Using video to market your business

In 2024, how can you successfully market your business? Irrespective of the type you have, the trends are clear in which type of advertisements are the most successful – videos.

Indeed, in 2024, the most shared type of media is video, the most watched type of media is also video, and the type that has the highest conversion rate is video.

However, there is more to marketing than just whipping out a camera and hitting record! Business owners and marketing teams need to be mindful of the core elements that make a video advertisement successful, or it may turn out to be an expensive waste of time and money!

So, how can you use video marketing to promote your business? Here is a quick guide to help you out!

Keep your videos short

There are several types of video production to grab your audience’s attention, whether you are placing your advertising video on YouTube or TikTok. However, one thing that you cannot overlook is the length of the video.

On average, the most successful advertising videos are 45 seconds long; if they go on for longer than that, then you risk turning prospective customers or clients off your product or service. Keep it short, sweet, and to the point, or you risk losing the focus of the piece.

Make sure your videos are high quality

Nobody (or very few people) is going to buy a product or a service from a company or business that creates low-quality advertisements. When you use video to market your services, it is a calling card that will grab potential customers’ attention. So, you need to ensure that everything used to make it is of top quality. This includes the lighting, the camera, the scriptwriters, the editing, and so on. 

Make sure you stick to any budget that you set, but try to get the most out of every penny you spend; low-quality adverts showcase a low-quality business, which is not the look you want!

Know who your videos are aimed at

It is an amateur mistake to assume that your products or services are aimed at everyone; they aren’t! Suppose you run a dog grooming parlor; do you think that aiming the adverts at cat owners is going to get you more customers?

So, assess the demographic your video advertisement is aimed at, and base as much as you can of the video on this. With the aforementioned example of a dog grooming parlor, you can research which websites are frequented by dog owners and advertise your company there.

In the video, you can showcase your company’s love of all four-legged friends, and use imagery and language that will appeal to dog owners, such as happy dogs being groomed by caring professionals in a clean setting. This will up the returns on the video and lead to a boost in business. 

Set goals for your videos

You need a goal when you advertise with a video, or there is no point in investing in the creation of such a medium to promote your business. Are you aiming for an increase in sales of a product or a business? Or are you trying to get more business leads?

It may even be that you are aiming your video at marketing your business to a similar business that you want to set up a partnership with. Either way, the goal behind the video is important, and can drastically alter the script, the visuals, and the overall feel of the video. 

If you aren’t sure how to create a marketing video that matches your business goal, then you need to speak to a trained and experienced marketing team who can help you. 

Don’t forget to include a call-to-action

Have you ever seen an advert that ends with ‘call our team today.’ This is a call-to-action or a CTA. It is an important feature of any piece of marketing, and it helps those who are viewing your business video to take the next step in their journey. They have watched the video, they are impressed (hopefully) and now, they are given the contact details for your team so they can reach out to you.

Not only that, but research has shown that videos that do not have a CTA tend to do poorly in relation to conversion rates, as well as return on investment, or ROI. So, if you want to up your click-through rates, and get the goal for your video advertisement met, you need to add a CTA at the end of your video!