YouTube is the fourth highest ranking website in Australia, behind only, and Facebook, with 12.7 million Australians flocking to the site each month.

Video is quickly becoming one of the favoured forms of advertisements for both businesses and consumers. Video generally has higher engagement than photo or text based posts, and it makes for greater entertainment. Audiences are approximately ten times more likely to share video content than any other type of content.

Strategies for Video

Integrate video into your website

Most web systems allow you to display videos on your website, and have it play on the page (this is called embedding). We’ve done just that in the example below, with a simple embed code. You can ask your web designer for help with embedding, and they will recommend the best system for your websites CMS.

Google’s Algorithms rank embedded videos highly in terms of quality content, so it’s a great boost to your Google Ranking. Recent statistics suggest that pages with video are 89 times more likely to be seen, and 53 times more likely to appear on Google’s first page.


Use video in email marketing

Email marketing has copped a bit of slack in recent years; your customers inboxes are regularly flooded with content that we don’t ever remember subscribing to, so much so that your message can be just one of hundreds your customer receives each week. Video is the perfect way to stand out from the crowd. And if you do it right, you could see amazing conversion rates. In fact, just using the word “video” in email subject lines boosts open rates by 19 per cent, click through rates by 65 per cent and reduces unsubscribed by 26 per cent.


Develop a video strategy that fits within your budget

There’s a lot you can do with video these days, but it can be expensive in terms of both cost (if you engage an agency) and time (if you create them internally). Three video styles that work for the electrical and construction industry – and can be used effectively across a variety of media – include:

1) The Company Introduction Video

This is a great tool for potential customers, so it can be of real benefit on your websites homepage, or in introductory emails to new subscribers. You can also re-purpose it for an TV advertising, or use it on Facebook and Instagram.

2) The Product Demo Video

Video is also an ideal place to demonstrate your product or services. Create your own service video to showcase the types of services you offer your customers. You can engage a designer to create this for your with filmed footage of your business, or ask them to use stock video. Alternatively, speak to your suppliers to see if they have a promotional video for their products. 

3) The Customer Testimonial Video

Ours is an industry that runs on word of mouth. Why not take some of your written testimonials and use them to tell a story about your business? Simple video editing software such as PowToon, Muvee, Animoto and iMovie for Mac allows you to create them yourself, or you can talk with a creative agency about their video options.


Put the good stuff at the beginning

Studies have shown that viewers will choose whether to watch a video in full or not in the first 15 seconds of viewing. Put the best content at the start of the video and keep it short.

YouTube’s latest algorithm ranks videos based on how many viewers watch it for its full length; too long and regardless of quality, they might tune out.

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