With people having shorter attention spans, getting noticed is getting harder than ever. But with video marketing, you can create interesting content that gets the point across much faster than text or pictures can.
Before you start experimenting with this channel, however, there are a few things you need to ensure to guarantee success.
Have storytelling chops
Effective videos don’t always require Hollywood-level production values; sometimes, it’s the simplest ones that go viral. The key here is to focus on one key message, then convey it in the most compelling manner possible. In short, develop a sense of drama when crafting your videos so that your output is entertaining, attention-grabbing, and persuasive—the kind of content that people simply have to share to friends.
Know which platform to use
Where you’ll upload your video is also an important consideration. If you’re a gardening store that plans to create weekly videos on caring for plants and flowers, you might want to create a YouTube playlist as a central repository for your content. If you’re running a limited campaign, posting and boosting the video on Facebook might be a good strategy because the platform offers broad reach for a relatively modest amount.
Define what role it will play
A lot of companies engage in video marketing because “everyone else is doing it.” For video marketing to be effective, however, you need to have a clear understanding of what you want it to achieve. Will it help you better explain how a product or service works? Will they be used to give exclusive content to customers (i.e. behind the scenes during events?) Will it help you attract the attention of potential customers and generate more leads? Have a well-defined video strategy before plunging headlong into this format.
Take note of analytics
Video marketing is still part of your company’s larger marketing efforts. Hence, each piece you put out must generate a good return on investment if you are to continue with this format. The good thing about digital marketing is that the results are often very measurable.
In the case of YouTube, for instance, you have an analytics dashboard that tells you crucial data such as number of views, likes, and comments, all of which tell you which content resonate with audiences and which do not.
Indeed, getting started on video marketing is no easy task. As such, it’s important to have the right strategy first in order to succeed in this format. Fortunately, there are digital agencies that use the latest video marketing software to create effective and interesting pieces that make a mark on the crowded video landscape.
12 Tips for Businesses Just Starting Out in Video Marketing, business2community.com
23 Things to Consider When Creating Video Content [Examples], ContentMarketingInstitute.com