2016 will be the year of Video Marketing. Video is the perfect format for quickly grabbing busy audiences’ attention. It enables strong storytelling in a short but memorable format that customers can enjoy – and marketers can measure.
Getting the attention of prospects is more important than ever in a world where buyers do most of their own research online before ever contacting a sales person. Marketers have to cut through the noise and engage the potential customers with content that entertains, inspires, and educates them about the brand.
Facts tell, but stories sell, as they say. There is no better medium than video for storytelling.
” Show the readers everything, tell them nothing” —Ernest Hemingway
Show, don’t tell. That is the simplest yet most powerful lesson a storyteller can learn.
Thanks to developments in tech tools, it’s easier than ever to create a video at little to no cost. Businesses can use their own smartphone cameras or sign up for a services that help creating videos. But it’s still important to carefully craft a strategy for your video-marketing activities to maximize your reach. Here are 7 steps to make your Video Marketing efforts a success.
Stand Out on Social Media With Video Posts
Social media has revolutionized the way online users communicate with each other, with short, concise statements trumping longer forms of content. Micro-video apps shorten videos to less than ten seconds, making them ideal for sharing on sites like Twitter and Instagram. In this format, customers can quickly view a message as they scroll through their social media feeds. Brands can quickly send a message that will be seen by a larger audience.
Do you have videos on your website? If so, take advantage of the open graph to get social shares of your pages to stand out on Facebook and Twitter.
With sites like Vine and Instagram you can upload short video clips to reach a different audience with video content. Although big brands often create high-production videos for these sites, it’s possible to stand out with creativity and basic equipment such as a smartphone and a phone stand.
Build a YouTube Channel With Curated Videos
If you’re not ready to create your own videos, you can still build a YouTube presence. Instead of uploading your own videos, curate the best YouTube videos created by other users into playlists on your channel.
Build a playlist of YouTube videos that will appeal to your audience. Curated content is hot, and video is no exception. If you create a YouTube channel full of videos by top industry thought leaders, you’ll already have a subscriber base when you start posting your own videos.
Follow Publishing Schedule
Just as you time your tweets and Facebook posts to run consistently, your video marketing plan should have legs, as well. Instead of posting one video about a new product, think of your campaign in terms of a series. What type of story can you tell that will allow you to post it in multiple parts over the course of several weeks?
Once you’ve determined the content of your videos, set up a schedule. Space the videos out evenly, timing them to lead up to a big product launch or event. Continue to strategize new video campaigns that can keep your brand fresh in customers’ minds long after that big date.
— Social Network Bible (@SocialNetBible) October 25, 2015
Create Tutorials and Tips
One way to connect with customers is by posting tutorials relevant to your line of work. While it may seem as though you will be giving away your secrets, you’ll actually establish yourself as a subject matter expert, leading viewers to want to learn more about your business. A salon could offer styling tips, for instance, and a marketing firm could do a series on building your brand using the latest social media site.
Tutorials also provide built-in series potential. Rarely will you post just one how-to video. Provided your tips are useful, you’ll likely find customers keep coming back to see the next video in the series.
Encourage Customer-Generated Content
An even better way to connect with customers is to put them behind the camera. User-generated content is more likely to generate a response than company-generated content. Instead of spending hours coming up with a script and producing a powerful video, invite your customers to create one of their own. Offer a prize for the best video showcasing customer use of your product and you’ll likely get an overwhelming response.
The best thing about customer-generated content is that it will show other people’s passion for your product. When potential customers see that, they’ll want to know what all the excitement is about and possibly give your product a try.
Add Call to Action
One mistake many marketers make is in creating a great video without attaching a call to action. Customers may enjoy your message, but if they have no idea what to do after watching it, your hard work will have been for nothing.
The call to action can be something simple, like a coupon code for use on your website. For local customers, attach an offer of a discount for any customer who mentions the video in your store. Just a few words at the end of your video could lead to a conversion that otherwise wouldn’t have happened.
Video marketing is a great way for brands to stand out from the many text-based marketing efforts being launched each day. When conducted correctly, a video marketing campaign can help your brand reach new consumers and turn them into loyal customers.
Use Video Analytics
Although more than 70% of marketers report that video converts better than other content types, fewer than 10% are actually using video analytics to enhance lead qualification and customer insights. As more marketers use video to attract and engage their audiences, they’ll quickly want to start collecting video analytics within their marketing automation and CRM platforms to turn data into results.
That step is critical to maximizing the value of video. It’s what gives marketers the comprehensive insight into how prospects interact with the brand across multiple channels throughout the buying journey, and it also enables them to start reporting on video’s impact on lead generation, pipeline development, and closed revenue.
2016 will be the year when video becomes an integrated part of email marketing, content marketing, social, SEO, and demand-generation programs, helping marketers improve their day-to-day results while increasing brand affinity and enhancing customer relationships.
A great example of Video Marketing are the commercials of Intel. “I’m one of 118 people in history to have reached the top of all seven summits … but I’m the only person to do it blind,” explains Weinhemayer in this moving video campaign from Intel.
As part of Intel’s Look Inside series by Venables Bell & Partners, Intel has proven that you don’t have to push tangibles at people in order to see success from a campaign. In fact, that’s not what people are looking for at all.
By providing viewers with an inspirational look at how technology is changing our experiences, they were able to drum up interest in a way that a traditional, product-centric advertisement couldn’t imagine.
A good lesson for a Video Marketer are You Tube videos of Airbnb and Uber. Although Airbnb and Uber aren’t head-to-head competitors, they are both leaders in “the on-demand or so-called gig economy.” That’s why Airbnb, which lets many people make extra money by renting out a small room, and Uber, which lets many people make extra money by driving their own car, have often been compared to each other. Airbnb vs. Uber: Which Brand Engages the Most Video Viewers? [Brand vs Brand]
Is Video Marketing a solid part of your marketing mix? Share with us in the comments.
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