If you are reading this right now you’ve probably realized already that in order to continue the growth of your business, some form of video marketing is key. However, realization isn’t always enough, or you may end up making some common mistakes in your marketing tactics and won’t get the results you’re looking for. In order to take advantage of video marketing, you need to begin forming a video marketing strategy to help organize and guide your business and ensure you’re getting your money’s worth. Now this might seem overwhelming and you may be thinking you have no idea where to start, but don’t worry because you are in the right place to help get you started. Here are 5 essential things you need to be aware of when creating your video marketing strategy.
Focus on the WHO, WHERE, and HOW of Your Audience
No viewer is the same as another, although their interests may be the same. It is important to understand whether you have a focused audience you are attempting to reach. Knowing this information, the WHO, can also be vital depending on the platform you upload it to. For example, Facebook gives you the ability to set specific demographics and helps your videos reach a targeted audience, whereas other platforms like Instagram and Twitter require slightly different methods. Videos can also be viewed in a variety of situations and environments and as result, can affect how your viewers react and experience the videos you put out. There’s a pretty big difference between viewing a video ad at the movie theater, viewing a video ad on the television, and viewing a video ad on a portable device. The biggest differences are control and attention, the big WHERE and HOW your audience is viewing your content. There are 4 types of attention to be aware of when taking audience into consideration: Confined, Focused, Not Focused, and Distracted.
A confined audience would fit into the movie theater example. They are more likely to respond to a video ad that is entertainment based, but make sure you have a good balance between persuading and promoting your product or the viewer may deem it irrelevant and miss out on your message. Focused viewers are paying the closest attention to your videos, so make sure you get your point across within the first few seconds. In the focused viewer, it is always better to show your product first and then bring out entertaining features, rather than start off with entertaining features and then jump to the product. The Not Focused viewer will need the attention-grabbing features in order to shift their focus to the content. Lots of motion, colors, and imagery would be a wise decision for this kind of viewer. Lastly, the distracted viewer whom has the least attention to your video content. This type of viewer might need a specific platform to reach their attention. Perhaps consider using a video ad that someone with influence, like a YouTube vlogger, can help promote for you. You can even focus your videos for distracted viewers for a specific type of audience and allow them to share and promote your products without even realizing it. For the distracted viewers, influence is essential. Knowing and understanding your audience is the most important part of having a video marketing strategy. Once you understand this, the rest should flow smoothly.
Make Sure to Have a Plan for Your Content
Now you’ve already figured out who your audience is, how they are viewing your videos, and where they are viewing your videos. Now it may sound crazy to have a plan within a plan, but it is crucial to have a content plan as well. You can never be too organized right? First off, make sure you understand what your purpose is. Are you aiming to teach, to persuade, to inform? These questions are important and will ensure you are taking your video marketing strategy into the best direction it can go. This content should be answering some questions for your audience, helping them resolve some problems, and must have a call to action. Make your audience act after watching your content, and they will keep on coming back for more. Lastly, decide who will be responsible for what in your content strategy. Will you be doing all the work? Will you hire someone else to do the work? Will your employees do the work? Knowing what needs to be done, how it needs to be done, where it will be done, and how fast it needs to be done is important. This kind of organization keeps the ball rolling and creates an almost assembly line type set up. Make sure you know who will be responsible for what. It can also be essential to your video marketing strategy to create outlines and scripts for your content.
Be Aware of the WHERE and HOW You Will Promote Created Content
Once you’ve determined your purpose and who will be doing what, now you to implement this into the public and do it in an efficient manner so that you get some results. What platforms are the most beneficial for your business and your products? For example, YouTube may be better for how-to videos, vlogs, recaps, or educational videos. Videos made for YouTube are more beneficial with the hook placed within the first 10 seconds, and not exceeding a total video length of 8-10 minutes. On the other hand, a platform like Facebook may be better for B2C companies with a more focused audience, are more beneficial when the hook is placed within the first 3 seconds and doesn’t exceed a total video length of 30 seconds to 2 minutes. Once you choose your platform, pay close attention to the time lengths of your videos and the sort of content you are uploading. Will you upload weekly, biweekly, or monthly? Will you promote with ads or simply social media platform shares? Putting the wrong video in the wrong platform with the wrong content can really lose a lot of potential business so it is important to keep these questions in mind and make sure you answer as many of them as possible.
Optimize Videos for SEO and Conversions
If you’ve been following our blogs you know that SEO, search engine optimization, and conversions are something to focus on when it comes to video marketing. If your content is placed on the internet effectively, people will always be able to search for it and find it when they are looking for it. Determine what the best time is for uploading content for your given platform and which is the most effective. Focus on creating custom thumbnails that draw your audience in with bold and bright lettering. Offer a straightforward title that gets your point across and avoid “click-bait” type titles. Use proper keywords and ensure the first 250 characters of your description are relevant because they will be previewed to your audience during any search results that include your business. Although Google now owns YouTube, if you don’t focus on your SEO and how you are putting your content out there, you are wasting time and money. Those businesses may be connected but the top 3 searches you find on Google aren’t always the same top 3 videos you find on YouTube or other search engines. The more you focus on this information, the more time your audience spends dwelling on your website, and the more likely they are to complete a purchase for your products. It’s not effective for the audience to be clicking on your links and being led to your website, if they take off the second it loads and don’t stay to learn more. You want your audience and potential clients to not only click on your links and ads, but you want them to stick around to experience them as well and you certainly want to help them make that purchase.
Analyze Your Results and Adjust Accordingly
Now you’ve released your content and put your plan into motion, the last step is to make sure you are keeping an eye on the results and changing your strategy as those results come back to you. How many total views are you getting for your content? What is your clickthrough rate (ratio of link clicks to total number of link views)? Are you effectively leading your audience to your landing page or website (conversion)? How engaged are your viewers on the platforms you chose to upload content? How often is this content being liked or shared? Keeping track of this information can help you determine what works and what doesn’t work, and more importantly where you need to make changes to make improvements.
So, you’ve made it even farther in your search for proper video marketing for your business. Are you ready to take that next step in your business and begin implementing your video marketing strategy? If you’re feeling overwhelmed or lost, feel free to contact us anytime for that extra edge and help for your business.
-Your Friendly Neighborhood Video Consultant