Video can be an engaging way to draw in viewers and convey information in ways other forms can’t. Plus, video helps give your message a personal feel.
An effective strategy and clear focus are keys to making any video a success, but if this is your first attempt at video production there are a few essential things you should keep in mind before getting underway.
Video Marketing
Video marketing is one of the most powerful forms of digital advertising available today, capable of increasing brand recognition, driving traffic to your website and turning leads into loyal customers while improving search engine optimization (SEO).
According to Hyperfine Media, 64% of marketers report that video has helped them generate increased sales and traffic; 76% have noted its influence in getting customers to make purchases. Therefore, understanding your target audience and creating videos tailored towards them are the keys to creating successful videos.
Once you have created a strategy and identified which videos are most effective, it’s time to put it into motion. An excellent starting point would be conducting market research, competitive analysis and gathering audience insights.
Consideration-stage videos can help your brand demonstrate the power of its product or service and encourage customers to envision themselves using it. This is particularly important when introducing a new one or providing updates for existing ones; an example would be skincare brand ColourPop using how-to videos to demonstrate how customers should apply their product, as well as outlining any benefits they’ll experience from doing so.
One effective consideration-stage video marketing tactic is emphasizing your brand’s culture and core values to forge emotional connections with consumers. Consumers tend to choose companies whose values align with their personal ones, which explains why so many remain loyal customers of those they trust.
Reebok utilizes videos of athletes participating in fitness workouts to showcase its footwear line and connect with customers. Meanwhile, Code: What Most Schools Don’t Teach utilizes visual storytelling techniques to highlight efforts to ensure more children gain access to computer science education.
When creating video content, having a dedicated marketing team is vital to ensure a successful campaign. Furthermore, budgeting your time and resources effectively is also key for staying within the budget. A solid video content marketing plan can save time and money by ensuring videos are consistently produced, scheduled, shared on social media networks and promoted.
Social Media
Social media provides users with a platform where they can connect with friends, family members, colleagues and businesses online. Examples of social media sites and apps that facilitate interaction include Facebook, Instagram and Twitter as well as mobile applications that allow people to communicate live.
At first, most people use social media for personal purposes only, but businesses and organizations have started investing in it as an effective marketing platform. By producing content that promotes their products or services to potential customers while simultaneously raising brand awareness and creating leads.
Videos can be an effective way to amplify your social media marketing strategies and reach a broader audience. A Quintly study shows that social media users spend 49% more time watching videos vs image posts on platforms like Instagram.
Step one in creating an effective social media video strategy is selecting an engaging video type for your strategy. Your options could range from an animated explainer video all the way through to full-fledged commercials; what matters most is that your social media video be captivating and interesting for viewers.
An additional important consideration when creating social media videos is length. While ideal length may depend on your goal for posting them, short-form, viral videos often provide businesses with an effective means of increasing brand recognition.
A two-minute video about your product or how-to can be an excellent way to increase exposure and build trust with viewers. Furthermore, creating videos that capture the essence of your company can also prove very effective.
As well as creating visually captivating videos for social media platforms like YouTube or Facebook, adding some memorable copywriting or text overlays will help make your social media video truly remarkable. Text overlays will make it easier for target audiences to understand what your video is about and where to find it.
Your company culture should be displayed for people to view; the more people who see what goes on behind the scenes at your organization, the higher their likelihood is of joining it in future.
Search Engine Optimization (SEO)
SEO (search engine optimization) is an intricate topic with many moving parts. It includes many aspects ranging from technical elements and content creation, through social media and reviews.
Search engines such as Google are integral parts of online life, providing users with information about products and services that might interest them for purchase. As a result, brands should prioritize search engine marketing efforts in order to increase visibility and potentially drive more sales leads through Google.
Search engines use bots to crawl the web and store information about each page, then analyze this data using algorithms that identify which are most pertinent for user searches. Finally, the results are presented on a search engine results page (SERP) with an order that makes sense for searchers.
Create high-quality content aimed at reaching your intended target audience for optimal SEO performance. A comprehensive SEO strategy should encompass various forms of content production such as articles, white papers, videos and images to optimize website search rankings.
Content intended to be consumed online must also include keywords relevant to that content’s topic. While this topic can be confusing for businesses, keywords are essential in helping users locate what they’re searching for.
Use of keywords naturally will increase the odds of you ranking well in organic searches. Aim to incorporate them into meta descriptions, titles and URLs while using them frequently throughout your content on site.
SEO techniques also involve optimizing the layout and content of your site to make it simpler for search bots to access it. One method for doing this is creating a sitemap – an easily read document that lays out your website structure while giving search bots an understanding of how its parts connect.
A great SEO strategy should also incorporate an effective social media plan. Social networks such as Facebook and Twitter offer consumers a convenient place to learn about products and services they’re considering purchasing; in turn, companies can use these platforms to raise brand awareness while targeting their target audiences cost effectively.
Email Marketing
Video email marketing is a fantastic way to capture the attention of subscribers while providing useful information. Furthermore, this form of promotion allows your business to showcase itself while sharing news about new products or other updates with its audience.
Before adding videos to emails, however, it’s essential that you first build a subscriber list of interested individuals who have given permission for marketing communications from you. This helps protect against spam complaints while adhering to data protection laws.
Substituting video content into your emails via GIF files is one way of adding video, as they’re much smaller than regular videos and can easily fit within email templates. Furthermore, you can provide links that take users directly to the full video should they wish to watch more.
Embedding video thumbnails into emails is another effective way of including video in email templates, providing users with access to your latest video releases without including large files in their inboxes. Unfortunately, some email providers won’t permit this type of feature, so unless there’s a good reason, avoid placing these types of videos within emails unless there are good justifications for doing so.
There are various online video platforms designed to host, create and manage video content. These platforms offer various features – analytic dashboards to track audience viewing behavior as well as video performance metrics – which can help measure campaign success as well as help to enhance video strategy.
To add videos to an email message, all that’s necessary is a URL hosted on YouTube or another video platform and an email editor that supports inserting blocks of video blocks where desired.
Next, add a button that redirects viewers directly to your video on YouTube or landing page and allows you to track clicks and views for that video – this way you’ll know if any viewers have abandoned your emails due to not viewing.