Video marketing has now become a MUST for business. In fact, there’s no getting away from digital marketing. If you haven’t developed a video centric digital marketing strategy, the chances are your bran is falling behind your competitors.
However, video marketing is not for the weak hearted. Going at developing a digital marketing strategy on your own could prove to be very expensive. Thinking you can produce the videos yourself is also not advisable.
Commit The Needed Resources
All great brands make a commitment to building a solid digital marketing strategy. Most of the time the dollars needed may be tight and it will take a while to measure an actual return. However, to give your business a better chance at success you need to commit to spending what it takes and hire professionals to make it happen. Too many businesses take the DYI approach which does more damage to their brand than good.
The key to a successful digital marketing strategy is to dedicate an adequate annual video production budget that matches the digital marketing strategy. It will be the best investment you can make in your business.
A basic digital marketing strategy will call for the need to produce a video at least every two weeks in order to keep customers interested. Producing any more or less will determine how long it will take to receive result. Whatever strategy agreed to make sure to commit 110% to providing everything that is needed.
Remember, 68% of companies have already pledged to raise their video marketing budgets this year. If you have not already developed a digital marketing strategy you are more than likely behind your competition.
So where do you start?
What is the Story Do You Want To Tell?
The video centric digital marketing strategy determines what sort of story needs to be told.. This story must engage consumers and encourage them to do what you want them to. This can be absolutely anything you like. You may want them to sign up to your newsletter or you may want to sell them your latest product. To do this, you need to tell your viewers the story on why they need to do this.
The video should never be a straight sales pitch. The message in the video has to be something encouraging the view to find out more. The video has to be engaging and something they actually want to watch.
Always check to see what your competitors are doing, but never try to copy them. Be original.
What Problem Do You Solve?
Your strategy should always revolve around what problem you solve. Yes, it is very important to explain the products you offer, but if you are not creating a compelling story around what problem you solve nobody is going to care.
Consumers are searching for answers to a problem they have. Providing them an answer to their problem keeps them coming back for more.
Develop a Personality
Your strategy should consist of incorporating various personalities behind your marketing efforts in order to give your company a diverse personality. Showing the viewers many faces of your business will improve the image consumers have of your professionalism. Having the message spoken to the viewer by a real live person works best.
Shorter is Better
It may be tempting to pack a 10 minute video with as much information as possible. However, it is better to create five two-minute videos than one ten-minute video. All your videos should be less than two minutes since over 80% of your viewers are watching the video on their mobile devices.
Shorter videos will increase your views and will ensure viewers are getting to the end.
Longer videos are typically only done for on-demand programs.
The Call To Action?
Finishing a video without telling your viewer what they need to take action on is the biggest mistake you can make. Think about what every video you produce is designed to accomplish and then consider your call to action. A ‘Call to Action’ should be at the end of every video. The CTA should direct viewers to where they need to go to solve their problem.
A video should be integrated directly into your sales funnel with a clear call to action button.
Develop a Broad Digital Footprint
Where you place the videos can have a huge difference in your results. The best digital marketing strategy is to no exclusively place all of the videos own your website. Consumers are unlikely to initially view your video from your site. Plus, placing the video only on your site will not result in the video ranking high in the video search indexes.
YouTube, on the other hand, makes it easy to rank and you are always going to get more viewers.
Many feel Facebook is now a good platform to place videos, however, Facebook’s track record of controlling who sees the content on their site makes placing your expensive videos on Facebook a waste of resources. This is why practically every large company has a YouTube channel.
You also need to consider your strategy for sharing video content on Google+ and LinkedIn since that will make up the bulk of your digital marketing strategy.
In Person Analytics And Measuring
The final part of your digital marketing strategy is about measuring the value of each video. You should track the feedback you are getting and the amount of traffic that’s flowing into your website. Review what’s working and what isn’t. More importantly, do not rely ONLY on any digital analytics.
It is best to have as part of your digital marketing strategy producing or getting involved with a live event. The best and most valid source for analyzing how well your videos are working is to ask a viewer in person what they thought of the videos. Meeting with consumers in person is when digital marketings meets traditional marketing. Real life in person feedback offers the best analytics.
Video centric digital marketing is extremely powerful. Bear in mind the fact that you have a lot of competition who already have developed a video centric digital marketing strategy. To gain advantage over your competitors efforts you need to deliver a better message to the problem you solve.
Having a strategy is like having a roadmap to follow when you take a trip. When you follow the map it will lead you to where you want to go. Having a video centric digital marketing roadmap will lead your business to success.
Let us know how we can help.