
Tips of Video Marketing
Tips For Video Marketing
Video
marketing is one of the growing marketing industries. This is directly related to the growing
interest in the format: video is easier to digest than text or
photographs. Therefore, many brands are
trying to increase their reach through this tool, but not all succeed. In this article, we will break down the basic
video marketing rules that will help you avoid stupid mistakes and not waste
your budget.
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Step 1. Purpose
Everything in the world has a purpose. And your business is no exception. And who, if not you, (or your marketer) knows
the company's goals best?
It is clear that development and increase in
profits are driving us, but here, in video marketing, we need to think
strategically and in more detail. In
addition, you need to start gradually, so the goal may sound like this:
Increase
subscribers on the YouTube channel or create one;
Creation
of selling videos for social networks;
Increase
your audience with Instagram overview videos;
Development
of a series of branded videos to increase awareness;
Placing
a video about the company on the site to increase conversion;
In any case, each business has its own
tasks. But the action plan must be on
paper. Therefore, task number one is to
set a clear goal for your video marketing.
Step 2. Audience and platforms
All marketing is based on understanding your
target audience, in principle.
Therefore, you must clearly understand: who will watch your videos?
Who are these people? Why should they be interested in your reviews
or broadcasts? What action should they
take?
Understanding
your audience affects the definition of the site, which we have already
familiarized ourselves with. In general,
be sure to remember that video marketing is built primarily in the interests of
customers.
Communicate with your audience
The best communication format is streaming (live broadcast on YouTube, Twitch, etc.). If for some reason you cannot organize them,
then listen to comments and feedback, and also respond to them.
If viewers repeat the same questions that
cannot be answered in a nutshell, then write about this video - subscribers
will appreciate it. What are the advantages
of this solution?
The closer you are to your audience, the
more relevant videos you will be releasing.
An old friend is better than two new ones
- transferring this saying to business: it's easier for you to retain a client
than to look for a new one.
By communicating with your audience, you
show them that they are important. This
increases viewer loyalty.
Step 3. Command
Naturally, in order to embed a video in your
company, you need to make it. Here you
have to proceed from the goals that you have identified.
For
example, if it is a branded video, then it is better to involve a professional
studio or a video marketing company for its production.
If
you want video posting for your own channels, then you have to find editors,
copywriters.
Plus,
you need hardware and software for production, and this is generally a separate
topic for an article. But ... I'll just
say: "Get ready to invest."
Step 4. Promotion
You know your goals, you know who your
customers are and where they live, you know who will be involved in the
production.
It remains to determine the strategy for promoting your videos. And all because there is no point in doing
this without promotion. "Well, how
much will it all cost?" - you
ask. I hasten to upset you, but there
are no specific figures.
Since
the cost will depend on the advertising platform, the duration of the
advertising campaign, and many other factors.
And
as much as I would not like, but the budget is necessary, just treat it as an
investment and a long-term perspective.
Step 5. Analysis
This step stands alone as it involves taking
steps after completing and implementing the previous four steps. But ... Do not forget about the indicators
that need to be determined at the very beginning.
If
you do not know what will be the result, then it becomes difficult to conduct
an analysis.
And
therefore, write down the metrics that are suitable for you. This can be the average duration of views,
reach in social networks or reposts, conversion on the site, or CTR of video
ads.
In
addition, the analysis will make it clear what you need: modify the material,
replace some parts, or even come up with something new to improve performance.
I
also suggest you to consider the commandments of successful video marketing.
Commandment 1. More useful and interesting, less advertising
What value does the channel bring to your
customers? If you continuously release
commercials, then subscribers will start leaving the channel, and new ones will
appear less and less. This is due to the
fact that the vast majority of site users use it for training.
Therefore,
try to engage your audience with expert opinions, reviews, and simply
informative videos. When making
commercials, release them in story format.
They can be funny, heartwarming, or just plain interesting.
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Commandment 2. Test different cover formats
The cover is the first thing a user sees
when they come across a video.
Accordingly, the first "station" where the conversion goes is
the covers that are unsightly for people.
A proper preview should be intriguing or even provocative. But don't forget that it must match the
content.
Here
are some simple tips.
A
photo of a person attracts much more attention, all other things being equal.
Use
pictures or stills that reveal the content but keep the intrigue.
Use
text. Do not overdo it: you need to fit
everything you need into a few words.
Use
fonts that read well. Don't forget that
initially, the user will see a
thumbnail.
Commandment 3. Use multiple platforms to promote
Three years ago, Cossa published a YouTube promotion
case study. In short, the most effective video can be
achieved if it is advertised on other channels and platforms. In addition, YouTube itself is not a lead
generation tool: it takes “warmed up” people to the site, where they spend a
third more time than others.
Therefore, videos need to be announced in
all your communities. Include the most
interesting ones in your email newsletter.
Intrigue
Studies show that the viewer loses interest starting from 10
seconds. Many switch the roller even earlier. How to avoid this?
Control the length of your video. Video focusing on information content - 10
minutes, advertising video - 1-2. Check
out the graph below to see how minutes are related to efficiency.
Grab attention from the first seconds.
If you are planning an interesting ending, be sure to hint at this on
the cover (see Commandment # 2). If the
video implies some kind of listing, then voice it in the introduction.
Don't set aside time to swing. Think about how you can start with the main thing. If you talk about anything for a long time, then you will lose interest.
By following these tips, you will build a solid base to form hypotheses,
test them, and make videos more effective.
But don't forget that the most important part is the content. No matter how much you bother with production
and promotion, if your videos are not interesting, then they will not be
watched.
Sara Konor