Video marketing has conquered the internet space with a booming outcome. It is here to stay and it’s high time you cope up with it and include it in your overall marketing strategy if you are not still using it. It can be used for everything from promoting your brand/services/products to increase customer engagement and loyalty.
Videos have a phenomenal impact on audiences & this brings a huge opportunity for marketers riding the trend. Adding to the facts, IAB claims that 93% of marketers use videos as a major part of their content marketing campaigns.
With stiff competition on the web & reduced attention span of the audience, it is imperative for your business to incorporate recent video trends and increase sales.
However, while designing a video marketing strategy, you should make sure to align it with the overall marketing efforts of the company along with the objectives and desired outcomes.
Using Video Marketing just for the sake of it is like ticking a task off your to-do-list. You have to put in a considerable amount of effort to make a video fit for your brand and audience.
To start with, there are 5 steps that you must keep in mind-
1. Establish the Purpose
A video that is strategized well to educate, entertain, and inspire your viewers is the content that gets shared and is remembered for long.
Excessive self-promotional content in your video marketing strategy is perceived as spam and often goes unnoticed.
The main purpose of your video marketing strategy is to endorse the product. But it has to be done in such a manner that the audience connects with the intended message of the video, the company and the product.
The best way to determine the purpose of your video marketing strategy is to create content based on the needs and requirements of your target audience.
If you are able to cater to the audience’s needs, you’re good to go!
2. Nail Your Video Goal
The ultimate objective of forming internet marketing strategies is to achieve the goals of the company. In the same manner, every video you shoot or post should have a pre-defined goal.
How can you make achieving a goal easier?
The message that you want to communicate with the help of video marketing should be to-the-point and should offer a solution. Also, try and keep it short!
Determine what desired result are you are expecting from your business video, if it is for increasing brand awareness, for explaining your product/service or for some other reason.
Once you have already decided the goal, you can then further clarify the content that will spread the most effective message across.
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3. Create Your Content
Content acts as a building block for your video. It determines the success and failure of your video. Thus, to make sure it appropriately conveys the objective of your video, keep your content short and crisp.
For this, you need to determine your content before you actually start shooting your video. Include facts, usage of your service/product and emotions in your video content.
The content of your video can include animations for explainer videos or it can include an expert interview to embark inspiration in your audience.
If the viewer thinks about your video again, watches it for a couple of times, shares it or mention it to someone, this means that your video has already established a connection with the viewer.
Hence, mission accomplished!
4. Know Where & How to Promote Your Videos
Posting videos only on your official websites are not enough. You need to post it on other video platforms like Youtube. This is vital as, after Google, YouTube is the second largest search engine.
Uploading your video is just halfway through. To ensure that a majority of your target audience views it, you need to strategically promote it.
Social media platforms such as Facebook, Instagram, and Twitter etc allow your videos to be shared which leads to an increase in click-through rates and conversions.
A major component that can either make or break your video is the title. Make sure that your title is attention-grabbing, short and preferably contains a keyword.
Also, add interactive actions on the basis of the platform. This will support you in re-working on the CTAs that you wish to enforce in different ways.
5. Keep an Eye on Your Metrics
There is a reason for creating video marketing campaigns. Merely creating videos and promoting it without actually measuring the metrics is a big No! No!
Keeping an eye on the metrics and regularly measuring them can help you to justify your investment & analyze the associated results.
For that, you need to constantly keep in mind what was the main objective of your video & try not to get deviated from the desired goal.
Analyzing the watch time and shares can really be a useful metric to track your performance. This indicates how share-worthy the audience thinks your content is.
So analyzing your results accordingly is what is required. Make use of metrics such as view count, conversion rate, play rate, click-through rate, and bounce rate.
Upcoming Trends of 2019 in Video Marketing
• One staggering statistic comes from Cisco: By 2020, there will be almost a million minutes of video per second crossing the internet. Cisco adds that, by then, 82% of all consumer web traffic will be video based.
• Video views on mobile phones are predicted to increase by 25% and consequently; video consumption on computers and laptops is expected to decline.
• 70% of internet traffic comes from live video streaming. Facebook Lives has seen tremendous success. The spontaneity and authenticity transmitted by live videos attract users.
• According to a report, Snapchat Videos have almost two billion video views a day. Snapchat videos have a maximum life of 24 hours, so the urgency it creates for the users to see the video is a huge factor for its success.
• According to the case studies conducted by Magnifyre and Google people engage more with 360-degree videos. They are a perfect way to show destinations, experiences and products in an interesting way.
The benefits of Video Marketing are such that it can create an emotional connection with the target audience and are retained in a much better way.
However, to generate more conversions, you need to create & customize video marketing strategies according to your business objective & your target audience.
Well, learning Digital Marketing can really help you out in making those video marketing strategies.
