At this point, you’ve probably heard the term video marketing tossed around countless times. And if you’re anything like me, you might be thinking: what the heck does that mean, and why should I bother doing it? Video marketing has been proven to be more effective than other forms of marketing when done correctly—and it’s not very hard to do correctly! Here are some tips on how to best execute your video marketing strategy for your company, whether you’re just starting out or you already have an established brand.
Getting Attention
It is common knowledge that if a video doesn’t stand out, it won’t get noticed. However, it isn’t quite as easy as slapping a big title on top of your video and thinking you are set. There are more subtle things you can do that will still capture attention and interest from your viewers. For example, placing an intriguing title at the end of your video gives people time to read and mull over what they have just watched.
Getting Engagement
The first step of effective video marketing is getting engagement. In order for your videos to succeed, you need viewer interaction. Without engagement, no one is going to see your video and those views won’t turn into conversions! Engagement can be earned in many ways from commenting on videos, sharing them on social media or even subscribing so you can alert viewers when new content is released. All of these forms of engagement help your videos go viral.
Getting Clarity
Before you can actually create a video, you need to determine what it’s about. What’s your purpose? If you don’t have a goal in mind, then what are you trying to accomplish? In other words, is there anything specific that you want people who watch your video to learn or understand? Write down why people should care about what you have to say and why they should listen. This will help you create relevant and compelling content.
Get Comfortable in Front of the Camera
The ability to speak naturally, concisely and with confidence will make a world of difference in your videos. Practice speaking or reading aloud from your script in front of a camera—it’s good to get used to it. You may find that you like being on camera, but more likely you’ll come away with some useful feedback on how you can improve your performance.
Write a Kickass Script
An effective video marketing campaign begins with a great script. You don’t have to be Quentin Tarantino to write a great script, but you do need something that connects with your audience. If your audience is likely made up of dog lovers, make sure you connect with them emotionally on some level by telling them a story they can relate to and will share on their social networks. While writing your script, consider how it can be used as an educational tool or motivator for those watching.
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Outline your Storyboard
The most important aspect of a video—and often where people go wrong—is their storyboard. Since you’re working with visuals, it’s essential that you keep your target audience in mind when planning out your visual presentation. Think about what you want to convey and how your story will progress before putting pen to paper (or finger to computer keyboard). All good storytelling needs a beginning, middle, and end. And while we don’t usually think of business as storytelling, it really is!
Hire Professionals
If you’re planning on using videos as part of your marketing efforts, it’s in your best interest to ensure that they’re as professional and effective as possible. The high-quality production value will make people more likely to share your videos with their friends and peers, thus increasing brand awareness and demand for your products or services. Additionally, engaging, well-crafted content is one of the best ways to attract new customers because it creates a better experience for viewers—more specifically, video searchers.
Keep it Short, Sweet, and Shareable!
A big reason why videos go viral is because they’re easily shareable—think of all those Buzzfeed cat videos and memes you see floating around your social media feeds. While it can be tempting to load up on a ton of information in your video, remember that keeping things short and sweet is likely what will draw people in. The shorter and more succinct your content, the easier it will be for potential viewers to get interested enough in watching all of it.
Conclusion
With so many options out there, how can you choose? To help you get started, we created a list of our favorite five video marketing strategies. We suggest trying each strategy for at least three months to see which one works best for your business. Best of luck!
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