As more businesses are discovering new and inventive ways to use video to reach new customers, 2017 has being deemed "The Year of Video Marketing". This particular medium has the ability to stand out when it is uploaded on social media, as it provides customers with a quick and basic overview of a product without bombarding them with an overwhelming amount of text. In 30 seconds or less, a consumer is able to receive the data that they need about a business, product or service through a brief, eye-catching video.
Due to all of the new developments in technology tools, it is now easier than it has ever been to create an enticing video for little to no money. Businesses can even use the cameras on their smartphones or sign up for online services that will create fun animated explainer videos for them. However you go about it, it is crucial that you take the time to craft a strategy for your video marketing related activities to ensure that your reach is maximized. Here are five things that your strategy needs to include:
1. A Published Schedule
You know how your Facebook posts and tweets need to be timed so that they run consistently? Well, your video marketing plan needs a solid foundation as well. Rather than posting a single video for one of your new products or services, you should consider creating a series of videos. Think about a type of story that you can tell that will provide you with the ability to tell it over a few weeks.
When you have determined your video content, you need to set up a specific schedule. Try to space them out as evenly as possible and time them so that they lead up to a large event or product launch. But don't stop there; make sure to continue to come up with new video campaigns that will ensure your brand stays fresh in the minds of your customers after that big launch/event.
2. Short-Form Videos
When it comes to the way users communicate with one another online, social media has definitely played a part in it. Rather than long forms of content, users now use short and concise statements. There are now micro-video applications that can take your videos and shorten them into a clip that is 10 seconds or less, which makes them great for sharing on Instagram, Twitter, etc. In this particular format, consumers are able to quickly and easily view them as they scroll through their feeds. This allows brands to send messages that will actually be seen by larger audiences, especially on Facebook and Vine, where the videos will automatically play as an online user just scrolls past it.
The sharing of real-time videos is becoming much more popular than in the past. This has a lot to do with the emergence of the video sharing feature from Instagram and Vine, the micro video app from Twitter. Instagram allows three to 15 second videos and Vine allows about six seconds per video, so remember this as you are making videos and uploading them for users to share.
3. Tips and Tutorials
One great way that you can connect with your customers is to post relevant tutorials for them. This may seem as if you are giving away your trade secrets, but you are essentially establishing yourself as an expert in your field. This will lead your readers to wanting to learn more about your brand and your business. For example, salons can offer styling tips, while a marketing firm could provide a short series on building brand awareness utilizing a certain social media network (like Facebook).
Tips and tutorials will very rarely be a single video. As long as you provide information that is useful to your readers, you will notice that they will continue to come back for more information from you (the next video in your series).
4. Content Generated by Your Customers
If you want to connect with your customers even more, then you need to step out from behind the camera and get your customers to step in. Customer-generated content is a lot more likely to generate a high response than content that is generated by a business. So, rather than spending hours on end coming up with content to produce a video, reach out to customers and invite them to create one of their own. Don't stop there, though; offer up a prize for the best submitted video that showcases a customer using your product. More often than not, you will get a huge response from your customers.
One of the greatest things about user-generated content is that it shows everyone that there is customer passion for your products. When prospective customers see this, they know that there is a reason to try to your product and will probably purchase it.
5. Call to Action (CTA)
One common mistake that is made markers when creating videos is that they fail to attach a CTA. While users may thoroughly enjoy the message that you put in your video, it won't make any difference if they don't know what they need to do at the end of the video. The call to action doesn't need to be anything super creative, as it can be an online coupon code or a discount offer if they mention the video when in your store. It's just something simple that will help lead to a conversion that likely wouldn't have happened otherwise.
Video marketing is one of the best ways for brands to help themselves stand out in a crowd with all of the many text-based marketing techniques out there today. When executed properly, a video marketed campaign can successfully help your brand reach new individuals and convert them into customers.
For assistance with setting up a video marketing strategy for your company, reach out to us at WebDetail.