4 Tips For Creating A Groundbreaking Video Marketing Strategy
Digital content is the number one way to appeal to modern audiences and market products. Videos have the ability to stretch virtually any sized marketing budget while informing, inspiring, and entertaining viewers. Of course, creating a video marketing strategy that draws in the crowds is often easier said than done. It’s important to really think about the endgame of your video content and what you want to influence your target audience to do.
Here are four things everyone should do, including you, to execute video marketing content that resonates with potential consumers:
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Research Your Target Audience
Before you even think about creating a video, ask yourself this: who is your target audience? What kind of content do they like to watch and where? Gathering knowledge about your intended viewers will help you create content that resonates with them on a deeper level. If your content isn’t covering the right topics or you’re not uploading on the correct platforms, they won’t connect with your audience.
If you’re not sure about your target audience, pretend you’re the potential consumer. What questions or concerns would you have about your products or services? Spend some time brainstorming potential content you can create to answer these questions. Remember this: the idea behind your video is to engage while providing value.
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Avoid Too Much Advertising
Yes, the purpose of your video is to ultimately sell a product or service. However, it’s important that your audience doesn’t feel taken advantage of and constantly forced to watch a sales pitch from your company. Create content that provides genuine value, information, and organically educates people versus spoon feeding them unwanted solicitations.
You can achieve this by setting a clear goal for your video. This goal should remain a subtle nudge in the right direction such as asking viewers to subscribe, like or share your content on social media at the beginning and end of your video. A call-to-action provides a necessary push for your audience to interact with your company in some way.
How you produce your videos is ultimately up to you. However, there are certain video formats that seem to elicit the right kind of response from viewers such as:
-How-to and educational videos
-Anecdotes and testimonials that involve your company’s products
-Behind-the-scenes footage and webinars
Try different potential approaches to your videos and measure the retention and response rates. As a rule of thumb, a good video should capture your audience in 10 seconds or less as otherwise they move on. If you ever feel stuck in a rut, try emotive storytelling and organically weaving your company into the solution.
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Practice Consistency
Consistency within your brand guidelines and your video content are what will engage viewers and keep them coming back for more. Though consistency seems like a straightforward and easy concept, it’s often harder than people think!
There are two very specific ways you can keep your brand guidelines and your interaction with consumers through video consistent:
First and foremost, establish guidelines for your brand from the start. This allows you to collaborate with team members and create video content that seamlessly blends with the voice of your company. You should also have an approval process in place that allows you to sign off on all posted content. It’s important that everything is joined by a common thread and remains consistent. Pushing incorrect or unclear information will disengage your audience and have them looking for content elsewhere.
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Analyze The Outcome Of The Videos
Your marketing strategy needs to solely rely on analytics that come from trial and error. Measure how much people interact with certain types of content, the costs associated with production, and make note of failures. It’s wise to keep adjusting your marketing strategy to accommodate the ever changing market and the needs of your target audience based on analytics.
Some of the things that you should avidly watch for when tracking metrics include the following:
-levels of engagement (comments, shares, and likes) and the number of clicks
-the average viewing time
-conversion rates
