June 16, 2016
Movement, sound, people, story. That was the idea behind television when it was invented in the 1920’s. Bring all of that into people’s homes. Obviously, it was a phenomenon that transformed our lives. And though we’ve come a long way from those tiny screens in black and white, the human brain is still activated and engaged when video is placed before it.
And we’ve come a long way from traditional TV commercials too. Today, video marketing is one of the most powerful tools businesses have to get their messages to audiences in fun, inspirational, and entertaining ways. And in terms of visibility, some research states that the chances of a company popping up on page one of a Google search are increased 53 times if they have a consistent and popular video marketing campaign. It just makes sense to incorporate video in any marketing strategy – if it’s done right that is. Following these steps will ensure your success:
While you have overall goals for your marketing campaign, each single video must have a purpose. Is it to explain, to develop a relationship with your target audience, to develop more trust? What exactly is your business objective, who will be viewing it, and what do you want those viewers to do after they view it? This is the strategic part of your video planning, so don’t pick up a camera until you have answered these questions.
And you must get even more specific about your purpose. Are you launching a new product? Are you introducing yourself and your brand? Are you explaining how to do something? Do you just want to show the human, entertaining aspect of who you are? Answering these questions will drive the script you develop.
When you develop your script, keep your purpose in mind – everything must relate to that purpose. Also, remember that online viewers have very short attention spans. Unless you are publishing a detailed “how to” video demonstrating how to use your product (think assembly, painting, etc.) or an interview, your video should be as short as possible.
Get to the point. If you check out YouTube much, you know that the majority of videos are 3 minutes or less. For a great example, check out the explainer video of Dollar Shave Club – 1:34 in length, a complete explanation of the company, the value it brings, and the CTA at the end.
You do have options – an on-camera video like Dollar Shave Club, an off-line video where you don’t show your face, an animated video with characters, etc. On-camera videos are important if you are trying to connect, establish trust and relationships, or show your human side. Off-camera videos are good when you are presenting lots of information, such as a webinar. Music is another factor in your videos – the right kind can enhance a viewer’s experience. Music Screen Library has a great collection of royalty free tunes to add the right kind of vide to your content.
Promoting the Video
You have to market your video. You do this by publishing it where your target audience is. The best strategy is to publish it on YouTube, and from there using the tools to share it on your social media platforms. You can also embed it on your website and/or blog or send it out to your email lists straight from YouTube. Get it everywhere.
Videos are so easy to create. Anyone with a good smartphone has the necessary tools. And they should not be one-time events. You can create a series that includes 1-minute tips, an ongoing story with chapters, holiday greetings, a once-a-week video blog post, and so on.
Given the explosion of content, the short attention spans of users, and the brain’s response to visuals, video marketing, done well, sets a company apart within its niche. And now that they are so easy to produce, they should be a huge part of any marketing campaign.
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