Video is bound to be included on any list of digital marketing trends. The top three platforms together make up around twenty two billion daily video views. Snapchat (10 billion), FB (8 billion), and YouTube (4 billion). Video ad spending is expected to achieve $11.4 billion in 2017, and the average person can be exposed to more than 30 videos in a month.
So what makes video such an effective format? A video can tell a story, reach your audiences at an emotional level, and be much more memorable than any text / even an image. Using video will develop engagement search ranking, and sales (a video on a landing page can develop conversions by 80%, while 64% of users are more likely to buy a product online after they’ve watched a video).
Here are 5 key considerations to help you put together an effective video marketing plan:
1 – Know your customers
Everything in business, from the business model itself to the product to the marketing you do to push the product, starts with an understanding of your customer. You need to create video content that will engage your customer & distribute that content where your ideal customer will see it. You will need to get very clear on who they’re, what they care about, and what their needs and desires are. Make sure you take a look at what your competition is doing, to understand both how they’re addressing the customer’s needs and how you might select to be different and, ideally, better.
2 – Create strong content
It goes without saying that you need to be putting quality videos out there, but it is less obvious what that actually means. What it does not mean is that you need a huge budget & impressive production values. Actually, a more authentic & down-to-earth approach is often an advantage, especially with younger audiences.
Good content does one of 3 things: inspires, educates, or entertains (comedy / excitement). Whichever of these you choose, you want to be creating content that engages your customer, fits the brand, and works towards your ultimate objectives – a funny cat video can be entertaining but how does it move your business forward? You will also want to make sure that you’re consistent in terms of everything from the format & the tone of voice to the publishing schedule so that you build your brand in a holistic way & create trust and loyalty among your fans.
3 – Distribute Your Content
Once you have made your video content, you need to choose where you are going to distribute it. Generally this includes YouTube & your website but there may be other platforms that are relevant to your business & target audience as well. You may want to use Sendlane to distribute your videos by embedding them into your landing pages / distributing them via your email campaigns: adding “video” in the subject line develops open rates by 7-13% & click-through rates by 200-300%.
As you distribute the content online you want to make sure it is organically discoverable, by tapping into highly searched topics in the first place & by making the most of the metadata including titles, tags & descriptions. You also want to make sure your content is shareable. The length can be necessary here: videos that are less than 15 seconds long are shared 37% more than those that are between 30 seconds and a minute. Any budget you should promote your video content would go much further if you have optimized it first of all for natural traffic.
4 – Integrate it into your eco-system
As you create & distribute your video content, it is important that it doesn’t just live alone, isolated & separate from the rest of your marketing activities. Consider where the video content sits along the customer journey, their path to purchase, and what role every video has in that journey. What is the explicit call to action that you want to include at the end of the video? Where do you direct that traffic? Do you want the user to click through to a landing page, to subscribe to your mailing list, follow you on social media? Perhaps you want to support them with a coupon to use when they buy from you for the first time?
Thinking through the different steps you want your audiences to take will ensure that you make effective use of the traffic you are getting and that you don’t lose potential customers that you have them engaged.
5 – Track and evaluate your results
In order to know if you have been successful, and to learn from your campaigns so that you could optimize for the future, you need to set clear objectives for your videos marketing in the first place. Then make sure you track & measure your results. Where does video marketing fit in your overall plan? Are you using it to build awareness of a new product, to develop engagement with your brand, to drive traffic to your website, drive online / offline sales, or maybe grow customer loyalty and increase testimonials & recommendations?
Depending on the specific objective, you can choose the right measure that will tell you if you have reached that objective – e.g. video views for awareness, attention span & drop-off rates for engagement, or click-through rates for website traffic.