4 Ways to Improve Video Marketing ROI
By now, we in the real estate industry are aware, or should be, how important video marketing is to our arsenal. It is no surprise that companies are popping up everywhere that do what we do in terms of scalable video content that is easy to integrate. It is an exciting time to be working in video, but even more so to be working in real estate-so naturally, combining the two can be even more fun.
Most of us though get a little lost in the closings, the open houses, the contracts, the offers, managing clients, managing agents, managing assistants, and OH, don’t forget about video. If you have video on your site, chances are, it can be improved and if it can’t, then maybe your strategy can.
At VScreen, we spend most of our time strategizing and assisting and educating in best practices for implementation than we do in shooting the video or editing. Today I wanted to give you four quick things that could help in seeing ROI with your next video.
Share-ability – We all have seen a video that someone has shared on social media and seen them take off and go viral. The level of exposure these can attain is mind boggling, but creating the right content, knowing your consumer and being original will all help in getting those coveted shares and re-tweets on social media-but at the end of the day, creating your videos just in the chance they will go viral shouldn’t be your motive. Every share matters and every like or comment counts, so create the content with your following in mind.
Traffic Redirect – It is widely thought that embedding the video into a blog post, a social media site, or the like will give you the best click through. While it helps, another method is to post the thumbnail with the play symbol on top of the image so the user can click through and go to your landing page or website. An easy way to do this with the least amount of frustration is to open the video, and when it is paused, take a screenshot. This will usually give you a play symbol on top of the image. Another easy way is to go to www.Giikers.com/iwc and use their tool for adding the play symbol, with multiple styles to choose from. Redirecting the traffic back to your website will enhance your web traffic and help keep the user in an environment that is your own and with your content.
Lean towards your strengths and uniquenesses – We are all inspired by other videos or even brands. Apple is one of my favorites and so is Nike and we all have heard of Amazon. But, being your unique brand is what made all of those so great. If you’ve seen a video you like, that is great-be inspired, but don’t imitate it. What sets those companies apart in brand uniqueness, won’t work for you just like your strengths won’t necessarily be theirs. Have your clients come together and tell your brand story and why they like your company. Piece those interviews together for one cohesive 90 second clip.
“How to” videos are the jam – If Michael Jordan was to create a library of 20 videos and show us all how to jump like him, shoot like him, dunk like him, and so on, we would buy them if we had an interest in basketball. Instead of sending your clients listing videos or newsletters, what if you incorporated a “How to” or explainer video on increasing curb appeal? 1-2 minute videos solving a problem or answering a question can go a long way with your database of clients as well as will help keep you top of mind when their home is about go for sale.