15 Dec 2015

Video Marketing: How to Add Video To Your Marketing Strategy

Video marketing is becoming more important and rightly so. It has been found to have a better conversion rate when compared with other marketing strategies. YouTube and Facebook videos have become easier to access more than ever on mobile devices, and it has made advertising on these platforms more attractive. If you haven’t been using video in your marketing, now is the time to start. Here is why.

Video is a powerful medium. YouTube is the second largest search engine in the world with a billion users and billions of views every day. Facebook reports over 800 billion video views per day. Instagram is also said to generate more interactions on videos than on pictures.

Video is a personable medium. Video delivers your brand message in a way that is easier for the human mind to comprehend and remember. The impact of well-done video will outlast a text-only message. And will probably influence them when they have to make a buying decision.

Video is accessible. For years only a few companies could afford to pay the exorbitant fees for TV ads. But now, with platforms like YouTube and Facebook, the medium is open to everybody. It also does not require a lot of expertise to run ads on these platforms.

Video marketing will help you increase engagement and will help you reach new prospects.

Our Guide to Video Marketing:

  1. Set an objective.

What do you want to achieve with your video marketing? How will you judge the success or failure of the marketing strategy?

Do you want to introduce people to a new product? Do you want to get your brand out there? Do you want to increase the number of subscribers to your email list? Do you want to teach your customers how to use your one of your products?

The reason you want to produce this video will determine the content, the length and the platform you will post it. Set goals and KPIs by which you will judge the success or failure of your campaign.

  1. What content do you need?

It doesn’t matter how much you use to promote a video, if the content is not relevant to your audience, it will do you no good. After you have decided on what you want your video campaign, the next thing to do is determine what content you need the campaign to carry. Do you need a video of someone using your product? Does the person need to talk while using it to explain what they are doing? Or is it enough for them to just demonstrate? Are you trying to introduce your brand to the world? Then you may need most of your brand elements to show in the video so people can begin to associate them with you. Don’t brush over your content; it is the most important part of your video marketing.

  1. Know your platforms.

There are several platforms or channels through which you can reach your audience. They don’t all perform the same functions or reach the same people, so it is important to know which does what.

Facebook will help you create brand awareness and drive social media engagement. YouTube, on the other hand, acts as a huge signal to Google in terms of Video SEO.

  1. Targeting the right audience.

Both Facebook and YouTube have great tools for targeting your audience. This is a huge help so you will not be shooting in no particular direction. Targeting means being able to decide who gets your paid Video ads based on their previous online behavior or their interests and choices.

YouTube can target based on demographics, interests, keywords and other factors as decided by Google.

Facebook can also target based on location, age, gender and interests.

Here are some types of videos that can help you.

  1. Information videos.

These are videos where you make announcements to existing customers. They can be product announcements or new location announcements. You can even use a new video to announce new staff. A lot of sports teams now use videos to announce their new players.

 

  1. Tip of the day.

Several blogs do this. It is a brilliant way to attract people to your blog regularly. These tips could be about your products and services or not. The tips could be general insights for living. The key is to make your tips something useful to your customers.

 

  1. Behind the scenes.

Showing behind the scenes videos is a good way to show your authenticity and connect with your audience. It could be videos about how certain products are made. It may just be to interact with your staff. This shows your customers the faces behind your hopefully awesome service.

 

  1. Product demonstration and promotion.

You can use videos to show your customers how to use your products. They can also be used to show the products and the awesome things they can do.