Whenever a business is forced to look for new ways to expand its reach, video marketing seems to always land on the shortlist. But why is that? I think it’s because videos tend to stand out, regardless of the medium in which they are viewed. But you can’t create a video that will stand out if you don’t have a solid video marketing strategy.
If you think long and hard about it, it’s really hard to ignore video marketing anymore. Think of a better method that’ll give your potential clients a quick overview of your latest product, without bombarding them with text. Tough, isn’t it?
Consumers are not that susceptible to stuff that they have to read. No flyer or blog post will be able to tell a convincing story capable of changing the customers’ behavior about a certain brand of business. Well, a visually-appealing video does that. And in some cases, it does it in under 30 seconds.
If you finally decided to embrace video marketing for your business, here are a few pointers that will make it easier to create an effective video marketing strategy.
Establish your goal
First things first. What do you want to get out of it? Do you want to promote your brand’s awareness? Or you need to get the word out about a new product?
If you’re only doing it to get more sales, you got to throw more into the mix in order to be effective. Every successful marketing video does at least one of the following things very well: educates the audience, captivates viewers using solid entertainment, or serves as inspiration for the target audience. This is the video content that gets reactions and shares, so this is what you should be aiming for.
Establish your audience
Once you have your goal in mind, figure out your target demographic. Put yourself in their place and try to envision what you’d want to see when watching a video.
Everything you do (whether it’s writing content, picking the actors or filming the actual thing) should be crafted with the targeted audience in mind. Your video needs to be the answer to their questions or at least clear some of their most common misunderstandings. Your video marketing campaign is not going to be successful unless you give your audience something that it wants, or at least appreciates.
Get your content together
Now that you have your goal and your buying personas, it’s time to get busy. Depending on your budget and the production quality that you’re aiming for, you might (or might not) have the means to invest in an in-house videographer.
Fortunately, video advertising does not need to break your bank. We witnessed quite a lot of success stories of video marketing campaigns that started with a $5 Fiverr video. Whatever you end up doing, make sure you met the minimum acceptable level of quality. Here are a few more pointers about content to help you along:
- Show people using your product. A solid product explanation is important, but it’s not enough to create a captivating story. Consider featuring customers and their success stories with your product, or at least feature one of your employees.
- Keep the videos short. Viewers have a short attention span, so make your video/s as focused as possible.
- Make it fun. If your niche is fairly boring, making a fun video can go a long way to humanizing your brand. This also helps in improving the trust line between your products and your audience.
- Include a call to action. All your work is in vain if you end the video with a black screen. Don’t forget to include some kind of call to action to monetize. If you’re doing for brand awareness reasons, at least end it with your business contact information.
Decide on the media channels
Now that the content is ready to go, it’s time to get it to where it needs to be. YouTube should be your first choice since it does extremely well in search results (because it’s owned by Google). Facebook is an even better choice for videos since it has a higher video reach than YouTube. Although this might no longer be accurate since the latest Facebook algorithm change.
But keep in mind that YouTube, Facebook, and all the other giants our there have little interest in sending people to your website (unless you invest in paid advertising). If you’re doing a video marketing campaign aimed at encouraging your audience to jump on a new product, the best place for the video is on your website. This doesn’t mean that you shouldn’t upload on Facebook and YouTube at all. Just don’t rely on them too much to send customers your way for free.
Do you follow a rulebook when creating the strategy for your video marketing quests? What other tactics do you employ?