Video marketing can seem daunting, especially if you have limited experience. You may be considering some elaborate / expensive options but it is important to note that even with restricted resources, your business can still successfully integrate video into your marketing strategy. It is worth exploring this marketing method in your company as statistics show that 65% of viewers are visual learners, making video marketing one of the most effective tools to use in engaging your audience.
This blog highlights five essential tips to remember when executing video marketing:
Marketing is all about telling stories that communicate your brand message and connect with your audience. Recollect your childhood and story writing in class, there was a general structure consisting of: introduction, divergence, pinnacle and resolution. These collectively, with a coherent story and a neat ending, are vital to creating a successful video campaign.
A successful first video will include an introduction of your company, who you are and what your company does, but ensuring a fun tone is present throughout brings humanity to the brand. Appeal to the desires and needs of your consumers through the emotive power of your video.
Take a fresh perspective on your product by looking at it through your customers' eyes. Tell the story of that product in an easily comprehensible style.
Ensure to provide a call-to-action at the close of each video to stimulate your audience, e.g. "subscribe" or "buy now", whilst you have their attention.
Discover your target audience and their most frequently visited social media platforms, as this will inform you about the best places to place your video content, subsequently enhancing your customer reach. Tools such as Google Analytics can be used to see which social platforms are referring the most traffic to your website. If you have a larger budget, more advanced tools like Sprinklr or Sprout Social can be of use.
Once you have identified the channels to distribute your videos, you need to ensure that your brand's personality is injected in the content. Being able to display the personality of your product or company on camera creates an invaluable asset. Use the charismatic individuals in your company when filming, as this will improve the quality of the message.
People love to learn about the personality of a brand, including footage of the manufacturing process or silly office moments which are great ways to increase your impact. Take our own Managing Director Paul Taylor, for example:
Check out our Director, Paul in action! Can you do this?Posted by Consider This UK on Thursday, 15 September 2016
Length has a phenomenal impact on a video's performance and impact. Nielsen and Facebook found 74% of message value is delivered in the first ten seconds, and other statistics reveal a fifth of all viewers click away in ten seconds or less, therefore your video has to be succinct.
Create smart and informative videos for viewers to share, present information in a revolutionary way to capture interest of further viewers. Pure marketing videos do not spread so make your audience laugh and feel, giving them an escapism from life.
For a social video to be successful and engaging it must be authentic and contain an inherent ability to be shared. Each platform requires different strengths within a video based on audience activity and usage. Thus, brands and businesses must find the platforms that work for their industry and product / service type.
Publishing on some platforms requires greater thought than others, such as YouTube. There is a potential for your video to be placed alongside unrelated, offensive or competitive content. Thus, try and also use channels with a secure and dedicated hub for videos, such as on your own website.
Collect data on how viewers engage and watch your videos, check the repeat views, duration of viewing and drop-off rates. This helps to illuminate the success rate of your campaign.
To achieve maximum SEO value from your videos, you should host it primarily on your domain before uploading it to other sites or social platforms. Also, embedding your video increases the probability of receiving inbound marketing links.
Spend time and consideration with the description for your video. They allow Google’s spiders to decode and comprehend the videos content. Therefore, ensure your video has relevant keywords and unique titles.
In summary, you need to make sure your video content is appealing and entertaining, as it needs to make a lasting impression. Doing this in addition to tailoring your video to each social media platform will allow you to significantly increase your chances of delivering a successful video campaign.
|Top 5 video marketing tips|
|1. Tell a story||Tell the story of your product / brand in an easily comprehensible style.|
|2. Know your target||Discover which social platforms your target audience love and match your content to the style of each platform to enhance your customer reach.|
|3. Short videos||A fifth of all viewers click away in ten seconds or less; a succinct video will have better chances of being fully watched, particularly if the content is smart, entertaining and informative. Use this to capture the interest of further viewers.|
|4. Different styles||Each platform requires different strengths within a video based on audience activity and usage.|
|5. Collect data||Collecting data will help illuminate the success rate of your campaign, allowing you to adjust accordingly.|
We hope you find these tips useful. If you require any assistance with your video marketing strategy please get in touch.