So, you want to get with the times and use video to promote your business. Good. But how do you actually market your business successfully using video? Most people create a video, push it to social media and get frustrated when they don’t see the sales rolling in the door. And then, they give up. These people didn’t put in the effort and research required to create a compelling video. It’s not hard, you just have to understand what people are looking for and willing to watch.
To help you out, we took a look at the top four ways to make your video marketing campaign successful and to drive your KPIs.
1: Tell a story
Naturally, the main priority of your video marketing campaign is to successfully increase revenue and brand awareness.
One way you can ensure that your video marketing campaign will fail is by being overly salesy. It’s no secret that the majority of people dislike advertising, especially when said advertising is being shoved in their faces. Think sleazy car salesman constantly pushing you for a sale. To avoid this, make sure that you are not centering your video entirely around just getting that sale.
Instead, tell a story. Keep your video interesting and maybe even educate your viewers. This way, they will continue to watch. If they enjoy your video, they will likely do more research on your company as they consider whether or not to use your services.
2: Keep it short
Attention spans are growing shorter and shorter in this day and age, going from 12 seconds at the start of the century down to just 7 seconds. With this in mind, we clearly don’t even need to mention how difficult it is to keep the attention of your potential audience.
The best way to get people to watch your video is to keep it short. Place your main point and your brand in the first 5 seconds. This way, if a viewer stops watching after 10 seconds, they at least have already heard your key message and learned the name of your company. This means that if they do end up becoming interested at a later time, they will be able to recall your company and possibly find out more about your offerings.
3: Choose your medium
What do you want to do with your video ad? This is one of the first questions you should ask yourself or your team before you even start planning your video. Will the ad be going on your social media pages or your website? Will you pay for online advertising? Will you turn it into digital signage?
Once you have the answers to these questions, you will be able to determine how to tailor your video to your audience. For a video on your website, for example, you may want a more general video about your company offerings. For a video on social media, you can make a more quirky and fun video that will attract your audience and encourage them to share your video and increase views.
4: Optimise it
No matter where you put your video or what you want to do with it, you should always ensure that it is optimized for search. To do this, we suggest uploading it to your company’s Facebook page and YouTube channel. Both these mediums are used regularly by potential customers to learn more about a company. When you upload your video to each channel, make sure you tag it with the correct and relevant keywords to increase findability on search engines.
To illustrate: a business selling shoes would not only use the keywords ‘shoe’ and ‘shoes,’ but also the types of shoes that can be bought on their site or that are featured in their video. These likely include high-heeled shoes, sandals, and flip-flops might, which can be keywords that are tagged along with the video. by having your video as tagged correctly, you increase the chance of your video being found online when users make different searches.
Video marketing is a big concept; it is important that you have a strong understanding of the different ways you can make your campaign successful. Videos are a great medium to promote your business, so have fun with it!