One of the most effective strategies that you should take advantage of today is video marketing.
Aside from email, content and social media marketing, video marketing is one of the most effective and engaging ways to catch the attention of your prospects.
In fact, a report says that 68% of consumers would prefer watching explainer video to solve any product related problem than any other type of content.
This year, it is also expected that video will represent 74% of traffic on the internet- and those who can use this strategy successfully could reap benefits such as increased organic reach, improved search rankings, and better conversion rates.
However, producing videos alone is not enough to cut through the noise. There are some factors that you should keep in mind in order to ensure that your video content will impact your audience in every way possible. If you’ve been publishing videos for a while now yet still getting no traction from your audience, then maybe you’re doing it wrong.
So, if your current video marketing efforts are not achieving its much-desired results, here are some ways to double your success in your video marketing campaign today.
- Start with Stories That Your Audience Will Care About
People love hearing stories. While written content such as blogs can create visual imagery through words, videos allow you to achieve the same without stressing your audience too much with heavy words. The most effective videos are those that connect with the audience at a personal level.
That said, achieving this level of connection is possible through the magic of storytelling. For instance, if you are managing a 50-year old restaurant, you can interview some of your most loyal customers who have been dining at your place since the early years of your business.
Use their personal experience to create a heartwarming video that shows how your brand has played a crucial role in their life. In doing so, you will appeal more to your audience as well build a long-lasting relationship with them.
- Keep It Short but Exciting
One of the factors that can make or break your video content is its length. Due to the shortening attention span of most people these days, it is no surprise why videos with a maximum length of 2 minutes get the most engagement these days.
Unless you’re telling a very compelling short story or video tutorial, avoid producing long videos. Don’t lose the chance to convey your message across just because you want to make your video look fancy and impressive. As long as you placed your context within the video, you are good to go.
- Optimize your Video for Search
Earlier this year, Google announced a groundbreaking innovation to help them identify objects within a video, called “Video Intelligence API”. During the demo, this technology was able to identify a dachshund in a short commercial, and was able to pull up beach-related videos when a user searched for the term “beach”. Though Google hasn’t made any statements yet about its application in their search engine department, we can expect this technology to be implemented in the years to come.
At the moment, what you can do to ensure that your videos will show up on search engines is to: 1) include highly-searched keywords in your video’s title, and; 2) Use transcriptions. With the help of automatic speech-recognition software like Dragon and Dictation, you can easily transcribe your videos and upload these on YouTube and other platforms through the upload or add-captions option.
You can also post the transcript on your website and link it to the page with your video to make it more search-friendly. Doing so will not only increase its chance to appear on search but also allow your audience to easily understand what your video is all about.
- Always Add a Call to Action
One of the ways to ensure that your audience will engage with your video content is to add a call to action at the end of your video. Don’t end your videos with a pitch-black screen; instead, use the final seconds of your videos to add a call to action buttons that links to your website or prompts your viewers to other related videos.
- Share Your Videos Across All Your Platforms
If your business has a substantial number of followers on various social media networks, then it’s a good idea to share and repurpose your content on these channels. Facebook, Twitter, and LinkedIn are three of the most effective social media platforms to increase your video views as well as to attract more traffic to your website.
- Engage with Your Viewers
To fully maximize the mileage of your video, make sure to take advantage of the engagements that it will produce after you posted it on your social media profile. Respond to all the likes and comments of your viewers and don’t forget to express your gratitude when they praise your content. When your viewers feel valued after engaging with your video, the more you can strengthen your relationship with them, and the more likely they will support your next video marketing campaign.
- Measure and Optimize
Although much the success of a video marketing campaign depends on its value and how it was distributed effectively on various platforms, a lot of marketers mistakenly disregard the importance of monitoring its performance after they posted it online.
Although quite complex at first, your video’s analytics is the only surefire way to accurately gauge how your video performed. With the help of analytics, you can identify where most of your viewers come from and how long they viewed the video. This allows you to identify exactly what is and what’s not working in your video which can be vital for your next production.
When executed properly, video marketing can be one of your strongest arsenal in dominating the online world. Just make sure to follow these tips in your next campaign and you’ll surely reap the potential benefits that it can provide to your business.
Let Joe Dalton business consultancy Dublin help jumpstart your video marketing this 2019! Call us at +353 (0)1 5349 454 or send an email to joe@jdc.ie
Sources:
https://wistia.com/blog/optimal-video-length
http://www.theverge.com/2017/3/8/14857126/google-cloud-video-api-ai-machine-