Business owners today are constantly challenged with ways to stay in front of their target audience and I experience the same thing with my own business. Facebook makes it easy for us to reach our audience right where they are hanging out.
Together with YouTube, Facebook is one of the most effective platforms for your video marketing campaigns. Second only to Google in terms of traffic, Facebook offers video marketers wonderful opportunities to promote brands, products, and services and provide awesome exposure for those who do it right. But creating a marketing video and posting it on your Facebook business page doesn’t guarantee success – you have to do a lot more than that for your marketing videos to stand out. To help you make the most of Facebook video marketing, here are 10 tips that will enable you to reach a wider audience, increase conversion rates and, ultimately, boost your sales.
End all of your Facebook videos with a compelling call to action
Calls to action make your Facebook videos much more effective at converting viewers into customers. Integrate them naturally into your videos to direct visitors to your online storefront or landing page and you’ll boost your sales without coming across as a marketing bully.
Enhance your videos with keywords
Your Facebook marketing videos will pack a heavier punch if you carefully sprinkle them with relevant keywords about your brand, products, and services. Bold these and place them where they can’t be missed.
Keep your videos short and concise
Video marketing on Facebook is more effective when your videos are short, no more than a minute or two. With the average online attention span having reached an all-time low of 8.25 seconds, below that of a gold fish, it isn’t hard to understand why shorter videos sell better. Get to the point, use appetizing images, and avoid useless repetitions.
Pin an engaging introductory video on your Facebook business page
Did you know that Facebook lets you pin a video to the top of your business page, where it will remain even after you publish more recent content? You can use this opportunity to create a short video that introduces viewers to your brand and welcomes them to your page. At the same time, you can use the video to highlight a key product, service, or special deal you are currently offering.
Create highly-targeted marketing videos
Through its set of useful analytics, Facebook puts at your disposal the essential data and demographics you need to understand who most of your Facebook followers are and what kind of content they enjoy most. Use that insight, together with relevant keywords, to tailor your Facebook videos to the needs of your audience.
Use video series for continuity
If you post Facebook videos sporadically, at irregular times, you cannot build a sense of expectancy. That sense of expectancy is precisely what you need to convert viewers into customers, which is why you should focus your video marketing efforts on Facebook on creating a video series where all episodes are connected and published on specific days at specific hours.
Turn customer reviews into effective marketing videos
Rather than presenting your products from your own perspective, present them from the perspective of satisfied customers. It’s easier to build trust and encourage sales that way because consumers trust reviews from real people as much as personal recommendations. This is third party endorsement. For best results, create a customer review series that covers all your key products and services.
Embed unique discounts and promotions into your videos
A simple and effective way to increase the appeal of your Facebook videos as well as to encourage sales is to integrate into them coupons, vouchers, and discount codes that your audience cannot get anywhere else. Also, add a sense of urgency to these special offers by giving them a deadline, so that viewers will want to act immediately after seeing your videos.
Insert your videos into posts on Facebook and in other places
After publishing a marketing video on Facebook, it doesn’t mean you can forget about it. Try to integrate it in your future posts whenever it is relevant. If your video comes up again and again, it can convince hesitant or undecided customers, as well as refresh the memory of those who have forgotten about it. The likely result? More sales.
Consider outsourcing your videos
An increasing number of marketing agencies can now craft for you animated videos that are specially optimized for Facebook. These videos can be more effective than in-house videos shot with unprofessional cameras or slideshow videos, and are far more memorable. Although more costly to produce, these videos can return the initial investment they require by significantly boosting your sales.
Finally, remember that Facebook video marketing is an ongoing process that usually takes time to show results. Don’t abandon the idea of Facebook video marketing just because your first videos haven’t brought you the desired results. Tweak, adjust, adapt, and keep on at it. Positive results will surely come. Now get out your camera and start recording!
Pamela Wigglesworth, CSP, is an entrepreneurship and marketing consultant, international speaker and the author of three business books. A resident of Asia for over 20 years, she is the CEO of Experiential Hands-on Learning. She works with organizations across multiple industries to help them increase brand awareness, increase leads and ultimately increase sales.
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