People often say that marketing to consumers is an ever-evolving process but it is tough to imagine the marketing world without the use of video content, especially in today’s digital age. Whether it be for instructional, promotional, informational or just a funny, video content should be incorporated into any company’s marketing strategy. If my word isn’t good enough for you and you need stats to back this up, Cisco Research group released a study which concluded “Globally, consumer internet video traffic will be 80 percent of all consumer Internet traffic in 2019, up from 64 percent in 2014”
Video content has a unique way of engaging consumers and creating emotional connections that words or pictures just can’t do. Video has been found to increase brand awareness, create lead generation, increase open rates and click through rates as well create overall online engagement. Whether your company is B2B or B2C the use of video should be included in your digital marketing strategy. In order for you to create a successful video however you should keep these 4 things in mind.
When you go to the grocery store, you usually have in mind a few essential items that you need to purchase such as bread or milk. Video is no different, you should have a clear purpose for your video meaning you should know what you want your video to accomplish; it could be to promote your business, recruit new employees or maybe a product demonstration. Whatever it may you should know the purpose of your video will dictate how your marketing team produces the video as well how you measure the success of the video, meaning number of shares, number of times viewed or number of leads generated.
Call to Actions:
Calls to actions are important in any videos success, and goes hand in hand with your defined goals. If the viewer isn’t sure what he is supposed to with the information he just learned and watched, what’s the point of the video? You don’t want to create content just for the sake of creating it, your video content should be getting the viewer to do something. Your calls to actions are what are going to turn potential prospects into sales leads. Your calls to actions should be obvious and numerous throughout the video.
Know Your Audience:
Having a clearly defined target audience can make or break a video. Different target segments have different lifestyles, values and interest and you need to play to these different psychographs when making your video. Defining who your target audience is will help you create a more compelling story that your audience is more likely to connect with. For example let’s say your company makes playgrounds for kids. You are going to make your video fun and exciting and attractive to people who like spending time with their families and in nature. When you know what your audience likes and interest are and what they do on a daily basis you’ll be able to put yourself in their shoes and figure out what they want out of your video content.
In order to get your video to the right viewers you need to use multiple distribution channels and the correct ones in which your target audience is most likely to use. The first place you should upload your video is YouTube. YouTube gets 1 billion unique visitors and has 4 billion hours of video watched monthly. Social Media is also a great spot to post videos sites like Facebook, Twitter and Google Plus make it easy for people to share your video to their existing networks. Whatever channels you choose to utilize you want to make it easy for your video to be found and you want to make it shareable.
If your business has been hesitant to take the plunge into online video marketing, make sure to contact us contact us today. We have the experience and expertise necessary to help you take your videos off the drawing board and onto the web!