5 Steps to an Effective Video Marketing Strategy
Have you considered developing a video marketing strategy but just haven’t gotten there yet? Now is the time.
Video is bound to be included on any list of digital marketing trends. While you need only look at your own behavior to see how important video consumption has become (Netflix binge, anyone?). The top three platforms together make up around 22 billion daily video views. Snapchat (10 billion), Facebook (8 billion), and YouTube (4 billion). Video ad spending is expected to reach $11.4 billion in 2017, and the average person will be exposed to more than 30 videos in a month.
So what makes video such an effective format? Well, a video can tell a story, reach your audience at an emotional level, and be much more memorable than any text or even an image. Using video will increase engagement (a video on social media can drive a 10x higher engagement rate, while a video on your site can make users stay for an average of 2 minutes longer), search ranking (video gives you a 53x higher likelihood of ranking on the first page of Google), and sales (a video on a landing page can increase conversions by 80%, while 64% of users are more likely to buy a product online after they have watched a video).
Here are 5 key considerations to help you put together an effective video marketing strategy:
1 – Know your customer
Everything in business, from the business model itself to the product to the marketing you do to push that product, starts with an understanding of your customer. More than ever before, the user today is fully in control and can watch (and turn off) when and where they want.
You need to be able to create video content that will engage your customer and distribute that content where your ideal customer will see it. You’ll need to get very clear on who they are, what they care about, and what their needs and desires are. Make sure you also take a look at what your competition is doing, to understand both how they are addressing the customer’s needs and how you might choose to be different and, ideally, better.
2 – Create strong content
It goes without saying that you need to be putting good quality videos out there, but it’s less obvious what that actually means. What it doesn’t mean is that you need a huge budget and impressive production values. Actually, a more authentic and down-to-earth approach is often an advantage, especially with younger audiences (although basic image quality is usually a given).
Good content usually does one of three things: inspires (telling the ‘why’ behind your business, your backstory), educates (useful information such as “how-to” tutorials), or entertains (comedy or excitement). Whichever of these you choose, you want to be creating content that engages your customer, fits your brand, and works towards your ultimate objectives – a funny cat video may be entertaining but how does it move your business forward? You’ll also want to make sure that you’re consistent in terms of everything from the format and the tone of voice to the publishing schedule so that you build your brand in a holistic way and create trust and loyalty among your fans.
Here are some successful brand examples to check out, with different approaches to video content on their YouTube channels:
Go Pro (leveraging user-generated content, UGC)
Dollar Shave Club (great use of humor)
Fabletics (How To Product Demo)
Warby Parker (Product demo and comparison)
3 – Distribute Your Content
Once you have created your video content, you need to choose where you’re going to distribute it. Generally this includes YouTube and your website but there may be other platforms that are relevant to your business and target audience as well. You may also want to use Sendlane to distribute your videos by embedding them into your landing pages or distributing them via your email campaigns: adding “video” in the subject line increases open rates by 7-13% and click-through rates by 200-300%.
As you distribute the content online you want to make sure it’s organically discoverable, by tapping into highly searched topics in the first place and by making the most of the metadata including titles, tags and descriptions. You also want to make sure your content is shareable. The length can be important here: videos that are less than 15 seconds long are shared 37% more often than those that are between 30 seconds and a minute. Any budget you have to promote your video content will go much further if you have optimized it first of all for natural traffic.
4 – Integrate it into your eco-system
As you create and distribute your video content, it’s important that it doesn’t just live alone, isolated and separate from the rest of your marketing activities. Consider where this video content sits along the customer journey, their path to purchase, and what role each video has in that journey. What’s the explicit call to action that you want to include at the end of the video? Where do you want to direct that traffic? Do you want the user to click through to a landing page, to subscribe to your mailing list, or follow you on social media? Perhaps you want to provide them with a coupon to use when they buy from you for the first time?
Thinking through the different steps you want your audience to take will ensure that you make effective use of the traffic you’re getting and that you don’t lose potential customers now that you have them engaged.
5 – Track and evaluate your results
In order to know if you’ve been successful, and to learn from your campaigns so that you can optimize for the future, you need to set clear objectives for your video marketing in the first place. Then make sure you track and measure your results. Where does video marketing fit in your overall strategy? Are you using it to build awareness of a new product, to increase engagement with your brand, to drive traffic to your website, drive online or offline sales, or maybe grow customer loyalty and increase testimonials and recommendations?
Depending on the specific objective, you can then choose the right measure that will tell you if you’ve reached that objective – e.g. video views for awareness, attention span and drop-off rates for engagement, or click-through rates for website traffic. Ready to create your own videos and push them out into the world? Great! Take advantage of Sendlane’s 14 day trial today.