Effective Messaging for SMBs

We want to help you create marketing messages that expand your reach & drive conversions

It seems that these days, marketing messages are everywhere. Consumers need to do little more than turn on their smartphone or PC, before they are bombarded with organic and promotional content from all sorts of brands. This can have a rather off-putting effect. So much, so that the average click-through rate (CTR) in Google Ads across all industries is 3.17% for the search network and 0.46% on the display network – and 81% of consumers have closed a browser or exited a webpage because of pop-up and other ads they found to be bothersome.

When it comes to marketing your small or medium business (SMB), messaging is key.
Do think about your target audience, what they’re looking for in a product or service like your own. Do reach out to them on a personal level and grab their attention with clear, accurate messaging. But do not ever be pushy or force your marketing content on them, when they desire or expect it least.

Do your homework – or have us do it for you. Here are some creative tips based on our experience with content from all sorts of media – designed to help you effectively create and publish killer VIDEO CONTENT your SMB customers will not be able to resist.
But first …

Why video?

Videos are highly visual and immediately captures the viewer’s eye. Visual marketing helps engage viewers, tap into their emotions and encourage them to convert. What’s more, video can easily be integrated and displayed on social channels – right where your customers already are! The real question should be why not video!

Effective video messaging – tips and tricks

Tip # 1 – Create 1 (and only 1) CTA

Each video message should drive viewers, your potential customers, to engage in one specific action – and it needs to be absolutely clear exactly what action you want them to complete. Having a single CTA (call to action) per video, which you can verbalize during the video, will help focus and motivate click-throughs, in a clear, straightforward way.

And, it goes without saying, that all of your video ads need to have a CTA, otherwise your users will not know how to respond to your video. You have to tell them what to do. One exception – during the holidays. When crafting your ‘happy holidays’ messages, write from the heart and desire your customers well, without plugging a new product, service, or special offer. Doing so will help foster your brand-customer relationship, which will only serve you in the long-term.

Tip # 2 – Determine the purpose of every post

Each and every video post you publish should fit in line with your brand’s social media strategy. I.e. it should have a clear, results-oriented purpose. Are you trying to attract new customers? Build brand awareness? Engage and retain your audience? Or, do you aim to increase your sales? Knowing your goals and purpose will not only help you tailor your content accordingly, but it will also help you measure your message’s effectiveness and enable you to optimize for future video ad endeavors.

Tip # 3 – Keep to one message per post

At Chant, we believe in the principle of KISS – Keep It Simple Stupid. In a nutshell, that means catering to the short attention span of the modern-day customer, who checks their social accounts while on-the-go and is easily distracted and even confused by multiple other videos and ads appearing on their screen. You can (and should) create multiple videos, each with their own singular and clear message. Be sure to limit each post to discussing one of your brand’s products, values, promotions or missions, prioritizing topics that will meet your messaging goals. For example, a retail SMB can create a series of posts on the season’s latest fashion trends, with one trend being featured in each post, followed by course by a CTA to check out the brand’s site for relevant trending products.

You can post more than once a day, with each post containing a different message – BUT, be sure to monitor your video marketing campaign’s results for effectiveness. If your target audience is not clicking-through, or even unsubscribing due to your over-posting, you may need to scale your efforts back down.

Tip # 4 – Adopt a message-first approach

As with any type of marketing material, it is crucial that you hook your target audience as early as possible during the video ad experience. Find an opener that is eye-catching and attention capturing, one that displays your desired message and goal front and center, ideally within the first five seconds (15 seconds for organic video ads) of rolling. That way, your audience will know exactly what they’re watching – and will be ready to click that CTA when it presents itself.

Tip # 5 – When it comes to text, less is more

When it comes to creating video content, let the visuals and the background music set the tone. Any text included should be highly focused, there to emphasize keywords and drive your selling point home. As such, any frame should contain a maximum of 15-20 words, neatly organized to prevent overcrowding and confusing, And text should never appear on top of other texts, such as over an image of your brand’s brochure, as that would take the customer’s attention away from your message – not the desired effect!

Tip #6 – Tweak your posts according to the channels they’re published on

Different social channels cater to different audiences and audience needs. For example, LinkedIn is great for short, to-the-point B2B marketing messages, while YouTube, the king of video content, is where B2B and B2C customers go to watch videos (meaning, their attention is higher there!). As such, it is important to modify your focused messages to meet each channel and their audience’s needs. Practically speaking, that would mean a 30 second to 5-minute video (tops!) for LinkedIn, but best to keep it on the shorter side, and up to 9+ minutes for YouTube, to keep customers engaged. For Facebook and Instagram, the shorter the better: 6-15 seconds is ideal, though 20 seconds is okay for informative videos and even longer can still be effective for explainer videos, as they get your message across in an interactive way.

Tip #7 – Optimize for mobile

Research indicated that over 50% of its viewers watch video content from their mobile devices. As such, it’s important to create short, impactful videos that your target audience can comfortably watch from the comfort of their smartphones, as they sit on public transport, wait in line at the store and even wash the dishes. To do so, identify the platform you will use, keep the default sound settings to mute and ensure the videos do not exceed 30 seconds in length.

Tip #8 – Harness the power of testimonials

These days, customer testimonials are the greatest driver of purchasing decisions. Incorporating positive reviews into your video content is, therefore, an ideal way to engage potential new and existing customers and help them understand how they might use or benefit from your offering. When used successfully, social proof will increase trust in your brand and drive its reputation up, significantly. For more information, check out this great article.

Tip #9 – Use a video creation platform, like Chant

Give your video messages an added boost, with the help of a video creation platform, like Chant. Our templates, messaging and creative designs were customized to capture your target audience’s eye and help you grow your business by creating high-quality content that rapidly drives engagement.

Bottom line

Effective messaging can make all the difference in a SMB’s marketing campaign. When used in conjunction with video content, messaging explains, informs, enlightens and entices new and existing customers to convert – and we, at Chant, can make the entire process more seamless and effective.

For more information, visit www.chantvideo.com.

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