The opportunities and benefits of using video in marketing, advertising, and sales are huge. Content videos can help to convey a message that is more memorable, create trust with your customers, and grab the attention of your prospects. For businesses, video content opens an easy doorway to engage prospects and convert them into loyal customers. It’s also a known fact that video content significantly reduces the bounce rate of websites and social media videos are the most shared form of content when compared to images and text. In the US alone, there are nearly 250 million digital video viewers and the numbers are steadily increasing.
The worry of quality and effort and cost comes to the mind, when one decides to make a content video. Brands need to be smart in how they plan, produce, position, and promote their video content if they want to see any returns on their investment.
To create a great video marketing strategy, you’ll need to know who your audience is in order to know what type of content to produce. Have a grasp of the stages of production in order to streamline the process of creation. Knowing the ins and outs of different types of content will allow you to decide what format is best for your brand.
The decision to create content as a video should trace back to your marketing goals. In a nutshell, this is why all companies use digital platforms for their content videos. For
- Driving awareness
- Increasing conversions
- Improving customer retention
All three of these goals will require a different strategy, format and messaging. For example, if your goal is driving awareness, you might have a weekly YouTube channel. If your goal is to increase conversions, you might instead choose to create videos that are embedded into your sales pages, product pages or even the blog. However, if your goal is to increase customer loyalty, improve retention, and even upsell your current customers, you could create a series of explainer videos showing how to use your product, with its features, various benefits, offers, incentives, and the like.
Again, within these categories, there can be targeted content videos for different segments. For your new clients or those unfamiliar with your name, you’ll want to make videos that simply raise awareness of your brand, product, or persona. These videos are designed to grab a viewer’s attention, make them realise something is missing in their life and that what you’re offering is an attractive solution. Explainer videos will do the trick.
For the audience that are aware of your brand, your content videos should show your product in action. They will have curiosity to see how your brand stands out from others. Content videos like vlog with a call to action can be a good fit.
Finally, for clients who are on the cusp of purchasing something, you’ll want to make content that shows prospective customers who would become satisfied with your brand. To do this, it helps to have former customers endorsing you or testimonials showing satisfaction.
Experiment with Different types of content Videos
For making video content, there are a huge number of formats or video types to experiment with. The key is to try different formats and see what works best with your viewers.
The following are some of the common video types:
- Live streaming
- Social media shorts
- User-generated content
- Product demo
- Product walkthrough
Even if you’re unsure whether a video format is meant for your business, stick to it for a while and then try another format. Once both video formats have been online for a considerable time, measure the metrics of both and increase the frequency of the one that is receiving more engagement and responses. Again, choosing the video type will depend on your target audience.
Create a Stimulating Title – Your video’s title should be stimulating and eye-catching in order to grab a viewer’s attention. Further, by using relevant keywords in a title, the video is likely to show up on the search engines when viewers search for the topic.
Inform and educate your customers – Instead of being overly focused on the product and its benefits, highlight the mission of the product. Dove, for example, uses various emotional stimuli to educate its viewers. Oftentimes content videos that offer advice, information, tips and other informative content can be more effective than a solely promotional video.
Make it Mobile Friendly – With more and more people using mobile devices to get online, it’s imperative corporate videos are mobile friendly. According to YouTube, mobile video consumption increases 100% every year! Marketing videos therefore need to be able to be downloaded and enjoyed on mobile devices.
Don’t forget About SEO – To ensure maximum SEO value from your videos, accompany the video with a well-written description that is tagged with relevant keywords to help boost the video’s SEO.
Include Tutorial Videos – Posting tutorials that are relevant to your niche is a great way to connect and engage with customers. Without giving away all your industry secrets, tutorials should be enough to entice the viewer with informative and useful content, leaving them wanting to sign up and learn more.
Add some music to make the Video more desirable – Music is a powerful tool on video content, evoking a myriad of emotions. Don’t be afraid to use music in your video that fits the mood of the message and crafts a more exciting and emotive video.
Bring your customers to the shoot – Bringing your customers behind the camera to talk about how they have used and benefited from your product, can be a strong way to engage viewers and appeal to prospective customers.
Optimise video for conversions – The next tips will get you the most out of your content videos and focus on conversions.
a) Include a clear call to action – Everything depends on your objective, whether you want leads, sales or just a dialogue. You can include a direct message from the video’s speakers, add a link at the end of the video leading to your landing page, add share buttons, and plenty more.
b) Define the best publishing time – Analyse and determine the best time to share the video and get the most views in the first 48 hours. The more views you get, the more YouTube will recognize the significance of your video content to other viewers.
c) Offer incentives – Give people immediate incentives to watch and engage with your videos. You could give discounts to your video viewers, a free white paper, a giveaway, or links to a free course.
Alternatively, you can also hire an agency to create the apt content videos for usage in the long term. The agency (like ours) will also help you with prominent placement on your intranet and internet pages, and advice on timely sharing on corporate social media channels. Connect with us for a free consultation at email@example.com