In our tech savvy world, if you want to find out how to do something, all you need to do is go on YouTube. Whether it’s how to wallpaper a room, change a tyre or solve a problem with your smartphone, you can normally find at least three or four videos that explain what to do. Some of these are made by amateur enthusiasts, many are created by companies hoping to boost engagement.
For businesses, video is proving to be a great marketing tool that, done well, delivers exceptional results. (more…)
Ask any marketer what you should be focusing on at the moment, and the first thing they will likely say is video. Social media sites love it, search engines often recommend it and people watch a lot of it. But that’s not to say that just creating a video will guarantee success – you need to avoid common video marketing mistakes to get the most from your content.
So, what are the big video marketing mistakes to avoid? (more…)
Most marketers will admit that video is an important part of a marketing strategy, most of them don’t really have a clear plan on how to use it. Making those videos is on the to-do list but there’s other stuff to handle first.
So, this means if you have a marketing strategy for video, you are likely ahead of your competition.
Video stats back up how important this is. In 2018, over 80 percent of businesses were using video in their marketing plans, an increase from 63% in 2017. And people spend a third of their time watching online video content, which also increases ad spending. In fact, over 80% of people have decided to buy something just based on a video. So how do you create a strategy?
Audience awareness and campaign goals
The fundamentals of a video marketing strategy are two – awareness of what your audience would want from you and goals for the campaign. Audience research is paramount – what kind of video content does your audience want? Where do they watch it? How long should it be? Getting these basics in place is very important or you risk making the wrong content.
As far as campaign goals, think about who you want to reach and what you want them to do. Should the aim be to get clicks from social media to a website? Do you want to make money from ads on the video? Or is it about raising brand awareness? Setting goals at the outset help guide what you do.
Ensure videos are branded and consistent
Next is the planning stage and there are two things here to remember. All of your videos should be branded so that people start to recognise them. If you use a shot of yourself or a staff member in a certain place, that can be a useful element of branding. But even visuals, music and having a logo can be important.
Consistent video content has a 20% higher success rate than random, varied content. An example of consistency is that all videos have a link to your website or a landing page and have on-brand creative and messaging that is united across all social media.
Optimise content for all platforms
There’s no reason one piece of video can’t go across multiple channels, but you need to make sure they are optimised for each to get the best results. So, for Facebook, keep the video shorter, add it directly to the site and add captions. YouTube videos can be longer while Twitter has a limit on length. Plus, you can look at things such as Instagram Stories and even adding video content from YouTube to Pinterest.
Finally, keep studying those analytics and use the data you generate to make decisions about your future video strategy. Some key metrics to study include:
- Engagement rate
- View count
- Play rate
- Social sharing
- Comments or feedback
By studying these, you can get a clear picture of what works, what your audience reacts best to and therefore fine-tune your strategy going forward. This ensures that any video content you create is going to the right people on the right platform and gives the best return.
If someone is thinking of using your business, hiring your services or buying your products, the likelihood is that they will check reviews and testimonials before reaching any decision.
The internet has made it possible for potential customers to do this from the comfort of their own homes. We use reviews to form an instant and sometimes long-lasting opinion about a particular company.
If you want to understand how powerful this is to your marketing efforts, here’s a stat for you: 92% of customers are likely to check reviews or seek out testimonials before buying a particular product.
When everyone has reviews and testimonials on their sites, however, how do you get to stand out from the crowd and make a big impression on your customers? Moving to video can give you a big advantage. It puts a real person in front of the potential customer, someone they can relate to better and engage with on a more emotional level.
The Benefits of Testimonial Videos
A testimonial video can be something as simple as a head and shoulders shot of a past customer explaining what they got out of your product or service. What this type of content delivers ahead of traditional written reviews is that they have personality and character. The video puts a face to the testimonial. When we see an individual talking about a business, we’re more likely to listen to what they are saying and actually more likely to believe them.
Testimonial videos help you build a greater level of trust with potential customers. We tend to see these types of content as unbiased and put a higher store in the positive message they are designed to get across.
We’re also more likely to watch video nowadays that read large amounts of text. We have smartphones that are perfect tools for checking out video of all types and which can be used wherever we are, at home, in the office or on the move.
Videos can also be used in a wide variety of different marketing activities. They don’t just sit on your website – you can upload them to sharing sites like YouTube and even social media such as Twitter and Facebook. This makes them more likely to be shared by viewers in general which is a marketing plus that you can often expect from this type of content.
Creating Testimonial Videos
The big challenge you will need to overcome is getting customers to appear on testimonial videos. People are often happy to write a few lines if you have delivered a great service but may be more reticent about appearing on camera, not least because it takes time.
That’s why it’s important to work with a video production company that has experience in delivering high-quality content such as testimonial videos. They can work with your team to put together a strategy that succeeds as well as help you select the perfect, satisfied customers to promote your company.
Get it right and you can expect your video testimonials to not only bring more customers to your door but to stand the test of time too. Video has a good ROI and will add depth and stature to your brand and marketing.
Gong viral is often an ambition for companies that invest in video marketing.
The trouble is it’s a bit like winning the lottery. You hear of it happening, but it rarely happens to you. Focus on achieving a viral hit shouldn’t be part of your video content strategy at all. It can actually stop you delivering what your customers are actually looking for and it could well dilute your brand.
Video Content is Competitive
You’ve spent a lot of money getting your video together, you put it online and sit back, expecting it to go viral. After a week you go back and find you have only ten hits on your YouTube channel.
This, unfortunately, is the kind of thing that happens to businesses all over the world. Once you understand that 400 hours of video get uploaded to a site like YouTube every minute, you begin to realise what you are up against.
Should that stop you from investing in video as a marketing strategy? Absolutely not. Here’s what you need to be focused on:
Who is Going to Watch Your Video?
Any video production company executive will give a big sigh as soon as you mention going viral. It’s not just the chance factor involved in getting millions of hits, it’s the fact that you probably haven’t taken the time beyond this to decide what you want your video to achieve.
Successful video content marketing is all about delivering what your customers are searching for. It’s not what will keep these important people clicking and sharing, it’s about what will keep them watching. In other words, is your video useful?
The key for any marketing strategy is consistently creating content to help build a rapport with your customer and keep them engaged. If you build a catalogue of several videos to market your service or product and highlight your brand, the chances are none of will go viral. But you customers will appreciate them, and they will influence how your brand is perceived.
Searching for a Viral Video Takes You Off Track
A viral video has either got to be something quirky, humorous or downright controversial. The trouble with this is that any one of these can damage your brand more than enhance it.
Spending all your time trying to hit the viral jackpot means you’re spending less time on a video content strategy that could actually work for you. You should be focusing on other factors, including:
- Stay focused on the story rather than getting a sale. Video is brilliant for building a more emotional connection with your customers. If you can do this the more engagement you should expect.
- Focus on keeping your viewers watching – many people will jump out of a video within the first 10 seconds if it doesn’t appeal. What can you do to keep them watching? This is all about delivering what they need.
- Finally, don’t be boring. We have high expectations when we view video and our time is limited. Get your message across in an entertaining way and you should expect to maintain attention for longer.
Our advice is to stop dreaming after the impossible and start concentrating on what you can do to make your video more appealing to the customers you are trying to connect with. Contact our Video Consultants to see what we can do for you.