As the market becomes more crowded and the fight for traders more furious, brokerages need to find ways to innovatively grab their audience’s attention.
Using a variety of media in order to deliver your message must be a key aspect of your marketing strategy and video is no longer an up and coming medium; it is here and it is here to stay. Video has become a powerful way to communicate a message and engage with your audience.
Youtube alone has over a billion users and these users spend an average of 40 minutes per session on mobile. Why would your brokerage not want a piece of this pie?
Online businesses suffer from a lack of human touch that often translates into a lack of trust. In the case of forex brokerages, where you must convince people to part ways with their hard earned cash in return for something intangible, establishing trust is crucial.
Video is an incredible tool to show your audience who you are, what your product does, explain difficult-to-grasp concepts, and ultimately build that much needed trust.
The effectiveness of using video as part of a marketing strategy is undisputable. According to a study conducted by Invisia, including video on a landing page can increase conversion rates by 80% and combining video with ads increases engagement by 22%. 64% of users are more likely to buy a product online after watching a video.
The question you should be asking yourself is not whether you should be using video as part of your strategy, but how to best use it in order to optimize its results. Because only about 9% of businesses use video today to promote their businesses, competition isn’t that big, so getting it right will ensure great results. Let’s go over some tips to make sure you get the most views for your videos, after all, what good does it make to have a great video that nobody watches?
1. Create great content.
Of course you know this, I mean, nobody is going to watch a crappy video. But what does great content mean?
Because you are obviously in love with your business, you may be biased when determining what great content is. Great content means something that provides exceptional value to your clients. To them, not to you. Your value will be translated as a side effect, but your main goal is providing value to THEM.
See what your competition is doing that is proving effective and see if their videos missed something you may capitalize on. What kind of written material has done well in your industry? Take those blog posts or articles and create informative videos based on those topics.
2. Let’s talk quality.
You don’t need to go out and spend thousands of dollars on camera and production equipment, but having a well lit room, good sound and quality resolution if you are showing screencasts is indispensable.
3. How long?
A lot has been said about the length of videos. While the top ten Youtube videos have an average length of 4 minutes and 20 seconds, value trumps length and if your video provides value, it will get watched no matter the length.
Remember the figure I mentioned above? The average session on mobile is 40 minutes. In fact, there are top ranking videos that last close to two hours.
Including a title, description, tags and thumbnail of your video will guarantee that it appears where it should when people search.
Select a title that relates to the content and isn’t clickbait. Picking the right tags is what will help your video be found when people search and get suggested videos in the results page, so make sure you include about 10 relevant tags.
Use the description to let your audience know what they will gain from watching your video. Best practices suggest writing a description that is around 250 words, that includes your keyword in the first 25 words and about 3 to 5 times along the text. In order to maximize the CTR to your website, include the link at the beginning of your description. Edit your thumbnail to include a clear picture of a section of your video and consider adding overlay text to it.
Just because you made a great video doesn’t mean people know about it automatically. You need to let your audience know and invite them to watch. Include links or embed your video on all your digital assets. Send it as part of a newsletter or e-mail campaign, promote it on your social media pages, send it to influencers who might find the content useful. Don’t be afraid to let people know that you have created something they might enjoy and once they see it, invite them to become subscribers so they can keep abreast of future videos you create.
This article was written by Yael Warman, Head of Content at Leverate.