Video marketing strategy is one of the most effective ways for brands to sell products and services online. However, it will only work if a well thought out video content strategy is used. If you’re developing a video marketing campaign, it is important to note that brands use videos at different stages of the customer journey to build brand awareness. This is called a conversion funnel.
As 2020 approaches, it is not too late to think about using video marketing to renovate your marketing campaigns. In this article, we will therefore give you some tips on how to build up creating your video marketing campaign.
- 1 What makes video marketing so trendy?
- 2 Steps to succeed in your video marketing campaign
- 3 Tips for a successful video marketing campaign
What makes video marketing so trendy?
Video creation has long been the preserve of large companies with huge budgets. But now, every entrepreneur and small business can easily create video content. This is because the creation process has become much more accessible than before. Especially since video marketing has become the perfect way to build brand awareness, generate leads and increase sales. And this is a trend that will last.
Video marketing can cover your entire marketing strategy. But what makes it so hot and how?
First of all, it is essential to analyze the audience who is watching the videos. According to CISCO, video traffic will account for 82% of global consumer Internet traffic by 2021.
In addition, YouTube has just released a note saying that users spend more than a billion hours watching videos every day. All you need to do is take 30 seconds of that billion hours. Creative content, strategy and video consistency are essential for your video marketing campaign to work. Your videos should grab the attention and arouse the interest of your prospects. You should also approach the video in a methodical way in a spirit of performance.
Steps to succeed in your video marketing campaign
First, it’s essential to follow a certain logic when creating your video marketing campaign. So there is a process to follow.
Step 1: Take a look at your current customers
How can you establish the profile of your ideal customer? What problem do you solve with your product or service? Where do your current customers spend time online?
These questions form the basis of your target and how you will communicate your message? If you still haven’t reached the target audience, consider profiling your target audience based on the ideal customer. Make sure they really need your product or service and that you meet that need in a unique way on the market.
Now is also the time to watch your competition. Do they have loyal customers? If so, how can you differentiate yourself when you communicate with the same group of people?
In reality, this first step is a research step. Do some serious research on Google. Review surveys, go to blogs on your industry, and feel free to chat on relevant forums. Also, don’t hesitate to ask current and potential customers questions about why they need what you offer.
Once you’ve targeted your audience, focus on where they spend the most time online. This is where you will need to publish your video content. For example, if your audience is on Facebook, you have many useful features to support your creative efforts and freedom. If your target audience is largely on Instagram or YouTube, continue your analysis to see which video style is best for these platforms.
Step 2: Set goals for your video
Your videos should be short and your message direct. Set a goal for each video. Then, determine whether your video is intended for sales promotion, lead generation, or the announcement of big news. After which, you can clarify the content that will be most effective in getting that message across.
Step 3: Define your brand language
No two companies are alike. Before creating your video, ask yourself: what do you want your audience to remember about your business at the end of the video? Then when you start the creation process, come back to the answer to this question. Then add another question: will the viewer particularly remember us?
The best way to answer this last question is to clarify the tone and style of your business communication. Take MailChimp for example. They have a cheerful tone. This is what viewers should remember. This means that every element of a video they create should be fun and add value.
Step 4: Create your content
You may have thought it would be the first step, but no. While this is the foremost part of your marketing, there is a lot going on behind the scenes before you can get to that point. Now that you’re here, focus on producing the highest quality, clearest content possible.
First, for images, think about your audience and the platform on which you are going to publish the video. Then, browse through the library of available images. Imagine watching the sequence without text or sound, does it arouse emotions? Do you see a story developing? If you are a playful and energetic brand, an animated video could be the style of video that will appeal to your audience. For the text, you have to write something that will make the viewer say “Tell me more”. Too many ideas will overload your content and not focus on what is essential.
Studies show that when viewing videos on social media, users begin by reading the description of the video. Then, immediately bounce on the caption often even before the end of the video.
The caption of a social media video can determine whether or not a video is relevant. If you publish on Facebook, the platform recommends that you choose a descriptive title for your video.
Step 6: Launch your campaign
Now it’s time to start your campaign. Starting with Facebook is your best bet and you will use the conversion optimization feature. Optimizing conversions ensures that your videos are viewed by a target audience who may be interested in your business.
Step 7: Test, compare and retest
Last but not least, it’s all about the numbers. With many analysis and optimization tools on the market, such as needls, FunnelDash and Ad Espresso, you will not walk in the dark. Make sure to track your reach, clicks and sales for each video and consider A/B testing.
Tips for a successful video marketing campaign
The best video marketing campaigns don’t just sell a product or service, they tell a story and create a lasting impression. Video represents considerable potential for many brands. Creating compelling video content is a great way to connect with your audience while saving time and money. When you think about your content, think about how you want your potential customers to feel. When done right, the art of storytelling through video can be a game-changer.
Photos on Facebook and Instagram are one thing, but more than ever, your customers want to see the products in action. They want to know what it will be like to use a particular product. That is why using tutorial videos is essential. This support also allows you to explore the product in more detail, showing complex features that would be difficult to explain other than through video.
When your customers are done watching a video, they should feel like they are getting something for their time. Many people dislike reading blogs or web pages about products. This is why video is useful to generate qualified leads.
Remember that every business is different and therefore you have to find the right approach for you.