Once deemed as a marketing tool only reachable for companies with big budgets, there are now very few reasons not to optimize a video marketing campaign to promote and enhance your brand. With the relative usability and affordability of video equipment and software – not to mention the immense gains in online video traffic – the gates are wide open to integrate a video marketing campaign into your overall marketing strategies.
Online video isn’t just gaining in popularity, it is racing. According to a Cisco forecast report, online video service users will double (to close to 2 billion) by 2017, meaning that 81 percent of the world’s Internet users will use online video, which will account for 69 percent of all consumer traffic.
By now you know you should be integrating video marketing into your overall strategy. But many marketers and businesses are stuck when it comes to what type of video they should make and how to launch a campaign. Here are some tips to keep in mind as you get started:
Pick a genre.
Establish what type of video campaign you want and what customers you want to connect with. The most common types are testimonials, instructional, product demonstration, virtual tours and entertainment.
Find a topic.
What are people talking about? What do people care about? Get a feel for what is happening with your customers on social media and how you can relate it to your business and brand. In other words, be relevant.
Keep it short.
Everyone has a short attention span, and your target customers are no exception. Your message has to be delivered quickly. According to magnetvideo.com, video analytics reporting shows video viewership drops off consistently and dramatically after 60 seconds.
Be appealing and engaging.
Your content should be entertaining, educational or attention-grabbing. Ask your viewers for their opinions and comments, and use a call to action.
Measure the effectiveness.
The analytics from online video marketing can help you understand whether it is effectively reaching the target audience and what content is most effective given the campaign objectives.
Leverage your marketing assets.
Utilize your existing marketing assets – direct mail, website and email marketing – to integrate your video campaign into your overall strategy. Promote your video across platforms and create variations (like teases) to fuse campaigns together in video emails, blogs, newsletters, mobile apps and more.
Think beyond stand-alone videos and provide value and a worthwhile return for your customers with a video series and regularly updated, consistent content. Expand your video marketing to content that is sought out within the industry and is established and respected as an expert brand.