Do you ever join a webinar, listen to a podcast, or watch a video blog and think, “I want to do that!” Visual (and auditory) marketing tactics are increasingly popular. According to research from PewInternet.org, women significantly outnumber men in visual social media activity, which is good news if you want consumers to post and share your videos with their friends. Any business can take pictures and film short videos, but webinars, video blogs and podcasts are a different animal.
For starters, these tactics involve a lot more work than you may think. To do it right, you need professional equipment and help from someone who knows what they’re doing. If you try to do it yourself without the proper know-how or tools, you could end up looking like an amateur and convey the wrong image to your audience.
Here are some tips that can help you nail these visual marketing techniques.
“Before creating webinars or videos, consider how they will fit into your content strategy,” says Candice Stennett, marketing manager at SCORE.org. “Develop a plan that outlines the purpose of the new content, how frequently it will be produced, and what resources are available to do it effectively.”
When should you do a webinar rather than just a video? If you want people to be able to ask you questions and interact with you, a webinar is the platform for you. The Adobe Connect Blog offers some webinar stats to keep in mind:
- 51 percent of visitors to a site will end up registering for a webinar. Make sure your registration process is simple and the event is described in detail.
- 36 percent who register actually attend. Make sure you send out reminders to those registered and include an Outlook calendar invite.
- 54 minutes is the average time an attendee stays tuned, but most webinars last one hour. Make sure you announce a Q&A portion will be coming at the end so people stick around.
- 55 percent of registrants will view the webinar recordings even after attending. Once the webinar is finished, send a recording of the webinar to attendees.
“Before you start a webinar program, consider your budget for choosing a conference provider,” says Stennett. “The platform you use is a crucial element to your webinar success. The ReadyTalk blog and On24 Resource Center have some great educational resources around building an effective webinar program. Incorporate some of their best practices to avoid common mistakes.”
If you’re not looking for interaction from your audience – for example, you want to offer a demonstration – a video will work better than a webinar. For best results, you still need professionals (e.g., videographers and editors) to help you make it appealing and polished.
Your video doesn’t have to be as long as a webinar. In fact, short videos can capture a ton of attention because they’re easier to view on a smartphone or tablet. “If you’re interested in creating videos, there are many tools you can use to get started, such as Powtoon, Screenr, and WeVideo, to name a few,” says Stennett.
The great thing about podcasts is that customers can download the podcast and listen on their mobile devices whenever and wherever they choose – in their cars, while exercising, on a plane, etc. You’ll need professional recording equipment and software to make a podcast, and you should comply with the iTunes formatting requirements.
A better idea (at least in the beginning) is to find a partner company that already has the equipment and technology in place. Offer them your expertise for a podcast, and then promote the podcast on your website.
Rieva Lesonsky is CEO of GrowBiz Media, a media and custom content company focusing on small business and entrepreneurship. Email Rieva at [email protected], follow her on Google+ and Twitter.com/Rieva, and visit her website, SmallBizDaily.com, to get the scoop on business trends and sign up for Rieva's free TrendCast reports.