The following answers are provided by members of Young Entrepreneur Council (YEC), an invite-only organization comprised of the world's most promising young entrepreneurs. In partnership with Citi, YEC recently launched BusinessCollective, a free virtual mentorship program that helps millions of entrepreneurs start and grow businesses.
Share daily thoughts
Share short snippets with a thought of the day related to your business. This is a helpful way to incorporate video while emphasizing your brand attributes and putting a face to your product or service. These videos don't have to be stylized; simply show the CEO or another company leader sounding off on anything from a quote to a positive thought for the day.
Answer frequently asked questions
Your customers have common questions about your product or service that can be addressed in simple, two-minute videos. Use this opportunity to capture your corporate culture in video. Show your customers and clients that you care about their questions and are dedicated to helping them find the answers.
Start collecting B-roll
Begin collecting snippets (five to 10 seconds in length) of film that can be used as filler to make your videos look really polished. Film around the office, at company outings, and at speaking events. This "B-roll" will be invaluable as you begin to add videos into your content marketing mix. The common denominator in high-quality videos is intro and outro content, as well as content that plays with voiceovers.
Email your videos
We recently started converting video files into GIFs and incorporating them into client email campaigns. The engagement has been phenomenal. For any company looking to market a new video, consider dedicating an email campaign to the video and sharing it with subscribers. Then resend the email campaign to the 60-90 percent of subscribers who didn't open the first campaign to double your open rates.
Demonstrate knowledge through webinars
Webinars are a great way to demonstrate your knowledge about your product, by either getting in front of the camera yourself or creating a presentation. Webinars showcase your expertise and help warm up leads who tend to convert at a higher rate as the people who tune in for your webinars can ask questions and interact with the brand.
Replace long text with a short video
Instead of keeping lengthy paragraphs on your website, consider creating short video clips that explain the same information in a shorter amount of time. Visitors to your website will appreciate brief informational clips instead of dense walls of text. Potential areas to replace words with videos are on your website's FAQ page or on the home welcome screen when visitors first enter your site.
Collect video testimonials from clients
We have six or seven video testimonials from our clients. They have worked very well in convincing new visitors that we are the right company for them. When a potential client listens to a video testimonial, they can connect more with our brand. We also add them to our YouTube channel and use them in our marketing campaigns through paid advertising and email marketing.
Reach out to industry thought leaders
Reach out to thought leaders in your industry, schedule interviews with them, and create videos of the discussions. Make sure the conversation veers toward topics that are relevant to your business and, hopefully, the product or service you're selling.
Repurpose user-generated content
Creating custom videos is time-consuming and costly. Most businesses do not have the creative talent to produce exciting videos either. However, many of your customers have already created videos about your product. So find that content around the web and reach out to the video owners for permission to repurpose those for publishing and promotion across your social channels.
Live stream on Facebook
Short Facebook videos are all the rage. Creating a video that is quick, funny, and holds people's attention is the number one trick right now. To make something go viral it needs to be relatable and humorous so that Facebook users will share it and tag their friends. This creates mass brand awareness, and most of the work is done by your Facebook friends and followers.
Support social sales funnels
Once you've identified your buyer personas and their biggest pain problems, create video testimonials with someone who can address their biggest pains and offer solutions to these problems. Make sure that your audience can identify with the subject of the testimonial. Add these videos to a "solution" landing page, then create ads on Facebook leading to these video landing pages, which then link to your product sales pages.