Businesses and Nonprofits of all types
are using video to attract, convert, close, and delight
customers in more innovative and intriguing ways every day.
Like with any form of content marketing,
there are particular steps and video marketing best practices
to consider along the way.
In this episode of the In-Sites Video Series,
we will review 8 easy steps to improve your video marketing
strategy.
Lets Get Started.
If your company is not looking into how
to develop a vision with video (whether video marketing,
entertainment videos, or interactive content)
you may be passing up prime opportunities
to build community around your product or service.
Images are easily shareable.
Blog posts are very informative.
Infographics are appealing and informative.
But video, on the other hand, tells a story all on its own;
video has a high impact and a lasting effect on the audience
you are trying to reach.
In a very short amount of time you
can show the viewer all about the benefits and applications
of a specific product or service.
This is far preferable to telling subscribers
with long, drawn-out and sometimes lifeless copy.
Video can show and tell instead of just tell—whether it be
a review of products or services,
or a tutorial about a new feature—video almost always
does it better.
Here are eight steps that you can
use to improve your video marketing strategy.
START NOW: Video has quickly become the number one
source of consumed media both on desktop computers
and mobile devices.
The average adult consumes many hours of video per day.
It is never too late to begin creating compelling content.
ESTABLISH A SET OF GOALS: Before you
jump into producing a video, it is
important to establish solid reasons
for producing a marketing video in the first place.
Setting a goal for your video marketing efforts
will also provide a more fluid process
for tracking and managing your performance.
Don’t forget your push goal: Having a goal that extends
to each member of your organization will not only
better your business but allow everyone to participate
in content creation and creative development.
You are more likely to generate a higher-performing video when
you have all hands on deck and a goal in mind that
makes everyone extremely aware of the approaching deadline.
PUBLISH REGULARLY: Just like with other forms of content
like blogs or podcasts, having a regularly scheduled release
date is important.
Creating a consistent publishing schedule
will allow your audience to plan ahead, and begin to build
a routine around your content.
Keeping a consistent publishing schedule
will also allow for internal agility and quick response
to the content your community is looking for.
REMAIN AUTHENTIC: With video campaigns,
it is easy to get off-track to chase a fire
or to try to leverage a trend that is hot right now.
It is not a good idea to chase these shiny objects as it may
skew the message of your brand.
Being authentic in your online video campaigns
allows your audience to trust your brand.
HIRE A PROFESSIONAL: If you have not produced a video before,
it may be a good idea to bring a professional video production
company on board.
This doesn’t have to be a forever decision.
The cost of video production and the cost of video editing
may seem high for some smaller businesses,
but what is the cost of not having the advantage of video
within your marketing mix?
Video has proven higher return on investment for businesses
across the world.
HAVE A CONCRETE MESSAGE: If you are hiring a video production
company, this should be an easy one.
The creative producer and associated video company
will be able to provide guidance as to how
to best convey your message.
Your job in this step is to be sure to keep that message
front of mind for all involved parties.
USE EVENT MARKETING: Trade shows are great marketing
opportunities to gather and create
video clips with your video production team.
Video interviews and testimonial videos
are very effective at communicating your brand
vision.
This also allows you to use word of mouth marketing
with said testimonials.
In a short time after adopting a successful video strategy,
you will notice viewers will begin to know and trust
your brand message and vision—what they can expect
from your brand, content, and community.
It is important to develop a vision with video.
It is a good idea to have a fully mapped out plan
and follow it to the very last detail.
Documenting your strategy and developing a video campaign
strategy will allow you to measure and track
the details of your marketing efforts.
Just as with any other form of content,
there should be a well-developed distribution
strategy and pre-established goals for each of the marketing
video efforts you are producing.
Setting a reasonable expectation early
can avoid disappointment, confusion, and help
avoid poor customer experience.
This expectation is most effectively
conveyed through your video marketing with explainer videos
and product demos.
And don’t forget consistency.
Take a moment to fill out our video budget
calculator for a free video consultation and strategy
review to identify how video marketing will best
benefit your business.