Promoting your franchise takes more than just throwing a bunch of words up on a website. The most successful companies depend on online videos as a part of their marketing strategies. This is an area where the assistance of an experienced franchise public relations agency can make the difference between success and failure.
Online videos are of proven benefit to franchises. Some studies show that using a video on a landing page increases conversion rates by 80 percent. The use of videos can boost revenues 49 percent faster for companies who use them compared to those that don’t.
Before jumping in front of a camera, here are a few best practices to keep in mind.
The quality of content matters. Simply filming a sales pitch won’t generate leads for your franchise. An engaging narrative is a must. One powerful tool for franchisee recruitment is the use of customer testimonials, which translate well to a video format.
Catch viewer attention quickly
A chunk of your potential viewers will only spend 10 seconds or less watching a video. If you want to keep them around, make every second count and catch their attention earlier.
Laugh a little
Don’t be afraid to have fun. A deadly serious tone might work for some businesses, but chances are that levying content with a little humor will keep viewers engaged.
SEO. SEO. SEO.
A video that nobody finds online is a video that nobody watches. Don’t waste your efforts by not including proper keywords in the description and using established SEO techniques.
What platform to use?
Part of a successful franchise video PR strategy is knowing where to post the videos. For instance, according to an Adweek analysis of Mary Meeker’s 2017 Internet Trends Report, the changing habits of internet users are eroding YouTube’s dominance as the dominant platform for video viewing:
Meanwhile, time spent with digital media will see “solid growth,” especially in the realm of social media and video. For example, over a four-year period, YouTube’s share of mobile traffic has fallen from 30 percent to 20 percent, while Facebook’s increased from 7 percent to 14 percent.
It may sound like a lot to keep up with, but your company can cut down on the learning curve by partnering with a PR agency that specializes in franchise marketing like Ripley PR. Our experienced staff can help you implement the use of videos as a vital part of your social media marketing. To find out more about how we can help your franchise company, contact us today.