According to eMarketer, an American consumers watch on average 5.5 hours of video content every day. That means there are a lot of consumers who watch more videos on the internet than shows on NetFlix.
Brands that can capture a portion of those consumers time can connect with their audience and earn consumer loyality which generates more sales.
On-demand streaming, mobile viewing, and live streaming have already become dominate sources of digital media. New video technology like VR and 360-degree video will offer even more to innovative organizations.
Unfortunately, video content produced to draw the attention of consumers is not easy. Producing compelling video content can be tricky and very costly if not done along with a sound digital marketing strategy.
Today’s consumers will go beyond the video post to validate the brand’s image. Most consumer are internet savvy and will check out a Brand’s digital footprint before even viewing a video. This consumer savviness is again why it is very important to make your video marketing the centerpiece of your digital marketing strategy.
Here is why you need to turn your video marketing into video centric digital marketing
Avoid Making Costly Mistakes
Granted, there is no way around it, video marketing is expensive, especially if there is no strategy. The first reaction most businesses have towards avoiding the price of video production is shooting the videos themselves. This also is their first mistake businesses will make with their digital marketing.
The second mistake brands and small businesses make has to do with not knowing where to post the videos to reach their audience. Falling for the popular thinking that all consumers are on Facebook results in even more mistakes to be made. Just because all of your family and friends are on Facebook does not mean the consumers buying your services and products are on Facebook, or even have an interest in viewing anything on Facebook.
Thinking that only one video is needed is the third mistake brands and business marketers will make. Consumers want to know more about a product than one 30 second promotional video can offer. Frequently posted, high quality produced, videos not only draw consumer’s attention but will also attract the attention of the 900 lb gorilla of social media, Google. Gaining Google’s attention results in the promotional videos receiving prominent placement in the Google Search.
Doing your own video productions may seem like a good plan, but unless you are also planning on bringing in-house an experienced digital marketing agency, your business is most like going to spend a lot of money making more mistakes.
Hiring an experienced video centric digital marketing agency will help avoid making these mistakes.
Keep From Destroying Your Brand
You have seen them..the shaky cellphone videos business marketers will use in an attempt to be “trendy” or appear to be on the leading edge of digital marketing. Or, you seen the book author or business consultant producing a video using a web-cam with them sitting in front of a wrinkly fitted sheet they use as a backdrop. Produing Facebook Live videos with the cellphone in the Portrait position also is a flag to internet savvy consumers that the user does not know what they are doing..or cares about what they are doing.
All of these type of videos were innovative back in 2011, but now will kill a business’ marketing efforts. Poorly thought out cellphone videos can work, but when they are done by a professional. The cost is high for the negative image consumers take away from businesses who produce low quality digital media.
It takes a lot of time and money to build a business’s brand image to becoming a trustworthy source for a quality product or service. Don’t blow it by having your mailroom clerk take out his iPad and video your marketing director explaining how quality drives your business. Consumers will see through the smoke and take it you do not take them seriously.
A professionally produced digital marketing strategy will outline quality standards associated to the target audience. The strategy will also include the message and the tone of voice needed to grab consumer’s attention.
Affordability Built Into The Strategy
An effective affordable video centric digital marketing strategy will include benchmarks and targets associated to an ROI. The reality business owners have to be open to is understanding the strategy is not achieved overnight. The average time it takes for a video centric digital marketing strategy to generating a ROI is a minimum of 6 months. The more effective strategies average a minimum of one year.
The biggest, and most expensive, mistakes business leaders will make is bailing out on a strategy before the planned completion or first benchmark. Another inherent mistake made is related to the business’ management team feeling then need to micromanage the campaign in their effort to justify their existence in the company. These both result in an inconsistency of the social media message which reflect poorly on the brand’s image.
Digital marketing is a must. Business owners and executives need to embrace digital marketing as much as they embrace their business plan. The cost of digital marketing is now a worthwhile budgetary component of doing business.
Without a video centric digital marketing strategy a brand stands to go unseen by consumers.
Contact SyncLab Media to learn more about video centric digital marketing strategies. synclabmedia.com