• Don't be hesitant to ask your followers or clients why they chose to do business with you; your uniqueness is the differentiator that can set your video marketing apart.
  • Be open to exploring all social media channels with your videos; be the first at something. Don't follow in others' footsteps.
  • Use educational video content to create a following; create a web video series or social media video series. Make them look for you.

Video has quickly become the top gun in the marketing arsenal of today’s most successful real estate professionals. If you already use video, chances are the content can be improved.

And if not, your deployment strategy probably can. I’d like to share the following five tips to help you stay on target for maximum video ROI in today’s competitive market.

1. Lean toward your strengths and uniquenesses

Apple, Nike and Amazon are three of my favorite examples of companies who understand using their strengths and uniqueness for maximum branding power. But each of these companies knew themselves before we knew them.

Be inspired by the videos of others, but don’t copy them! First, identify what sets you apart, or differentiates you, from your competition, and express it in terms of how it benefits your clients.

Then, ask your clients what they like best about you — and incorporate your findings to create a high-impact video script, storyboard or both. Remember the importance of translating features into benefits for your clients.

2. Think shareability

We all have seen a video that someone has shared on social media — and then watched as it took off and went viral. The level of exposure these types of videos can attain is mind boggling, but creating the right targeted content will help in getting those coveted shares and retweets on social media.

Every share matters, and every like or comment counts. Even the negative comments can be an opportunity to capture the consumer, so create the content with your following in mind.

3. Redirect traffic

Embedding a video link into a blog post or social media site is a good idea to help spread the word, but don’t stop there. Consider posting an actual thumbnail with an irresistible play symbol on top of the image to whisk viewers directly to your video player, landing page or website.

A simple way to capture the desired still-frame image is to pause your video at the desired frame and simply take a screen shot. Another simple way is to go to sites such as www.Giikers.com/iwc and use their tool for adding a play symbol from the multiple styles to choose from.

4. Use how-to videos to achieve success

If basketball stud Stephen Curry produced a library of 20 videos showing all of us how to shoot, dunk and jump like him — as a hoops fan — I’d buy them all.

So-called how-to videos are among the most popular on the web. One to two minute-long videos that show your client how to stage their home for a great showing, spruce up curb appeal or organize their garage is miles ahead of static listings and boring spec sheets. Best of all, they will help keep you top-of-mind when it comes time for them to sell.

Hopefully, you took away at least one thing you can implement immediately to make your video program a success.

Donnie Miller is the VP of client development at VScreen. Follow VScreen on Facebook or Twitter.

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