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By now I think we’ve educated you about why video is so important for your business. If you’re still on the fence about corporate video check out our previous blogs: '5 Tips for Creating Magnetic Corporate Videos', ‘Myths about Video Production’ and ‘Increase Website Conversions by Adding Video to Your Site’.
However, you can’t just produce marketing videos without a marketing strategy and expect amazing results.
Below are some of our best tips for a successful strategy:
1. Think about resources:
You don’t need to fork out unholy amounts of money to have a successful marketing strategy. Instead, think about what resources you have already and use them wisely. Why hire out a studio for filming if your office is suitable? Why pay for a voice artist if you have clear, confident speakers in your company? Before you begin creating any videos, make sure you chose a video agency best suited to you. Do the research instead of jumping for the first one you find!
2. Figure out what content you want to create:
Content is key. A story is key. It's essential to think about your audience and decide what you want them to know about you. Don’t create videos for the sake of it. Every video needs a clear objective from the outset.
Once you have the foundation videos completed, you can move on to lots more videos to compliment every step in your marketing plan.
3. Show people not just products:
Product explanations and unboxing videos are very important and under high demand, but they usually don’t have the most compelling stories. Videos with interviews from customers, staff and partners are an excellent way to humanise your business. They show the face behind the brand and not just the products and services.
4. Keep your videos short and concise:
Your company may be unique and interesting, but viewers will eventually get bored if you have any unnecessary content. With the growth of video views on mobile devices, you can’t afford to have videos that are too long because viewers are often watching them while on the go.
4. b) Build your videos as a series:
If your content is very long, consider splitting it up into a few videos and launching them as a series. If you leave your viewers on the edge at the end of a video, they will be more likely to watch the next one. This will help you to build a loyal following for your videos instead of once off viewers. Have a consistent posting schedule for your videos to give your viewers an idea of when the next instalment of the video series will be available.
When starting out it’s best to keep videos very short and concise to give viewers a taste of what you do. As your videos get more publicity, and you have analysed their success, you can start making longer videos that are targeted to more specific audiences.
It’s best to focus on the content and adapt the video length to the message you are aiming to communicate.
5. Close with a Call to Action:
Instead of fading to black or white at the end of your video and leaving viewers staring at a blank screen, consider a call to action. The screen could have a link to a related video, your business’s contact details and maybe links to your social media sites. If you wish, you can also include call to actions throughout your video, maybe using YouTube annotations.
6. Display your content wisely, on multiple platforms:
Uploading your video to one site is easy and quick but not enough to generate new leads. There are benefits to each website. YouTube and Vimeo are great because these are sites where users will search for video content, and they perform well in Google searches. Also, they’re free (unless you have an upgraded account). On the downside, YouTube may refer your viewers to unrelated content and worse, your competitor’s content. If you want to control what your viewers find with your content, upload your videos directly to your website. As there are benefits to each, upload your videos to multiple sites and don’t forget to share them on social media!
7. Budget time for measurement and analytics:
Don’t solely look at the number of views your videos received and let that decide how successful they were. Dig deeper! When possible, find out how your videos are watched, how your viewers engaged with them, what were the duration of the views, were there repeat views and what were the drop off rates! Analysing your videos will help when planning your content for new ones. It will give you a clearer idea of what your audience wants to see.
If you follow these basic tips, your videos will generate more leads than if you create videos without planning a strategy. A marketing strategy is so important if you want to make the most out your video content!
In short, think about the purpose of each video, create multiple types of videos, keep them short, consider creating a series, display your videos on your own website as well as social media, use call to actions and analyse, analyse analyse! Measurement and results will aid you in further video marketing strategies!