Videos are becoming more popular, and Facebook wants you to take advantage of this trend. You can use conventional pre-recorded videos or live videos to drive leads to your website.
What to Consider When Creating Content for a Facebook Video
Engage Your Audience
Are you a natural in front of the camera? Not everyone is. Be honest with yourself, if you come across as stiff and boring, consider using someone else. Your audience should feel comfortable, interested, and engaged. To do this, you should be fairly polished but not automated, practiced but not predictable. It doesn’t have to be a professional production. It’s like “reality TV”. Viewers like the real, raw video these days!
Educate Your Audience
Your customers and potential customers look to you for help and advice. Be sure to give them what they want. Consider yourself a source of information rather than a salesperson. If you position yourself in the market as a reliable, trustworthy resource, your customers will keep coming back to learn from you, and you will be top of mind when they want to buy.
Inspire Your Audience
Show your viewers that you care. Be honest, passionate, and heartfelt. Solve the problem that brought them to you in the first place. Show how your product or service can make their life easier, faster, cheaper, happier, etc.
Entertain Your Audience
Everyone is looking for light relief from the stress of everyday life. Take advantage of this. If your video is entertaining not only will it be memorable but it will also bring your audience back for more. To work on social media, it cannot be a simple product pitch, it has to be social. Think: “How can we make this fun and interesting?”
Tell Them What to do Next
Facebook video is a fun, informative way to interact with your audience. But unless you include a call-to-action, then that’s all it is, fun. Encourage interaction, ask them to share the video, leave a comment, or visit your website.
Test and Adjust
As with any marketing campaign, it’s important to know what works, and what doesn’t. Track your links, to know where your leads come from and which ones convert well. Adjust the types of videos you produce, frequency, length, and content accordingly.
Facebook is currently rolling out a new feature called Feature Video. It allows you to place a video above your About section on our Page making it more prominent as it’s larger than the Videos tab. This video should be an overview for new and returning viewers.
Types of Facebook Video
Products and Services
Of course, you should always have videos that show your viewers exactly what you do. But be careful not to bore them or give too much of a sales pitch. Show how your product or service helps them rather than simply what it does.
How-to videos are very popular. YouTube is full of them. They’re particularly popular with a younger audience. By explaining in a step-by-step format how to do something you establish yourself as an expert source of useful information. 1 in 3 millennials said they recently purchased a product as a direct result of watching a how-to video.
These are a great way to show off what you do in a fun and detailed way. Choose a common problem and produce a video that shows how your product can solve the customer’s issues. Clearly, narrate the process and address any questions and concerns the viewer might have.
A fun and somewhat unusual use of video is to create a frequently asked questions video. Answer the questions most commonly asked by customers. This approach shows a personal side of your business and can reduce customer service issues.
Just as you should have testimonials scattered around your website you should also include happy customers in your Facebook video campaign. Have them explain how you solved their problem, how happy they are with your service, and recommend your company.
Don’t overlook a traditional commercial. You may already produce commercials for TV, but if you don’t, you should at least be on YouTube. Also, run these as part of your Facebook video campaign.
The Difference Between Pre-Recorded and Live Facebook Video
The live video feature of Facebook video is taking off. You should have a basic idea of what you are going to say but the fun part is adlibbing and feeling like you’re really connecting with your audience. Of course, there is no option to start over but for seasoned presenters that shouldn’t be a problem. Once the live recording is complete, you have the option to save and upload the video for future viewing.
Pre-recorded videos can be fine tuned and perfected but may lack spontaneity and authenticity.
Whichever option you choose, be sure to research what your viewers want, test for what works best, and tell your viewers what to do next. By following these tips and suggestions, you will be able to drive leads to your website.