In the past decade, video has overpowered other types of content marketing methods. While the demand for video skyrocketed, the cost of video production has decreased significantly. Thanks to the advancements in video equipment technology, especially in the DSLR and smartphone space.
However, the higher the demand, the tougher the competition. You need to develop content that helps you stand out in the vast digital space where millions of videos are distributed daily. One of the best ways to do this is to seek professional guidance from a marketing or video production agency. So, let’s briefly look at what expert creators and marketing agencies say when you type ‘marketing near me’ in the Google search bar.
No matter the kind of marketing you do, you must always set your marketing goals and targets. In the case of video marketing, goals can fall into three main categories.
Think of the awareness stage as a getting to know you exercise. A first date almost. Video content is short, sharp, and introductory. Aim for 30 seconds or less and explain your value proposition. Target questions such as “What is the value of your business to the viewer?” Also, you must measure metrics like the number of views and length of views. They are good predictors of success.
In this case, your audience probably knows a bit about you. But the marketplace is crowded with options, and you must stand out. Offering consistent expert knowledge and advice while steering away from one-off discounts or gimmicks can build trust in this stage.
Finally, there's conversion, which is a bit simpler. These videos are about selling your product or service directly. Conversion content has to offer urgency or opportunity like saving, and its metrics focus on straight-up sales.
Who you're speaking to is as important as what you're saying. So before you even make a video, you have to define your audience. We recommend doing this with personas. A persona should include details about who they are and how they interact with marketing platforms. And remember, you might need more than one persona. Most audiences are divided into segments that represent different business goals.
Often the hardest part of planning video content is coming up with ideas. If you plan ahead, you can avoid the stress of last-minute production. You can create a marketing or content calendar to organize and streamline your production process.
Unless you're in charge of editing Tarantino's next project, you're best to save time and money with a simple video maker available on the internet. The originality and quality of the idea matter first.
You'll also need a scheduler to make sure your content is published when you need it to be. There are a fair few to choose from; we recommend you pick one focused on your preferred social media channel.
And finally, you'll need a dashboard to track analytics. Again, there are lots on the market. So choose one that integrates seamlessly with your channel of choice.
To convince the higher-ups to use video, you'll need to develop a watertight business use case. Remember to provide goals and targets that align with the broader goals of your company. Clearly outline the budget and scope of the project to manage expectations. Also, show examples of successful video campaigns by people in similar industries.
There are many types of video, but let's break it down into the most common ones you likely will use.
Ads are relatively straightforward production pieces in video marketing. They're unambiguously promoting something, and they get to the point quickly.
Explainer videos are a great way to show your authority in your field. They give knowledge about a product, service, process, or thing and generally help answer questions.
Testimonials are a powerful form of social proof. They prove that you're trustworthy. Genuine comments from customers with a name and face work best for your business. These videos are newsier and answer questions about who, what, when, where, and why.
A great way to understand what your audience wants to see in videos is to do keyword research. If you have Google Console linked to your online platforms, and you should, you'll be able to see what keyword combinations people are using to find content in your niche. Pick the ones with volume and make videos to match.
Finally, it’s time to create the videos as per your plan. It’s pretty straightforward if you have a talented in-house team or freelancer contacts. You can also make your videos using available options on the internet such as Clipchamp. However, we recommend you seek guidance from a seasoned marketing or video production agency with a good portfolio of marketing videos.
Now that you have your videos ready, you need to host and distribute them. You should use YouTube as your primary host platform because it's free and provides integrated systems that significantly help SEO. Alternatively, you can host your video on Vimeo or use your in-house platform if you can do so.
Also, be sure to furnish your official website with some of the best videos you made. Doing so can increase conversions by up to 80%. Also, consistently going live, engaging in conversations or groups, and using influencers are effective ways to distribute your video content without paying a cent for advertising.
Finally, you must measure success through analytics. If you have a dashboard with built-in analytics, you're already nailing it. Otherwise, pull reports from the native social platforms themselves or Google Analytics. Data usually gives us some insights but not the full picture. To truly know your audience, you need to take an A/B test.