Video marketing has emerged as one of the most effective
marketing techniques in last couple of years, and it is expected to remain a
stronger contender for the years to come. Majority of consumers prefer video
content to reading and this preference can influence the sales on later stages.
We know a lot of potential buyers don’t want to talk to salespeople, but they love watching videos either on the desktop or mobiles. This is how videos engage the laziest buyers even!
The fact that videos do not just increase customer’s engagement to the brand but also increase the conversions and sales by influencing the buyer behavior cannot be ignored. And this is why videos should be the major part of content marketing campaigns. So, if you are tweaking your marketing plan for the next year, do take some time to rethink your video marketing strategy and make sure your business is ready for it.
This article will discuss the 4 most important aspects of video marketing that every small business or startup should focus on.
1- Content Matters the Most:
Content quality is equally important for video marketing as it is for any other campaigns, i.e. articles, ads etc. so ideally you should have a content plan and an editorial calendar in hand before starting any production.
Content strategy is a complex domain, but if you sort out the things in simplest form, it can be very easy to understand, plan and execute. For video marketing, ideally you should have three types of
videos containing emotional and relatable stories
videos that contain useful information
videos that may have a surprise element, something that makes them laugh etc.
The above categorization will help you plan the content for
each type easily and also create a schedule.
And yes, remember that storytelling is more important than ever. People can skim through a list of facts or instructions in an article, rather than watching the same in a video. So, having great content alone won’t make a difference unless you have the presentation.
Moreover, you cannot deny the fact that quality content development is quite a laborious task, and it requires time and money. Think out of the box and you can lower the burden by involving your customers and potential customers in video production process.
2- Optimize for Various Devices, Platforms
Optimizing a video for different devices and platforms is the technical aspect almost every marketer is familiar with, i.e. your video should be equally effective on an Android phone as it is on iPhone or Mac Book. But, something more needs to be done, for instance, at times we need to look at videos without sound, so the subtitles or on-screen text should convey the message correctly when there’s no sound.
According to the researches from TV adv shows, the message is conveyed better when the ad has the same language subtitles.
Did you know that around one fifth of the viewers click away
from a video within 10 seconds or less, so the key message should be conveyed
within 5 to 10 seconds. Also, try to build a story that encourages them to go
beyond 10 seconds. Spark their curiosity by asking questions, using teasers to
hook their attention right away .
4- Work Hard on Distribution:
Unfortunaly, not all videos go viral simply by getting
posted on Facebook or Youtube. And you should know this fact that with so much
video production and live updates on social media, it is very difficult for
your video to appear prominently in the steam organically.
Practically, speaking you should have a distribution plan in hand too; and again do not just rely on single distribution channel or single paid media. Make your videos search engine friendly, use various platform like ViralGains to promote your video and distribute them to a broader audience.
The Bottom Line:
Did you know that 65% of people are visual learners? Well,
this is why video marketing is the top trend in online marketing and is proving
to be one of the most powerful methods right now. Measuring ROI on video
marketing can be hard in short run, but signups, sales, customer retention,
testimonials, brand image and brand reach numbers over the period of one year
can help you figure out the ROI easily.
About Author: Que Jay
I am an Internet Marketing enthusiast with core expertise in SEO/SEM, Social Media, Online Brand & Reputation Management, and Digital Media Strategy for B2B & B2C, Business Analysis, Business Development, Content Marketing, Campaign Management, Online Revenue Model Optimization and ROI Analysis.