Video’s Killing It as a Marketing Star

To boost marketing ROI, engagement and conversion, a growing number of companies are wisely turning to video. Last month, YouTube surpassed cable TV networks for viewership, proving the irrefutable power of video.

Consider the facts:

  • 70% of marketing professionals say video converts better than any other medium
  • 65% of executives have visited a vendor’s website after watching a video
  • 92% of mobile video viewers will share videos with others

Video gives you multiple marketing options…

Post a video of client testimonials on your website to boost traffic and credibility.

Differentiate your brand (and yourself) by adding videos to your company page and personal profile on LinkedIn.

Earn superior organic reach with eye-catching videos on Facebook — and now with Periscope.

Who’s doing video well? As previously shared, Volvo and Starbucks have used video effectively to tell their brand story.

Now it’s your turn.

Maximize your video’s impact with a strong script

To achieve strong video marketing results and grip your audience, focus on your video script.

As the foundation of your video, an effective script ensures your message is clear, memorable and persuasive.

Use these best practices when developing your video script:

Identify your purpose:
Strategically choose one clear purpose for the video (e.g. increase inbound calls from prospects or attract top talent) and use it to measure your results.

Add structure:
To stay focused on your core message, create a high-level outline of your video script before you start to write.

Tell your story:
Use your video as an opportunity to vividly make your message and your brand come to life.

Keep it simple:
For top-of-funnel marketing, shorter is better. If a video is less than a minute long, 59% of viewers will watch it to completion. One minute is roughly 150 words.

Be concise:
To keep the audience’s attention, use short words and sentences in your video script.

Be authentic:
Even if your target is the B2B market, humanize your message with a conversational tone. “Keep it real” by honouring your brand and reflecting its essence in your message.

Be clear:
Keep the language simple and straightforward. Avoid jargon in your marketing videos, so viewers can easily grasp what you’re talking about.

Answer “what’s in it for me?”:
Always focus on the benefits of your business – how you help your ideal customer. Keep your messaging customer-centric.

Add some emotion:
People make decisions based on emotional responses, so make an emotional connection. Do you protect people from risk so they feel secure? Bring them happiness? Boost their confidence?

Ask for what you want:
Include a single, clear call to action as a next step at the end of your marketing video.

Help your company step in the spotlight by making a video. Start with a strong script that showcases the most powerful version of your brand so your ideal audience thinks you’re unforgettable.

Has your company embraced video marketing yet?

Lisa Goller
Lisa Goller helps businesses tell their story. As a Toronto-based Strategic Freelance Writer & Editor, she helps time-starved executives and entrepreneurs stand out, look good and save time through irresistible content marketing. Learn more at

Related articles:

Be a Content Marketing Rock Star
Top 5 Ways to Toot Your Brand’s Horn
Position Yourself as an Expert

Content Marketing Institute, Forbes, Marketing Profs, Social Media Examiner

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