WHY USE VIDEO
The volume of mobile video consumption increases by 100% every year
Video now accounts for about 80% of all consumer internet traffic
Videos provide a great opportunity to connect with your ideal clients, and develop lasting relationships and should be part of branding you and your business.
People are more likely to buy from businesses they “know” and “trust” Using video as a storytelling platform can set you apart from other businesses and brands.
According to research, 79% of consumers now agree that video is the easiest way to get to know a brand online. That same research shows that nearly three-quarters (74%) of consumers can draw a direct connection between watching a video on social media and their purchasing decision-making process. In fact, roughly half (46%) of consumers said that they've made a purchase as a result of watching a brand video on social media, while another third (32%) have considered doing so.
Many people get nervous and feel vulnerable being in front of a camera. However, if you work on just being genuine, there are studies that show these organic types of videos get more engagement than polished, professional videos.
The paid for videos come across as a commercial, while a more intimate video comes across as more trustworthy.
Emails which include a video see 4x the click-through rate compared to those without.
VIDEO MARKETING STRATEGIES
1. Know your audience
If you try to market to everyone, you ultimately market to no one.
Viral videos feel good, but if it’s not achieving your business goals, it’s not effecting for your brand. Be aware of what you are wanting to achieve: i.e. drive awareness, sales, traffic, etc.
You need to do your research and have a clear understanding of your audience’s needs and preferences.
What channels your audience is using to consume video.
The type of language they use, and which will best communicate your message.
What challenges or needs they have, which you can provide a solution for
2. Consistently brand your videos
Whether you're creating live videos on the fly, professionally scripted and edited webinars, or something in between, you need to be consistent with your digital branding.
This will make it easier for people to recognize you when they see a video you have shared, while it can also instill a sense of professionalism which, over time, will build trust.
Decide what branding element(s) you're going to include in all of your videos, which will help your viewers to recognize your video content when they see it. ie: clothing, logo, intro, outro...
3. Make the video topic clear
Because there is so much video content out there, it's essential you grab their attention quickly and clearly.
Be creative with the topic of video title and description.
If you want viewers to commit to a lengthier video of five minutes or longer, you'll need to provide them with an accurate and informative synopsis, including benefits they’ll get from watching.
4. Tell stories with your video
Storytelling is vital to successful video marketing. Viewers will often forget the various stats and numbers you share, but they'll remember a funny or inspirational anecdote which connects with them emotionally.
TIPS TO INCORPORATE INTO YOUR VIDEO
Showcase your expertise - Share customer success stories, or create in depth videos on a specific topic.
Explain a trend - Join the conversation on hot or new topics in your industry by sharing your opinion or your unique take on the trend.
Show a process - Make viewers feel like a brand insider with a behind the scenes view of your processes, or help them to solve a problem using a video which outlines a step-by-step process.
Inspire - Share an inspirational, or aspirational, story which captures viewers’ attention and invokes positive feelings, which they'll, ideally, then associate with your brand.
Get personal - Help your viewers get to know the people behind your brand, which, in turn, can help them feel more connected to your business.
5. Optimize your videos
In order for people to watch your videos, they need to find them first. This is essential for YouTube marketing as it is the second largest search engine, next to Google.
When optimizing your videos for a social media channel, you'll want to ensure that you're familiar with the current best practices for video on each platform.
For example, Criteo recommends for:
Facebook - Keep videos short, upload videos directly to Facebook and add captions
YouTube - Wait two weeks after the video has launched to make any tweaks or refine your target audience
Twitter: Upload videos directly, keep them short and find a balance between fine-tuned targeting (interests, keywords, devices) and not over targeting, in order to accurately track results
As well as optimizing your videos on each channel, you also need to optimize them for SEO. Keep these tips in mind when creating your videos, to help them be found when your ideal clients conduct a search for related topics:
Plan your keywords for your video, just as you would for a blog postInclude your keywords in the title and description
Keep titles short as well as informative - less than 60 characters is idealInclude a link to your website
Use tags with different keyword variations
Work to build natural backlinks to your videos
Use eye-catching, branded, high-quality thumbnails
Optimize your videos for viewing on mobile devices
6. Include a call-to-action
It's essential to include specific calls to action that you want people to follow through with after viewing your videos. Adding a simple and powerful CTA to your videos can help prompt meaningful engagement from interested viewers.
Ask a question they can answer in the comments
Direct them to another piece of content
Suggest another related video
Direct them to your website
Get them to subscribe to your newsletter or YouTube channel
Ask them to connect with you on other social media channels
Offer a free trial so they can take a test drive
7. Analyze your video performance
Different metrics you can use to measure your success include:
Engagement rate - How many interactions is your video getting? How long are people watching the video? This number will indicate the quality of the content and whether the video is too long.
View count - How many times was the video watched? Be sure to understand how each platform measures view counts (YouTube 30+ seconds vs Facebook 3+ seconds)
Play rate - How many did unique visitors click your video play button on each of the different platforms (website, social media channels, etc.)
Social sharing - How many times has your video been shared by viewers on social media? People only share content they're interested in, or gleaned value from. If your videos are getting lots of shares, it means your content is resonating with your ideal clients.
Comments - What kind of comments are your videos getting? People have to be moved strongly, either in a positive or negative way, to leave a comment on your video. Use this feedback to help you create new videos that will perform well with your viewers.
Pro Video Marketing Tips
Here are some additional tips to keep in mind when creating videos for your business:
Keep your videos short - Unless you have something of value to share, try to keep videos under a minute. Even for a complex subject or demo, try to limit it to 7 or 8 minutes.
Use good lighting so the viewer can see your face - A helpful trick is to face a window, and to have the camera above your eyesight, so that it’s aiming down towards you.
Be professional - Approach your video the same way you would if you were walking into a client’s office and having a conversation with them.
Be authentic and personable - Avoid rigid scripts or templates for live videos, as this can stifle your authenticity. It's often your authentic self that will enable your viewers to emotionally connect with you and want to learn more.
Choose the right thumbnail for your video - This is the image people will see on social platforms, or in your email, and it can be just as important as crafting the right title. Also, when choosing your thumbnail, ensure that the play button of the video doesn't cover your main image.
Note video length - When you send the video in an email or message, mention the length of the video so your potential viewer understands the time commitment and knows what to expect. This can give you higher click-through rates. For best results in your email, you should also include a value statement (three lines or less) which explains who you are and why you're reaching out, along with a call-to-action asking them to watch your video.
Start with your ideal client in mind to improve your video marketing strategy
Before spending too much time on videos, you should first decide on which platforms you want to go live. You can check out my blog on the best platforms for you brand here:
I hope to hear from you on FB, Twitter and Instagram. I welcome feedback and questions about social media for business that you would like covered in subsequent blogs and on my Facebook Live "The Social Media Hash Live with Roc & Red" every Friday at 4:00 pm/pt