It is pretty much guaranteed that you, or your marketing team have either said or heard the words, “We will use more video in the new year” – and I can reassure you that you are not alone in this.
According to a survey conducted by Reel SEO Video Marketing, 93% of marketers used video as part of their marketing strategy last year, and 71% increased their video budget from the previous year.
However, as the budgets increase, marketing professionals are in need of some realistic content goals to realise ROI.
To help you get started I’ve created a to-do list to set you off on the right path with your video marketing. If you follow even a few of the following points, you will see a difference. Not only will you impress prospective clients, and demonstrate a commitment to a medium that customers crave, but you will also remain relevant and competitive within the industry.
1. Schedule a biweekly video release
Don’t worry, I know you’re thinking “but I don’t even have time to make one video a month!” But if you dedicate your resources correctly then you can. Regular, and also timely relevant, video releases are much easier if you invest some time into your video production.
Whether you decide to hire a director of video strategy, or a videographer who can shoot and edit your footage all in one, investing in fantastic talent will make the difference between proactive and merely reactive video campaigns.
2. Modify your video strategy based on engagement data
After you finally commit to a regular video schedule, you will want to keep the overall content direction flexible. It would be counter-productive to shoot a month’s worth of video in two weeks when your video engagement data then decides to tell you that your videos are ineffective at holding viewer attention.
If your video analytics indicate that viewers lose concentration and leave after 30 seconds, it could be due to your 15-second intro being too long. If you shoot videos from week to week, analysing the data at the end of every week, you give yourself the chance to modify your message based on how your potential customers are actually interacting with your content.
3. Keep your content focused and fluff-free to hit a minimum of 60% audience retention
As I mentioned earlier, analytics can tell you whether your videos are keeping your audience’s attention, and prolonged engagement is an aspect that you need to improve upon over time.
For the majority of videos, audiences will lose concentration well before the end; this year, you should try and have less than 60% of your audience drop off before the vital call to action at the end. How do you do this? By keeping your content focused.
If you design your scripts to qualify your target audience immediately (for example, “this video is for farmer”, you’ll see a massive drop in attention because people will qualify themselves: “I’m not a farmer, so I’m out!”), but you will result in holding your actual target’s attention for the whole video- and that is exactly what you need.
If your specified target audience drops off too quickly, you need to keep alternating your video scripts with the aim of maintaining their attention for longer.
4. Create a video for every part of the marketing funnel
If your video strategy perished after you released an explainer video, you’re going wrong. Leads need numerous pieces of information at different parts of the sales funnel, so create videos that engage and nurture at every step of the customer life-cycle.
Prospective customers are doing more than half of their product research independently now, and having video on your site to educate them during this process is brilliant, it as close as you can get to a pitch in person, without actually meeting them in person!
5. Get your customers on camera
Forget the text-rich, impersonal customer testimonial; get your customers to say great things about you in front of the camera! A video case study is perfect for potential customers to become situated with your products or services. A video hub of customer success stories is very persuasive, as customer’s emotions are able to come through on video. Potential customers can look at several clips when visiting your website in a short space of time, so make sure video testimonials by various industries are available 24/7.
6. Get your sales team on camera
A perfectly located, genuine piece of video content is similar to a salesperson who never sleeps, and what’s even better? When your real sales people are involved! Capture your messages with approachable, enthusiastic members of your sales team so your potential customers can put a face to the people who they will possibly need to contact. Your video’s call to action should include your sales rep’s contact information.
7. Make funny and time specific holiday videos
Have a bit of fun and schedule some of your regular videos with some funny holiday features. They will be just as much fun for you to create as they will for potential customers to watch.
8. Commit to tracking your performance
It is vital to understand how your library of excellent video marketing performs with your audience. Your YouTube channel is a MUST in gaining a presence as it is now the world’s second largest search engine. However, it is not enough on its own to connect your videos to ROI. You must track and measure audience engagement for video so you’ll know exactly what to modify or amplify within your strategy.
Contributing Source: Michael Litt