Now, all you have to do is put together a video centric digital marketing strategy the leadership team will sign off on!
Coming up with a strategy for using digital marketing sounds simple enough, and yet, there are a number of roadblocks making this seemingly simple exercise not so simple.
The first challenge will be explaining the seemingly high budget you will need to execute an effective video centric digital marketing strategy over at least two years. Every detail on every line of the cost breakdown will have to be outlined and explained to the leadership to the Nth degree of detail.
Then, even after hours of presenting to your boss the strategy you find he, or she, still does not understand how much videos costs to produce. Even after feeling you got your message over to the leadership team on what your plan is going to be, there’s a good chance:
- Your boss is thinking one video will all of a sudden generate a flood of sales leads.
- The leadership team’s thinking will be the attention the video will receive will be like a commercial that just hit the TV airwaves.
Unfortunately, digital marketing is not a method of traditional marketing most business leaders understand.
So, what to do?
Before you get too far down the road, here are some essential considerations when pitching a video centric marketing strategy to your leadership team.
The first thing you and your team have to answer is, “why are we using video?”
- Are you producing video content because you read somewhere that it’s a powerful marketing tool and every business should make videos?
- Do you feel compelled to use video because your competitors are using them?
- Or, do you have a product or service that will come to life through video in ways words and pictures fall short?
Remember, video is the most impactful visual medium. The old adage of “A picture is worth a thousands words” is amplified with the fact that ‘one minute of video is worth 1 million words.’
Of course, you can produce video of someone standing in front of the camera talking to the lens, but to fully leverage the power of video the best method is to
- use this medium to take the viewer somewhere,
- show them how to do something,
- or tell them something they didn’t know.
If you’re going to use a talk-to-the-camera method of video the most effective application is to introduce yourself to someone.
The reasons to use videos are many. The most important reason is they are the most cost effective way to deliver your message to a large audience.
Who is the Target Audience?
Often businesses produce videos without considering their audience. The question to ask is:
- Who do you intent to see the video?
- What will a viewer see when they click on the clip?
- Why should they want to see the video?
So often, marketers get wrapped around the axels in producing video content based on what they want to share, rather than what the viewer wants to watch.
This method of marketing comes from the old mindset from the days of television advertising. Fortunately, the world of marketing has changed. The mission now is to help your viewer by providing a worthwhile experience.
The only way to achieve this is to know who you’re trying to reach.
What is the Message?
When considering a video centric digital marketing strategy, figure out what singular message to be delivered in each video. Too often, business leaders try to fit all the important information for their entire company into one 60 second video. While that was common practice in 2010, it now is no longer effective. Actually, studies are showing long winded videos aggravate viewers who are shopping for that brand’s product or service.
Start off with the point of the message first and then explain why the point is important for the viewer. You have about 7 seconds to catch the viewer’s attention before they leave. If you can capture their attention in the 7 seconds, then you have another 15 seconds to explain the point before introducing another point. The average length of a video used in social media is less than 2 minutes.
This means you need to get specific and stay focused on the message for each video.
An effective video centric digital marketing strategy is more than producing one video that will go on the homepage of your website.
The best video marketing strategies have long-term vision in mind. A sound strategy would be to produce 5-10 videos all with the goal of driving organic search. Google is a great salesperson. So, produce a message that encourages viewers to search for your product or service.
Then, as part of the long term strategy, produce another 3-5 videos to be used in various channels to appease the buyers in the consideration phase.
Then round out the strategy with another batch of videos aimed at producing a conversion about the messages that have been previously delivered.
Executing an effective video centric digital marketing strategy takes time. Realizing results could take just as long. It could take over a year before key elements are in place to keep the sales generation steady. By then, it becomes time to start refreshing, or adding new videos to your current library.
Where to Use the Videos?
95% of the businesses and organization will have videos produced to be placed on their website. In most cases that is exactly where they should go.
Then the questions becomes…what page of the website?
- The homepage?
- About Us?
The answer is Yes.
Specific content should have a specific home. If the video is a Profile of the overview of the company then the home page is fine.
Other than web-sites, videos could be used for;
- Landing pages
- Email campaigns
- Event Promotions
The primary use of videos is in social media or as part of a Facebook Ad campaign. The videos should be placed in free and premium channels. These videos can drive organic search while also producing conversion.
There are many ways to use video today. The crucial first step in developing a solid foundation for a video centric marketing strategy. Having a well rounded digital footprint is also a must.
Video centric digital marketing leads the movement businesses are taking in digital marketing. Every business needs to have a sound strategy developed using these essentials. If excused and supported correctly, a video centric digital marketing strategy will place a business well ahead of competitors who do not understand the importance of digital marketing.
Getting sound advise is a must. Let us know how we can help.