Marketing: Make the Most of Online Videos

How to create the best possible clips to enhance your marketing efforts

Video marketing is a powerful and persuasive marketing technique that should be used throughout your client’s journey to purchasing residential and/or commercial security. If you have not yet adopted online video marketing, it is definitely time to get busy adding videos to your marketing arsenal.

The bottom line is the majority of your potential customers peruse images and videos when searching the internet. It is more engaging and rewarding than having to read a lot of text and riffling through pages to get to the information they want. Want proof?, the giant video sharing website, is the second-largest search engine in the world next to Google. Google was smart enough to see where the market was heading and bought YouTube in 2006 for a meager $1.65 billion.

YouTube’s video content can be streamed over the internet and watched on any platform. It has more than a billion users per month, with a staggering 6 billion hours of video watched each month — that’s almost one hour for every person on earth!

According to consumer research company Nielsen, YouTube reaches more U.S. adults ages 18-34 than ANY cable network; thus, using YouTube will potentially give you more reach and viewing than any TV commercial — and it is much cheaper. YouTube is also very easy to use. All you need to do to get started is create a Google account (if you don’t have one already), sign into YouTube with it, and then create a channel for your business so you can upload your videos.

There are more than a million advertisers on YouTube — most of which are small businesses using video marketing to sell their products and services.


Why Are Videos So Powerful And Persuasive?

There is a science behind why people migrate toward videos and tend to prefer videos and images over plain text. The human voice (and music) conveys emotion; the brain is hard-wired to trust the human face; and movement captures and keeps people’s attention. Hence the reason online videos get a lot of positive attention and have improved engagement time and conversion rates for many businesses that have taken advantage of video marketing.


How Video Can Enhance Your Marketing

There are three ways that video enhances your marketing efforts:

  • It educates — any time you provide educational material, you are positioning yourself as a security expert.
  • It promotes — you want to create a buzz when advertising your security products and services, but not be too promotional.
  • It entertains — connect with your audience by conveying your personality and help them capture the context of your message.

As a security dealer or integrator, you are a service-oriented business with security products and services that must be properly positioned. Therefore, you need to create well-crafted and entertaining videos that showcase your wares. People want to see your products and services in action, and they can get lots of information about your offerings from a video that static pictures won’t usually deliver.

The bonus of doing video marketing is that you can get your videos ranked highly on the No. 1 (Google) and No. 2 (YouTube) search engines simultaneously. By properly creating, positioning and optimizing your video, if someone in your local market Googles your keywords, then your video and its message will pop up higher on search results for both Google and YouTube.


Must-Have Features for Online Marketing Videos

When creating videos, focus on the following four must-have features:

1. How the Service Works: Present the mechanics of how you provide the service in a “what to expect” sort of way. Walk people through the service you provide, how they can schedule the service, what they can expect when you show up at their door, etc.

For example, if you offer a free home security evaluation that can pinpoint all the homeowner’s security weak spots and safety vulnerabilities — a comprehensive audit like no other on the market — then show video of you or your security experts (i.e. technicians) conducting the home security evaluation; the difference between your comprehensive audit and the competitions; and how they can schedule the evaluation.

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