Every digital marketer knows that video is important. They might even be posting videos regularly, but not getting enough conversions. This happens when videos are produced without a proper objective or strategy in place. Shooting a video is not enough, you have to understand your audience and develop a video content marketing strategy.
Video may be used for purposes other than entertainment. The simple use of the term “video” in your email subject line raises open rates by 19%. Video on landing pages may increase conversion rates by over 80%. Customers think videos assist them to make purchasing decisions in 90% of cases.
However, video has altered not just how businesses promote and consumers purchase; it has also revolutionized how salespeople communicate with and convert prospects, as well as how customer care teams assist and delight them.
Video is always the most effective marketing strategy for standing out from the crowd. One of the reasons behind this is that, as the world becomes more impersonal, we all seek connection. We want to see and hear individuals and gain insight into their daily lives.
For instance, we come across an ad in an image format, on a particular product or service, in this case, hydroculture plants for homes. Now let’s say we also see the same ad on hydroculture plants but this time, in a video format. We would eventually be interested to watch the video, and watching this video, could further prompt us to buy the product. Studies have shown that the visual content has more impact on the audience, as you can watch the content, more detailed, giving you insight about the product.
Remember that video content is the best approach to connect with your audience on a personal level. Don’t only focus on making money; attempt to explain your ideas to them or provide them with useful information. The more people learn about you and your good deeds, the more likely they are to stick with your company.
Video as one of the visual content has the power to boost your search engine rankings and increase more traffic to your business. This would lead to an increase in customer engagement, which helps your business to flourish.
Depending on your business or product or service, you will have to create your video content based on what is your target goal, who is your target audience, and of course, the most important element, the content in the video. Knowing how to create videos and which platforms you could share your videos with is important.
The common video-sharing platforms are Youtube, Facebook, Instagram, and Twitter. Youtube is said to have the highest watching users. So share your content after researching what’s your reaching goal, your target audience, etc.
Also, there are apps and software that can help with your video content such as Filmora, Vimeo, Animoto, Videoscribe, KineMAster, iMovie, Hyperlapse, etc.
Here are the best 5 steps for an effective video content marketing strategy: –
Before preparing the script of your video, you should define the video’s goals.
What is the purpose of making the video? Who is the targeted audience? What is the budget? Focus on video goals like awareness, demand generation, and conversions, and viewer engagement.
Defining these goals and getting the answers to the above questions will give you more clarity on the content of the video.
Find out for whom you are making the video. If you create a video for a general audience, it will be a flop. Identify the people who are interested in your product or services and make videos accordingly.
For example: – If you are a car dealer, identify the audience interested in your company’s cars and find out which platform they usually hang out on.
Keeping that in mind, you can upload your videos on that platform to make sure they find your dealership and buy your cars.
The budget of your video is very important. If you do not have a budget, more money will be spent on the production of the video than the return on investment (ROI) you get.
Therefore, you should set a fixed video budget that should cover all the production costs and does not compromise on the quality of the production.
Your video budget depends on the type of videos you produce, your aims for the quality of the production.
Discuss your budget with the shareholders of your companies or your accountant and set a realistic video budget.
Choosing the platform to distribute your video is very important. As discussed earlier, find out on which platform your targeted audience hangs out and upload videos there.
Platforms like YouTube are popular distribution channels for videos and you can upload videos there. Use search terms used by your targeted audience in the title of the video for increased visibility.
You can also upload videos on social media platforms like Instagram, Twitter, Facebook, etc. if you have a good following. Social media is a good way to market your video to your target audience.
You can also upload videos on your website if you have a lot of website traffic.
After making a video marketing campaign, check if it leads to an increase in sales and if the return on investment (ROI) is good.
Invite feedback and reviews from customers and identify what elements of the video are not working well and review them.
Invite suggestions from other board members and shareholders of your company and also check out all the negative feedback to see what went wrong with the video.
Identify the demand generation and the conversions the video generated and collect data and statistics.
You can also create an A/B test to compare results.
It all ultimately comes down to strategy: if you want to see results from your video marketing, you must plan, test, analyze, and test again. Your videos should tell a narrative and engage your consumers, but they should also match with your sales funnel from a marketing standpoint.
To begin, devise a good strategy for creating a video(s) for each stage of your sales funnel. Outline the topic and objectives of each video. Determine which metrics will be most useful in determining the success of a video. Then put it to the test. Analyze. When required, make adjustments to your films (and their deployment). Make an effort to improve their efficiency. Make sure to use these practices which will help you to work better with these strategies so you get good results.