Every year, video content continues to grow and with the right video marketing strategy, your business can grow along with it. Whether it’s a short GIF or hour-long tutorial, Internet users everywhere enjoy video content and not just for entertainment purposes. Studies show that 54% of consumers want to see more video content from brands or businesses they support and with the demand for video content increasing year after year, now is the time to find creative ways to market your business using video content. If you want to remain competitive in today’s dynamic and ever-changing market, video should be a key component of your business marketing strategy. With the right video marketing strategy, you can reach your target audience in a fresh new way, create distinctive branding, differentiate your business from the competition and remain relevant to your consumers.
Video Content Does What Text Can’t
Video marketing is the practice of using videos to promote and market your product or service to your target audience, increase engagement on your digital channels and social platforms and help you connect and interact with your audience in a way that text simply can’t. In fact, companies that include video content in their marketing strategy see a 41% increase in traffic through web searches compared to companies that don’t use video. That is due in large part to the fact that people engage with video more than they do any other type of content. And they are more likely to remember it, too. Studies show that 95% of consumers retain the information they see in videos, while only 10% retain the information they read, which translates to a much better return on investment for your video marketing campaign. So, what is the best way to use video in your marketing strategy?
Top Video Marketing Tactics
Define your goal
Do you want to promote a new product? Explain how your service works? Educate your customers? Help your audience get to know you better? Defining exactly what it is you want to accomplish with your video marketing strategy will help you create video content that resonates with your target audience in a real and meaningful way. You need to have a clear understanding of your purpose if you want your video marketing strategy to be a success.
Establish your target audience
The point of creating video content is to capture someone’s attention and you have to know exactly who that “someone” is if you want your content to perform well. In order to establish your target audience and create content tailored specifically to those consumers, you should ask yourself the following questions:
- How old is my target viewer?
- Where does my target viewer live?
- What problem does my target viewer have?
- How do I solve my target viewer’s problem?
Armed with the answers to these questions, you can create an effective video strategy, one that aligns with the goals of your overall content marketing strategy.
Consider your sales funnel
A core concept of digital marketing is the sales funnel, or the process through which a potential customer transitions from being aware of your product or service to actually making a purchase. By using a funnel technique in your video marketing strategy, you can reach consumers who are experiencing a problem or need and show them how your product or service can solve their problem or satisfy their need. In order to put the right video in front of the right person at the right time and lead that prospective customer towards the purchase of your product or service, you need to have a clear understanding of what prospective customers are looking for and what types of videos are most effective at each stage of the sales funnel. The following are the six main stages of the sales funnel and some examples of the most valuable types of videos to implement at each stage of the funnel:
- Awareness - Make the consumer aware of the solution you offer (explainer videos)
- Interest - Create interest in your product or service (brand story videos)
- Consideration - The consumer is considering the various available solutions, but hasn’t made up his or her mind (how-to videos)
- Intent - The consumer has expressed intent in purchasing your product or service, but hasn’t made a decision yet (FAQ videos)
- Evaluation - The consumer is evaluating the competition to see whose solution is the better fit (customer testimonial videos)
- Purchase - The consumer has committed to your product or service and made the purchase
As consumers become more and more interested in video content, it is more important than ever to adopt an effective video marketing strategy, one that utilizes a funnel technique to guide prospective customers to the final stage of purchasing your product or service.
Create quality videos
The key component of any successful video content marketing strategy is creating quality content. Your videos need to be good, they need to tell a story and they need to tell it well, and that is why hiring a professional video production team is so important. You want prospective customers to take you seriously and that could prove to be an uphill battle if you are stuck filming videos in your basement with your cell phone. At SteadyTake, we specialize in quality, affordable video production services and our national network of videographers, editors, creative directors and production specialists are committed to delivering relevant, authentic and engaging video to fit your brand and marketing campaign.
Find the right length, tone and style
Audience engagement and retention is the goal here, so you want to make the right choices for your target audience in terms of video length, tone and style in order to satisfy their expectations. Humans as a whole have a short attention span - some say it’s now even shorter than a goldfish’s - which means you should be optimizing your content for the distracted viewer, where appropriate. In fact, 56% of all videos published on the Internet are less than two minutes long. However, keep in mind that user expectation is the key. If your target audience is trying to understand code or learn how to build a website, a brief, two-minute video isn’t what they are looking for. Refer back to your goal and what you want to accomplish with your video marketing strategy and make the decision that best serves your audience’s needs.
Keep your videos simple
If you bombard your audience with too much information at once, they will go somewhere else to find what they are looking for. One of your top priorities when creating video content should be to keep it clear and concise. The goal here is to communicate a few simple ideas in a way that your viewers will remember and come back to and the beauty of video content is that you can use fewer words to say the same thing you would say in a longer blog post. There is plenty of competition out there and if you keep your videos simple and entertaining, they will perform much better for your brand.
Get creative with your content
Make your videos entertaining and try different tactics to figure out what works best in terms of attracting potential customers and getting conversions. Be creative with your content and your target audience will take notice.
Use a clear call to action
Even the highest quality, most engaging video is essentially useless without a clear call to action that tells the consumer what to do next. Imagine that someone clicks on your video, watches it all the way through (which means they have demonstrated their interest in your product or service) and then the video just ends without an “ask.” That person will likely move on to the next video and the next without giving your content a second thought. There are way too many things to distract audiences on the Internet and your goal should be to make it as easy as possible for your audience to take the next step. That may mean directing them to your website or social media channel or asking them to fill out a form, submit their contact information or sign up for a free trial.
Utilize video SEO
Video content still counts as content, which means you should be utilizing the same SEO strategies you would use for your web pages or blog posts. In fact, YouTube has emerged as the second largest search engine behind Google and there are practical steps you can take to make your videos easier for your target viewers to find online. The following are some important tips to incorporate into your video SEO strategy:
- Use video titles that you know your target audience will want to click on
- Provide a transcript of your video, so it will appear on search engines
- Create a video sitemap to provide important details about your video content to search engines and help your videos rank
- Use related and user intent keywords in the video description
- Use tags properly with different keyword variations
- Create colorful, eye-catching thumbnails to get your viewer’s attention
- Optimize your videos for mobile viewing
- Include an accurate and informative synopsis of the video
Building Your Brand with Video Content
What this all boils down to is that videos can be an extremely effective way to build your brand, capture leads and boost your audience engagement and retention. After all, videos get 12 times more shares on average than link and text link posts combined and 72% of consumers would rather learn about a service or product by watching a video, which is why 81% of businesses now use video content as a marketing tool, a significant increase from previous years. From explainer videos to webinars, tutorials, customer testimonials, product videos and interviews, video content has become one of the most engaging and memorable types of content out there and businesses that embrace video as a critical part of their future are the ones that will remain competitive moving forward.
Create a Successful Video Marketing Strategy
No matter how good your product or service is, if you don’t know how to market it (and who to market it to) you are going to be left pretty empty-handed. Research has shown that video marketing is one of the most powerful marketing tools out there right now and it will probably remain so for quite some time. In fact, by 2021, video is expected to make up 82% of all Internet traffic. For all types of businesses, large and small, video has proven to be an effective content medium for telling a story, connecting with people on a deeper level and building more satisfying relationships with target viewers, and video will certainly play an important role in your company’s content marketing strategy. So now you know that video content is the way to go in terms of growing your business and converting more leads into sales, but how exactly do you go about launching a successful video marketing campaign? This is where a professional video production team comes in.
Let SteadyTake Take Care of Your Video Production Needs
Many businesses don’t feel they have the time, money or expertise to create the video content that their audience expects and demands. Fortunately, creating a successful video content marketing strategy doesn’t have to be a headache or a drain on your budget. At SteadyTake, we are a national team of videographers, production specialists, editors and creative directors offering quality, affordable video production solutions that suit your company’s unique needs. We take care of every detail of the video production process, from scripting and storyboarding to recording and editing, so you can concentrate on other important aspects of your business. For more information about our video production services at SteadyTake or to get a quote, call us today at (425) 318-0599.