Whether you’re a brand, a business, an organization, or an individual trying to promote yourself; the online world is where you want to be. It’s true, there are numerous channels for you to explore, but the question is: how do you reach your intended target?
When it comes to reaching more people, driving more engagement, and converting more customers; video marketing is what you need to do.
Content Is King. Video Wears The Crown
Online promotion is all about content. This content comes in many forms. Blogs, articles, white papers, infographics, and of course: video. While all these 190 content forms have value, video stands out among the pack.
Content is king in the online marketing world and video wears the crown. Just a look at the stats on video will tell you why.
- By 2020, online video will make up more than 80% of all internet traffic. (Cisco)
- 76% of marketers say video marketing helps increase sales (Hubspot)
- When viewers watch a video, they retain up to 95% of the information. When they read a text, that drops to just 10%. (Wirebuzz)
- Social media video content generates more shares than text content. How much more? 1200% more. (Wordstream)
- About half of internet users report looking for videos on a product or service before ever visiting a store (Google)
- 4x more users would rather watch a video on a product than read about it (eMarketer)
Need more convincing? How about this: More than half of all marketing professionals worldwide rank video marketing as having the best return on investment (ROI) of all types of content.
Let’s Get Started
Alright, you’re convinced. Your business needs to grow and do more with video marketing. The question is: how do you get started? Even though video is the king among content, remember that it still is content. As such, marketing with content follows a few basic rules.
Define Your Goals
Believe it or not, this is one of the most important decisions you’ll make when creating your strategy. Goals may be to drive traffic to your website, build followers on your Facebook page, raise brand awareness, or convert sales. There are many possibilities and truthfully, you don’t have to select one and neglect the others.
A truly comprehensive video marketing strategy will likely have several different goals overall. However, when it comes to each piece of content, the focus may shift. Based on what you are trying to achieve, the type of video content you produce will change.
Indeed, there are many different types of video content you can create. Video testimonials work well; reviews from past customers. An introduction to your product or service can help raise brand awareness. Of course, there’s always the good old fashioned advertisement.
Define Your Target Audience
Every business knows who their target audience is. So, what’s yours? Middle-aged men, who like soccer? Coffee drinkers under 40? Knowing who your audience is, helps to inform your video creation strategy and tailor your video to that audience.
It is not unusual for businesses to have multiple targets for different campaigns. For example, Progressive is an insurance company that offers a variety of policies. Their target customer for auto insurance may not be the same as their target customer for homeowners insurance, etc.
When you know exactly who your customer is, it allows you to create content that is suited for reaching them. It also allows for a multitude of targeting possibilities if you’re planning on running ads on social media. More on that later.
Tell A Story
No, you don’t need to literally tell a lengthy story from start to finish. In fact, you’ll actually want to avoid doing that. The best, most successful videos are relatively short, sweet, and to the point. You only have a few seconds to grab attention and typically about a minute to hold it. After that, engagement tends to drop off.
However, think of your 30-60 second video as a mini-story. One that doesn’t truly end and makes the viewer want to find out more. This is where it helps to use a service like Promo. Promo provides professional quality video clips, sound, customizable templates, and more. It helps to get the juices flowing and provide you with some great ideas of what kind of story you’d like to tell.
Like all stories, great video content has a beginning, a middle, and an end.
- Beginning: Grab your audience’s attention quickly. It helps to ask a question such as “Do you want to save money?” or “Are you tired of shoes that hurt your feet?”
- Middle: Briefly address the customer’s real pain points and offer a glimpse at how you’re going to address them. Use clear, precise language and keep it short and to the point.
- End: Show them where they can take the next step.
Perfect Your Call To Action (CTA)
Every video needs a call to action. This is the part at the end of your video where you tell your audience what to do next. Again, based on the focus of your video, your call to action might change.
The call to action dictates in clear, precise terms what the next step is for interested viewers. It might be “buy now,” “reserve your seat today,” “visit our store,” “like our page,” etc. Be clear and direct. At this point, you aren’t asking viewers what they want to do next. You’re telling them.
A common problem with poorly performing video content is the lack of a clear and defined call to action. If your content isn’t generating the traction you’d like, the first place to look is your call to action.
Test, Improve, Test Again
Odds are good that your first few times out of the video marketing gate, you’re not going to hit a home run. Video marketing is as much an art as it is a science. You can create a compelling video with a seemingly strong message and a direct call to action….. And it flops.
Here is where a lot of businesses get frustrated. Don’t get discouraged. Get better. Not all content is created equally and not all of them will go viral. The important thing is to test your content with whatever analytics are available to you. If you’re running ads on social media, you’ll have access to a lot of information.
Maybe your target audience needs to be tweaked. Are you not generating a lot of clicks? Try changing your CTA. Viewers not watching the whole thing? Maybe it’s too long. It helps to create multiple versions of the same content with slight variations and test them against one another. You’d be surprised how big of an impact a small change can make.
Where To Post?
Now that you’re creating content, the next question is: where to post it? It’s true, you have a few options. The answer? Use all your options. Facebook is a great place for video but so is YouTube. Emails are a great place for video content as well. In fact, emails with video receive an increased click-through rate of 96%.
You don’t want to spread yourself too thin, but the great thing about video content is that it can be repurposed for several different platforms. Just make sure you’re adhering to the size and formatting best practices of that channel.
Video ads are a great tool for any business. Odds are good that if you’re on board with creating video content, you’re going to make ads a big part of it. Facebook is the best place to get your feet wet when it comes to video ads.
Why is Facebook so awesome for video ads? Their targeting feature is second to none. Remember that part above about targeting your audience? With Facebook’s ad targeting system, you can actually target that middle-aged man who likes soccer or the under-40 coffee drinker. The more defined your ideal customer is, the more precisely you can target them with Facebook ads.
Facebook also allows you to set a budget that works for you. Campaigns can be run for as little as a few dollars a day. This helps keep your ad running within the budget you have defined. No hidden fees or “oops, we spent too much.” No, you’ll know exactly how much you’re spending.
Lastly, Facebook provides a ton of analytics for you to learn from. You’ll see how your ad is performing and what kind of clicks you’re generating. Remember the part about measuring and improving, right? Watch your campaign’s performance and see where you can improve.
It’s important to remember that paid and organic content are both useful, but not mutually exclusive. You can still post your video content organically and have your fans and followers like, share and engage with it.
The best video marketing strategy will include a mixture of paid advertising and organic content. This approach helps promote your content in a variety of ways and allows for a greater overall reach.
Video Marketing Is Your Gateway To Success
Creating video content for your business doesn’t have to be a pain. In fact, it can be a fun, creative contest. Likewise, you don’t have to break the bank. I know you’re probably thinking that making videos is expensive. That was true in the past but nowadays, there are a lot of great options for creating professional quality videos that won’t break the bank.
If you’ve sorted out all of the above and you’re interested in getting started. Check out Promo (the company I work for) and see just how easy and awesome creating videos for your business can be.