Q: Video marketing seems to be getting more popular, so to get ahead of the curve, I want to start using video marketing to highlight my IT service offering. How can I start using video on my website and incorporate it into my marketing strategy?
Video marketing is still considered new in a B2B environment, but many consumer brands have found it to be an effective way to highlight different features their product has to offer. Researchers even found that after watching a video, 73 percent of adults are more likely to make a purchase. When used properly, video creates an easy way to educate customers on the value of your services — without making them feel like they’re just being sold to.
To help you successfully incorporate video into your website, we talked to Sarah Duffy. Sarah is the senior marketing manager of demand generation at Intronis MSP Solutions by Barracuda, and she has worked extensively on different aspects of the website to make it successful. She shared her advice on why video marketing is important and how to successfully integrate it into your website.
The importance of using video in your MSP marketing strategy
Video is becoming a popular medium to enable website visitors to learn more about your company’s products and services. It also provides an inexpensive way to educate and train your customers — and help them have a positive perception of your brand. In fact, 71 percent of people feel they are left with a positive image of a brand after they watch a video. It’s a great way to deliver a message and demonstrate an idea instead of just explaining thorough text.
Even if you offer a very clear service offering, there are several ways you can get creative with video to drive website engagement. You can create product demonstrations to show SMBs how easy it is to implement a new solution, introduce new products, answer frequently asked questions, or even offer tips on how SMBs can use IT to improve their business. Videos can also provide easy-to-follow instructions for a specific task instead of relying a dry how-to manual. For example, our Recipe for Success videos provide MSP business tips in a fun, easy-to-consume approach.
Another way to successfully add video to your website is by integrating customer testimonials. Interview a customer and ask them to speak about your IT services. What do they appreciate most about working with you? What would they recommend to their peers? How have you helped their business? Typically MSPs use these videos to highlight customer pain points and how they can solve them. Testimonial videos can also be a powerful sales tool when you’re looking to expand your customer base.
Adding video to your website
There are two ways you can approach integrating video into your website.
Upload your video to a free platform like YouTube or Vimeo. Once your video is published, you can embed the code from those sites and add the videos to your website. It’s fast and easy, and as an added bonus you might get an extra SEO boost, too.
YouTube: The video player on your website will be identical to how it looks on YouTube. Depending on your preferences, you may want to hide player controls and customize its size.
1. Create a YouTube channel for your MSP and upload the video.
2. Open the video and click Share, then Embed.
3. Click Show More and customize the playback if necessary.
4. Copy the embed code and paste it into code for the web page(s) where you’d like it to appear.
Vimeo: Similar to YouTube, this easy-to-use, low-cost platform enables you to share your videos with other professionals.
1. Create a Vimeo channel for your MSP and upload the video.
2. Open the video player and click the Share button on it.
3. Go to the Embed section and click More Options to customize the player to your preferences.
4. Copy the embed code and paste it into the code for the page.
Upload videos directly to your website. This option is only recommended if the video sizes are small and your web server is capable of rendering the video playback. If you’re using a site like Drupal or WordPress, the video size limit is 100 MB.
If you want to upload the video to your webserver, you can use this sample code as a guide:
<video width=”480″ height=”320″ controls=”controls”>
<source src=”http://www.company.com/location_of_video.mp4” type=”video/mp4″></video>.
The hardest part of video marketing is creating videos that will intrigue your prospects and your customers. Be creative and informative with your approach. While it might not help generate new leads overnight, integrating a video marketing strategy is a great way to attract and capture new prospects for your business.
Ask an MSP Expert is a weekly advice column answering common questions from MSPs and IT service providers. It covers topics ranging from pricing and selling to marketing and communications—and everything in between.