NCET Biz Tips: Video marketing and your business

Every business has a story to tell, but how are you telling that story? If you’re like thousands of business owners, the typical website “go-to” is a lengthy bio in the “About us” or “What we do” sections of your page along with scattered graphics and photos. Simply put, that’s not good enough. Headshots, how many kids you have, and where you went to college just isn’t compelling. In most cases, it doesn’t even grab attention past the second paragraph. It’s no secret attention spans are shrinking, especially when it comes to reading. Don’t tell them what you do ... Show them! To truly tell your story, you need video.

To add to the cliché of written bios and headshots, a popular one is, “A picture is worth a thousand words.”

If that’s the case, video is worth a million. Consumers love video. It’s more engaging and holds attention longer than photos. Video allows more creativity. Photos are static and don’t really allow you to tell your story, show your personality or highlight what makes you different. Video humanizes you. It gives a face and a personality or vibe to your business. The opportunities and versatility with video are endless.

Let’s look at the benefits of video from a straight business standpoint. It is a huge benefit for search engine optimization (SEO). Google loves optimized video content. Two of the biggest metrics Google takes into consideration for ranking a website are, the time users spend on your page and the number of backlinks referring back to your domain. On average, users spend 88% more time on a website with video content, and according to a recent survey, 94% of marketers agree that videos have helped increase user understanding of their product or service.

Then, there’s the versatility of video. Not only is YouTube the second most used search engine after Google, other social media giants like Facebook, Instagram and TikTok are also garnering eyeballs like never before.

According to a recent Wyzowl survey, the amount of online video Americans watched has nearly doubled since 2018. If you use Facebook or Instagram, ask yourself this question ... how many times do you pointlessly scroll through pictures but actually stop and watch a video? Even if it’s just for a few seconds, video will better grab your attention and keep it for longer.

Now, if you’re starting to see the benefits of video, try and come up with a strategy to help your company’s marketing. Once again, the creativity and versatility of video gives you loads of options. Think of a longer, more in-depth “profile piece” on your website explaining who you are and what you do. What makes you different, and what makes you better. Include “day in the life” footage from your business with soundbites from your company’s movers and shakers. After that, come up with interesting and entertaining topics that are better featured in a shorter form on your social media pages. Stay consistent and learn as you go. At the end of the day, People will watch.

Every business has a story to tell. Please consider allowing us to tell yours.

NCET is a member-supported nonprofit organization that produces educational and networking events to help people explore business and technology.

Bill Frankmore is the President and founder of Bill Frankmore Productions, LLC. Bill is a Hall of Fame journalist with 25 years of broadcast journalism experience. Bill is well recognized for his story-telling ability, writing and interview skills that humanized the people he reported on. Bill is now taking those talents and helping businesses share their stories with stakeholders.