A picture is worth 1,000 words. Well, if that’s true, then how much is a video worth?
Video marketing is not a new thing, but it sure has changed dramatically in a past few years. Traditionally, video marketing was always the prerogative of large companies, which had significant budgets required to produce videos and, more importantly, needed to deliver the video to customers. Back in the days, if you wanted your customers to see the video, most probably you would need to pay a great deal of money to buy a spot on a TV channel. However, although it is still a practice that’s being used, the rise of YouTube has changed the video marketing game completely.
And since YouTube is a completely free platform, where literally any video can go viral, small businesses can compete in the video marketing game. But just because you can easily post a video on the largest video sharing network in the world doesn’t mean that you will immediately succeed. Just like anything else in business, it’s all about execution of your strategy. And that is precisely what we will focus on in this article: how you develop your video marketing strategy and what should go into it.
First, You Should Ask Yourself
What is the goal?
Your campaign is going to have a really rough time if you just put “sell more stuff” as a primary objective. Although it is definitely an underlying goal of any business, if you don’t actually provide content that your potential customers will want to watch, your videos would be considered just self-promotional and spammy, no matter how much money you put in production.
Understanding your audience and knowing what makes them share, like and buy is key to the kingdom of quality content. So, naturally, the goal will vary depending on what type of business you run.
Which types of video will you produce?
After devising a clear set of goals and objectives, you now can think about what kind of videos your audience will best relate to.
Is it an educational or tutorial-type video that explains how your product works? Is it a recorded webinar? Or maybe it is an interview?
The consistent style of video is also essential. There are lots of things that go into creating a recognizable brand style:
- use of animation;
- music and sound effects.
You probably won’t hit the bullseye right away, it takes a lot of iterations to fully compose an image in videos, so don’t be afraid to experiment at first stages.
Where will you publish videos?
This is a bit more on the technical side of things. Posting a video on YouTube will not be enough, the reason is simple – YouTube has a direct interest in keeping viewers on its website or app. And although you can definitely generate leads from YouTube, you as a business owner would want viewers to watch the content on your website.
Some companies go as far to create pages entirely dedicated to video content, essentially mimicking the addictiveness of YouTube. But you can start by simply incorporating videos into your blog posts and landing pages.
How to Create a Really Effective Video Marketing Campaign
Now that we’ve covered the basics, some of the best practices and important aspects of video marketing for business can be discussed. We will not be talking here about the production itself. There are tons of resources online where professionals explain the technicality of video production, such as light, editing, etc. And our focus is more branding-oriented.
Story-centric, not sale-centric
This gets us back to the earlier point about having a clear goal. The audience nowadays is very selective and has seen thousands of videos, so they can spot “fake” in a heartbeat. There is no shortage of pure sales content on the web, and it’s annoying and repelling.
Any content should be appealing to the audience, it should answer their questions and entertain them at the same time. Don’t be afraid that the content is not directly selling your product or service – if you engage with customers and give the content they want to see, then you’ll receive loyal clients who can become a life-lasting customer.
Care about SEO
There are many ways you can advance your video in search engines. But the very first thing that you should probably do is host the video on your domain in order to drive maximum value. Another crucial step from the SEO perspective would be enabling embedding on your video, as it can help generate more inbound links.
But, just like with a blog article or a landing page, the video will require an optimized description. Tagging your video with relevant keywords and adding a unique description is very beneficial for your marketing campaign.
Stick to your schedule
Now that we’ve covered creative and technical aspects of video marketing, we can transition to the managerial part of things. Any form of marketing has something in common with going to the gym – if you aren’t doing it regularly, then you are doing it wrong.
Right before the launch, it’s helpful to create a bank of content, which will consist of several videos made in advance. This way you can always keep up with the schedule and the customer demand. Start simple with publishing two videos per month. Then go up to 3 updates and when you are comfortable, go to weekly publishing.
Track your progress
Understanding the audience, keeping goals in mind and having a plan are all great. However, it all goes in vain if there are no precise performance measurements, with which you can assess the progress of your marketing campaign.
Working with KPIs is just as important for video as it is for any other business task. Reviewing associated analytics can show you what the campaign’s ROI is and how it’s been doing since the launch. Some of the most useful KPIs include:
- click through rates;
- drop-off rates;
- the total number of videos that leads watch, in a given period of time;
Video Marketing Solutions at OMI
Following this guidelines is an excellent start to devise your funnel of video content. Once you’ve got your content strategy nailed, the final step would be to utilize a robust delivery method that can support crucial features such as analytics, targeting, SEO optimization and so on. At OMI we have developed a marketing automation platform called 366 Degrees that can be easily integrated with Vidyard and hence provide comprehensive video marketing services.
Through this combination, your business can now generate rich video content and distribute it across multiple sales and lead-generating channels. 366 Degrees was built to provide SMB-type companies with functionalities and capabilities of high-grade enterprise-level software. And by integrating the application with your CRM platform, you’ll receive a full view and control of your marketing campaigns.