Video marketing is vital for professional service firms who want to grow their business and reach new clients.
A massive 92 per cent of video marketers say that video content gave them a positive return on investment in 2022/23. *
Video content builds your credibility and puts a human face on your firm’s brand.
In this article, our Direct Marketing experts give you six tips to boost the effectiveness of your video advertising campaigns.
Tell a story
Storytelling is one of the quickest ways to engage people in your content.
Whether it is through statistics, the latest news, or an interesting anecdote, drawing your audience into your video content with a good hook can be a powerful tool.
It also gives your firm a personality in the eyes of your audience helping to build loyalty and respect amongst current and potential clients.
Focus on your client’s pain points
A pain point, in marketing terms, is the problem that your services are going to solve for the client.
It is the thing that your clients want help with. Your content’s purpose is to explain how you plan to do that.
This is a fundamental strategy, regardless of content type, but is especially important in visual marketing.
If your content underscores the worries of your audience and explains how you intend to address them, it is more likely to successfully engage your potential clients.
Choose your platform wisely
A great message is all well and good but choosing the wrong platform might mean that your target audience fails to notice.
Using LinkedIn to target professionals is generally a good bet for service firms like solicitors and accountants.
However, YouTube which is used by 90 per cent of video marketers, is often better for long-form video marketing campaigns like informational content and podcast streams. *
Remember that some platforms offer promotional tools, access to different communities and groups and other size and sound limitations.
Choosing the right channel to publish your content can be a difficult task so speaking to an experienced marketing professional is advised.
Analyse what works
Using statistics and analytics is the best way to find out what works best when it comes to video marketing.
Tracking engagement, clicks and watch time means you can tailor future content to better address the intended purpose of your video.
Include a call to action
Having a great piece of video content that engages your audience, tells a story, and promotes your services is a great place to start but potential clients need to know what to do after watching your video.
This could be as simple as directing them to the company website or including your firm’s contact information at the end of the video.
Either way, having a firm call to action that describes exactly how your audience should act after viewing your video is the key to transforming a viewer into a future client.
Bonus tip: get help from a marketing agency
An experienced marketing agency can help you edit, produce and film your video content whilst simultaneously optimising metrics and using the correct channels for publication.
Often, outsourcing your video marketing allows you to focus on the daily activities and services that your firm provides, knowing that your advertising is in the capable hands of professionals.
At JE Consulting we handle the entire marketing process, from the traditional forms of content like leaflets, blogs, and web design to podcasts, video production and editing.
Contact our team to start utilising video marketing and connect with new clients.
*Study performed by Wyzowl: blog.hubspot.com/marketing/state-of-video-marketing-new-data
