Design your video marketing strategy
If a picture is worth a thousand words, then a good video must be worth at least ten thousand. And know that original and creative videos are much more than images and sound: they are a piece of content that impacts, excites, brings value and above all connects you with your audience.
So if you have a business with presence on the Internet and especially in social networks before anything else, you should ask yourself: is video marketing an important part of your social media strategy?
When you finish reading this article you will want it to be; because marketing video is attractive, generates emotions, increases virality, increases engagement, is good for video SEO, does not require large expenses or investments (you can even make your videos for free) and also likes from your potential customers.
So, do you have any reason not to use it? Not really.
That’s why, and so you can make the most of the power of the videos, we’re going to share everything you need to know so you can create your own video marketing strategy in just 8 steps.
But first, let us show you more in detail what video marketing consists of and some important reasons to include it in your content strategy. Ready to get away from your competition and take off to a much more profitable business thanks to audiovisual content?
WHAT IS VIDEO MARKETING AND WHY SHOULD YOU BET ON IT?
The video marketing or marketing video is the use of video in a digital strategy known as video seo to publicize, position, promote and sell a brand, company, product or service in order to achieve the goals you’ve set for your business. It is called to be the present and the future of digital marketing and more and more companies both large and small are betting on including video marketing within their actions on social networks. The truth is that they do not lack reasons for it.
Did you know for example that 78% of the content consumed on the network is already audiovisual content?
Video content appeals among other reasons because it is easy and fast to consume, it does not require any effort, it is entertaining and it adds value. But also, it is super effective for all types of businesses and acts as a springboard accelerating your way to the goals of your company.
In fact, 80% of users remember a brand or product better if they have watch videos of that brand.
And not only that, but 57% of consumers are more likely to buy a product after watching a demonstration video about it and that’s why video marketing is the best form of video seo.
In addition, 45% of consumers say that after watching brand videos their behavior with respect to it changes to such an extent that 26% seek more information about the brand, more than 20% visit the corporate website and more than 15% arrives at the physical or online sales points to acquire the product.
Even companies like Amazon and Dell say that after seeing a product video, the probability of buying that product increases by approximately 35%. Almost nothing!
Seen this way, you’re sure to start to include video marketing in your video seo strategy, but there’s still more.
The videos are closer, shareable , viralize more easily than the rest of the content, generate confidence , provide credibility , give visibility , arouse greater interest , offer a better positioning , increase the duration of visits , increase conversion ratios , humanize the company , encourage interactivity and are beginning to compete seriously with television because we spend more time on the Internet and less in front of the small screen -we even prefer mobile devices to watch series and content.
And to all this we must add that video marketing does not have to be expensive (you can even make your videos totally free) and it is a type of content that does not expire but is always available to your potential clients, which will create the video a time but it will guarantee you results.
HOW TO DESIGN YOUR VIDEO MARKETING STRATEGY IN 8 STEPS THAT WILL SAVE YOU HOURS AND HOURS OF WORK
Absolutely we have all shared or once forwarded a video that we liked, but that does not mean that you should limit yourself to create videos and cross your fingers so that they can be shared without you, but for them to be successful they must be part of a whole; that is, a strategy previously designed, structured and delimited .
Here are 8 steps that will help you design your marketing video strategy.
1. Define your goals and objectives
What do you want to achieve with your videos? Maybe with them you want to attract more traffic to your website, get more views, increase the number of followers, generate conversions, improve your brand image, reach more potential customers or get more sales.
Be that as it may, asking you what your objectives are and defining them is essential so that you can design a video marketing strategy that works and guarantees results.
2. Take time to get to know your audience
How will you be able to make videos that fall in love with your audience if you do not know who you are addressing or what needs your ideal client have?
Because of all this it is vital that you dedicate a time to define your buyer personality or ideal client profile, and also try to know everything about him: his tastes, needs, challenges and concerns. The more you know your potential customers, the better you can connect with them and offer them what they need thanks to video marketing.
Australian personal trainer Kayla Itsines, for example, knows very well how to do it. At age 23, he got his 100th follower on Instagram without realizing it, but now he lives on them and already has 1,750,000 on the platform, to which we must add another 7.4 million on Facebook and 368,000 followers on Twitter.
She lives from the world she has built on social networks – in addition to putting in shape all those who join their training plans using their previous payment method – and in large part it is due to demonstrative videos like this one that you can see:
3. Choose what kind of video you are going to do
Once you know what you want to achieve and who you are targeting, it is time to decide what types of videos you are going to include in your strategy – and then prepare a previous script to make sure you do not forget anything important.
There are many ways to make video marketing depending on what you want to transmit; For example, you can make corporate video seo to improve your brand image, video testimonials to show your audience what your customers say about your products or video tutorials to explain how a certain product or service works.
4. Select the right tools
If you are going to devote to making videos of habitual way, then you will need to have some tools that can facilitate the process to you.
There are paid and also free; the most important thing is that you choose those with which both you and your team are comfortable working and work to make creative videos that reach the audience. There are many options!
For example, I’m sure you’ve heard about Vine , an iPhone application that allows you to create short videos of six seconds and then share them on various networks such as Facebook or Twitter and that allows you to add even hashtags.
Well, companies like Samsung, Oreo or Amazon have already opted for these audiovisual minipills that are characterized by being easily viewable and shareable. And nothing is going badly for them. Like them, hundreds of brands have already made the leap.
You also have other very complete tools dedicated to brands and businesses that want to generate conversions that come with many options like these 10 that we show you below:
Wideo: which allows you to make animated videos either about product demonstrations, service explanations or training videos?
GoAnimate: to create animation videos for brands with a professional look.
Sellamations: to generate original videos indoodleformat.
Vidyard: the perfect ally for all those who want to get more income with their videos and receive analytics at the same time.
Videolicious: to create videos from your Smartphone or tablet.
Powtoon: for videos and animated presentations.
Prezi: for presentations in video format with an interesting zoom function that brings a very professional touch.
Animoto: to create videos quickly and easily by simply inserting images and videos and customizing the video with music and text.
Viddyad: to create brand ads between 10 and 60 seconds.
Of course there are many more options so choose yours and even combine several.
Think of Coca-Cola. When have you tried to sell your products mentioning the bubbles, the color of your soda or the resistance of your different containers? NEVER.
Because the brand is committed not to talk about their product and instead tell a good story. That’s storytelling, the art of telling a good story to connect with your audience, and from now you should know that it is a factor that makes a difference.
When your customers buy your product or service, what they are really buying is the emotion that you make them feel.
Without going any further, when Apple introduced the iPod for the first time did not talk about its storage capacity or design but told us the story of “1,000 songs in your pocket.”
Returning to the case of Coca-Cola, this announcement of the company starring Patch Adams has already become one of the best examples of storytelling. When you see it, you will understand the concept perfectly:
6. Use all possible channels
Surely when you hear the word “video” the first thing that comes to your mind is YouTube, and it’s normal. The truth is that having a channel for your brand on the platform is essential but do not limit yourself to carry out your video marketing actions only there.
In fact, it is true that YouTube is the third most visited page in the world but did you know that the second one is Facebook and that the latter rewards those businesses that share native videos from the social network ? The same goes for other networks such as Twitter with Periscope, Instagram with Instagram Stories or Snapchat for just a few examples.
So research well on which platforms your customers are and have a presence in them sharing your videos on YouTube but also on Twitter, LinkedIn, Google+ and Facebook.
7. It contributes value, innovates and employs humor
Every day millions of videos circulate on the Internet so you have to strive to be different in order to get away from the rest and that is achieved by adding value, innovating and why not using humor.
One of the best-known videos precisely for innovation and humor is the American brand DollarShaveClub.com that four years ago invested $ 4,500 in its presentation video and in just two days got 12,000 subscribers (customers) for the service of blades of shaving monthly.
8. Add a good call to action to your videos
Never post or share a video without first adding a good call to action; that is, a word, phrase or button that invites users to take a specific action that you have previously defined based on the objectives you want to achieve: visit the blog, comment, share on the networks, subscribe or any other action.
For your audience to do what you want you have to tell them and this is precisely the Call to Action or calls to action.
VirtualiaNet , for example, always includes powerful calls to action in the descriptions of its videos:
And now that you know how to create a good video marketing strategy, are you going to get down to work and start implementing video marketing actions within your social media campaigns?
Actually, the video is a diamond in the rough that can change the direction of your business so start to include it in your digital marketing strategy and join the many brands that have already begun to squeeze the potential of video seo.
Because maybe in a year, you wish you started today.