal, And Benefit From, Video Strategies in 4 Industries

Content marketing is an area that’s been rapidly evolving, but one medium  that often gets overlooked is online video — perhaps because of a misconception  about how hard it is to produce video content. Recently, certain industry  sectors have discovered the power of online video, particularly the role that  instructional videos can play in enhancing their online presence — and any  organization can steal (and benefit from) their strategies and best practices.

For many companies looking to provide customers with instructions or  information about their products or expertise, text and pictures just aren’t  enough. In fact, use of video as a marketing tactic has risen from 52 percent in 2011 to 70 percent in  2012 — and 58 percent of B2B marketers believe online video is the  best content marketing tactic.

Companies looking to enhance reputation, customer engagement, and SEO are  benefitting from online video in a major way. There are a few key reasons for  this:

Good instructional video is evergreen. Online video is in demand  all the time for a long time. Many consumers throw out the instruction manuals  that come with a product, only to find themselves needing that information later  (“Arrr… does the blue wire connect to the green plug, or the red one?”). Instructional product videos show your company anticipates customer needs and is  willing to provide easy access to information that can help them when they need  it. A combination of an instructional video with a QR code can offer even  further acceleration.

Video is empowering to the consumer. Instructional videos help  customers skirt what can be frustrating customer service phone calls or lengthy  and confusing readings. It puts the power of ‘owning’ a product back in their  hands, offering an engaging way to avoid product mishaps and other handling  errors while reducing customer support costs. Not to mention how helpful it can  be for consumers before they buy, while debating if and which product to  purchase.

Video is the new lingua franca. In a global world where  any product can be used anywhere around the world in one of hundreds of  languages, the task of creating support material in many languages is close to  impossible. Video (with or without multilingual captions) offers a shortcut to  better communication with global audiences.

So which industries are being transformed by online video’s ability to  connect with consumers? Here are four sectors that use video to transform their  customer interactions – plus quick tips for using their strategies for your own  efforts:

1. Companies with “Some Assembly Required”

An old joke describes a job interview at IKEA, where candidates are asked by  their interviewer to ‘build a chair and have a seat’. Anyone who has ever bought  a product that requires assembly (at IKEA or elsewhere) knows how frustrating it  is when some parts don’t fit, or when at the end of the job there are leftover  parts that seem not to belong.

But IKEA is a great example of a company using video to alleviate the  frustration of assembling product parts. IKEA’s instructional videos allow  customers to ditch the impossible paper instructions in favor of animations, an  engaging soundtrack, and helpful tips to alleviate building frustration. Here’s their video of how to assemble a  corner kitchen cabinet.

Quick Tip: You don’t need to spend a lot of money to make an  engaging product video. An HD camera or webcam will do – just be sure to shoot  in a clutter-free, well-lit area, and search a site like Jamendo for royalty-free music to spice up the  experience. Multilingual captions, or audio tracks in several languages, can  take the video to the next level still.

2. Educational Institutions

The rise of personalized learning, MOOCs, remote learning, and the flipped  classroom rely on online video to deliver a more effective learning experience  for students. Take Khan Academy for example: the nonprofit delivers more than  4,200 lectures in its virtual classroom. They even feature quirky videos,  like Q&A with LeBron James.

Quick Tip: Pack your headline, description, and tags with  keywords to boost SEO and help customers find you. Even if you can’t feature a  celebrity in your product videos, the right keywords will ensure your video is  recognizable in search results. Engagement and reach will follow if the video is  entertaining, short, and makes clear points.

3. Sporting Industries

One surprising sport that’s being majorly impacted by online video: golf.  People who normally wouldn’t learn to play golf because of how costly lessons  are can now take their game up a notch using a few short videos – and eventually, buy gear from  companies that help them to rev up their game.

Quick Tip: Write out a script beforehand to eliminate any  distracting speech patterns, like “um’s” and “ah’s,” and to ensure your video is  no longer than three minutes. Viewers are less likely to view a long video, so  keep it succinct. If you need more than three minutes, create a playlist of  related videos.

4. Pharmaceutical  Companies

In the U.S. and  Europe, regulatory authorities like the FDA require pharmaceutical companies to  provide training for patients and healthcare professionals. Many companies have  been turning their instructions into online video content to ensure patients and  doctors have all the information they need to correctly prescribe and use new  medications.

Quick Tip: Even if your company’s products don’t warrant how-to  videos, there are plenty of areas where you can offer expertise. Consider  interviewing employees, company leaders, customers, or community members who can  share insights or knowledge about the product, as well as advantages and  pitfalls. Beyond specific product advice, consumers are always interested in the  state of the industry and the personal stories of customers who have used your  product or service to solve unique problems.

In summary, the opportunities for using online video to help customers and  boost your company’s brand and presence are endless. Consider the ways online  video can be used to instruct or inform your audience, and you’ll be on your way  to content marketing success.

Source:  How to Steal, And Benefit From, Video Strategies in 4 Industries ©, All Rights Reserved Follow us: @ReelSEO on Twitter | ReelSEO on Facebook

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