Adding a video to your website increases the chance of a front page Google result.
Increased email click through rates (CTR) – By simply adding ‘video’ to your subject line, you can increase your CTR by 200-300%.
High engagement – Whatever platform they are on, videos get shared resulting in increased visibility for your brand.
Tweets with videos receive 10x more engagement. LinkedIn users share videos 20x more than they do other content.
Now that you know why you need an effective video marketing strategy. We will walk you through 5 easy-to-follow steps to make sure that your strategy is effective.
Awareness: These videos will be useful to new brands or if you want to target a new audience.
Use information videos to attract and introduce your product to the audience.The performance of videos at this stage should be measured by views and not sales.
Consideration: Your videos will be aimed at an audience that is researching product options, looking for reviews and comparisons.
Your videos should explain how you can solve their problem.The goal is to build relationships and spark interest. Measure performance by video view duration.
Decision: This is where you want to stimulate sales by communicating your USP and proof of customer satisfaction.
The goal is to let viewers know why they should choose you over the competition. Measure performance by sales and click through rates.
In Summary if your goal is to attract new customers, create awareness videos.
If you are looking for engagement, create consideration videos.
Lastly, If your goal is to close sales, then focus on decision stage content.
Step 2 Research Your Video Target Audience
As you analyse your audience and develop a video marketing strategy, answer the following:
What type of topics interest them?
Which video format are they likely to engage with?
Which platforms do they consume their content on?
To complete your audience strategy bring together the following elements:
Who you want to buy your product – your buyer persona.
Which part of the marketing funnel the video will be addressing.
This should give you a clear idea of not only who your audience is, but also how to reach them.
Step 3 Decide Which Content you Will Be Creating
Commercials
How to videos
Product demonstration
Explainer videos
Company culture
Testimonials
Behind the scenes
Documentary
We will dig deeper into some of these.
Explainer Videos
Use explainer videos to share useful tips, or walk viewers through an activity.
This video type is great for giving an introductory presentation to your audience.
The structure involves creating a problem and then showing the audience how to solve it. Conclude the video with a clear call to action.
It is always a great idea to add animation to your explainer videos as a way to further simplify your solution.
Commercials
These are short, attention grabbing videos that highlight the best parts of your product.
The main goal is to attract customers so they work well for the awareness stage.
The best commercials communicate the most important part of your message and are memorable.
Testimonials
Testimonials are an effective way to influence your audience. We encourage including them in your social media video marketing strategy.These videos are told from the customer’s point of view. This makes them resonate with your audience.You can record testimonials during in store events, trade shows or after product launches.
Product Demo videos
Product demonstrations differ from explainer videos in that instead of explaining the product, you are showing it off.
This can be done by demonstrating the product in an environment or situation where it thrives.
Make the video interesting by using a charismatic host.
Step 4 Video Production For an Effective Video Marketing Strategy
Sourcing & booking of talents, venues, equipment and props.
Production
Test equipment – audio, visual, lighting.
Style the shoot as per brief – makeup, wardrobe, decor.
Post production
Make use of reputable video editors to edit the recordings.
Add visual, sound and graphic effects.
Highlight your call to action.
Step 5 Optimize Your Videos with SEO content
Your video is now ready to be shared! You know where you are sharing it and who it is intended for.
The final step involves making sure that your video gets a good search engine ranking.
Search engines already favour video content so that’s a plus.
Here are some tips to ensure that your videos get found:
Add video transcripts in order to make it easier for Google to find your content.
Add a title tag that matches the video content. Penalties will be applied for luring viewers using a fake description.
Create an attention grabbing thumbnail.
Create an engaging video title and description.
Promote your video on different platforms to reach a wider audience.
Increase watch time. Use an enticing opening to ensure viewers watch your video. On YouTube, make use of the playlist feature as it encourages viewers to continue viewing your content.
Outsource your Video Marketing Strategy to Growthpad Digital Consulting
