Video content is the future of business marketing. If you haven’t started leveraging visuals in your digital marketing mix, you risk losing out on unlimited opportunities for growth.
According to a CISCO Study, 82% of all online traffic will be in video format by 2022. The study highlights the importance of integrating visuals in your content strategy.
Versatile Marketing Tool
To appreciate the important role of video, consider that 86% of online marketers use this medium for their marketing campaigns.
Video marketing offers a wide range of benefits, including boosting conversion rates, helping with search engine optimization (SEO) efforts, building trust and credibility, and encouraging social shares.
It is a versatile marketing tool that helps boost online visibility and brand awareness. Many startups now leverage creative video content to upset more established brands in the market. You can also do the same in your niche market if you have the right video marketing strategy.
Sprucing Up Your Video Marketing Strategy
To leverage video marketing, you need an effective strategy.
Below are some ideas that will help you spruce your video marketing strategy for better results.
1. Set and Keep Reviewing Your Goals and Objectives
Why do you want to use video for your marketing campaign? What is your endgame in using video? Does video fit into your business values?
These are some of the first questions you should ask when designing a video marketing strategy. They will help create goals and objectives which form the foundation of your campaign.
Many business owners create videos for the sake of it and the results are terrible. Without clear goals and objectives, your video campaigns will return poor results.
Some practical objectives for your video strategy may include improving customer education, brand awareness, boosting conversions and site traffic, among others.
2. Know Your Audience
One of the biggest mistakes in video marketing is to try and market to everyone. You have to narrow down your audience to create appropriate video content. It is all good to create a viral video which everyone loves, but if this doesn’t translate to conversions, your campaign is ineffective.
You need to research your audience intensively, understand their preferences, their language, and their problems, among other things. Create customer personas to get a better understanding of the people you want to target. It is the only way to create visual content that converts.
3. Track and Track Some More
If you want to get the most out of your video content strategy, you have to track the performance of your content. Many marketers have a “set and forget” mindset when it comes to video and this reflects in poor conversions.
You have to track your video content against the set objectives. Find online tools to get crucial analytics to determine the effectiveness of your video. Video analytics give you hard data for better decision making.
Some crucial metrics include click rates, devices in use, the people watching, length of viewing, engagement and interaction rates, return on investment (ROI), and effectiveness of call-to-actions (CTAs) among other things.
If one of your objectives is to improve SEO with video, the data you get can help you improve video ranking on search. With this data, you can tweak your video marketing strategy to boost the performance of your campaigns. It will lead to better conversions, more engagements, and brand awareness, among other objectives.
4. Brand Your Video Content
The greatest blunder you can make as a marketer is to launch your videos without any branding. Video marketing presents an opportunity to promote your brand. This type of content is highly sharable, and as such, you have to remain consistent with your video branding.
The viewers should easily recognize your theme, colors, logos, and other branding features. Some brands even have regular actors for their videos to create an easy connection with the target audience. Using a logo on the video is also a simple way to remind the viewer about your brand.
5. Tell Authentic Stories (Social Proof)
Many marketers have tried out video marketing without any results. This is because they focus on promoting and advertising their products and services.
However, you can turn the tide by creating authentic content and telling stories that impact your target audience. You can share customer experiences, share behind-the-scenes videos, explain trends, use explainer videos to showcase your products, and much more.
Use real customers or employees in all your video productions and avoid a promotional tone which might turn off potential customers.
Using social proof is also a way of adding authenticity to your videos. You can share reviews, customer testimonial, and case study videos and other such content in your video content strategy.
Video is one of the most powerful tools in the digital marketing landscape. It can achieve multiple goals at the same time, making it a must-have in your marketing mix.
These ideas will help you boost your strategy to get the best out of your visual content. They will also help you achieve your video marketing objectives including brand awareness, higher conversions, SEO and much more.