The term “Video Marketing” comes with two perspectives: first, making a video specifically for marketing purposes, and the second marketing an already existing video. Chances are technology has undergone several changes since the production of an existing video, but it is possible to make a few tweaks to an old “classic” in order to more successfully market it. But that’s not on the agenda for today’s post. We’re not here to talk about marketing video, we’re talking about video marketing, or using videos to promote a product or service.
Video marketing is not the same today as it was ten years ago. Even five years ago. Today, social media and its many portals have become such an integral part of peoples’ lives that it is nearly impossible to try to promote your brand without it. Smarter, quicker and more advanced search engine technology means there are also different rules to successful video marketing that did not exist in the past. And with so many varying types of video, it takes a lot of creativity to set your brand apart and make your video uniquely appealing to consumers.
Here are a few guidelines you may want to keep in mind as you consider video marketing as a tool to boost sales.
Content is Key. Creating a great script is the first thing you need to worry about when starting your video marketing campaign. Even the highest quality professionally produced videos will bomb if nothing about the script is interesting or holds the attention of the viewer. If you have no idea where to start, take a seat, grab a pen and paper and consider your goals. Having a clear cut list of what you would like your video to accomplish can assist in generating ideas for appropriate content.
First, know your purpose. Why is this video being created? Reasons can include a desire to improve search engine rankings, showing off product features that cannot be fully expressed through text, attracting a following and earning income through ad revenue, and/or providing busy customers with a quick and effortless way to consume information.
Next, know who your audience is, and where to reach them. If your goal is to gain a large following, hosting sites like YouTube and Vimeo are popular with features that allow the video to be easily shared across many social media sites.
Consider the length of time your video will take. Will it be long enough to satisfy your audience’s concerns, or will it be too long, losing their interest before you’re able to fully get your message across? Time can be a friend or foe. Five minutes of video can seem like an eternity, yet at the same a captivating 10-minute video can leave viewers wanting more.
Finally, keep in mind your budget. What you can afford can drastically increase or decrease your video styling options. The ideal video marketing strategy includes a medium that will be unique and creative, but also leave you with change in your pockets.
Once you’ve figured out where you want your video to take you, the next steps in the video marketing process become a cakewalk.
When your goal-listing is complete, it’s time to shop around for creative video styles. It’s important to know just how many styles are available to you:
Case Studies and Video Testimonials are basically product reviews in video form. Considering the effect product reviews have on potential customers, this is a great chance to mediate which reviews are showcased, and do it in a creative and entertaining way.
How To / Tutorials serve an immediate need as they are often specifically searched for. Creating a creative video tutorial is also a great way to position yourself as the subject expert.
Slideshows are perhaps the lowest cost and easiest to DIY. Slideshows don’t generally go viral, but are a good start to upping search visibility for targeted keywords.
Product Demonstration is self explanatory. These are videos that show the customer what the product can do for them. Because demonstrations can be a little cut and dry, it’s important to incorporate some kind of storyline to hold the viewer’s attention.
Video Scribing / Whiteboard Animation is the most versatile of all video marketing mediums, mainly because the aforementioned video types can all be accomplished via video scribing. This is also a very affordable option, and can (technically) be done yourself-though this is only recommended if you have a background in animation, otherwise it might get boring. Whiteboard animation is an increasingly popular choice for video marketing because of the effect it has on a consumer’s memory. Video scribing stimulates the brain visually as well as mentally, coding the information into the viewer’s long term memory. This type of video has proven to boost sales by 85%, with a 400% increase in views.
Once you’ve decided on a video marketing medium, the next step is effective distribution. This is the search engine optimization part of video marketing. In order to be effective, video distribution needs to adhere to accepted SEO practices. There are several ways in which to get your video to the top rankings, such as including keywords in the video title as well as in the summary and tag fields. You can also post close captioning scripts, which not only help visually-impaired consumers, but helps a video become more easily indexed by search engines. It is also in your best interest to include a call to action toward the end of your video, encouraging users to share with their friends across various social media sites. This can almost infinitely extend the reach of your videos and boost views as well as the number of backlinks that are created.
If you’re new to video marketing and find yourself overwhelmed, just remember to rewind back to the very beginning and consider your goals. Realistic, attainable goals can generate ideas for great content; and if you already have great content that sets you apart from the competition, everything else almost falls into place.
Using SEO for video marketing can seem daunting, but all it takes is a little practice following the above steps and you will be on your way to a larger following, increased revenue, and better return on your investment.