Video marketing is on the rise and rapidly taking over the content marketing world. If you haven't implemented video marketing in your content strategy, now is the time. Here is why and how to get started.
Why MSPs should integrate video content into their marketing strategy
According to the 2019 State of IT report by Spiceworks, by the end of 2020, 71% of businesses expect to use video marketing for brand awareness and product education.
In “Understanding the Expanding Benefits of Marketing with Video,” Aberdeen Group says that video marketers get 66% more qualified leads per year and achieve a 54% increase in brand awareness.
Types of videos that work for MSP marketing
There are multiple types of video content that MSPs can produce:
- Company culture video
- Customer testimonials
- Demos or video reviews of new products
- “How-to” explanations (70% of YouTube viewers watch videos for "help with a problem" they're having in their hobby, studies, or job)
- News bulletins and important announcements to update your audience
- Answer frequently asked questions
- “On demand” videos, such as webinar recordings
In-house vs outsourced
The good news is that it is becoming much easier and cheaper to create your own videos in-house; you don’t even have to have a professional video camera because you can use your phone instead. You can use free tools, such as iMovie for Mac users or Lightworks or Filmora for Windows to edit your videos, or create “how-to” videos or demos using just screen recording.
However, it is a good idea to produce high-quality company culture videos and customer testimonials with the help of a professional, as 62 % of consumers are more likely to have a negative perception of a brand that published a poor-quality video.
Call to action (CTA)
When creating your video, first think about the action you want the viewer to take and be sure to include this call to action (CTA). It is a necessary step to engage or convert your leads. For example:
- Watch another related video: If you are running a series of how-to videos or webinars, it is always great to interlink them with each other, so the viewer has access to the knowledge base.
- Fill out the form for a free trial or demo: Depending on the services you offer, it is always a great way to introduce your product and get the prospect’s information (e.g., name, email).
- Link to your website: Provide the link to your website where viewers can find more information about you and the services you offer.
- Share the video or comment: The more people in your targeted area who see your video, the better.
Hosting your videos
After you’ve created your masterpiece, it is important to decide where you are going to host it. There are multiple video hosting sites, such as YouTube, Vimeo, Vidyard, and Wistia. We recommend using YouTube. Here is why:
As the most popular platform, YouTube has over 1.9 billion active users every month. It is also the second-largest search engine in the world, after its parent Google. YouTube videos are easy to embed into your website, on landing pages, and to share on various social media platforms. YouTube is free, including all the analytics.
Vimeo has higher-quality video display than YouTube, and there are no advertisements or pop-ups. However, it has lower searchability and exposure, and as a business, you must invest in a paid account with monthly fee.
3. Your website
You can also upload videos directly to your website, but we don’t recommend doing that due to multiple disadvantages associated with that, such as compromised video quality, visibility, file size restrictions, and storage space limits. Another disadvantage is a possible loss of the uploaded content during a website upgrade, redesign, or transfer to a new hosting or CMS platform.
It’s a good idea to distribute your videos via different channels in order to expand your brand presence and reach. For example, you can share “how-to videos” in blog posts or social media, demos on your website or product pages, send out video news bulletins to your customer base. Another great opportunity to capture leads is to host a webinar and use it as an “on-demand” video.
Create, publish, repeat
Keep creating and publishing your content on a regular basis. Consistency is the key to success. Create a content calendar and stick to it.
More MSP Marketing tips HERE